The primary objective of the course is to help students develop their ability to effectively design field-based research studies. Seminar participants will become acquainted with some of the relevant methodological literature through assigned readings and gain practice in understanding and assessing design choices by discussing field-based research projects of the Harvard faculty. The featured projects will encompass a range of topics and research techniques and the scholar whose research is being discussed will attend as a guest in order to discuss research design choices and implications for the final output. Finally, participants will have an opportunity to test their design skills by writing a research proposal for a field-based study in their area of interest. TBD Marketing management refers to those managerial tasks that seek to grow an enterprise by fostering exchange between it and its customers.
Marketing creates value for customers and extracts a share of the value for the enterprise.
The skills of marketing managers are essentially artful and competitive they are the skills of imaginatively interpreting the interests of customers, competitors, collaborators and the cultural context to craft competitively superior enterprise capabilities, where superiority is revealed in the present value of actual and potential customers. In this course we explore the nature and scope of marketing, reviewing some of the foundational readings of the field and a few papers on frontier themes. The objective of the course is to supply a general introduction to scholarship in the field for students interested in pursuing marketing or related fields more deeply. This course addresses the fundamental question of how and why organizations evolve as they do. We will pay particular attention to the relations between technological dynamics, executive teams, and the nature of organizational and product class evolution.