Imperial College London

ProfessorAndreasEisingerich

Business School

Head of Department Analytics, Marketing and Operations
 
 
 
//

Contact

 

+44 (0)20 7594 9763a.eisingerich

 
 
//

Location

 

386DBusiness School BuildingSouth Kensington Campus

//

Summary

 

Marketing - BUSI97389

Role

Course Leader

Consumer Behaviour - BUSI97008

Aims

 Module Description

 
Most if not all businesses face two problems: First, not having profitable customers. And, second, everything else there is in life. Our focus in this module will be on tackling the former. To do so we will explore consumer psychology and how consumer behaviour can be shaped. Examining consumer psychology theories and current findings will be the first step. The second step will be to apply these theories and findings to develop marketing techniques that cut through the noise, shape or alter consumer behaviour, and ensure consumer loyalty. Throughout the module participants are strongly encouraged to critically assess and apply everything we do to the challenges they face with their current projects or businesses (be it an established family business or new venture).
 
Module Aims & Objectives
 
Today, business needs to engage its customers. This module focuses on helping participants apply consumer psychology theories and current research findings to the design of effective marketing strategies that grab consumers’ attention, make an emotional connection, and help build and grow a business. 
 

Role

Course Leader

Relationship Marketing - BUSI97209

Aims

Not all relationships are created equal. More often than not companies and organisations spend great amount of resources developing and marketing new products/services only to discover that consumer response is far less ecstatic than expected.  The reality is that in most cases consumers are indifferent about businesses offerings – they simple do not care.  To succeed business must make a more compelling case than it is today - in terms of consumer experience, deeper purpose, social value, and greater inspiration for consumers as well as employees.  Effective relationship marketing requires a clear understanding of consumers and the market in general.  The primary aim of this module is to help students understand how relationship marketing contributes to a business’ competitiveness and survival.  Second, the module is designed to provide students with critical marketing insights, tools, and techniques.

Throughout the module students will gain an understanding of the contingent conditions under which various relationship marketing techniques work most effectively. The module will also introduce a number of new marketing concepts associated with brand management, promotion, and services marketing. Short case studies during lectures underscore the critical value of marketing strategies in creating successful and profitable customer relationships. Findings from current research of Andreas Eisingerich will be part of and discussed throughout the lectures. 
 

Role

Course Leader

Marketing Management - BUSI97226

Aims

Among business disciplines, marketing is the primary contact point between a business and its customers. Nearly everybody will, at some point in their career, wear a marketing hat. Understanding marketing will help you whether you are an accountant, a consultant, a programmer, a banker, or a museum curator. Appreciating customer needs and how to marshal the resources of an organisation to meet those needs are crucial skills in today’s business world. This module develops a general management viewpoint in planning and evaluating marketing decisions, from both a strategic and tactical perspectives. It will help students understand how marketing decisions contribute to business performance and are affected by organisational and environmental influences. This module will help develop the following:

  • An understanding of fundamental marketing terms, concepts, principles, ideas and theories.
  • An appreciation of the multifaceted role of marketing within organisations.
  • An understanding of how marketing contributes to strategy.
  • An understanding of the close relationship between marketing and other functions within an organisation.
  • Skills in using the marketing toolkit for competitive advantage.
  • Critical thinking and communication skills relating to marketing.

Knowledge Objectives
The main knowledge objectives of the module are to understand:

  • How marketing contributes to the firm’s survival and growth
  • How marketing plans are developed and implemented
  • The fundamental concepts and ideas in marketing

Skill Objectives
The main skill objectives of the module are to enable students to develop:

  • The conceptual, technical and interpersonal skills managers need to communicate effectively in the business world 
  • The analytical skills needed to analyse a company’s customers and external environment
  • How to manage a market strategically
  • The ability to work with others in groups and solve market-related problems

Role

Course Leader