MG4F1 Half Unit
Marketing Action Learning Project
This information is for the 2019/20 session.
Prof Amitav Chakravarti NAB 5.13
This course is compulsory on the MSc in Marketing. This course is not available as an outside option.
Completion of the MSc in Marketing pre-sessional course, MG4E7 Business Fundamentals.
For the Marketing Project, each team selects a target issue for an organization and uses the marketing techniques developed in the course to arrive at a recommendation. The Marketing Project is aimed at producing an in-depth report that provides two critical classes of information: (a) Section 1 tells us how a “live” business is being run and what makes it tick (or not) from a marketing value-creation point of view, and (b) Section 2 provides data-based, scientific analysis of what the firm could do better for a more sustainable and competitive future.
2 hours of lectures in the LT.
One formal lecture, plus individual appointments through LT and ST with groups to discuss their chosen projects.
• Building a Marketing Plan, by Ho Yin Wong; Kylie Radel; Roshnee Ramsaran-Fowda, Harvard Business School Publishing.
• Writing Great Marketing Plans, 2005, by T. Caulkins, Kellogg’s/Northwestern University.
• The Marketing Plan Handbook Paperback – 1 Sep 2011 by Alexander Chernev
Project (95%) in August.
Class participation (5%) in the LT and ST.
Students will undertake a peer review providing feedback on the other members of their project group.
Total students 2018/19: 75
Average class size 2018/19: 75
Controlled access 2018/19: No
Value: Half Unit
Personal development skills
- Team working
- Problem solving
- Application of information skills
- Application of numeracy skills
- Commercial awareness
- Specialist skills