MKT8634 · Doctoral Studies: Marketing Literature

This course aims to: - Introduce a wide variety of marketing research topic areas and methodologies to PhD students. - The course covers topics on pricing, product design and strategy, signalling, distribution, sales force, advertising, promotion, etc. - The primary goal of the course is to prepare students to appreciate and critique the literature on marketing strategy and to develop potential research projects. - Help students peruse both classic and recent marketing research papers in top journals. - Help students identify academic contributions methodology choices and managerial…