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I. COURSE OBJECTIVE
This seminar course is designed to:
1. consider
major contemporary issues in marketing theory,
2. understand
the history and evolution of marketing thought,
3. understand
the fundamental issues involved in the philosophy of science and its impact
on marketing inquiry,
4. search
for possible thesis topics or evaluate your preliminary thesis proposal,
5. enhance
the ability to conduct scientifically respectable research and to
6. evaluate
research in a professional-critical manner.
The
prerequisite is marketing
management (IBM6015), marketing
research (IBM6046, IBM6087, or IBM6093 ), or
consumer behavior theories and practices (IBM6019). Anyone not having
completed either one of these prerequisites requires the instructor's
permission to enroll.
II. REQUIRED TEXTS AND READINGS
1. Hunt, Shelby. D. 2010, Marketing
Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory,
Routedge
2. Hunt,
Shelby D. 2002, Foundations of Marketing
Theory: Toward a General Theory of Marketing, M.E. Sharpe
3. Sheth,
J.N., D. M. Gardner, and D. E. Garett, 1988, Marketing
Theory: Evolution and Evaluation, John Wiley & Sons.
REFERENCE
a.
A Twenty-First
Century Guide to Aldersonian Marketing Thought, Wooliscroft, Ben; Tamilia,
Robert D.; Shapiro, Stanley J. (Eds.) 2006, Springer
Marketing Series
b.
Brown, S.W.and
Fisk R.P. (ed.) (1984) Marketing Theory, Wiley.
c.
Hunt, S.D. (1991) Modern Marketing
Theory, Critical Issues in the Philosophy of Marketing Science,
South-Western.
d.
McAlister,
L. , R. N. Bolton, and R. Rizley (2006), Essential
Readings in Marketing, MSI
e.
Sheth,
J.N.and Garrett D.E.(ed.)
(1986) Marketing Theory: Classic and Contemporary Readings,
South-Western.
f.
Zaltman,
G., LeMasters K., and Heffring
M.( 1982), Theory
Construction in Marketing, John Wiley & Sons.
III. COURSE FORMAT
Since
this is a seminar course, full participation will be expected from all
students. Discussions will be conducted in an open atmosphere with free form
of expression. The professor will be primarily a facilitator for discussion
and not a lecturer. For this reason, it is imperative that all reading
assignments should be read thoroughly. It is equally important that students
will be willing to listen from others as well as contribute significantly to
the discussion. To outreach other marketing scholars and doctoral students
about current interests of research topics, students are encouraged to
subscribe ELMAR and
DocSIG and bring issues to the class.
IV. EVALUATION
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Chapter Questions (individual)
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30%
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Term Paper (individual)
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30%
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Marketing Schools Presentation (group)
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30%
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Class Discussion
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10%
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1. Term Paper
Each
student will write a term paper dealing with some
aspect of marketing theory. Students are encouraged to
utilize the opportunity to develop the theoretical session of their
theses. Students may select two other options for the subject
matter.
a. Select
one or a cluster of external factors (e.g., globalization, arising of China
market, information- and knowledge-based economy, dis- and re-intermediation,
and N (network)-generation consumer, etc.) which have impacted the
development of marketing thought and practice.
b. Choose
a specific functional area of marketing (such as service, channels, branding,
and innovations) and relate it to the development of marketing thought.
The
paper can be a critical summary of some existing literature or can involve
developing a set of theoretical statements about the relevant marketing
phenomenon. The literature review should involve a synthesis of existing
literature, with an emphasis on strengths and weaknesses. Of major
importance is developing an agenda for future research; a review of each
single paper is of less important. A theoretical paper should
develop a set of propositions or hypotheses which follow from both existing
knowledge and your own creativity. It is expected that students will
spend between 30 and 40 hours on the paper. A one-page outline of the paper is due
on October 7. The outline should include:
a. the
central theme of the paper
b. the
key research issues or questions, and
c. the
proposed approach, including research framework and key resources.
The
final paper is due on the final exam week, June 30. This paper should conform
to the format and style required by the Journal
of Marketing or Journal
of Marketing Research.
2. Marketing Schools Presentation
The
purpose of this exercise is to help students to understand the
"positioning" of their thesis topics. What shall be required
for each student is to lead one of class sessions (scheduled on 12/25, 12/09,
and 12/23 respectively) on marketing schools (classified in SGG's Marketing
Theory: Evolution and Evaluation, Chinese
 ).
Since each student is preparing himself or herself to be a lecturer;
consequently, part of the future duties is to reflect itself in this course.
Student can lecture, make presentation, pass handout, assign
readings, and homework or any other tools that can help him/her to serve as a
good moderator. Except for evaluating on SGG's marketing schools, the
emerging branches, Ivy
League Universities, unclassified new school of thoughts, list
of premium top-tiered journals, and research journal
awards are encouraged to include.
V. CLASS SCHEDULE (Wed. 06:30 - 09:20 pm, Office Hours)
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Date
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Book Chapter and
Discussion Topics
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Homework Assignment
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09/16
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From chaotic marketplace back to the Ivory Tower
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Part 1. The Nature of Marketing and
Science
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09/23
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1. The
nature of Marketing and Science
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Chap 1 (p. 42): #10 or #11
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Readings:
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Shaw, Eric H., and D. G. Brian
Jones (2005), “A history of schools of marketing thought.,”
Marketing
Theory, 5(3), 239–81.
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Wilkie,
William L. (2005), “The Sages Speak...,”
Journal of Public Policy & Marketing, 24(1), 112–13.
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Wilkie,
William L., and Elizabeth S. Moore (2003), “Scholarly Research in
Marketing: Exploring the ‘4 Eras’ of Thought Development.,”
Journal of Public
Policy & Marketing, 22(2), 116–46.
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09/30
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2. On marketing as…..
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Chap 2 (p. 72): #3 or #12
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Readings:
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AMA Task Force (1988),
“Developing, Disseminating, and Utilizing Marketing Knowledge.,”
Journal of Marketing, 52(4), 1–25.
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Rossiter, J. R. (2001), “What Is
Marketing Knowledge?: Stage I: forms of marketing
knowledge,” Marketing Theory, 1(1), 9–26.
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Yadav, Manjit
S. (2010), “The Decline of Conceptual Articles and Implications for
Knowledge Development.,” Journal of Marketing,
74(1), 1–19.
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Vargo,
Stephen L., and Robert F. Lusch (2004), “Evolving
to a New Dominant Logic for Marketing.,” Journal
of Marketing, 68(1), 1–17.
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Bolton, Ruth N., George S. Day,
John Deighton, Das Narayandas, Evert Gummesson, Shelby D. Hunt, C. K. Prahalad,
Roland T. Rust, and Steven M. Shugan (2004),
“Invited Commentaries on ‘Evolving to a New Dominant Logic for Marketing.,”
Journal of Marketing, 68(1), 18–27.
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10/07
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Due: One-page term- paper outline
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Due
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Due: Marketing Schools Presentation
Team
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Part 1. The Foundations of Marketing
Theory
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10/14
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3. Morphology of explanation
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Chap 3 (p. 101): #1 or #2
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Readings:
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10/21
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4. Explanation, Prediction, and Causality
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Chap 4 (p. 128): #6 or #8
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Readings:
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Woodside,
Arch G. (2013), “Moving beyond multiple regression analysis to algorithms:
Calling for adoption of a paradigm shift from symmetric to asymmetric
thinking in data analysis and crafting theory.,”
Journal of Business Research, 66(4), 463–72.
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10/28
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5. Morphology of Scientific Laws
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Chap 5 (p. 144): #2 or #9
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Readings:
Sheth, Jagdish N., and Rajendra S. Sisodia (1999), “Revisiting marketing’s lawlike generalizations.,”
Journal of the Academy of Marketing Science, 27(1), 71–88.
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11/04
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6.
Scientific Laws
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Chap 6
(p. 169): #2 or #6
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Readings:
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11/11
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7. Morphology of Theory
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Chap 7 (p.194): #8 or #15
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Readings:
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11/18
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8.
Theory: Issues and Aspects
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Chap 8 (p.220): #1 or #8
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Readings:
Hunt, Shelby D. (2005), “For Truth
and Realism in Management Research.,” Journal of
Management Inquiry, 14(2), 127–38.
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Part 3. Controversy in Marketing
Theory
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11/25
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Group
1: Consumer behavioral science (Booth, Stanford)
Reading:
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Bargh, John (2014),
“Our Unconscious Mind,” Scientific American, January, 30-37.
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Simon,
Herbert A. (1986), “Rationality in Psychology and Economics,” The Journal
of Business, 59 (October), 2-16.
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Lee,
Leonard, On Amir and Dan Ariely (2009), “In
Search of Homo Economicus,” Journal of Consumer
Research, 36(2), 173-187.
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Petty,
Richard E., John T. Cacioppo, and David Schumann,
1983. Central and Peripheral Routes to Advertising Effectiveness: The
Moderating Role of Involvement. Journal of Consumer Research, 10, 135‐146.
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Bettman J., Luce M., Payne J., 1998. Constructive Consumer Choice
Processes. Journal of Consumer Research, 25, 187‐217.
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Belk,
Russell W. (1988), “Possessions and the Extended Self,” Journal of Consumer
Research, 15 (September), 139-168.
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12/02
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9.
Scientific Realism and Marketing Research
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Chap 9 (p.255): # 14
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10. On Science/Non-science and Qualitative
Methods
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Chap 10 (p. 283): #1
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12/09
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Group
2: Marketing Management and Modeling (Haas, Sloan)
Readings:
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MacInnis D., 2011. A
Framework for Conceptual Contributions in Marketing. Journal of Marketing,
75, 136‐154
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Moorthy K., 1993.
Theoretical Modeling in Marketing. Journal of Marketing, 57, 92‐106.
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Kumar,
V., Vikram Bhaskaran,
Rohan Mirchandani, Milap
Shah (2013), “Creating a Measurable Social Media Marketing Strategy:
Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey,
Marketing Science, 32(2), 194-212.
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12/16
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11. On Truth and Marketing
Research
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Chap 11 (p.316): #4
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12. On Objectiviy
and Marketing Research
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Chap 12 (p. 353): #4
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Part 4. Toward a General Theory of
Marketing
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12/23
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Group
3: Strategic Marketing (Wharton, Harvard)
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12/30
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13. On the
Resource-advantage Theory of Competition
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Chap 13 (p.385): #2, 3, 6
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14, 15. Strategy and R-A Theory
Readings:
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Deligonul, Z. Seyda, and S. Tamer Cavusgil
(1997), “Does the Comparative Advantage Theory of Competition really
replace the Neoclassical Theory of...,” Journal of Marketing, 61(4), 65.
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Hunt,
Shelby D., and Robert M. Morgan (1997), “Resource-advantage theory: A snake
swallowing its tail or a general theory of competition?,” Journal of
Marketing, 61(4), 74-6
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Kozlenkova, Irina V., Stephen
a. Samaha, and Robert W. Palmatier
(2013), "Resource-Based Theory in Marketing," Journal of the
Academy of Marketing Science, 42(1), 1-21.
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Barney,
Jay B. (2013), "How Marketing Scholars Might Help Address Issues in
Resource-Based Theory," Journal of the Academy of
Marketing Science, 42(1), 24-26.
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Day,
George S. (2013), "An Outside-In Approach to Resource-Based
Theories," Journal of the Academy of Marketing Science, 42(1), 27-28.
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Chap 15
(p. 431): #2, 3, 5
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01/06
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Term paper presentations (selected)
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01/13
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Written term paper due
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AMA
Distinguished Marketing Educator
Rankings of Marketing Journals
Philosophy
of science
Student Thesis
Marketing Theory Readings
MIT Marketing
Research Seminar
 Marketing
Strategy
 Behavior
Science
Best Researchers
in Marketing
Dissertation
Paper Award
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