UPDATE: Due to the global COVID-19 pandemic we will no longer be offering this course in summer 2020. Please check our latest news on this situation here.
You can still register your interest in this course for 2021 using the ‘Sign up’ button to the right.
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.
Dates: 22 June – 10 July 2020
Lecturer: Professor Amitav Chakravarti
Dates: 3 August – 21 August 2020
Lecturer: Professor Amitav Chakravarti
(Due to popularity, this course is repeated.)
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
There are no prerequisites for this course
- 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
- 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.
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.
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