MKT 613 - Seminar in Marketing Theory

This doctoral seminar is designed to introduce our PhD students to explore the history and development of marketing theory and the conceptual and applied dimensions of marketing and marketing strategy. What is the domain of marketing? Marketing – a discipline that combines theoretical research and practical applications - contains certain paradigmatic structures that differentiate it from other social science disciplines. So, what qualifies marketing as a scientific discipline? Most laypersons agree there is something special and prestigious about science and its methods. In fact, the ability to label some concept, system of reasoning or logic, or research study as “scientific” instantly confers merit upon the scientist. Berkowitz explains that a discipline “operates within a conceptual framework that represents a set of paradigmatic structures which are commonly subscribed to by members of that discipline – meaning a somewhat shared philosophic or methodological set of approaches which give validity to the work that is produced within that framework.