MG4F3      Half Unit
Digital Marketing

This information is for the 2025/26 session.

Course Convenor

Availability

Requisites

Additional requisites:

Students taking this course are expected to be able to demonstrate a strong foundation in quantitative analysis.

Marketing is evolving from an art to a science and decisions in new media are on the forefront of this transformation. This course is aimed at developing state-of-the-art knowledge in the area of online marketing (e.g., display ads and search ads, SEO, mobile marketing etc.) and social media (e.g., Twitter, Facebook, etc.). Furthermore, important topics of cross-cutting relevance to online marketing and social media will be addressed, including big data, data science, analytics, and integrative marketing. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific and strategic approach to marketing with hands-on implementation of online marketing and social media strategies (e.g., strategic design and launch of a website, implementation of SEO strategies, design and manage of a corporate social media account). Using simple yet powerful hands-on interactive models and exercises, the course will cover both theory and applications.

30 hours of lectures in the Winter Term.

This course has a reading week in Week 6 of Winter 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.

Students will be given examples of essay prompts and examples of ideal answers to these prompts, which will be discussed in depth during class time. 

• Larsen and Draper (2015): Internet Marketing Essentials, Digital Textbook.
• Chaffey, D. and Ellis-Chadwick, F. (20192): Digital Marketing. Strategy, Implementation, and Practice. 7th Edition. Pearson Education.
• Laudon, K. C. and Traver, C. G. (2015), E-Commerce 2015: Business. Technology. Society. Prentice Hall.

More readings in the form of academic research papers and media outlets (e. g., The Economist) will be added for each week.

Exam (60%), duration: 120 Minutes in the Spring exam period

Project (40%)

This component of assessment includes an element of group work.

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.