London School of Economics and Political Science (LSE)

Modules

36
Marketing

The role of marketing in organisations and society.

Strategic marketing at the corporate and business level.

Marketing information and marketing research: marketing intelligence – marketing research process – functions, design and analysis of market surveys – applications of analytical techniques and computer software.

Analysing the marketing environment.
Consumer markets and buyer behaviour.
Industrial markets and organisational buyer behaviour.
Market segmentation, targeting and positioning.
New product development.
Managing the product line.
Selecting and managing marketing channels.
The design of marketing communications and sales promotion.
Marketing services.
International marketing.
Organisation, implementation and control of marketing programmes.