Mrs Jill Nurse

This course is available on the BSc in Business Mathematics and Statistics, BSc in Human Resource Management and Employment Relations, BSc in Management Sciences and BSc in Statistics with Finance. This course is available with permission as an outside option to students on other programmes where regulations permit and to General Course students.

Students must have completed MN200.

This course is a rigorous examination of the key analytical frameworks, technical tools, and concepts that are essential in building an effective marketing strategy. Participants are introduced to the subject at both strategic and operational levels. This course combines LSE's premier standing in the social sciences with cutting-edge management practices. By using a wide range of quantitative as well as qualitative methods, interactive lectures, videos, hands-on exercises, and case studies, we will share key analytical frameworks and tools that are essential to a good marketing strategy. The aim is to develop a widely applicable analytical tool-kit that relies on: (a) anticipating decisions that managers frequently face, (b) bringing to bear a wide range of fundamental, often competing social science theories to inform these decisions, (c) knowledge about empirical generalizations, and (d) knowledge about moderating conditions. Through the use of case studies, participants will develop their applied skills. In the LT, attention is paid to application and students are required to use the marketing knowledge gained in MT to solve real world marketing problems by delivering a rigorous and analytical marketing project.

20 hours of lectures and 9 hours of classes in the MT. 10 hours of lectures and 10 hours of classes in the LT. 4 hours of lectures and 2 hours of classes in the ST.

Alex Chernev (2011), Strategic Marketing Management (6th edition), Cerebellum Press Philip Kotler and Gary Armstrong (2001), Principles of Marketing (9th edition), Prentice Hall
o Philip Kotler and Kevin Keller (2011), Marketing Management (14th edition), Pearson PrenticeHall
o Lambin, J-J, Chumpitaz, R. & Schuiling, I. (2007), Market-driven management: Strategic and operational marketing (2nd edition). London: Palgrave Macmillan

Further references will be provided during the course.

Exam (60%, duration: 3 hours) in the main exam period.
Coursework (40%).
1. One report (40%). This will be written by a group for which all members will normally receive the same mark. 2. One formal three-hour examination (60%).