Prof Amitav Chakravarti

Prof Om Narasimhan

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 Management of Information Systems and Digital Innovation, MSc in Marketing 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.

Students with varying levels of quantitative background are welcome. The course develops data literacy skills progressively, enabling both analytically-inclined students to deepen technical capabilities and strategy-focused students to gain practical analytics fluency. 

Marketing is evolving from an art to a science and decisions in new media are on the forefront of this transformation. This course develops state-of-the-art knowledge in online marketing (e.g., display ads and search ads, SEO, mobile marketing) and social media (e.g., TikTok, Instagram). The course addresses emerging technologies including AI-powered marketing automation, algorithmic content optimisation, and predictive analytics. Students will learn how firms use machine learning to personalise customer experiences and optimise campaign performance. Topics of cross-cutting relevance include big data, data science, analytics, and integrative marketing strategies that adapt to rapidly changing digital platforms. Using accessible, hands-on interactive models and exercises, the course balances analytical rigor with strategic and creative implementation, ensuring students can translate data insights into effective marketing decisions. Course content is refreshed frequently to incorporate current research, emerging technologies, and evolving business practices. 

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 have the opportunity to undertake a formative piece of work during the course.

• 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%).

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.