MG4F1      Half Unit
Marketing Action Learning Project

This information is for the 2017/18 session.

Teacher responsible

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.

Course content

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.

Formative coursework

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.

Indicative reading

• 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.

Key facts

Department: Management

Total students 2016/17: Unavailable

Average class size 2016/17: Unavailable

Controlled access 2016/17: No

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills