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Global Perspectives in Marketing


Marketing is about understanding and influencing behavior. This applies to banks, financial institutions, government organizations, medical institutions, and non-profit organizations. A well-planned marketing strategy is crucial for success in the "ideas marketplace" for all these entities, whether they are selling financial products or implementing public policies. In this course, we will cover a variety of quantitative and qualitative methods, including interactive lectures, videos, exercises, and case studies, to teach you the analytical frameworks and tools necessary for a strong marketing strategy.

Learning Objectives:

  • To understand what marketing is and how it interacts with other business functions to help create customer value and shareholder value in an organization

  • To understand the key frameworks, concepts, and theories of marketing that enable effective analysis as a basis for managerial decision-making

  • Understand consumers and marketing as a whole from both economic and psychological perspectives

  • To understand the process by which effective marketing strategies could be developed and implemented




40% of your final marks are based on written coursework that includes handing in a brief (one page) for specific case studies. The objective is to get you to think thoroughly about a case and take a stand on the key issues before class begins. Beginning with an opinion helps create a more interesting class discussion.


Also, as a part of the coursework requirements, you are responsible for completing one major case assignment (in groups of 2). This would entail an in-depth written analysis of one of the cases discussed in class. Further details will be provided at the beginning of the course.


Final Examination

Students will be required to sit a take-home final examination on the Friday of Week 3. A sample examination paper will be made available early on in the course. The structure and style of questioning will be similar to this sample and will cover topics covered in both lectures and classes.

Further details will be provided at the beginning of the course.

  • Programme Name: Global Perspectives in Marketing: HKU-LSE Collaborative Programme

  • Programme Code: HKU-LSEMKTG

  • Programme Duration: July 25 – Aug 17, 2024 (24 days)

  • Programme Period: July 25 – 27, 2024 at HKU & July 29 – Aug 17, 2024 at LSE

  • Target Audience: Academically high achieving Year 12 and 13 high school students (Secondary 5 – 6) between the ages of 16 – 17

  • Tuition Fees: 72,000* (HKD64,800* - 10% discount available for HKU Academy for the Talented members)

    • Comprising lectures, social activities, well-being and sports programmes, as well as accommodation with breakfast (additional charges may apply).

  • Recommended Airfare Schedule:

    • Departing from Hong Kong to London: July 27, 2024 (Arriving at Heathrow Airport on July 28, 2024) (Time: To be confirmed)

    • Departing from London to Hong Kong: Aug 17, 2024 (Arriving at Hong Kong International Airport on Aug 18, 2024) (Time: To be confirmed)

  • Accommodation:

    • Included at LSE’s Hall of Residence with breakfast.

      • Check-in date: July 28, 2024

      • Check-out date: Aug 17, 2024

Application Deadline: April 30, 2024 (23:59) (for Local Student only)

* The programme fee includes tuition, accommodation with breakfast in London, course materials, field trips, a welcome kit, and transportation from the airport to accommodation in London for those who choose the recommended flights.

* Please note that the programme fee does not include flights and accommodation in Hong Kong. Applicants are responsible for arranging their own travel to and from their home country, as well as transportation between London and Hong Kong. Our HKU programme coordinator will contact the admitted students by the end of February 2024 to provide more specific information regarding further arrangements.

* The programme is subject to cancellation if there are insufficient applications.

*Disclaimer: Programme contents and formats are subject to change.  We will continue to work closely with professors to refine our programme and ensure that students will have a safe and enjoyable time. Programme fees and application fees are non-refundable.

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