YMAJ1120 Research and Theories in Marketing (6 op)

This course offers a comprehensive overview of relevant theoretical traditions, topics, and recent empirical developments in the field of marketing with an emphasis on research that is at the focus of the marketing discipline at JSBE. The course is divided into thematic modules. Each thematic modules introduces the foundational concepts and seminal publications in each thematic area and highlights some more recent theoretical advancements. During this course, students are expected to complete a reflective learning diary in which they consider how the different thematic modules advance their understanding of the marketing discipline and how they would update their research plan based on this learning. 

As a key learning outcome, the student understands that marketing is composed on various streams of research. This understanding forms the basis for positioning the student’s research within a theoretical discourse that is relevant to the marketing discipline. It also facilitates the student’s ability to frame their intended contribution in a way that is meaningful to the marketing research community. Additionally, the course readings prepare students to engage in the teaching of marketing by providing background information and a conceptual canvas for independent design of courses and study modules. 

This course is recommended to be completed during the first year of doctoral studies. The KATAJA course Research Traditions in Marketing can be taken instead of this course. 

A set of article readings