MKT 8040 - International Marketing Research 1: Theory

(3 units)

Marketing has been established in the early 1900 and is a discipline that undergoes constant changes. In the different development stages, there are key authors, fundamental studies, important concepts and theories that explain the state of today’s marketing philosophy. Where are we heading? In this course, we will explore classic texts and contemporary literature, guiding us to the next stage of the marketing discipline. Students will learn how to evaluate research and how to connect key concepts. In this process, they learn how to identify the gap in the body of knowledge that not only excites them but will give them the opportunity to make an original contribution in an international arena. The course aims to: engage students with the marketing discipline, to explore the roots and the status quo; show ‘how to read’ academic articles, ‘how to explore smaller literature areas’, and ‘how to make fundamental connections between the areas’; guide the students to the boundaries of marketing knowledge and encourages them to make their first steps beyond it (in form of a research question and propositions); and follow the essential steps of writing a literature review for submitting a conceptual paper to a peer-reviewed international academic marketing journal.