Managerial Research in Marketing
- 3 credits
- Prerequisite: None
The purpose of this course is to provide a survey of the various areas of marketing strategy research, concentrating on theories, concepts, models and paradigms that collectively form the foundation of marketing strategy research – from classic articles to current literature. Topics covered include, for example, competitive advantage; marketing capabilities; cross-functional knowledge integration; product development and management; advertising, pricing and promotion strategies; and customer relationship management. The meetings of M653 are conducted as an open seminar, where each member is expected to participate in the discussion of all papers so that as many perspectives and opinions as possible are voiced. While convergence on a single interpretation is not a goal, a key objective is to offer a more clearly defined understanding of the literature. It is also expected that students’ skills in critiquing marketing strategy research papers will be enhanced in the process.