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 toolkit 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 Autumn Term.

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

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.

• 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.

Course participation (10%)

Short answer questions (50%)

Project (40%)

This component of assessment includes an element of group work.

Students will work on 'short answer questions' for take home assessment.  

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.