The approach taken in this course will enable students to gain a broad understanding of the theoretical and practical issues surrounding marketing decision making.
You must pass the following courses before this course may be attempted:
- MN1178 Business and management in a global context.
- 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.
- Corporate social responsibility (CSR)
- Analytical tools in marketing
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
Unseen written exam (3 hrs).
- Dibb, S. and L. Simkin. 'Implementation problems in industrial market segmentation', Industrial Marketing Management 23(1) 1994, pp.55–63.
- Gaski, J.F. ‘The theory of power and conflict in channels of distribution’, Journal of Marketing 48(3) 1984, pp.9–29.
- Kotler, P. and G. Armstrong. Principles of marketing. Upper Saddle River, NJ: Pearson, Prentice Hall, 2012. fourteenth international edition [ISBN 9780273752431].1
- Mitchell, V-W. ‘Buy-phase and buy-class effects on organisational risk perception and reduction in purchasing professional services’, Journal of Business and Industrial Marketing 13(6) 1998, pp.461–78.
- Ring, P.S. and A.H. Van de Ven. ‘Structuring cooperative relationships between organisations’, Strategic Management Journal 13(6) 1992, pp.483–98.
- Wilson, D.F. ‘Why divide consumer and organisational buyer behaviour?’, European Journal of Marketing 34(7) 2000, pp.780–96.
Course information sheets
Download the course information sheets from the LSE website.