MKT80210/MKT8021 - Contemporary Readings in Marketing

(3 units)

This course will be based on books and contemporary and academic journal articles published on theoretical foundations and models of marketing. Course topics will be modified somewhat to reflect the research interests of the students, and will cover some of the major theories on historical developments and contemporary evolutions of marketing thought. Students will develop an understanding, critically analyze theories and models and examine theoretical underpinnings for their own line of research.