This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Management (1 Year Programme) (Work Placement Pathway), MSc in Marketing, 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.

Marketing managers need to make a variety of decisions about, for example, product features, prices, advertising (online and offline), distribution, and sales compensation plans. In making these decisions, managers choose from among alternative courses of action in a complex and uncertain world. Increasingly, in this age of big data, companies that emerge as market leaders tend to be the ones that employ sophisticated marketing analytics. This course in marketing analytics will entail a deep-dive into state-of-the-art marketing analytics models that allow managers to make evidence-based decisions regarding launching new products or innovations and managing more mature products and brands.

The course focuses on the use of cutting-edge data analytic techniques to understand and inform managerial decision making, with emphasis on formulating dynamic marketing policies. Students will gain familiarity with advanced data visualization, multiple regression analysis, discrete choice modeling, and causal inference through A/B testing. We will explore how machine learning and AI tools are augmenting traditional analytics approaches, enabling marketers to process larger datasets, identify complex patterns, and generate more accurate predictions. Topics include panel data techniques, instrumental variables, difference-in-differences, regression discontinuity design, probability models for customer management, and propensity score matching. Applications and case studies will come from recent research in marketing and cover topics from commercial, social, and political marketing. Course content is refreshed frequently to incorporate current research, emerging technologies, and evolving business practices.

30 hours of seminars 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 engaged in analysing several data sets using the techniques learned in class. This will set the stage for their group project (gathering and analysing data) and exam.

• Mooi, E., Sarstedt, M., Mooi-Reci, I. Market Research: The Process, Data, and Methods Using Stata. Springer, 2017.
• Malhotra, N. Marketing Research: An Applied Orientation, Global (7th) Edition. Pearson, 2019.
• Angrist, J., Pischke, J.-S. Mastering Metrics: The Path from Cause to Effect. Princeton University Press, 2017.

Exam (55%), duration: 120 Minutes in the Spring exam period.

Project (45%).

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.