Marketing Management

Marketing Management


This information relates to the 2016/17 session.

Prof. Amitav Chakraborty NAB 5.13

This course is required for the Master of Management, Master of Management (CEMS MIM) and Master of Management (MiM Exchange) degrees. This course is not available as an external option.

This course is an in-depth study of the key analytical foundations, techniques and concepts required to build an effective marketing strategy. Participants will learn about this topic at a strategic and practical level. This course combines LSE's central position in the social sciences with rigorous management practice. Using common concepts, interactive lessons, videos, hands-on exercises, and case studies, we'll share the key analytical frameworks and tools needed for a good marketing strategy. The goal is to develop a set of broadly applicable analytical tools based on: (a) predicting decisions that managers often face, (b) combining fundamental and often competing social science theories to inform those decisions, (c) general empirical knowledge and (d) Knowledge of mitigating factors. Emphasis is also placed on the use of case studies and data analysis to develop participants' ability to analyze and understand complex real-world business situations.

MT 30 hours of workshop. 2-HOUR SEMINARS str.

The course proceeds through lectures, case studies, readings and data collection.

Students must complete 1 MT course.

The format will be a two-part detailed case study. One part helps prepare participants for a marketing project (i.e. more conceptual applications that use social science theories and concepts to understand "tricky" real-life problems), and the other part helps prepare participants for a final exam (i.e. theoretical analysis). declaration). and other analytical frameworks) and data analysis with clearer right and wrong answers).

- Alex Chernev (2011), Strategic Marketing Management (6th ed.), Cerebellum Press.

- Philip Kotler and Gary Armstrong (2001), Principles of Marketing (9th ed.), Prentice Hall.

- Philip Kotler and Kevin Keller (2011), Marketing Management (14th ed.), Pearson Prentice Hall

- Homburg, S., Custer, S. and Cromer, H. (2009), Marketing Management: A Contemporary Perspective, McGrawHill.

- Jobber, D. (2010), Principles and Practice of Marketing (6th ed.), McGrawHill.

- Lambin JJ, Chumpitaz R and Schuiling I (2007), Marketing-Based Management: Strategic and Practical Marketing (2nd ed.). London: Palgrave Macmillan.

Additional references, especially newspaper articles and HBS examples, are provided at the beginning of the course.

During the main examination period, exam (50%, duration: 3 hours), MT project (40%) and class participation (10%).

Seth Godin - Everything You (Probably) Didn't Know About Marketing

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