Course details
- DepartmentDepartment of Management
- Application codeSS-MG201
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Overview
The most valuable assets that firms have are the products and services that they offer and the brands that are associated with them.
Brand Strategy is a rigorous examination of the theory and practices relevant to brand management. Its core objectives are to provide an understanding of the important issues in crafting and evaluating brand strategies, to provide the appropriate theories, models, and analytical tools that enable managers to make well-informed brand management decisions, and to provide a platform for students to apply these principles.
The critical approach adopted will blend theory and practice to promote effective managerial decision-making on a short, as well as a long-term basis.
Key information
Prerequisites: A university level introductory course in psychology, sociology, political science, management, or economics. This course is particularly suitable for students that have previously taken MG101 or MG103, or their equivalent.
Level: 200 level. Read more information on levels in our FAQs
Fees: Please see Fees and payments
Lectures: 36 hours
Classes: 18 hours
Assessment: Coursework (40%) and a final take-home examination (60%).
Typical credit: 3-4 credits (US) 7.5 ECTS points (EU)
Please note: Assessment is optional but may be required for credit by your home institution. Your home institution will be able to advise how you can meet their credit requirements. For more information on exams and credit, read Teaching and assessment
Is this course right for you?
This course is suitable for marketing majors looking for relevant electives, as well as students from other backgrounds (with an appropriate prerequisite) who are interested in understanding branding.
Those without previous prerequisites can take MG101: Marketing or MG103: Consumer Behaviour in an earlier summer school session.
Outcomes
- Recognize the fundamentals of a brand strategy and how they can be leveraged
- Identify the steps to create a brand strategy and its subsequent expressions
- Analyze a brand strategy using key frameworks, concepts, and theories of branding
- Understand how brands are brought to life through design, storytelling, and behaviour.
Content
The fundamentals of my course are covered at my home institution, but the summer school course gives me an extra breadth into how the industry works. It’s been a really good experience in diversifying my skill set.
Faculty
The design of this course is guided by LSE faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the course.
Professor Amitav Chakravarti
Professor of Marketing
Dr Heather Kappes
Associate Professor (Education)
Guido van Garderen
Adjunct Professor
Professor Om Narasimhan
Professor of Marketing
Department
LSE’s Department of Management unites four subject areas – Employment Relations and Organisational Behaviour, Information Systems and Innovation, Managerial Economics and Strategy, and Management Science. It thereby combines the study of business and management with LSE’s renowned social sciences perspective. LSE is ranked 2nd in Europe for social sciences and management (2023 QS World University Rankings) and the Department of Management, along with the Departments of Accounting and Finance, was ranked as the UK leader for Business and Management Studies in the most recent Research Excellence Framework.
Our world-class record of multidisciplinary management research gives students a solid understanding of the global business environment. Whether learning the fundamentals of management or gaining advanced insights into specific aspects of strategy, negotiation, marketing or human resources, students will develop a competitive edge for their future career.
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Apply
Applications are open
We are accepting applications. Apply early to avoid disappointment.