Dr Haider Ali

This course is available on the MSc in International Management, MSc in Management, MSc in Management (CEMS MIM), MSc in Management and Strategy, MSc in Management, Organisations and Governance, MSc in Media and Communications and MSc in Media and Communications (Media and Communications Governance). This course is available with permission as an outside option to students on other programmes where regulations permit.

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 a simulated case study to develop participant's skills at analysing and making sense of complex real world business situations.

20 hours of lectures and 9 hours of seminars in the MT.

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.

Term test (50%, duration: 2 hours) in the MT.

Essay (50%, 2500 words).