MG4E8 Half Unit
Principles of Marketing
This information is for the 2021/22 session.
Prof Amitav Chakravarti NAB 5.13
This course is compulsory on the MSc in Marketing. This course is not available as an outside option.
Completion of the MSc in Marketing pre-sessional course, MG4E7 Business Fundamentals.
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 and data analysis to develop participant's skills at analysing and making sense of complex real world business situations.
30 hours of lectures in the MT.
• Alex Chernev (2011), Strategic Marketing Management (6th edition), Cerebellum Press
• Philip Kotler and Gary Armstrong (2001), Principles of Marketing (9th edition), Prentice Hall
• Philip Kotler and Kevin Keller (2011), Marketing Management (14th edition), Pearson PrenticeHall
• Homburg, C., Kuester, S. and Krohmer, H. (2009), Marketing Management: A Contemporary Perspective, McGrawHill
• Jobber, D. (2010), Principles and Practice of Marketing (6th edition), McGrawHill
• Lambin, J-J, Chumpitaz, R. & Schuiling, I. (2007), Market-driven management: Strategic and operational marketing (2nd edition). London: Palgrave Macmillan
Further references, especially for journal articles and HBS case studies, will be provided at the commencement of the course.
Coursework (50%), project (40%) and class participation (10%) in the MT.
Group Project (40%) - a non-assessed presentation and an assessed project report 2,500 word max
Individual take home assignment (50%)
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.
Total students 2020/21: 74
Average class size 2020/21: 74
Controlled access 2020/21: Yes
Value: Half Unit
Personal development skills
- Team working
- Problem solving
- Application of information skills
- Application of numeracy skills
- Commercial awareness
- Specialist skills