Executive Summer School Testimonial 4
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Executive Summer School
London School of Economics
Houghton Street
London
WC2A 2AE
 
Email: ess@lse.ac.uk|
Tel: +44 (0) 207 849 4615

 
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Marketing Strategy

a course cover 3

A rigorous examination of the key analytical frameworks and tools that are essential to building an effective marketing strategy

Register here for a detailed course outline.|

 Peter Drucker, the father of business consulting once remarked, “Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation.”

In today’s highly competitive environment these words ring even more true: a well-designed marketing strategy can make all the difference between success and failure in the marketplace.

Programme Benefits:

In five intensive days, we will discuss and apply the core analytical frameworks and tools found in most marketing MBA programs. In particular, we will look at:

  • Customers: How customers make decisions, and models that capture their decisions
  • Marketing Research: Qualitative and quantitative methods of marketing research
  • Customer Lifetime Value (CLV): CLV analysis, a measure of the “value” of customers
  • Segmenting, Targeting, & Positioning: Frameworks for setting a good segmenting, targeting, and positioning strategy
  • Pricing: Methods of setting price, and pricing anomalies
  • New Products: Tools that help increase new product success (e.g., Conjoint Analysis)
  • Existing Products: Methods used to manage existing products and their brand equity
  • Distribution: What to consider when distributing a product
  • Promotion: Qualitative-quantitative frameworks for effectively promoting a product, service, or idea.

"It demystified the marketing department for me."

Team Director, GlaxoSmithKline Services Unlimited, UK


Marketing, ultimately, is about understanding and shaping behaviour. Accordingly, banks and other financial institutions, as well as governmental, medical, and not-for-profit organizations--from those that design financial products, to those that implement public policy (e.g., reducing drunk driving), have found that a well-thought out marketing strategy can be a critical arbiter of success even in this “ideas marketplace.”

Thus, the aim of the course is to develop an analytical tool-kit that is applicable to a wide range of industries and functions.

Register here for a detailed course outline.|


 

"It demystified the marketing department for me, provided a really excellent foundation and framework of the areas and it has been quite insightful. In particular I was fascinated with the research on aspects of consumer behaviour and the underpinning psychology."

Team Director, GlaxoSmithKline Services Unlimited, UK

"The programme was very comprehensive and interesting, providing a solid overview of marketing strategy."

Search Marketing and Digital Specialist, GroupM - WPP Group, Italy


Our previous client list includes;
  • Accenture 
  • ALL - América Latina Logística
  • Arla Foods amba
  • BAE Systems
  • Barclays Capital
  • BBC Worldwide
  • Campari Benelux
  • Deutsche Bank AG, London
  • Ernst & Young
  • GlaxoSmithKline Services Unlimited
  • Google
  • Harrods
  • IBM
  • Lafarge
  • LinkedIn Technology UK Ltd
  • McDonald's Perú
  • Neopost Ltd
  • NOAA/US Department of Commerce
  • Schlumberger Oilfield UK Plc
  • SNCF Geodis
  • Swiss Federal Office of IT
  • UNICEF

 

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 Course details:


Dates: 22 June - 26 June 2015

Format: Five day intensive executive programme

Location: LSE's Central London Campus, New Academic Building, WC2A 2AE

Teaching faculty:

Professor Amitav Chakravarti|

Tuition fee:  £4,995 (includes all course materials)


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