Think at London Business School
How can marketers make decisions in such crazy times? Start by looking at your customers and their evolving needs
By Rajesh Chandy, Stefan Stern
London’s dynamic marketing scene means you’re perfectly-placed for in-depth, hands-on learning.
Our vibrant marketing community attracts top faculty from around the world
Many offer rich pickings when it comes to marketing-relevant events and
体育投注注册 an extensive network of alumni in senior positions within the marketing industry. These include:
Professor of Marketing: Chair, Marketing Faculty
体育投注注册Professor of Marketing; Tony and Maureen Wheeler Chair in Entrepreneurship; Academic Director, Wheeler Institute for Business and Development
Assistant Professor of Marketing
Associate Professor of Marketing
Professor of Marketing
Professor of Marketing; Deputy Dean (Degree Education)
Professor of Marketing
Associate Professor of Management Practice in Marketing and Entrepreneurship
Professor of Marketing
体育投注注册Assistant Professor of Marketing
Associate Professor of Marketing
体育投注注册Assistant Professor of Marketing
体育投注注册 A key part of our Masters programmes curriculum.View courses Show less
Every leadership role includes the imperative of keeping the organization market-driven. This course covers the strategies for value creation, and the changing programs required for value capture, in serving customers and other stakeholders. Emphasis is placed on changing marketing landscapes, and the shifting strategies adopted by market leaders.
体育投注注册 How does a firm create value for its customer? How does it capture a share of that value for itself in the form of revenue? The goal of the marketing process is to assemble a detailed understanding of customers and prospects and to use this knowledge to organise the firm’s offer to those groups. Learn the key concepts, frameworks and tools relevant to analysing business settings from a marketing perspective and apply them to marketing-related problems, developing appropriate recommendations – and solutions – for the decision maker.
体育投注注册 View business situations from a marketing angle, important not just for a career in marketing or consulting, but also for general management and finance roles where you are required to understand drivers of value and marketplace context. Learn essential concepts, terminology, frameworks and data analysis skills.
体育投注注册 Learn to develop and execute a marketing plan in a competitive, fast-paced and unpredictable marketplace. Develop a positioning strategy, identify which businesses and segments to compete in and how to strategically allocate scarce resources across the marketing mix in both mature and new markets. Explore pricing strategies, the product life cycle curve, new market entry strategies, word of mouth/social contagion, and competitor analysis.
体育投注注册 Optional courses providing a deep dive into specialist areas.View electives Show less
Advanced Marketing Strategy is concerned with how firms target, acquire, retain, and grow customers to achieve sustainable growth and profits. With our focus on marketing at the strategic level, less attention is given to the specific tactical decisions made by marketers to implement particular strategies. Each session covers a topic that is of importance to marketers and senior management. The first part of the course focuses on a customer-centric approach to marketing strategy. We examine how to identify, create, sustain, and leverage customer value to create value for the firm. In other words, we place the organisation's capabilities at the service of customers and not the other way around. We then discuss the Marketing function within the broader context of the firm, particularly as it relates to globalisation and to the interface with Sales. Finally, we focus on marketing analytics, emphasizing the manager's role and perspective (rather than that of the analyst).
Behavioural economics is an emerging field that shows most decision makers are not fully rational, and that their behaviour deviates from normative standards in systematic ways. Biases in judgment can lead to decision errors by managers and consumers alike. This also presents an opportunity, however, for managers, consumers and public policy makers because it is possible to change and improve decisions through behavioural interventions. The course will cover the main behavioural theories and develop students' skills to test and implement behavioural interventions through experimentation. Students will work on projects in collaboration with an external organization. Guest speakers applying behavioural concepts in different settings will feature. Because behavioural principles are applied in diverse settings, the course is suitable to a broad audience. The emphasis on biases and how decisions depart from rationality distinguishes this course from other courses on decision making.
Brands articulate a company's strategy, drive its execution, and are often the most valuable asset on (or off) the balance sheet. This course highlights the strategic implications of branding for organizations and delivers a framework and a set of tools for effective brand management. The course offers you the chance to combine theory and practice to understand the most important concepts in building strong brands, maximizing the value of existing brands, and managing a brand portfolio. From a theoretical perspective, the course aims to introduce you to the issues faced by brand stewards and to provide an overall framework and a set of more specific tools to manage these issues, paying special attention to emerging topics in branding. From a practical perspective, the course objective is to show how the principles learned in class apply to real-world problems by making extensive use of examples, cases, and guest speakers.
Digital technologies have disrupted the way firms interact with consumers and their distribution strategies. Established manufacturers and retailers are threatened by firms such as Amazon that exclusively use online channels. As the number of channels explodes, the need for coordination becomes vital. At the same time, digital technologies facilitate new business models and distribution strategies. This course focuses on how firms should manage the strategic dimension of distribution channel choice and their channels and sales force. Students learn how to successfully design, manage and evaluate a company's channel and sales force strategy and tactics in B2C and B2B markets. The course discusses the fundamental strategy choices and economics of distribution channel choice, looks at challenges related to digital channels, integration of broader channel strategies and the interaction of decisions with other marketing variables such as branding, pricing or the product lifecycle.
体育投注注册 This course addresses the biggest barrier to creativity in business - the myth that being creative is the rightful preserve of the creatively gifted. It's not. Creativity is a way to solve problems and to think differently about business challenges.
This course focusses upon the use of cutting-edge data analytic techniques to understand and inform managerial decision making with a primary focus on the formulation of dynamic marketing policies by using consumer and transaction level data. Students will be introduced to techniques, such as multivariate regression, discrete choice modelling, probability models for customer management, and introductory machine learning. The aim is to produce individuals capable of bridging the gap between those proficient in data analysis techniques and those proficient in understanding marketing problems, developing professionals who can interact with both data scientists and traditional marketing managers, acquiring the capability to run a marketing analytics team. Students will learn to: Understand the "voice of consumers"; Estimate the impact of the marketing mix on consumer preferences and demand; Optimise for organizational decision making; Create informed digital marketing strategy.
体育投注注册 Marketing professionals and consultants are charged with a wide variety of responsibilities that require them to have a good understanding of the workings of the market (at both the micro- and macro-level), evaluate the impact of (and therefore demonstrate the value of) past marketing activities, and use these insights in the development of new marketing programmes. The objective of this course is to familiarize you with some of the main descriptive, predictive, and prescriptive analytics methods that have now become fundamental to marketing decision making as well as to high-level marketing and strategy consulting engagements. The course guides you through the development and use of these tools without getting "bogged down" in the technical details. Fundamental to this course is the view that the way to truly appreciate the strengths and weaknesses of the various tools - so that you can be an "intelligent consumer" of them - is to gain first-hand experience as an end-user modeller.
This course addresses the management and marketing of innovation. Design themes underlying the course are: cutting-edge research, decision focus, process-orientation, strategic emphasis, adaptive and dynamic.
When is making a change to a webpage, an algorithm, prices or products worthwhile? Is my advertising effective? Businesses increasingly use experiments to answer these questions. However, implementing experiments is not always straightforward. This class teaches causal methods with a special focus on field experiments, when they work and how to apply them. We will discuss how to measure impact in business situations and how to evaluate claims of impact made by others. Topics include field experiments (also: randomized controlled trials) and other methods that can be used when experiments are not feasible. The methods can be used in a variety of business contexts, but they have become especially important for digital businesses that are able to easily implement experiments. Methods are illustrated with examples from businesses such as Ebay and Uber and in areas such as advertising, pricing, product design or distribution channel decisions.
体育投注注册 Pricing presents managers with one of their most powerful levers for maximizing profits and shareholder value. This value often lies untapped within many organizations, because managers lack a clear understanding of how to improve on historical pricing practices within their companies and industries.
体育投注注册 In most modern companies, the Product Manager (PM) plays a central role in bringing products successfully to market and also to manage their on-going life-cycle. S/he is the glue that binds the various functions within the company - including Engineering, Sales, Design, Marketing and more. The overall goal for this course, Product Management, is to help students understand all the various skillsets that are needed for the PM role, and to develop a good sense for what it takes to be a successful product manager - typically in a high tech company. By course end students will have learned various product management and product development frameworks. Also, they will have built some hands-on skills in product design based on customer requirements and product prototyping. Plus they will have a deeper understanding of product roadmaps, product-mix planning, overall product lifecycle and product portfolio management, go-to-market strategies, and product-related eco-system development.
体育投注注册 Companies - both B2C and B2B - are continuing to shift their marketing budgets to internet and social media marketing programs so that they can engage their customers on the digital medium. This has created several challenges to the marketer, the most strategic one being how to decide which types of internet marketing programs to use - where & when. The goals of Social Media and Internet Marketing (SMIM) are to understand: (i) what are the most effective ways to engage digitally with customers, (ii) how to create SMIM strategies and programs, (iii) what frameworks and metrics to apply, and (iv) how to seamlessly combine digital with off-line marketing programs. By course end students will have learned how to use various internet and social media marketing strategies, including: content marketing, search, apps, social advertising, social listening, influencer marketing & advocacy, personalization & digital loyalty programs, location-based marketing, and omni-channel marketing.
We are currently seeing three important trends in business. First, an increasing number of firms are engaging with the concept of customer centricity with the implication that much of the growth dynamic of their business is framed in terms of customer acquisition, retention, and development. Second, the digitization of business has led to the potential for an extraordinary atomization of many decisions. Third, the development of machine-learning and AI methods means that firms are developing more decision automation systems. This course explores how firms should organize for data-driven decision making in today's customer-centric, digitally enabled world. We explore the basic enabling technologies, review the key analytical tools, identify the information and decision silos that prevent firms from taking a truly customer-centric approach to their activities, and explore the organizational and technological challenges of breaking down the barriers associated with these silos.
Specialised courses for high-calibre business executives and leaders.
The Mastering Digital Marketing online programme leads you through a 3 month journey, covering digital marketing topics such as SEO, social media and beyond.
Explore creative and innovative ways to build new market opportunities, exploit changing technologies and take novel concepts to market
Enhance your ability to build and manage customer-focused brands to drive profits and organic growth.
体育投注注册Think at London Business School
体育投注注册Economic mechanisms behind online ad delivery could mean fewer women see STEM content
By Aine Doris
Want to know more about Marketing at London Business School? We’d love to hear from you. For more information please contact our Subject Area Manager, Elisabeth Hajicek.