RESEARCH SEMINAR II (MACRO-MARKETING)

Catalog description

In this course, the advanced study of macromarketing is addressed from an integrated perspective that encompasses demographic, political, technological, and economic factors. Macromarketing theory is currently one of the most vibrant areas in all of the social sciences, partl y due to the importance of understanding the external environment in which businesses operate. The course will delve into the complexity and multifaceted nature of macromarketing, revealing how it interacts and is modified by changes and tensions in these environments. Throughout the seminar, students are expected not only to gain a deep understanding of macromarketing topics but also to identify emerging research areas and formulate critical questions that guide future macromarketing research.