• Dates:

    4 - 8 June 2018

  • Five day intensive executive programme
  • LSE's Central London Campus,

    New Academic Building,
    WC2A 2AE 

  • Professor Amitav Chakravarti
  • Tuition Fee:



A rigorous examination that will develop your understanding of the key analytical frameworks and tools that are essential to building an effective marketing strategy.

This executive short course offers you practical skills in designing strategies that can make all the difference between success and failure in the marketplace. 

In five intensive days, the course takes a step-by-step approach in discussing and applying the core analytical frameworks and tools found in many world-class marketing MBA programmes. 

Whether you are a marketing professional wishing to enhance your understanding of the key concepts, or a seasoned executive from any discipline looking for an intensive introduction to the field, this course will change the way you think about marketing.  

Programme benefits:

  • Understand how customers make decisions, and how to capture their decisions through modelling
  • Practice qualitative and quantitative methods of marketing research
  • Learn how to measure the “value” of customers using Customer Lifetime Value analysis (CLV)
  • Develop skills in creating robust frameworks for setting an effective segmenting, targeting, and positioning strategy
  • Understand methods of setting price, and pricing anomalies
  • Gain practical experience in using tools that will help increase the success of innovative new product or service launches
  • Practice and understand the methods used to manage existing products and their brand equity
  • Achieve a deeper understanding of the key factors to consider when distributing a product or service
  • Learn and practice qualitative-quantitative frameworks for effectively promoting a product, service, or idea.

Course description

Marketing, ultimately, is about understanding and shaping behaviour, and a well-thought out marketing strategy can be a critical arbiter of success. The aim of the course is to develop an analytical tool-kit that can deliver this success to a wide range of industries and functions.

A second key aim of this course is to take special care in distinguishing between highly popular but deeply flawed marketing practices, and those that have a scientific basis and have proven accurate time and again. In this era of growing pressure to connect a firm’s marketing spends to the ROI, it is important that marketing professionals and CMOs distinguish between “buzzwords” that might have a questionable standing (e.g., the Net Promoter Score metric) and those that are truly tried and tested (e.g., the Bass Diffusion Model or the Customer Lifetime Value Model).

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.

Course suitability

This executive course is suitable for:

  • Senior executives who are assuming marketing responsibilities for the first time
  • Managers already working in a marketing capacity, but without postgraduate education in the subject
  • Experienced marketing managers wishing to enhance or refresh their knowledge of key concepts and frameworks
  • Executives across all sectors seeking professional development and a greater understanding of the marketing process.

What's included in the fee?

The fee for this executive course includes: all LSE tuition, course materials, daily lunches, coffee breaks, two complimentary networking events with fellow senior participants and full office support. You will also be awarded an LSE certificate of completion at the end of the five days.

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"It demystified the marketing department for me, providing a really excellent foundation and framework. In particular I was fascinated with the research aspect of consumer behaviour and the underpinning psychology."

Team Director, GlaxoSmithKline Services Unlimited, UK



“Understanding the science behind the consumer decisionmaking process completely transformed my approach to marketing. A well-balanced class with vast work experience contributed to some fascinating discussions. It was a valuable and rewarding experience.”

Marketing Manager,

BMO Financial Group (Bank of Montreal), Canada



Previous course participants include:

  • Accenture 
  • ALL - América Latina Logística
  • Arla Foods amba
  • BAE Systems
  • Barclays Capital
  • BBC Worldwide
  • Campari Benelux
  • Dell
  • Deutsche Bank AG, London
  • Ernst & Young
  • GlaxoSmithKline
  • Google
  • Harrods
  • IBM
  • Johnson&Johnson
  • Lafarge
  • LinkedIn Technology UK Ltd
  • L'Oréal
  • McDonald's Perú
  • Neopost Ltd
  • NOAA/US Department of Commerce
  • Pearson
  • Salvatore Ferragamo S.p.A
  • Schlumberger Oilfield UK Plc
  • SNCF Geodis
  • Swiss Federal Office of IT


Receive more information about our 2017 executive short courses.


Find out everything you need to know about application, registration and fees

How to contact us

+44 (0)207 849 4615

Tel: +44 (0)20 7849 4615

Executive Summer School Office Address Details (below)

Executive Education Courses Office
Houghton Street
London WC2A 2AE