Dr Pavel Kireyev

This course is compulsory on the MSc in Marketing. This course is not available as an outside option to students on other programmes.

This course lays the foundations of Marketing Analytics, an essential capability in today's data-rich business environment. The broad objective is to provide fundamental understanding of marketing analytics and research methods employed by well-managed firms, making these approaches accessible to students regardless of their quantitative background.

This course welcomes students across the quantitative spectrum. Those with strong analytical backgrounds will deepen their technical capabilities, while those newer to data analysis will build practical fluency progressively. The course leverages AI-assisted tools to help all students interpret analyses and extract meaningful insights without requiring extensive programming experience.

The course integrates problem formulation, research design, questionnaire construction, sampling, data collection, and data analysis to yield valuable information. Students examine the proper use of statistical applications and qualitative methods, with emphasis on interpretation and communication of results rather than mathematical derivation. Since analytics is the discovery and communication of meaningful patterns in data, this course provides an analytics toolkit, reinforcing basic probability and statistics while emphasizing both the value and pitfalls of reasoning with data.

Students learn to leverage contemporary tools—including AI-powered analytics platforms—to process data, identify patterns, and generate insights. The focus remains on developing sound analytical thinking: asking the right questions, choosing appropriate methods, interpreting results accurately, and communicating findings effectively. Applications connect analytical tools, data, and business decision-making. Advanced analytical tools are covered in the follow-up course Advanced Marketing Analytics.

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.

Students will be engaged in analysing a number of cases, doing numerical problems, as well as analysis of data sets using the techniques learned in class. This will set the stage for their group project (gathering and analysing data) as well as the take-home assignment (which will involve numerical problems, case analysis, and analysing data sets).

• Dawn Lacobucci and Gilbert A Churchill Jr., Marketing Research: Methodological Foundations. 10th ed. South Western Educational Publication, 2009. ISBN-13: 978-1439081013
• Naresh Malhotra Marketing Research: An Applied Orientation 7th ed. Pearson, 2018 ISBN-13: 978-0134734842
• Mercedes Esteban-Bravo and Jose M. Vidal-Sanz, Marketing Research Methods: Quantitative and Qualitative Approaches, Cambridge University Press, 2021

Course participation (10%).

Project (50%, 2500 words).

This component of assessment includes an element of group work.

Data analysis (40%).

The Group Project (50%) consists of a non-assessed presentation and an assessed project report 2,500 word max. The Data Set Analysis (40%) consists of an individual take home assessment.