Theory of Marketing

Learning Outcomes

After completing this course, doctoral students are expected to: Command state-of-the-art knowledge of the current development of marketing theories and to deepen their analytical capabilities to explore, to understand and to predict marketing phenomena; Possess scientific capabilities to constructing and testing of marketing theories.

Topics

1. Introduction to Marketing Theory, Class Rules and Policy, Research Priorities in Marketing The nature, scope and contents of marketing discipline
2. Foundations of science and theory; marketing as art and science; gap between marketing academia and practitioners
3. Foundation of marketing theory; law-like generalizations
4. Exchange (transactional, relational, and interimistic) and interactions as the core concept of marketing
5. Multi-discipline and multi-perspective as the basic characteristics of marketing
6. Philosophy of science as the basis to develop marketing theories
7. Construction and testing of marketing theories
8. Meta-theory approach in marketing
9. Developing general theory and specific theory in marketing
10. Schools of thought in marketing
11. Recap and presentation on position paper