Prof Amitav Chakravarti NAB 5.13

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

Completion of the MSc in Marketing pre-sessional course, MG4E7 Business Fundamentals.

This course is a rigorous examination of the key analytical frameworks, technical tools, and concepts that are essential in building an 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. By using a wide range of concepts, interactive lectures, videos, hands-on exercises, and case studies, we will share key analytical frameworks and tools that are essential to a good marketing strategy. The aim is to develop a widely applicable analytical tool-kit that relies on: (a) anticipating decisions that managers frequently face, (b) bringing to bear a wide range of fundamental, often competing social science theories to inform these decisions, (c) knowledge about empirical generalizations, and (d) knowledge about moderating conditions. Also, emphasis is placed on the use of case studies and data analysis to develop participant's skills at analysing and making sense of complex real world business situations.

30 hours of lectures in the MT. 2 hours of lectures in the ST.

30 hours of lectures in the MT, concentrated in weeks 1-5 of term. This course is a pre-requisite to MG4E9 Marketing Analytics I which takes place in the latter part of the MT. 2 hours of review lectures in the ST.

Students will be expected to produce 1 case study in the MT.

The formative coursework will be an in-depth case analysis, with two components to it. One component will help prepare participants for the Marketing Project (i.e., more conceptual applications, using social science theories and frameworks to make sense of real-life “messy” cases), and the other component will help prepare participants for the Final Exam (i.e., application of theoretical as well as more analytical frameworks and data analysis that has a more clear pattern of right or wrong answers).

• 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, especially for journal articles and HBS case studies, will be provided at the commencement of the course.

Exam (50%, duration: 3 hours) in the main exam period.
Presentation (40%) and class participation (10%) in the MT.

The presentation will involve a Group Project in the MT.