MG4E2      Half Unit
Marketing Management

This information is for the 2025/26 session.

Course Convenor

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This course is a rigorous examination of the key analytical frameworks, technical tools, and theories 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. With interactive lectures and hands-on exercises, we will examine how theory can be applied to practice. 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 generalisations, and (d) knowledge about moderating conditions. In this course, we enable the use of GenAI tools as part of a broader information search strategy.

20 hours of lectures and 10 hours of seminars in the Autumn Term.

This course has a reading week in Week 6 of Autumn Term.

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

In its Ethics Code, LSE upholds a commitment to intellectual freedom. This means we will protect the freedom of expression of our students and staff and the right to engage in healthy debate in the classroom.

Students will undertake the formative coursework in teams. For the formative students will undertake an exercise that will prepare them for the summative coursework which will be undertaken with the same team members.

• 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: 180 Minutes, reading time: 15 minutes in the January exam period

Presentation (45%)

This component of assessment includes an element of group work.

Course participation (10%)

For detailed assessment information, including all deadlines and timings, please see the relevant course Moodle page. Assessment timings will be available at the start of each term.