Theories in marketing 2

This unit is designed to provide you with exposure to the major theories in marketing on three sub-disciplines of marketing – marketing strategy, business-to-business marketing, and marketing models. This will include a discussion of classical and recent research in the sub-disciplines of marketing. The unit will provide you with a working knowledge of the important substantive topics and conceptual ideas that underlie research in these sub-disciplines. The unit will be delivered by a team of academics who are experts in these sub-disciplines. A set of required readings will be assigned ahead of each seminar. You will discuss and critique these readings, thus not only expanding their understanding of the marketing discipline but also developing critical analytical skills. You will also generate ideas for further research and formulate a research proposal.