Study of marketing literature dealing with advertising, selling, sales promotion, and sales management. Includes topics of advertising decision models, advertising effects, sales-force performance models, and promotion management.
Study of marketing literature dealing with services. Includes such topics as service management, theoretical issues in the study of services, and strategies in travel, tourism, recreation, and financial services industries.
Provides marketing doctoral students with an orientation to the marketing field and introduces contemporary research perspectives and priorities. Students discuss papers that illustrate academic researchers' use of various disciplinary perspectives to address marketing problems and the range of theoretical and empirical methods used.
Examines marketing management and consumer behavior issues from the vantage of economics and organizational theory. One segment of the course focuses on theoretical and empirical analysis of the means by which utility-maximizing consumers learn about consumption environment and respond to firms' marketing decisions. Another segment examines research on firms' competitive strategy and marketing mix decisions and explores how organizational sociological factors influence these decisions.
Examines the basic psychological processes that underlie common marketing phenomena. Topics include memory and judgment, persuasion, attitude-behavior consistency, information processing, automatic and controlled processes, learning, motivation and cognition, social judgment, and the role of affect and mood on judgment. Discusses topics in consumer behavior and marketing management contexts, in conjunction with related methodological issues. Requisites: Restricted to graduate students only.
Examines judgment and decision making research pertinent to understanding how consumers and marketing managers make decisions. Uses economic models as a normative backdrop for examining research on decision heuristics, judgment and choice anomalies, and contingent decision behavior. Examines processes of causal judgment and inference and the influenceof a variety of contextual factors (including time) on judgment and decision.
Inquires into substantive and methodological issues concerning postmodern consumer research. Attains depth in a few areas while also providing a framework in which to situate other substreams of research. Uses ethnography, semiotics, literary analysis, and other interpretive methods to examine topics such as brand and store loyalty, atmospheric and shopping dynamics, creation of brand meanings, and other marketplace behaviors.
Presents state-of-the-art empirical modeling techniques (both reduced-form and structural) used by marketing scientists, as well as discuss the key findings generated from major empirical studies. Acquaint the class participants with the systematic process of conducting rigorous empirical marketing research, enable them to read and critically review empirical papers in leading marketing journals and, ultimately, start doing independent empirical research. Department enforced prereq., a graduate course in regression.
Assists doctoral students in integrating courses and fields of study in order to be able to apply knowledge and skills to problems in marketing. Gives special attention to development of thesis topics.
Studies marketing literature on a topic or topics selected by instructor. Examples include marketing history, international marketing management, marketing environment, marketing of high technology products, and marketing models.
