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. For details on the Marketing Action Learning Project please see Appendix at the end of this document.

6 hours of lectures in the MT.

Two formal lectures, plus individual appointments through MT, LT and ST with groups to discuss their chosen projects.

Students will be expected to produce 2 exercises in the MT and LT.

Each term (end of MT and middle of ST) will have a deliverable (“mid-term report”) associated with it; the grading of these deliverables (mid-term report 1 and 2) will serve as formative assessments, which will hopefully be used by the students as feedback for the final report.

• 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 (90%) in August.
Class participation (10%) in the MT, LT and ST.