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Marketing Management


In this age of rapid transformations, managers need to constantly deal with complex and dynamic issues. Recognising, analysing, and solving these issues requires an extensive set of skills and a strategic sense of where markets are heading. The curriculum of the course is both relevant and rigorous and includes case studies, simulations, trend analyses and real-world projects. The sessions are designed to be highly interactive, to allow for practising skills and applying knowledge.

Learning outcomes

Participant outcomes include fresh insights and frameworks, actionable tools, and skills and the opportunity to reflect critically with peers on solving your toughest Marketing challenges.

On completion of the course, participants should be able to:

  • Have a good grasp of the basics of Marketing as a business necessity and a discipline.
  • Have developed a deeper understanding of customers and competitors.
  • Develop, implement, and evaluate marketing plans over time as well as in a global context. 

Education aims

The aims of the module:

  • Enhance the understanding of the complex issues and dynamics in Marketing
  • Build an up-to-date marketing vocabulary such that students are better able to understand and discuss the future of marketing in a business setting.
  • Build skills required to develop and critically evaluate marketing plans and strategies including collecting and analysing information and using them appropriately.
  • Improve your interpersonal skills to effectively work with others with an understanding of individual and group dynamics in organizations.
  • Upgrade your communication skills to function effectively in the business world
  • Develop a marketing mindset to succeed in a fast-paced digital world.

Who is this course for?

The Marketing Management module is targeted to leaders who are eager to acquire and learn new skills and refine existing ones. It offers a deep dive into topical trends to tackle pertinent challenges, to be future-proof. The module is designed as a smorgasbord of topics, delivered by a variety of experts in the field, chosen to help today and tomorrow's leaders to get a taste for answers to pressing questions that they face in their roles.

Key course facts


10 - 13 September 2019. Certificate Ceremony, 20 December 2019. 


Four days in September plus Certificate Ceremony on 20 December 2019

 Entry requirements

Relevant professional experience, evidence through application form. 2:1 degree or equivalent desirable

 Credit value

The course is CPD accredited and can also be undertaken for 15 credits towards an Executive Management MSc at King's Business School


Case study from participants' own work environment


Bush House, Strand Campus


£2,500 (10% alumni discount)


This course will be open for applications in February 2019


Please email the Executive Education programme team at

Course facilitators

Ko de Ruyter is Professor of Marketing at King's Business School, London. His research focuses on customer loyalty, marketing strategy, technology on the organizational frontline and social media. He has published widely in flagship academic business journals, such as the Journal of Marketing and Management Science. For his leadership in the academic research community,

Douglas West is Professor of Marketing at King's Business School. His research interests include creative and risky decision-making in the advertising business; heuristic versus algorithmic decision-making by managers when choosing creative projects; marketing budgeting decision-making; the role and propensity for companies to adopt e-marketing and m(mobile)-marketing.

Shintaro Okazaki is Professor of Marketing at King’s College London. He has authored over 100 articles and book chapters on advertising and marketing over his career and is the current Editor-in-Chief of Journal of Advertising. He also serves on the Editorial Review Boards of the Journal of Advertising Research, International Journal of Advertising, Journal of Public Policy & Marketing, International Marketing Review, International Journal of Market Research, and Internet Research, among others. Shintaro is a Past-President of the European Advertising Academy.

Dr Prokriti Mukherji is Lecturer in Marketing at King's Business School. Her research interests include marketing strategy, pharmaceutical innovations, word-of-mouth, and high-technology marketing. Prokriti's current projects include work on direct-to-consumer advertising for prescription drugs, and marketing of high definition televisions.

Jayne has taught Brand Management on our International Marketing Master’s degree for seven years, and now also teaches foundation marketing to undergraduates. Previously, for thirteen years she worked with major corporates and global agency clients, designing and delivering large-scale programmes to develop their marketing capabilities. Her own Master’s dissertation was on internal marketing to engage staff with service and brand visions in their companies. Jayne’s work in corporate training and executive education drew on her practitioner experience in commodities, industrial, B2B, B2C and services marketing. Within internal posts and as an Agency Director leading strategy and creative teams, she has developed marketing, communications or capability solutions for more than fifty companies, which over time have included clients such as: Apple computers; NatWest; Lloyds Bank; GE companies; Cisco; Institute of Actuaries; WPP/J. Walter Thompson; O2/Telefonica, to name a few. Jayne’s current research interests include education innovation; brand engagement/disengagement and transformative services.



More information



£2,500 (10% alumni discount)


10 - 13 September 2019. Certificate Ceremony, 11 December 2019. 

Entry requirements

Relevant professional experience, evidence through application form. 2:1 degree or equivalent desirable
Read more about entry requirements


Find out more 

Apply now 

Or speak to Joanna. Get in touch at or call on +44 (0)20 7848 8668

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