Marketing

Description:

This course offers a review of relevant managerial marketing issues and their repercussions on society and stakeholders. Students will learn how to develop an innovative approach to view complex business and societal problems into potential research programs considering ethical and societal welfare and understanding the complexities of business/organizational contexts. Topics covered in this course may vary.

Component(s):

Seminar

Description:

Understanding human behaviour is at the heart of the marketing function. This course examines behavioural approaches in understanding marketing phenomena rooted in several cognate disciplines (e.g., psychology, sociology, anthropology, biology, economics, neuroscience). Students will learn how to develop research programs within the broad field of behavioural marketing across many real-world contexts (e.g., consumer behaviour, advertising, branding, retailing). Topics covered in this course may vary.

Component(s):

Seminar

Description:

This course examines a broad range of data collection procedures and data analytic approaches used in marketing research and introduces students to the basics of empirical research, with an emphasis on survey and experimental approaches. It familiarizes students with the core assumptions underlying methodological approaches and the inferential value of different data and analytical results and allows students to develop skills to match research questions with appropriate methodological approaches. Students will have hands-on experience with data analysis software. The course also exposes students to key tenets of research ethics and integrity relevant to each approach. Topics covered in this course may vary.

Component(s):

Seminar

Description:

The course offers a review of quantitative models and qualitative research methods relevant to marketing research in various substantive domains. This course familiarizes students with the application and interpretation of quantitative empirical models and emphasizes their use in and implications for theory testing and managerial practice. It also introduces students to qualitative research methods and highlights their use in theory development. Topics covered in this course may vary.

Component(s):

Seminar