This Summer School course will review and appraise contemporary marketing strategy, literature and best practice to provide you with a comprehensive understanding of marketing and the relationship to business strategy. You will be taught to think in the mindset of a professional marketer, read and evaluate specialist marketing literature and apply strategic marketing concepts to the rapidly evolving global digital economy.
Topics covered will include
- Key foundation marketing concepts and definitions
– Importance of segmentation/targeting/positioning
– The marketing mix
– Marketing management in a global context
- The relationship with the customer/consumer
– Consumer behaviour
– Branding
– Customer service
- Delivering competitive advantage through strategic marketing
– Exploring cost or differentiation
- The changing face of global marketing
– Development of the digital age
– Marketing use of databases, big data and Artificial intelligence
– Evolution of green/eco friendly marketing
Further information about Strategic Marketing is available in the course outline.
Teaching methods
Delivered by a mix of face-to-face lectures and classes. Lecture content and class material will be made available through an interactive online teaching and learning hub – The Summer School Hub.
Workshops will use interactive simulation, case studies, structured discussions and in-class exercises to demonstrate the application of concepts as you learn. You will also be expected to complete significant private study, exam preparation and group assignment work outside of your scheduled classes.
Assessment
- One group assignment (interactive simulation) – (30% of final mark)
- One final individual examination – (70% of final mark)
Imperial College London will issue an official transcript with a final overall numerical mark – a breakdown of results will not be provided.
Imperial College London reserves the right to change or alter the courses offered without notice.
Guest speakers and trips
Guest speakers such as recent Business School alumni working in relevant industries visit our Summer School. Recent guest speakers include the Assistant Vice President of Digital Adoption & Communications (Barclays) and the Regional Marketing Director, NEU at OpenText, and Hel’s Angels, a brand engagement and live events agency who have worked with clients such as Airbnb, BOSCH and Waitrose. Trips will also be organised to compliment your learning, for example previous classes visited the Museum of Brands and took part in a Retail Design Tour.
Key information
- Course dates: 22 July – 9 August 2019
- Direct contact hours: 45
- Academic level: Equivalent to an undergraduate course
- Suggested credit level: 3 – 4 US / 7.5 ECTS credits. Your home institution will determine how much credit is awarded