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. This course will draw exclusively on academic papers from leading journals and will feature interactive presentations by established senior faculty, as well as research presentations by up and coming junior School members. Participants are expected to actively participate in class discussions and to critically review and present assigned papers.
• Consumer Behavior (6 sessions)
This topic is discussed based on recent insights taken from a number of recent papers from top journals in our field.
• Marketing Strategy & models (6 sessions)
This session introduces the general field of marketing strategy and modelling, which uses insights from customer and market data, but also manager surveys to obtain insights.