THEORY OF MARKETING (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Evaluate state-of-the-art knowledge of the current and future development of marketing theories and to deepen their analytical capabilities to explore, to understand and to predict marketing phenomena; Integrate scientific approaches to constructing and testing of marketing theories; Tabulate some classic philosophy of science literature related to marketing.

Topics:

1. Marketing and Science (MS);
2. History of Marketing (HM);
3. Relationship Marketing (RM);
4. Customer Lifetime Value;
5. Consumer Behavior Research (CBR);
6. Service Dominant Logic (SDL);
7. RA Theory and Strategic Marketing (RAT);
8. Future of Maketing and Technology.