Development and implementation of model-based approaches to marketing decision making. Model-based analysis of advertising, pricing, promotion, distribution. Survey of academic marketing literature, with special focus on conceptual and empirical studies of marketing strategy and marketing program variables. In-depth analysis of current research topics. Emphasis on research programs of leading scholars.
Students critically appraise the rationale, strengths, and weaknesses of each study.
Designed for students with a master's degree in the field of study or for students who have been accepted for a doctoral program. Not open to students who have been admitted to candidacy.