MG4F1      Half Unit
Marketing Action Learning Project

This information is for the 2019/20 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. 


2 hours of lectures in the LT.

One formal lecture, plus individual appointments through LT and ST with groups to discuss their chosen projects.

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 (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.

Key facts

Department: Management

Total students 2018/19: 75

Average class size 2018/19: 75

Controlled access 2018/19: No

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills