Session One - **Course Full**
Session Three - Spaces available
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
Marketing research (quantitative and qualitative approaches)
Segmentation, targeting & positioning strategies
New and existing products
Pricing decisions and strategies
Promotion, advertising and communication strategies
Business and industrial 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.
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 Education Course: Marketing Strategy.
World-class LSE teaching
The Department of Management was established in 2000, and is committed to advancing the frontiers of the study of management, through its social-science based research, collaboration across the entire LSE, and its engagement with enterprises, organisations, and leaders throughout the world. The 2014 Research Excellence Framework has ranked LSE as the UK higher education leader for Business and Management Studies.
On this three week intensive programme, you will engage with and learn from full-time lecturers from the LSE.
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