London School of Economics and Political Science (LSE)

Modules

Principles of marketing [141]

Part A. Understanding consumer and buyer behaviour
1. Overview of marketing: history and theoretical approaches used in marketing.
2. Introduction to consumer and buyer behaviour.
3. Introduction to market segmentation.
4. Customer relationship marketing.
5. Introduction to demand analysis and estimating market potential.
6. Organizational buyer behaviour.

Part B. Understanding organizational marketing behaviour
7. Introduction to promotion strategy.
8. Branding and product development.
9. Product life-cycle theory and competitor analysis.
10. Introduction to pricing strategy.
11: Introduction to placement/distribution analysis.
12. The ethical, social and economic implications of organizational marketing behaviour.