MRKT 822 Marketing: Theory and Research

This course has the basic purpose of providing students with an overview of research in the marketing domain including its theoretical foundations, methods, and future research directions. Students will be familiarized with a selection of past, foundational research streams as well as current, major research streams in marketing, and will engage themselves to think critically about the contributions, theoretical perspectives, and assumptions of major works in these areas. Students will develop a deep understanding of the field and identify a number of interesting research questions that can form the basis of their research. They will learn to analyze and critique existing research, identify research gaps, and develop original research ideas that build from existing contributions. Marketing is interdisciplinary, so they will be exposed to theories from a variety of fields.

Credits

4

Offered

Fall