University of London

Small Navigation Menu

Primary Menu

Marketing management MN3141

This course introduces students to the fundamental principles of marketing and marketing management.

The approach taken in this course will enable students to gain a broad understanding of the theoretical and practical issues surrounding marketing decision making.

Prerequisites

You must pass the following courses before this course may be attempted:

  • MN1178 Business and management in a global context.

Topics covered

  • General introduction
  • An overview of marketing history and theory
  • The marketing environment
  • Consumer behaviour
  • Organisational buyer behaviour
  • Market segmentation, targeting and positioning
  • Customer relationship marketing (CRM)
  • Branding and product development
  • Product innovation and the life-cycle approach.
  • Promotion
  • Pricing
  • Distribution
  • Corporate social responsibility (CSR)

Learning outcomes

If you complete the course successfully, you should be able to:

  • discuss the function and effect of advertising/promotion from an organisational perspective
  • describe the pricing behaviour of firms in an uncertain environment where information may be limited or wrong
  • describe and analyse the marketing behaviour of firms and consumers

Assessment

Unseen written exam (3 hrs).

Essential reading

  • Kotler, P. and G. Armstrong. Principles of marketing. (Harlow:Pearson, 2017) seventeenth global edition [ISBN 9780273752431].
  • For full details, refer to the reading list on the VLE

Download the course information sheets from the LSE website.