Theories in marketing 1

This unit is designed to provide you with a broad exposure to the major theories in marketing. This exposure will include coverage of both classical and recent research in the field. The unit will provide you with a working knowledge of the important substantive topics and conceptual ideas that underlie research in the key marketing sub-disciplines, such as modelling, strategy, and consumer behaviour. The unit will be delivered by a team of academics who are experts in these sub-discipline areas. A set of required readings will be assigned ahead of each seminar. You will discuss and critique these readings, thus not only expanding your understanding of the marketing discipline, but also developing critical analytical skills. You will also generate ideas for further research and formulate research proposals.