Advanced Theory in Marketing (H)

This course is designed to fulfil the following student learning objectives: Gain an in-depth understanding of the main theoretical and research perspectives that have contributed to the knowledge of marketing; Investigate some of the important debates to which theorising about these different issues has given rise; Explore the implications of these debates for both marketing research and marketing practice; Become familiar with academic publications in marketing; Develop an ability to critically analyse and evaluate such publications; Improve oral and written communication skills. Generally the course aims to give students a greater familiarity with methodologies used in marketing research as well as the ability to assess the validity of findings described in the current or recent marketing literature. Topics will arise throughout the course from theoretical and research perspectives that have influenced (and continue to influence) scholarly thinking about issues of central importance to the actual practice of marketing. This is essentially a readings-based course in which students will critically review scholarly research articles each week in advance. Participation marks will be awarded for demonstration of effective reading and understanding the arguments presented.