Seminar in Marketing Theory

Catalog description

Seminar in Marketing Theory (3-0) The purpose of this doctoral seminar is to introduce beginning marketing Ph.D. students to academic scholarship, in general, and the underlying research philosophies providing the foundations for marketing research. The course encompasses the development of marketing thought in the evolution of marketing. Special emphasis on philosophy of science issues as they relate to the evolution of marketing theory and thought. Critical examination of historical concepts and theories in marketing with an emphasis on marketing thought pertaining to the literature streams of consumer behavior, marketing strategy, and marketing models. Prerequisite: Department approval.