MG101: Marketing

Professionals with at least 2 years of work experience in the area may wish to consider the Executive Summer School:  Marketing Strategy|

Prerequisites: None

Professor Amitav Chakravarti
Dr Vishal Talwar

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.”

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, we will share key analytical frameworks and tools that are essential to a good marketing strategy.

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.

Kotler and Keller (2012) Marketing Management, 14th edition, Pearson

Lectures: 36 hours    Classes: 12 hours
Assessment: Final written examination (60%), plus coursework (40%)