Curriculum overview
We are ranked #2 in the world for social science and management, and the MSc Marketing programme is founded in LSE’s tradition for academic excellence.
The curriculum is designed around four compulsory core courses providing an in-depth training in two areas: managing big data and analytics, and understanding consumer behaviour. These two key areas are underpinned by an understanding of the wider business context in which marketing teams operate, and the role of marketing in driving strategic organisational objectives.
You can also customise your programme according to your own interests and career goals with a choice of optional elective courses from leading academic departments across LSE.
You will complete the programme with a Marketing Action Learning Project, which will enable you to develop your practical marketing skills, bring together knowledge from courses throughout the programme and deepen your knowledge in a specific area of interest.
Introductory course (non-assessed)
Students are required to attend an introductory course in early September 2021, before the beginning of the programme.
This is designed to give an essential context to the specialist marketing knowledge which you will develop throughout the programme, in order to build your understanding of the strategic role marketing management plays in driving business.
Compulsory core courses (2.0 units)
(* denotes a half unit)
Principles of Marketing*
Exploring the key analytical frameworks, technical tools and concepts essential to building an effective marketing strategy, and developing students' skills in analysing and making sense of complex real-world business situations.
Marketing Analytics I: Consumer Analysis Fundamentals*
An absolute essential in the age of Big Data, this course provides a fundamental understanding of marketing analytics and research methods, and the interpretation and use of data insights.
Consumer Insights: Behavioural Fundamentals*
Developing an understanding of human psychology and consumer behaviour to bring insights to fundamental questions, including why consumers want what they want, what information they will respond to and what they will ignore, and how and why they make decisions.
Marketing Action Learning Project*
A team project analysing and solving a real-world marketing issue within an organisation, bringing together learning across all courses in the programme. Students will develop team-working skills and consulting experience, working to produce a marketing report with in-depth insights to provide a basis to recommendations for effective solutions to a complex real-world issue.
Optional elective courses (2.0 units)
In addition to the core courses above, you will tailor your programme according to your own interests and career goals with optional elective courses.
You will have the opportunity to select from a choice of specialist marketing elective courses below, as well as options to expand your knowledge with elective courses from the LSE Department of Management, covering a range of broader topics relevant for marketing managers today.
Specialist marketing electives:
Consumer Insights II: Advanced Consumer Behaviour*
This course covers the insights gained from this new field often referred to as Consumer Neuroscience or Neuroeconomics, which sits at the intersections of consumer behaviour, psychology, behavioural economics, and neuroscience.
Decisions, Biases and Nudges*
Introducing Behavioural Decision Science: the science that explains and predicts how humans make decisions and how well.
Strategic Decision Making*
Learn the art of successful strategic decisions in both the professional domain and the personal one.
Pricing Strategy*
Providing an essential understanding of the fundamental principles of pricing strategy, pricing tactics and implementation, using analytical tools, theories and frameworks to formulate successful strategies in pricing.
Brand Strategy*
Managing Products & Brands is a rigorous examination of the theory and corporate practices relevant to product and brand management.
Other elective options:
Algorithmic Techniques for Data Mining*
The Audience in Media and Communications*
Contemporary Issues in Media and Communications Policy*
Pricing Strategy*
Decisions, Biases and Nudges*
Strategic Decision Making*
Incentives and Governance and Organisations*
Organisational Behaviour*
Leadership in Organisations: Theory and Practice*
Marketing Analytics II: Analytics for Managing Innovations, Products and Brands*
Brand Strategy*
Firms & Markets in Emerging Economies
Research Methods for Evaluation in Health, Development and Public Policy*
Qualitative Research Methods*
Doing Ethnography*
Multivariate Analysis and Measurement*
Survey Methodology*
Multivariate Methods*
Generalised Linear Modelling and Survival Analysis*
Time Series*
