MG4E2      Half Unit
Marketing Management

This information is for the 2021/22 session.


This course is compulsory on the Global MSc in Management, Global MSc in Management (CEMS MiM), Global MSc in Management (MBA Exchange) and MSc in Management (1 Year Programme). This course is not available as an outside option.

Course content

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 concepts, 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. Also, emphasis is placed on the use of case studies to develop participant's skills at analysing and making sense of complex real world business situations.


30 hours of seminars in the MT. 2 hours of seminars in the ST.

Course instruction will be conducted using lectures, case discussions, readings, and analysis of data.

Formative coursework

Students will be expected to produce 1 piece of coursework in the MT.

The formative will be undertaken by students in teams. The formative will comprise the plans that teams have formulated for the summative project together with their rationale. As a result, the formative will provide a foundation for the summative project and also help students practice the use of marketing theory, a skill that will be very useful for the exam.

Indicative reading

Alex Chernev (2018), Strategic Marketing Management (9th edition), Cerebellum Press

Philip Kotler and Gary Armstrong (2017), Principles of Marketing (17th edition), Prentice Hall

Ajzen, I., 2015. Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), pp.121-138.

Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L., 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), pp.105-114.

Fuchs, C. and A. Diamantopoulos ‘Evaluating the effectiveness of brand- positioning strategies from a consumer perspective’, European Journal of Marketing, 44(11) 2010, pp. 763–86.

Kozinets, R.V., K. de Valck, A.C. Wojnicki and S.J.S. Wilner ‘Networked narratives: understanding word-of-mouth marketing in online communities’, Journal of Marketing 74 2010, pp.71–89.

O’Guinn, T. C., (2015) Advertising effects in J. D. Wright (ed.) International Encyclopedia of the social and behavioural sciences (Second edition). Elsevier, pp208-212

Rossiter, J.R., 2014. ‘Branding’explained: defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7), pp.533-540.

Vargo, S.L., P.P. Maglio and M.A. Akaka ‘On value and value co-creation: a service systems and service logic perspective’, European Management Journal 26 2008, pp.145–52.


Further references, especially for journal articles and case studies, will be provided at the commencement of the course.


Exam (45%, duration: 3 hours) in the summer exam period.
Project (45%) in the MT.
Class participation (10%).

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Important information in response to COVID-19

Please note that during 2021/22 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the differing needs of students in attendance on campus and those who might be studying online. For example, this may involve changes to the mode of teaching delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.

Key facts

Department: Management

Total students 2020/21: 146

Average class size 2020/21: 31

Controlled access 2020/21: Yes

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness