Specialization Seminars in Marketing

2018-2019

Course Objective

The goals of this course are that after successful completion of the
course, students have:
• developed the ability to synthesize the literature and integrate
knowledge in the field of marketing, and formulate possible research
directions based on that
• developed the ability to critically analyze and evaluate current
marketing research
• developed the ability to communicate (present and discuss) with
other experts about the current theory and research in marketing
research questions in marketing.

Course Content

Marketing is a distinct research field with its own traditions and
standards. It is typically divided into three interrelated sub fields;
the areas of consumer behaviour, marketing strategy, and (marketing)
modelling. The advanced seminars in Marketing discuss key insights and
recent advances in these subfields to gain understanding of the current
issues and research challenges. This course will draw exclusively on
academic papers from leading journals and will feature interactive
presentations by established senior faculty, as well as research
presentations by up and coming junior School members. Participants are
expected to actively participate in class discussions and to critically
review and present assigned papers.

• Consumer Behavior (4 sessions)
This topic is discussed based on recent insights taken from a number of
recent papers from top journals in our field.
• Online Marketing Strategy (4 sessions)
This focuses primarily on issues related to online marketing
• Marketing modelling (4 sessions)
This session introduces the general field of marketing
modelling, as well as a specific focus on market research and
measurement issues, which are key to obtaining consumer insights.

Teaching Methods

Weekly: Interactive lectures (four hours per week) over a period of 6
weeks, with a combination of lectures, student presentations and in-
class discussions.

Method of Assessment

The final grade consists of:
• Individual examination (70%): written; open questions
Class participation and presentation (30%)

Conditions to pass the course:
• Attendance is mandatory, and students come prepared.

Literature

Articles from current marketing literature, exact list will be
distributed via Blackboard.

Additional Information

Due to the entry requirements of the programme, the courses of the
Research Master Business in Society are only available for students
registered for this Master's programme and, upon approval by the
programme director, to other Research Master programmes or PhD students.

General Information

Course Code E_BIS_SSM
Credits 6 EC
Period
Course Level 400
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator prof. dr. ir. P.W.J. Verlegh
Examiner prof. dr. ir. P.W.J. Verlegh
Teaching Staff

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Lecture