Marketing - PhD Programme

Advanced Courses

 

Consumer Behaviour (A & B)

The seminar will survey the key trends in consumer behavior research in the recent years. The course will use a discussion format and participants will be expected to come prepared to critically discuss the assigned papers. Course evaluation will be based on contributions to the class discussion and a term paper.

Marketing Models (A)

The primary purpose of this course is to familiarize you with the field of modeling marketing problems. A secondary purpose of this course is to get you to like research and develop your own research ideas. We try to achieve these two objectives by reading, digesting and criticizing classic and current papers in modeling with an emphasis on the breadth of the problems. This is in contrast to the special topics course (offered every other year), which emphasizes depth of analysis. Thus, for each session the reading list will include a number of papers - analytic as well as empirical papers, field as well as experimental studies. The tentative list of topics covered in this course is:

  • Marketing Models and Modeling - First Principles
  • Choice Models - Consumer Decision Making
  • Price Promotion Models - Scanner Data Analysis
  • Channels of Distribution - Analytic Modeling
  • Advertising - Decision Calculus
  • Pricing
  • New Product Development
  • Competition - Spatial Models
  • Customer Satisfaction

 

Marketing Models (B)

This seminar is designed for students interested in reviewing econometric issues that arise in empirical models of marketing phenomena and interested in reviewing the marketing literature of these issues over the last two decades. Therefore, we will cover approaches that were used historically as well as state-of-the-art solutions in order to develop the fundamental knowledge of this discipline. The following specific econometric issues will be discussed, first theoretically, and then in the context of marketing applications:

  • Model Specification
  • Multicollinearity
  • Distributed Lags & Autocorrelation
  • Time Series Analysis
  • Varying Parameter Models
  • Simultaneous Equations
  • Errors in Variables

 

Marketing Management (A)

This course provides an overview (survey) of major topics (both strategic and functional) that are critical to the marketing management function. The focus is on substantive findings that have prescriptive implications. Hence, the course is problem focused, and eclectic with regard to underlying theory and methodology. The purposes are twofold: 1) to provide grounding in the state of the art in each major topic area, 2) to suggest directions for your own research. Our focus will be on the pragmatic tradeoffs the authors made to get the work done. Be prepared to debate these choices, and to offer implementable suggestions as to how to make the research better. Topics covered include:

  • Marketing strategy
  • Salesforce management
  • Management of distribution channels
  • Global marketing

 

Marketing Management (B)

The seminar deals with the new product development process from idea creation to diffusion in the market place. The following topics will be covered:

  • Innovation adoption and diffusion theory
  • New product idea generation
  • New product diffusion models
  • New product design
  • New product forecasting
  • Managing new product development
  • New product introduction and competitive response

                          

Social Psychological Foundations of the Management Disciplines

This course is ideally taken during the first year of the PhD program before taking electives in the behavioural sciences. The course is a continuation of the part “the Behavioural Sciences” core course. It covers classic topics in social psychology that are missing from the core course. These topics include:

  • Motivation
  • Self
  • Affect and emotions
  • Categorization
  • Memory: Parallel distributed processing (PDP) and limits of associative networks; implicit memory
  • Implicit social cognition and implicit attitudes

The course is designed for students of all management disciplines. It is relevant for those disciplines using psychological theory or experimental methodology (e.g., organisational behaviour, behavioural decision theory, consumer behaviour, behavioural finance). However, it is a psychology course, not a management course. The course fulfils the same function that taking a course at a psychology department would have for a student of management. Yet, it selects topics of special relevance to researchers in management.
The teaching method is similar to that used in Behavioural Sciences. I use exercises to practice application of theory. The goal is to understand basic principles of psychology and learn about central theories. This knowledge greatly facilitates comprehension of journal papers building on these principles in the specialized elective courses.

Having taken the part of Behavioural Sciences is a prerequisite for taking this course.
 

Consumer Decision Making

The main objective in this course is to familiarize you with research in the area of consumer decision-making and provide the students with a strong foundation for critical thinking in this domain.
The focus will be on understanding current theoretical and methodological approaches to questions about consumer decision making, as well as thinking about how to advance this knowledge by developing testable hypotheses and theoretical perspectives that build on current knowledge base.
We will discuss prior research, try to understand authors' idea and work on developing the habit of constructive criticism of research. In each a number of papers will be reviewed, while focusing on identifying the central research question, the main findings, the method used, and most importantly, on alternative interpretations of the results that are possible and on how the paper can be extended or improved.
 

 

Decision Making and the Human Brain

The goal of this course is to provide Ph.D. level coverage of fundamental principles governing the emerging field of decision neuroscience. This field synthesizes important research findings in the fields of neuroscience, psychology, economics and business research. We discuss various ways in which decision neuroscience research does inform and influence managerial decision-making. This course targets behavioral as well as quantitative PhD students in marketing, decision science, organizational behavior and related areas.

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