MG4F1      Half Unit
Marketing Action Learning Project

This information is for the 2025/26 session.

Course Convenor

Availability

Students are formed into groups and assigned to a company sponsor vetted by MSc Marketing faculty. Companies vary from year to year but will range from large consumer goods corporations to midsize arts or telecom or food & beverage companies looking to launch new products or move into new markets, to small digital start-ups. Starting from a company brief, each group will identify core marketing issues where they can add value for their company sponsor, and will use the marketing techniques developed in the programme to arrive at recommendations. Each group will produce a report that details the core problem or challenge the company was facing, how data was collected and analysed to address this problem, and what the group proposes the company do from a marketing value-creation point of view. 

2 hours of lectures in the Winter Term.
8 hours of lectures in the Spring 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.

• Building a Marketing Plan, by Ho Yin Wong; Kylie Radel; Roshnee Ramsaran-Fowda, Harvard Business School Publishing.
• Writing Great Marketing Plans, 2005, by T. Caulkins, Kellogg’s/Northwestern University.
• The Marketing Plan Handbook Paperback – 1 Sep 2011 by Alexander Chernev.

Oral examination (40%)

Project (60%) in August

Students will be expected to submit a project report in August.

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.