MG101 - MARKETING

Day Two
22nd June 2021
Dr. Haider Ali
 CLASS TEACHERS &
ATTENDANCE

• Haider Ali • Jill Nurse

• Week one - Face to face • Week one - Online
• Week two - Online • Week two - Face to face

Social distancing means that there can only be a maximum of 18

people in this room.

You need to tell us in advance to change from an earlier (f2f) class

to a later (f2f) class.

How to inform us is covered in the final slide.

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 To understand what marketing is and how it
interacts with other business functions to help
create customer value and shareholder value in
an organisation;

To understand the key frameworks, concepts

and theories of marketing that enable effective
analysis as a basis for managerial decision
making;
COURSE
AIMS Understand consumers and marketing as a
whole from both an economic and
psychological perspective; and

To understand the process by which effective

marketing strategies could be developed and
implemented

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 36 lecture hours

• 12 lectures @ 3-hours/lecture; 2:00pm-

5:00pm (UK Time)

18 class hours

• 12 classes @ 1.5-hours/class;
COURSE • Face to face: 9am-10.00am, 10:am-
STRUCTURE 11.30am, 11.30am-1.00pm
• Online 8am-9.30am and 7pm-8.30pm

2 examination hours

• Don’t book flights for that day before

confirming the time of the exam
• Contact the summer school office for any
special arrangements

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Administrative details - Lecture-Class format

Moodle

• https://shortcourses.lse.ac.uk/course/view.php?id=7

Enrollment key

• MG10121
• Where to find case questions, assessment details, etc. COURSE
Your candidate number (needed for the exam and summative A D M I N I S T R AT I O N
assessment) is the number starting with a year e.g. 2021*****

Use this candidate number on your formative (to get into the habit),
the summative and the exam (make sure you write it very clearly)

Contacting us

• H.Ali3@lse.ac.uk
• j.nurse1@lse.ac.uk

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 Class Topic
  Lecture Topic
Case Discussion
• Introduction to Marketing &
Day 1 Marketing Frameworks
• No classes
(June 21) • Consumer Behavior I: Established
Frameworks (CDMJ)
• Consumer Behavior I: Established • Administrative Details
Day 2 Frameworks (Behavioral Audit) • Overview & Discussion of
(June 22) • Consumer Behaviour II: Newer Marketing Frameworks
Frameworks • Land Rover Case 1
Day 3 • Conducting Marketing Research:
• Land Rover Case 2
(June 23) Some Key Issues
Day 4 • Providing & Measuring Customer • Marketing Research
(June 24) Value Exercise
Day 5 • Segmentation, Targeting, &
• Calyx Flowers Case 1
(June 25) Positioning Strategies
Day 6 • New Product Decisions (Predicting
• Calyx Flowers Case 2
(June 28) Acceptance)
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 Class Topic
  Lecture Topic
Case Discussion

Day 7 • New Product Decisions (Predicting

• Ford Ka (A)
(June 29) Trajectory)

Day 8 • Managing Existing Products & Brands

• TiVo
(June 30) • Distribution Decisions

• Pricing Decisions I: Economic Framework

Day 9
• Pricing Decisions II: Psychological • Starbucks
(July 1)
Framework

Day 10 • Pricing Decisions II: Psychological

• Atlantic Computer
(July 2) Framework
Day 11
• Promotion Decisions • London Olympics
(July 5)

Day 12
• Promotions Decisions (New Media) • Burberry
(July 6)

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 Lecture Topic Class Topic
• Balance Topics, Synthesis, &
Day 13 • Uninvited Brand
Review Lecture
July 7 • Exam Discussion
• Brief Exam Discussion
Day 14
No Lecture or Classes
July 8
Day 15
Final Examination (Time & Venue: TBD)
July 9

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 FORMATIVE & SUMMATIVE
COMPARISONS

Formative Summative
Submission deadline Day 7 Day 13
Working in Pairs Pairs
Length One side of a sheet 2,500 words
of paper
Submit Email to: Post to Moodle on
h.ali3@lse.ac.uk Day 13 / by 6pm
Feedback given Yes No

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 COURSE ASSESSMENT

Assessment task Weighting within unit

(if relevant)
Coursework 40%
Final Examination (2 Hours) 60%

• Coursework Case Analysis

• in pairs
• 2500 words;
• Due by Day 13
• Uploaded onto Moodle

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 If you did one of these for Cases you can do for summative
the Formative case study
Ford Ka Starbucks or Calyx
Starbucks Ford Ka or Calyx
Calyx Starbucks or Ford Ka

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 CLASS ATTENDANCE &
THE ASSESSMENT
Your reason for registering on the summer school (in addition to learning about marketing!)

To acquire an Attendance Certificate (this shows that To acquire credit from this course that
you attended, but does not show any grades) can be used for your full-time degree
course. The Certificate shows your grade

You MUST attend 9/12 classes You MUST do the coursework and
There are no exceptions do the exam
There is no minimum class attendance

You CAN do the coursework and the exam NOTE: Non-attendance may impact
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(if you wish, but if you do, the results will be your grade or ability to pass.
displayed)
 Examples of frameworks

• These are simply used to organise

ideas, there is no underlying theory
• 4P’s

Examples of concepts
FRAMEWORK
S, CONCEPTS • Many of these will have been tested as
part of a theory
& THEORIES • Brand attitude

Examples of theories

• Provide alternative explanations for

buyer and firm behaviour
• Prospect theory

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 • The use of Marketing Frameworks
• 3Cs (Company, Customers,
Competitors)
• STP (Segmentation, Targeting,
Positioning)
• 4Ps framework (Product, Place, Price,
MARKETING Promotion)
FRAMEWORK • CCD framework (create value;
communicate value; deliver value)
S
• as a sense-making tool and how such
frameworks help lend structure to
situations.
• How the frameworks help in making
sense of what a company is doing, and
whether they're doing it well or not so
well. 

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 PLEASE USE THE FOLLOWING

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