MKT420

This course is designed to provide students with an in-depth understanding of some of the main theoretical and research perspectives that have contributed to the academic knowledge in marketing. Consideration will be given to some of the important debates to which theorizing about these different perspectives has given rise with the implications of these for both research and practice explored. Furthermore, the course intends to familiarize students with reading academic publications in marketing, developing their ability to critically analyze and evaluate such publications. Throughout the course, students are exposed to a wide range or methodologies used in business research as well as develop the ability to assess the validity of findings described in the scholarly literature.