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Marketing Planning & Implementation (19M20017)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Sec: A Ken Matsuno Marketing ENG

Group Teacher Department Language
Sec: B Ken Matsuno Marketing ENG

Group Teacher Department Language
Sec: C Ken Matsuno Marketing ENG


This is the second course in the FTMBA core Marketing curriculum. Its only pre-requisite will be having attended the sessions in the first core Marketing course (Marketing Strategy).


The program builds on the contents of the Marketing Strategy course, discussing with the participants the challenges of implementing Marketing strategies.

Course Learning Objectives

The second marketing module of the core MBA curriculum introduces useful frameworks and approaches for solving the most pressing go-to-market challenges faced by organisations. The emphasis continues to be on situations that present marketing problems in a holistic way, instances in which problem diagnosis and the integration of traditional decision areas in marketing, that is, the components of the marketing mix, are essential. Situations emphasising the tactical responsibilities of marketing and sales departments, on the other hand, are downplayed.
Regardless of your current functional position, by the end of the module you should feel comfortable applying key marketing concepts in practice and evaluating the marketing activities of your organisation.


1. Marketing Planning

How to implement a Marketing Strategy - The contents of a Marketing Plan

2. Digital Marketing

Exploration of the "new" paradigm in Marketing

3. Service Marketing

Exploring the differences between product based marketing and service marketing

4. Go-To-Market Strategies

Learning how to build and manage a Channel System

5. Sales Management

Learn how to design a sales strategy

6. The Marketing Organization

Learn how to organize the marketing function, understand the concept of Customer Centricity


A variety of teaching methods will be used in order to meet the course objectives:
- The case method will be used as the basis for class discussions, to illustrate applications of the strategies analysed and simulate decision making. Real and current case studies will be discussed in the course.
- Other type of assignments (pre-readings, information research,...) will be offered to prepare for the sessions.
- A course web page will provide all course materials and will be used as a forum for interaction.
- Course participants will be divided into groups and required to analyse and prepare a report on each of the case studies to be discussed in class. Contributions to case discussions and active participation in classes will account for an important part of their final grades.
- They will be furnished with a selected list of recommended readings to complement regular course assignments.



Description %
In-class participation 20
Completion of pre-class assignments 40
Final take-home exam (case study) 40

Assessment criteria

Course participants are expected to read and prepare their assignments, including case studies, textbook and other readings as indicated. The assignments have to be delivered on the due dates, electronically through the course webpage. No late submissions will be allowed. Participation in class and in the forum discussions is strongly recommended and contributing to class discussions accounts for an important part of the grade. It is the responsibility of each course participant to assure that they receive the course materials and assignments in time to comply with deadlines. When a delay occurs, course participants must get in touch with the professors and work out a
solution. Plagiarism and cheating are violations of the MBA Programme Regulations.

Participation (in class and in forum discussions): Please note that contribution is not equivalent to the quantity of contribution. The quality of what is said and the quality of one's listening and responsiveness to others are also important
components for the evaluation of class participation. Class attendance is mandatory.

Final exam: The exam will be based on a case study. Course participants will be given the case at least one week before the exam. The exam will be open-book, will consist of a short essay based on some questions about the case, where course participants will have to draw on course readings, case studies and class discussions.


There is no standard textbook for this course. The reading packet will cover the core contents of the course. Still, if participants are interested in reading further material, this will be provided by the class instructor on a case to case basis.

Timetable and sections

Group Teacher Department
Sec: A Ken Matsuno Marketing

Timetable Sec: A

Group Teacher Department
Sec: B Ken Matsuno Marketing

Timetable Sec: B

Group Teacher Department
Sec: C Ken Matsuno Marketing

Timetable Sec: C