MG101: Marketing


Course Content

Peter Drucker, the father of business consulting once famously 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 business environment these words ring even more true: a well-designed marketing strategy can make all the difference between success and failure in the marketplace.

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

Topics covered include:

  • Introduction to marketing and marketing frameworks
  • Consumer behaviour
  • Marketing research (quantitative and qualitative approaches)
  • Segmentation, targeting & positioning strategies
  • New and existing products
  • Distribution decisions
  • Pricing decisions and strategies
  • Promotion, advertising and communication strategies
  • Business and industrial marketing
  • International marketing

This course will combine LSE’s premier standing in the social sciences with cutting-edge management practices. By using a wide range of quantitative as well as qualitative methods, interactive lectures, videos, hands-on exercises, and case studies, you will develop an understanding of key analytical frameworks and tools that are essential to a good marketing strategy.

Course Outcomes

  • Understand what marketing is and how it interacts with other business functions
  • Learn key frameworks, concepts and theories of marketing that enable effective analysis as a basis for managerial decision making
  • Understand consumers and marketing from both an economic and psychological perspective
  • Recognise the process by which effective marketing strategies can be developed and implemented.

Apart from the final exam, assessment will be based on a coursework component that will allow students to apply theories learned in lectures to a real world organisational problem.

Professionals with at least two years of work experience may wish to consider the week-long intensive Executive Summer School course:  Marketing Strategy.


Kotler and Keller (2015) Marketing Management, 15th edition, Pearson (the 14th edition will also suffice)

*A more detailed reading list will be supplied prior to the start of the programme

**Course content, faculty and dates may be subject to change without prior notice



Session: Two

Dates: 11 - 29 July 2016

Professor Amitav Chakravarti

Level: 100 level

Fees: Click here for information

Prerequisites: None

Lectures: 36 hours 

Classes: 18 hours

Assessment*: Written work and one written examination

Typical credit**: 3 credits (US) 7.5 ECTS points (EU)

How to apply?

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*assessment is optional – see FAQs

**You will need to check with your home institution. Read more about credit transfer here.