Seminar in Marketing Strategy

Description

Introduction: This seminar is designed to provide an introduction to the area of research in marketing strategy. As such, it will identify, review, evaluate and critique a variety of topics in the field of marketing strategy and management. The major objectives are to help participants (1) understand the main theoretical rationales within the field, (2) understand the methods employed in empirical research within the area, and (3) identify areas for future research activity. Course content: Scope of Seminar: The area of marketing strategy is a broad field of study and covers many topics and several theoretical paradigms. Learning outcomes - Knowledge: will have in depth knowledge of theories in strategy, innovation and product development, brand strategy, customer strategy, and organization of marketing - will have the ability to identify critical research and managerial issues related to marketing Learning outcomes - Skills: can critically evaluate research in marketing strategy. - can identify and rigorously formulate unresolved and relevant research topics within the field of marketing strategy and management. - can develop an appropriate research idea for research within the field of marketing strategy and management. General Competence: can appreciate the complexity and importance of marketing strategy and management from both a theoretical and a practical perspective. Teaching and learning activities: Format: In order to acquire knowledge in the forefront of marketing strategy, and to be able to assess the relevance and application of scientific methods within the field, discussions of course readings will be done in a seminar format. For each seminar meeting a limited number of required readings will be assigned and in order to achieve course objectives each participant is expected to read all the required readings prior to the meeting and be able to comment upon them during the discussion. In order to be able to contribute with new knowledge to marketing strategy theory, students will work on their own research ideas which they will present for each other and the course instructor during workshops throughout the semester. All students are expected to develop their own ideas as well as comment on the other students’ research ideas. The course instructor will facilitate discussions and help students develop their ability to critical thinking and to develop and adjust their own research ideas in a learning environment. Software tools: No specified computer-based tools are required. Qualifications: Enrollment in a PhD programme is a general requirement for participation in PhD courses at BI Norwegian Business School. External candidates are kindly asked to attach confirmation of enrollment in a PhD programme when signing up for a course. Other candidates may be allowed to sit in on courses by approval of the course leader. Sitting in on a course does not permit registration for the course, handing in exams or gaining credits for the course. Course certificates or confirmation letters will not be issued for sitting in on courses. Assessments: Assessments Exam category: Submission Form of assessment: Submission PDF Exam/hand-in semester: First Semester Weight: 100 Grouping: Individual Duration: 1 Semester(s) Comment: The term paper should be written as a research manuscript in the format of an article ready for submission to a peer reviewed journal or academic conference. This includes a conceptual proposition (model) for a causal relationship between one or more independent constructs (variables) and a dependent construct (variable). The paper must describe the causal mechanisms in the conceptual model, and link this to existing literature. The conceptual propositions may also include moderators and mediators. The paper must be related to marketing strategy. The constructs need to be clearly defined and positioned relative to existing literature. The definitions should also include how the constructs can or will be operationalized and measured. Think about the variation on the variables (high-low values and what it means), and think about how you can empirically test your propositions. The conceptual model and the main propositions must be motivated by a clear proposal for how the research will contribute to existing literature and how it will change the way managers in marketing think or act. The paper should be written in the format of one of the top journals in the field (Journal of Marketing, Marketing Science, or Journal of Marketing Research). The paper should be original work, and be written specifically for this seminar. The final paper should be about 3000 words. Exam code: DRE 20101 Grading scale: ECTS Resit: Examination when next scheduled course Type of assessment: Ordinary examination Total weight: 100 Student workload: Activity Duration Comment Prepare for teaching 100 Hour(s) Submission(s) 45 Hour(s) Sum workload: 145 Incoming exchange students at BI Norwegian Business School select courses from BI's official semester-specific exchange course lists. BI defines a full semester as 30 ECTS; bachelor courses are typically 7.5 ECTS each (4 per semester) and master courses are typically 6 ECTS each (5 per semester). Course availability, prerequisites, and timetabling are confirmed via BI's International Office and the Learning Agreement process.