Marketing

Marketing Theory and Research Literature

All doctoral students must develop extensive familiarity with and a thorough understanding and appreciation of the field of marketing. This includes the study of the many facets of marketing, the history of marketing thought and its current breadth, as well as the research traditions and current research in the field. The students are to acquire a strong sense for the prevailing issues and the perspectives of others in the field and appreciate the many enriching influences that shape current thinking in the discipline. At a minimum, Ph.D. graduates must have the preparation that would easily enable them to move into and contribute to marketing academia.

Each student will take the courses comprising the Ph.D. Marketing Seminar sequence, participate in the Marketing Research Workshop and remain in touch with emerging developments in the field by regularly reading the marketing journals, conference proceedings and other professional publications.

Managerial Perspective in Marketing

Every student is expected to have a level of understanding and appreciation of the practice of marketing so as to be able to deal effectively with the problems and decisions of marketing management. This ability may be developed through or by evidence of relevant prior work experience and consulting interactions. The successful completion of graduate marketing management course taught using the case method is one means of satisfying this requirement.

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