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Marketing Research with Purpose

Toekomst
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Business and Management, Marketing
English
5 ECTS

The course enables students to synthesize the literature and integrate knowledge in the field of marketing, and formulate possible research directions and to critically analyze and evaluate current marketing research.

Marketing is a distinct research field with its own traditions and standards. It is typically divided into three interrelated sub fields; the areas of consumer behaviour, and marketing strategy and modelling.

The advanced seminars in Marketing discuss key insights and recent advances in these subfields to gain understanding of the current issues and research challenges.

Prof. dr. ir. Peeter Verlegh

Since 2014, Peeter Verlegh is Professor of Marketing at Vrije Universiteit Amsterdam. He holds a PhD (2001) in Marketing from Wageningen University, and an MSc in Food Science from the same university. Before joining VU, he was on the faculty at RSM Erasmus University, and University of Amsterdam. Peeter has been a visiting scholar in the marketing group at University of Colorado-Boulder, and guest-lectured at ESADE, Prague School of Economics, Corvinus University, and Gedu College of Business Studies in Bhutan.

View the profile of Peeter Verlegh
Peeter Verlegh

Course Description

Marketing is a research field with its own traditions and standards, drawing from psychology, economics and other disciplines. In this course we focus on the psychology-oriented area of consumer behavior and its translation into marketing strategy. The seminar revolves around  key insights and recent advances in marketing, with a focus on the societal impact – or, as we like to call it at VU School of Business and Economics: Marketing with Purpose. This course will draw on academic papers from leading journals. It is built around interactive discussions about recent articles in the field. In addition to giving an overview of Marketing with Purpose, the course also serves to get you acquainted with academic research in marketing at VU. Participants are expected to actively participate in class discussions and to read & present assigned papers. 

Download the course manual here.

Study Characteristics

  • Study period: May 2026 – June 2026 (Period 5)  
  • Credits: 5 ECTS 
  • Tuition fee: €1250 (20% discount for early bird registration) 
  • Registration deadline: 30-03-2026 (early bird registration: 22-02-2026)
  • Recommendation: This is an ideal course for first year students.
  • Teaching methods: Weekly: Interactive lectures (four hours per week) over a period of 6 weeks, with a combination of lectures, student presentations and in-class discussions.
  • Assessment: The final grade consists of: two summary presentations (30%), individual paper (50%) and Final Presentation (20%).
  • Target group: Research master and PhD students with an interest in marketing, as well as students in the Pre-PhD Research Training Programme. 

  • Course Description & Study Characteristics

    Course Description

    Marketing is a research field with its own traditions and standards, drawing from psychology, economics and other disciplines. In this course we focus on the psychology-oriented area of consumer behavior and its translation into marketing strategy. The seminar revolves around  key insights and recent advances in marketing, with a focus on the societal impact – or, as we like to call it at VU School of Business and Economics: Marketing with Purpose. This course will draw on academic papers from leading journals. It is built around interactive discussions about recent articles in the field. In addition to giving an overview of Marketing with Purpose, the course also serves to get you acquainted with academic research in marketing at VU. Participants are expected to actively participate in class discussions and to read & present assigned papers. 

    Download the course manual here.

    Study Characteristics

    • Study period: May 2026 – June 2026 (Period 5)  
    • Credits: 5 ECTS 
    • Tuition fee: €1250 (20% discount for early bird registration) 
    • Registration deadline: 30-03-2026 (early bird registration: 22-02-2026)
    • Recommendation: This is an ideal course for first year students.
    • Teaching methods: Weekly: Interactive lectures (four hours per week) over a period of 6 weeks, with a combination of lectures, student presentations and in-class discussions.
    • Assessment: The final grade consists of: two summary presentations (30%), individual paper (50%) and Final Presentation (20%).
    • Target group: Research master and PhD students with an interest in marketing, as well as students in the Pre-PhD Research Training Programme. 

Would you like to register or want to know more?

Please register with the Apply Now button at the top of this page. For more information please contact the course coordinator prof. dr. ir. Peeter Verlegh:

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