UCL School of Management

Module Fact Sheet

MSIN0152: Marketing

Taught by
Level
Masters, level 7
Prerequisites
None
Eligibility
MBA students only
Terms
1,2
Delivery method
For full-time students 8 x 3 hour sessions over two weeks. Part-time students 8 x 3 hour sessions over two weekends.
Assessment
In -class test (2 hours) - UCL SOM 20%
Group Project - UCL SOM 20%
Individual Coursework - UCL SOM 10%
Individual Assignment - PKU NSD 15%
Peer reflection - PKU NSD 10%
Group Project - PKU NSD 15%
Class participation - PKU NSD 10%
Previous Module Code
MSIN0152

Course overview

Marketing creates value for customers by identifying and fulfilling customers’ needs. The goal of this module is to delineate the means of fulfilling these wants and needs.

Creating this value requires that managers must effectively:

Assess marketing opportunities by analysing customers, competitors, and their own company (the 3 C’s); and

Design effective marketing programs to capitalize upon these opportunities by selecting appropriate strategies for pricing, promotion, place, and product (the 4 P’s).

Accordingly, the first part of the module is organized around these three C’s and four P’s, and prepares students to create marketing strategies that concurrently addresses all of these points.

The second part of the module is broadly structured to follow the steps in the marketing research process.  Different types of research designs, techniques of data collection, and data analysis are covered. Emphasis is on the interpretation and use of results rather than on mathematical derivations.  Marketing research methods will be taught within the context of case studies and interspersed with theory in consumer behaviour research.

The topics include problem definition, research design, data collection methods, questionnaire design and measurement, sampling schemes, data analysis, and modelling. Emphasis will be given to both the qualitative and quantitative aspects of marketing research; some physiological methods for consumer research will also be introduced, such as Eye-Tracking, Face Reading, EEG, fMRI, IAT, etc.

Learning outcomes

Upon successful completion of the module, students will be able to:

  • Assess marketing opportunities by analysing customers, competitors, and their own company (the 3 C’s)
  • Design effective marketing programs to capitalize upon these opportunities by selecting appropriate strategies for pricing, promotion, place, and product (the 4 P’s)
  • Understand how companies are using scientific approaches and digital tools to address key marketing issues.

Students will also be able to:

  • Recognize the role of systematic information gathering and analysis in making marketing decisions.
  • Understand the potential contributions and limitations of marketing research methods.
  • Learn key metrics/marketing research tools for data collection and data analysis.
  • Learn how to use STATA to conduct some basic statistical analysis in marketing.

Topics covered

Course 1: Marketing Science

  • Marketing Math
  • 3 C’s (Customer, Company, Competition), Situation Analysis
  • 4 P’s: Product
  • 4 P’s: Promotion 
  • 4 P’s: Price
  • 4 P’s: Place
  • Segmentation, Targeting, and Positioning 
  • Integrated Marketing
  • Big Data

Course 2: Marketing Research

  • Exploratory Research
  • Survey Design
  • Segmentation
  • Brand Positioning
  • Understanding Consumers’ Attribute Evaluations
  • Causal Research
  • Big Data and Marketing Modeling
  • Physiological Measures

Assessment summary

Group Project - UCL SOM 20% Individual Coursework - UCL SOM 10% Individual Assignment - PKU NSD 15% Peer reflection - PKU NSD 10% Group Project - PKU NSD 15%

Class participation - PKU NSD 10%.

Current students should refer to Moodle for specific details of the current year’s assessment.

Essential reading

Course 1: Marketing Science

Marketing Management, 15th edition, by Philip T. Kotler & Kevin Lane Keller, Pearson ISBN-10: 0133856461 • ISBN-13: 978-0133856460

Course 2: Marketing Research

  • Backward Marketing Research
  • When Good Research Goes Bad
  • P&G Checks Out Real Life
  • Consulting the Oracle
  • Grab and Go (Case)
  • Boost Your Marketing ROI with Experimental Design
  • Gross Pointe Associates and “The Microvan” (Case + Guidelines)
  • Segmentation of the Games Market using Multivariate Analysis
  • Analyzing Consumer Perceptions
  • Thirty Years of Conjoint Analysis: Reflections and Prospects
  • Mining the Mind
  • Basic Marketing Research (Qualtric book)

Past versions of this module

MSINGC04 17/18

Last updated Friday, 17 August 2018