Course overview
This course provides students with an in-depth understanding of critical theoretical and research perspectives in marketing academia. It also aims to familiarise students with reading academic publications in marketing and developing their ability to critically analyse, evaluate and develop such publications. Consideration will be given to some of the important debates to which theorising about these different perspectives has given rise with the implications of these for both research and practice explored.
Course learning outcomes
- Critically analyse and evaluate marketing publications
- Assess the validity of findings and implications described in scholarly literature
- Identify conceptual issues and questions within academic research and apply meaningful theories to explain conceptual gaps
- Effectively communicate personal analysis and evaluation of seminal contemporary marketing issues