Programmes

Marketing

  • Summer schools
  • Department of Management
  • Application code SS-MG101
  • Starting 2019
  • Short course: Open
  • Location: Houghton Street, London

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, you will develop an understanding of key analytical frameworks and tools that are essential to a good marketing strategy.


Session: One
Dates: 17 June – 5 July 2019
Lecturer: Professor Amitav Chakravarti

CLOSED FOR APPLICATIONS


Session: Three
Dates: 29 July – 16 August 2019
Lecturer: Professor Amitav Chakravarti


(Due to popularity, this course is repeated and can be taken in either of the sessions outlined above.)

Programme details

Key facts

Level: 100 level. Read more information on levels in our FAQs

Fees:  Please see Fees and payments

Lectures: 36 hours 

Classes: 18 hours

Assessment*: Written work and one written examination

Typical credit**: 3-4 credits (US) 7.5 ECTS points (EU)


*Assessment is optional

**You will need to check with your home institution

For more information on exams and credit, read Teaching and assessment

Prerequisites

There are no prerequisites for this course

Programme structure

  • 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

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.

Teaching

LSE’s Department of Management is a  world-leading centre for research and education in business and management. Its location within a world-class social science institution at the heart of a leading global city makes it unique among other management and business schools. This position gives the Department the unparalleled capability to deliver research and education which advance the frontiers of understanding in management through an integrated view of the economic, psychological, social, political and technological contexts in which people, teams, organisations and markets operate worldwide.

Proud to be part of LSE, an institution that ranks #2 in the world for social sciences and management (QS World University Rankings 2018) and #1 in the UK for research in business and management studies (REF 2014). LSE Management currently ranks #1 in the world for thought leadership in management (QS Master's in Management Rankings 2018). The Department engages with people and organisations worldwide, across the private, public, and third sectors, who are motivated to improve the world through better understanding and practice of management.

On this three week intensive programme, you will engage with and learn from full-time lecturers from the LSE’s management faculty.

Reading materials

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

Start your online application

Enquire now

Enquire now

  • Please enter a valid email address. We will send you relevant material regarding the LSE Summer School programme.
  • Which course subject area(s) would you like to know more about?
  • Your privacy
    Your right to privacy is important to us. The personal information that you submit in this form will be used to provide you with information about LSE Summer School news that may be of interest to you. Please visit lse.ac.uk/privacy to read our Privacy Policy and learn more about how we collect and use information about you so that you can make an informed choice about using our website.

How to Apply

Related programmes

Summer Schools Bargaining and Negotiation: Interests, Information, Strategy and Power (2019)

Short courses — Code(s) SS-MG209

Summer Schools Business Strategy in International and Emerging Markets (2019)

Short courses — Code(s) SS-MG206

Summer Schools Competitive Strategy and Game Theory (2019)

Short courses — Code(s) SS-MG205

Summer Schools Consumer Behaviour: Behavioural Fundamentals for Marketing and Management (2019)

Short courses — Code(s) SS-MG103

Summer Schools Corporate and Organisational Strategy (2019)

Short courses — Code(s) SS-MG220

Request a prospectus

  • Name
  • Address

Register your interest

  • Name

Speak to Admissions

Content to be supplied