MG4E8 Half Unit
Principles of Marketing
This information is for the 2020/21 session.
Teacher responsible
Prof Amitav Chakravarti NAB 5.13
Availability
This course is compulsory on the MSc in Marketing. This course is not available as an outside option.
Pre-requisites
Completion of the MSc in Marketing pre-sessional course, MG4E7 Business Fundamentals.
Course content
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.
Teaching
30 hours of lectures in the MT.
Indicative reading
• 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.
Assessment
Coursework (50%), project (40%) and class participation (10%) in the MT.
Group Project (40%) - a non-assessed presentation and an assessed project report 2,500 word max
Individual take home assignment (50%)
Class participation (10%)
Important information in response to COVID-19
Please note that during 2020/21 academic year some variation to teaching and learning activities may be required to respond to changes in public health advice and/or to account for the situation of students in attendance on campus and those studying online during the early part of the academic year. For assessment, this may involve changes to mode of delivery and/or the format or weighting of assessments. Changes will only be made if required and students will be notified about any changes to teaching or assessment plans at the earliest opportunity.
Key facts
Department: Management
Total students 2019/20: 67
Average class size 2019/20: 66
Controlled access 2019/20: Yes
Value: Half Unit
Personal development skills
- Leadership
- Self-management
- Team working
- Problem solving
- Application of information skills
- Communication
- Application of numeracy skills
- Commercial awareness
- Specialist skills
