MG101: Marketing

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.

Prerequisites: There are no prerequisites for this course

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

Fees: Please see Fees and payments

Lectures: 36 hours

Classes: 18 hours

Assessment: Coursework and a take-home examination

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

Please note: 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

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

• 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

The design of this course is guided by LSE faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the course.