
Marketing PhD
Take your Marketing expertise to the next level
Active research. Creative thinking. Discover why exceptional scholars choose our PhD.
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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 student clubs offer rich pickings when it comes to marketing-relevant events and
an extensive network of alumni in senior positions within the marketing industry. These include:
Professor of Marketing; Chair, Marketing Faculty
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; Chair, Marketing Faculty
Professor of Marketing
Associate Professor of Management Practice in Marketing and Entrepreneurship
Professor of Marketing
Assistant Professor of Marketing
Associate Professor of Marketing
Marketing PhD
Active research. Creative thinking. Discover why exceptional scholars choose our PhD.
READ MOREA key part of our Masters programmes curriculum.
View courses Show lessApplied Statistics
Learn how to navigate the tools and methods available to provide the customer and market insights relevant to managerial decision-making.
Design Led Innovation
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.
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.
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.
View business situations from a marketing angle, important not just for a career in
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.
Marketing Strategy
Optional courses providing a deep dive into specialist areas.
View electives Show lessAdvanced 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).
Applications of AI & ML in Business
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.
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.
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.
The Digital Marketing course is based on the premise that creating value through marketing in the digital age is fundamentally different. The main difference from the conventional view of marketing, where the unit of analysis is a firm or a consumer, is that in digital marketing, the unit of analysis is the network. These networks include advertising, social, and buyer-seller networks. The course's pedagogical style spans both "thinking" and "doing." On the thinking front, we will use lectures, guest speakers, and case discussions. And on the doing front, we will conduct in-class exercises and online simulations to give you hands-on experience to grow your business. This course is valuable for students interested in Marketing, Technology, Consulting, Finance (tech industry), VC/PE, and Entrepreneurship. It aims to equip you with the knowledge and skills you need to succeed in the digital era.
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.
This course is designed for those who want to make the world a better place. Our goal is to uncover the most impactful interventions for changing behavior necessary to improve the world. In taking a Marketing perspective, this class will focus on how to tailor interventions for a target audience in a way that is both meaningful and motivating
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.
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.
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.
Systematic Creativity in Business
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.
Empirical Marketing Models
Judgement & Decision Making
Proseminar in Marketing
Short programmes offering academic excellence, global focus and exceptional diversity of perspective.
View programmes Show less"Attending the Accelerated Development Programme is a unique opportunity for participants to learn not only from our world-class faculty but from their fellow participants. Consequently, the way the programme is designed encourages you to get to know as many people as possible and to form a life-long network of culturally diverse peers".
"Making a real difference by defining how your business operates is an extraordinary task requiring focus and action. Developing Strategy for Value Creation will equip you with creative ways to break the rules that most businesses take for granted and opportunties to develop new sources of value."
"Market Driving Strategies examines how enterprising companies can cultivate successful market driving innovations that deliver a leap in value to their customers"
"Thinking strategically, developing leadership skills and managing globally are the keys to achieving and maintaining competitive advantage in a rapidly evolving marketplace".
Think at London Business School
Richard Hytner, Adjunct Professor of Marketing, delves into Marginal to Mainstream: Why Tomorrow’s Brand Growth Will Come from the Fringes
By Richard Hytner
Think at London Business School
London Business School faculty discuss their latest research insights in a new podcast series for Think
By London Business School
Think at London Business School
Want to make 2023 an excellent year, for yourself and the teams you lead? Follow these tips from LBS faculty
By Randall S Peterson, Lynda Gratton, Herminia Ibarra, Dan Cable, Nader Tavassoli, Selin Kesebir
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, Carla Scopece.