Marketing Electives

Are you interested in acquiring a strategic perspective of the luxury and retail business rooted in understanding consumers? These are some of the elective courses offered in the Autumn Term by the Marketing faculty that you should consider.

Brand Management combines theory and practice to understand the most important concepts in building strong brands, maximizing the value of existing brands, and managing a brand portfolio. This course focuses on the strategic implications of branding for organizations and delivers a framework and a set of tools for effective brand management.

Digital Marketing equips students with practical frameworks and cutting-edge tools to thrive in today’s digital landscape. Learn to harness search marketing, social media, and influencer networks, while optimizing monetization strategies and data-driven decision-making. This course helps students interested in becoming corporate leaders, consultants, or entrepreneurs drive measurable business growth.

Pricing Strategy and Tactics provides students with practical frameworks and tools to understand how a business should think about “making money.” Pricing is one of the most powerful levers for maximizing profits and shareholder value, but managers often lack a clear understanding of how to improve on historical pricing practices.

Creativity in Business is a highly interactive course that investigates the infinite power of creativity across all aspects of business by using a creative strategy framework that establishes a common language for problem-solving. This is a course for students who are willing to learn and apply practical tools that will ignite creativity in colleagues and reignite it for themselves.

Walpole British Luxury Summit 2025: Shaping the Future of British Luxury

Over 300 industry leaders gathered at The Londoner for the Walpole British Luxury Summit 2025, exploring the sector’s most pressing challenges and exciting opportunities. From AI and emerging markets to creative reinvention and customer experience, here are ten key takeaways from the day:

🔹 A return to creativity and brand DNA is essential
Brands must move beyond post-COVID growth complacency and reconnect with their original spirit to inspire today’s consumers.

🔹 Expect the unexpected in the US and China
The US remains a key market, but fragile consumer confidence and political volatility cloud the outlook. China's recovery is slow and shaped by long-term structural challenges.

🔹 The GCC and India present growth opportunities for British luxury
The Gulf's young, wealthy population is eager for newness and sustainability, while India’s vibrant, youthful consumers are ready to spend with brands that invest in understanding them.

🔹 Adopting an AI mindset is key but act with caution to protect IP
AI is transforming business operations and leadership, but caution is needed to preserve creative identity and intellectual property.

🔹 Lean luxury and longevity are the new UHNWI status symbols
Discreet, meaningful experiences and personalised wellness are increasingly valued over visible status symbols by ultra-wealthy consumers.

🔹 ESG and DEI will be intrinsic to the luxury experience and long-term success
Customers assume sustainability and diversity are built-in; embedding these values authentically across operations is critical.

🔹 An informed customer can tell the difference between price and value
Post-pandemic price hikes have outpaced value; brands must rebalance the equation by focusing on quality, experience, and storytelling.

🔹 Multi-sensory experiences are key to creating joy for customers
Brands are creating immersive worlds through scent, sound, and narrative to form deeper emotional connections with their customers.

🔹 To make a lasting impression with UHNW consumers you need to get personal
True luxury for UHNW clients means highly personalised experiences, powered by data and attentive detail, not just customisation.

🔹 Being a British luxury brand is an incredible USP
Britishness, defined by charm, playfulness, and heritage, is a global advantage; however, issues such as the loss of tax-free shopping still hold back its full potential.

Paris Trek 2025: Highlights

Our recent annual Paris Trek offered an exclusive inside look into the luxury industry, immersing participants in some of France’s most storied and influential Maisons. Attendees had the opportunity to explore the worlds of Cartier, Balmain, Byredo, and Cheval Blanc, providing meaningful insights into how brand strategy, heritage, and innovation shape the luxury industry.

In Conversation with Philippe Pinatel, CEO, Merit Beauty

In April, we had the pleasure of welcoming Philippe Pinatel, CEO of MERIT and LBS alumnus, for an inspiring discussion on his journey from London Business School to leadership roles at Guerlain, MAC, Sephora, and now Merit Beauty.
Here are three key takeaways from the conversation:

🔹 Know your customer: Merit is designed for those seeking a simple, effective routine — not the beauty obsessive.

🔹 Build for longevity: A strong brand should embody a lasting vision, not rely on a single trend or hero product.

🔹 Adapt your leadership: Success requires adjusting your leadership style to fit the culture of each organisation you lead.

It was an honest and insightful conversation about what it really takes to build a brand — and lead it well.

Le Labo Scent Discovery Journey

Rooted in Grasse and shaped by the creative spirit of New York, Le Labo is celebrated for its craftsmanship, authenticity, and distinctive approach to perfumery.

In this immersive masterclass, guests explored the raw ingredients and essential oils that define Le Labo’s philosophy of slow perfumery and gained a deeper understanding of the artistry behind each scent.

The session featured some of Le Labo’s signature fragrances — including Poivre 23, the exclusive scent crafted for London.