Prof Amitav Chakravarti NAB5.13

This course is available on the CEMS Exchange, MBA Exchange, MSc in Management and Strategy, MSc in Media and Communications, MSc in Media and Communications (Media and Communications Governance), MSc in Operations Research & Analytics, MSc in Social Innovation and Entrepreneurship and MSc in Strategic Communications. 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.

30 hours of seminars in the MT.

Students on this course will have a reading week in Week 6, in line with Departmental policy.

Students will be expected to produce 1 piece of coursework in the MT.

The formative assessment 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)."

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.

Exam (50%, duration: 3 hours) in the main exam period.
Project (40%, 2500 words) in December.
Class participation (10%).

The examination will be an open book exam.