Programmes

Marketing

  • Summer schools
  • Department of Management
  • Application code SS-MG101
  • Starting 2021
  • Short course: Closed
  • Location: Houghton Street, London

Effective marketing is critical for an organisation to grow and create sustained value within an increasingly competitive business environment. Good marketing engages customers and allows a company to respond to the changing needs of its audience by providing innovative solutions. As a result, a well-designed marketing strategy can be the difference between success and failure. 

At the heart of a successful marketing strategy is an understanding of human behaviour and the needs of customers. This course is designed to give you the critical thinking skills to assess these audiences and markets from both an economic and psychological perspective, giving you the tools to implement effective marketing strategies. 

Using real-world case studies including Land Rover, Starbucks and Atlantic Computers, you will understand how marketing intersects with other business functions to create customer and shareholder value. Through active discussion with faculty and peers you will understand the key frameworks, concepts and theories of marketing that enable effective market analysis - a critical element of managerial decision-making.


Session: One - Applications closed
Dates: 21 June – 9 July 2021


Session: Three - Applications closed
Dates: 2 – 20 August 2021


(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 but may be required for credit by your home institution. Your home institution will be able to advise how you can meet their credit requirements.

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

Prerequisites

There are no prerequisites for this course

Key topics

  • Customer behaviour
  • Marketing research (quantitative and qualitative approaches)
  • Segmentation, targeting and positioning strategies
  • Distribution decisions
  • Pricing decisions and strategies
  • Promotion, advertising and communication strategies
  • Business and industrial marketing
  • International marketing

Programme structure and assessment

This course is delivered as a combination of lectures, case discussions and readings. Great emphasis is placed on the use of case studies to develop your skills at analysing and making sense of complex real-world business situations.

The course is assessed through coursework (40%) and a final examination (60%). As part of your coursework assessment you will be required to submit regular one-page case responses along with a final major case assignment to be completed in groups of two. This final assignment will entail an in-depth written analysis of one of the cases discussed in class.

Further details will be provided at the beginning of the course.

Course outcomes

  • Understand what marketing is and how it interacts with other business functions
  • Assess 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

Is this course right for you?

This course is suitable if you are seeking to specialise in marketing. It is also recommended if you wish to to broaden your understanding of business strategy or targeting a role in consulting and business management.

Your department

LSE’s Department of Management unites four subject areas – Employment Relations and Organisational Behaviour, Information Systems and Innovation, Managerial Economics and Strategy, and Management Science. It thereby combines the study of business and management with LSE’s renowned social sciences perspective. LSE is ranked 2nd in the world for social sciences and management (2020 QS World University Rankings) and the Department of Management, along with the Departments of Accounting and Finance, was ranked as the UK leader for Business and Management Studies in the most recent Research Excellence Framework.

Our world-class record of multidisciplinary management research gives students a solid understanding of the global business environment. Whether learning the fundamentals of management or gaining advanced insights into specific aspects of strategy, negotiation, marketing or human resources, students will develop a competitive edge for their future career.

Your faculty

Professor Amitav Chakravarti

Professor of Marketing, Department of Management

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

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How to Apply

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