Ceylin Ertekin

This course is available on the CEMS Exchange, MBA Exchange, MSc in Management and Strategy, MSc in Social Innovation and Entrepreneurship and MSc in Strategic Communications and Society. This course is available with permission as an outside option to students on other programmes where regulations permit. This course uses controlled access as part of the course selection process. For information on controlled access courses, including eligibility, application processes, deadlines, and departmental contact details, please refer to the Controlled Access Courses webpage.

How to apply:

Places on oversubscribed courses will be allocated via a random ballot process with priority given to students with the course in their Programme Regulations, followed by other Department of Management students, then students from elsewhere in the school. Providing you apply before the Department deadline of 10am on Monday 28 September 2026, the time you applied will not be taken into account. Please be aware that places on high demand courses cannot be guaranteed. By submitting an application, students are confirming that they meet any pre-requisites specified. Providing an additional written statement will not aid a student’s chances of being accepted onto a course, and statements are not read.

For further information and updates on course availability during Week 1, please see the Department of Management Electives Moodle page.

Deadline for application:

Please apply by 10am on Monday 28 September 2026 with your first course choices. No allocations are made before this date and time.

For queries contact:

Please view the Department of Management Electives page for contact emails.

This course is a rigorous examination of the key analytical frameworks, technical tools, and concepts essential for building 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, preparing students for a marketing landscape shaped by digital transformation, evolving consumer behaviours, and emerging technologies.  

Using interactive lectures, videos, hands-on exercises, and case studies, students develop a widely applicable analytical toolkit that relies on: (a) anticipating decisions that managers frequently face, (b) bringing to bear fundamental, often competing social science theories to inform these decisions, (c) knowledge about empirical generalizations, and (d) understanding moderating conditions. The course emphasizes analysing and making sense of complex real-world business situations, with attention to how data analytics and AI-powered tools are enhancing traditional marketing decision-making. Course content is refreshed continually to incorporate current research, emerging technologies, and evolving business practices. 

30 hours of seminars 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.

• Baker, M. J. and Saren, M. (eds.) (2014) Marketing theory: a student text. SAGE Publications Ltd. (2nd Edition).
• 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 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 the 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.