803511

Tore Kristensen, Professor, Marketing Department, tk.marktg@cbs.dk;

Judy Zaichkowsky, University Professor, Beedie School of Business, zaichkow@sfu.ca 

The students are expected to submit a proposal based on their dissertation topic before the start of the course. It should include a short introduction, brief literature review (including the major marketing sources), a critique of the existing literature, a set of research questions, and the general research methodology proposed. (10-15 pages)

The course is offered for Marketing PhD students and others within Phd programs close to marketing and consumer studies. Participants are expected to have a basic knowledge in marketing. If not, they are expected to have a foundation in social science and will acquire basic marketing knowledge during the course.

The course is intended to give a “steam room” (metaphoric) feeling where the participants own research is contextualized within a marketing tradition and subject to critical discussions.

1. To give the students “a state of the art” overview of major schools of marketing thought and historical accomplishments in the marketing discipline.
2. To try and identify what it takes to make a ‘major’ contribution in marketing
3. Identify how marketing persistently has been a “borrowing discipline” and how its “outside-in” logic has been a major driving force in its development.
4. To get an impression of marketing as a practical as well as academic discipline, aiming at both explaining market phenomena, but also seeing possible action.
5. A major object is for marketing PhD students to understand the logic and nature of a market with individual users/consumers and their individual preferences.
6. To support PhD selection of topics and how to position and publish them.

Day 1:

Faculty: Judy Zaichkowsky and Tore Kristensen

Introduction to marketing thought

Readings:

Shelby D. Hunt, Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Southwestern Publishing Co., 1991.

Theodore Levitt, (1960) “Marketing Myopia”, Harvard Business Review, Vol. 38,No.4, 45-56.

Wroe Alderson, “The Analytical Framework for Marketing,” in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, 1991.

Richard Bagozzi, “Marketing as Exchange,” in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, 1991.

Philip Kotler and Sidney Levy, “Broadening the Concept of Marketing,” in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, 1991.

Paul Anderson, “Marketing Strategic Planning and the Theory of the Firm,” in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, 1991.

Afternoon
Participants Presentations: brief presentations of all participants on their topics (15 min). This should include answers to the questions: 1) what problem area does your research address; 2) why is it important and 3) Who will care?

Day 2: 

Faculty: Tore Kristensen

Preparing Theory

• How economic theory influenced early marketing thought
• How marketing became managerial
• Marketing as a borrowing discipline plus the Aldersonian approach
• The marketing concept and the discussion of broadening the marketing concept – too far
• Co-creation approaches to marketing: Vargo and Lusch (2004)

Readings: 

Becker, Howard S.(1998) Tricks of the Trade How To Think about Your research While you’re Doing It, University of Chicago Press, Chicago Ill.

Katz, Michael Jay, From Research to Manuscript A guide to Scientific Writing Dordrecht: Springer 2006

Readings in Marketing….

Brown, Stephen (2005) Writing Marketing: Literary Lesson from Academic Authorities London: Sage Publications Inc,

Wooliscroft, Ben, Tamilia, Robert D. and Shapiro, Stanley J. (eds) A Twenty-First Century Guide to Aldersonian Marketing Thought Dordrecht: Springer 2006

Paul Anderson, “On Method in Consumer Research: A Critical Relativists Perspective,” Journal of Consumer Research, 13, 1986, 155-173.

Harvey Siegel, “Relativism for Consumer Research? (Comments on Anderson),” Journal of Consumer Research, 15, 1988, 129-132.

Paul Anderson, ““Relative to What—That is the Question: A Reply to Siegel,” Journal of Consumer Research, 15, 1988, 133-137.

156. Hostiuk, T. Kurtz, and D. Kurtz, “Alderson’s Functionalism and the Development of Marketing Theory,” Journal of Business Research, 1 Fall 1973, 141-156.
157. Peter and Jerry. Olson, “Is Science Marketing?” Journal of Marketing, 47 (Fall) 1983, 111-125.

Shelby S. Hunt, (1990), “For Reason and Realism in Marketing,” Journal of Marketing, 56 (April), 89-102.

Vargo, Stephen L. and Robert F. Lusch (2004) “Evolving to a new dominant logic for Marketing.” Journal of Marketing, 68 (January),1-17.

Participants Presentations and discussants feedback

PM reading and discussion

Hoffman, Donna L and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations”, Journal of Marketing, Vol. 60, July, 50-68.

Discuss: How accurately has the above paper predicted the present.

Faculty and guest faculty: Tore Kristensen

Day 3

Measurement and Consumer Behaviour: Quantitative versus Qualitative

Faculty: Judy Zaichkowsky

Zaichkowsky, Judith Lynne (1986), "Conceptualizing Involvement," Journal of Advertising, Vol. 15, No. 2, 4-14.

Zaichkowsky, Judith Lynne (1985), "Measuring the Involvement Construct," Journal of Consumer Research, 12(December), 341-352.

Zaichkowsky, Judith Lynne (1986), "The Emotional Side of Product Involvement," in Advances in Consumer Research, Vol. 14, Paul Anderson and Melanie Wallendorf (eds.).  Association for Consumer Research, Provo UT, 32-35.

Zaichkowsky, Judith Lynne (1985), "Familiarity: Product Use, Involvement or Expertise?" in Elizabeth C. Hirshman and Morris B. Holbrook (eds.) Advances in Consumer Research, Vol. XII, 296-299.

Zaichkowsky, Judith Lynne (1988), "Involvement and the Price Cue," in Advances in Consumer Research, Vol. 15, Michael Houston (ed.), Association for Consumer Research, 323-327.

Zaichkowsky, Judith Lynne (1994), "The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising," Journal of Advertising, (December), Vol. 23, No. 4, 59-70.

Questions?   Why was this dissertation ‘successful”? Pick one aspect you think contributed to its success and expand with examples.  (1 page, 3-4 overheads)

PM discussion:

Belk, Russell W. (1988), Possessions and the Extended Self”, Journal of Consumer Behavior, Vol. 15, September, pp. 139-168.

Morgan, Robert and Shelby Hunt, (1994), “The Commitment-Trust theory of Relationship Marketing”, Journal Of Marketing, Vol. 58, July, pp.20-38.

Why are the two papers above even more successful in terms of citations?

Day 4

What’s new in Marketing?  Consumer Behaviour and Neuroscience. Emotions versus Cognitions

Faculty:  Judy Zaichkowsky

Readings:

Reimann, Martin, Raquel Castano, Judith Lynne Zaichkowsky, and Antoine Bechara (2012), “Novel versus Familiar Brands: An Analysis of Neurophysiology, Response Latency and Choice”, Marketing Letters, Vol. 21 (2).

Reimann, M., O. Schilke, B. Weber, C. Neuhaus and J.L. Zaichkowsky (2011) “Functional Magnetic Resonance Imaging in Consumer Research: A Review and Application”, Psychology and Marketing. 28(6) 608-637.

Reimann, M., J.L Zaichkowsky, C. Neuhaus, T. Bender and B. Weber (2010), “Aesthetic package design: A Behavioral, Neural, and Psychological Investigation”, Journal of Consumer Psychology. 20(4), 431-441. Winner of the Park award for best paper In JCP 2010)

Questions? What has been the contribution of neuroscience to marketing and CB so far?

What is the future of Neuroscience to Marketing?

How has neuroscience changed our understanding of Consumer Behaviour?

Can Neuroscience predict behaviour? Or only explain it? Or can it do neither or can it do both?

Participants:  Presentations: brief presentations of all participants 

Paper;1-2 pages, slides 4-6, outlining question, answer and rationale

PM Discussion

Skolnick Weisberg, Deena, Frank C. Keil, Joshua Goodstein, Elizabeth Rawson, and Jeremy R. Gray (2008), “The Seductive Allure of Neuroscience Explanations,” Journal of Cognitive Neuroscience, March 20(3) 470-477.

Discuss: Is Marketing relying too heavily or wasting its time on neuroscience?

Day 5

Judgement and Decision Making Literature and its contribution to Consumer Behaviour and Marketing: Conscious versus Unconscious Behaviour

Faculty: Judy Zaichkowsky

1. The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information, George A. Miller, The Psychological Review, 1956, vol. 63, pp. 81-97
2. Tversky A., and Kahneman, D (1981). The framing of decisions and the psychology of choice. Science, 211, 453-458.

3. Thaler, R. (1985). Mental accounting and consumer choice.  Marketing Science, 4, 199-214. 

4. Goldstein, D.G., Johnson, E.J., Hermann, A., & Heitman, M. (2008). Nudge your customers towards better choices. Harvard Business Review, pp. 99-105.

Have smart phones changed the way we make decisions?  How?  

Emotion and cognition:  Does one outweigh the other?  If so when and why?

Paper: 1 page, 3-4 slides

PM Section 6

Some conclusions, visions and Summing up

Faculty: Tore Kristensen                                       

Suggested readings:

Johan. Arndt, “The Political Economy Paradigm: Foundation for Theory Building in Marketing,” Journal of Marketing, 47 (Fall) 1983, 44-54.

Johan Arndt, “Broadening the marketing concept- too far” Journal of Marketing 1987

Ron. Morgan and Shelby. Hunt, “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (3) 1994, 20-38.

Kadushin, Charles (2012) “Understanding Social Networks Theories, Concepts and Findings” Oxford university Press (excerpts)

Follow up readings

Bartels, Robert (1976) “The History of Marketing Thought” 2 ed Columbus Ohio,

Becker, Howard S.(1998) Tricks of the Trade How To Think about Your research While you’re Doing It University of Chicago Press, Chicago Ill.

Brown, Stephen (2005) Writing Marketing: Literary Lesson from Academic Authorities London: Sage Publications Inc,

Wooliscroft, Ben, Tamilia, Robert D. and Shapiro, Stanley J. (eds) A Twenty-First Century Guide to Aldersonian Marketing Thought Dordrecht: Springer 2006

Katz, Michael Jay, From Research to Manuscript A guide to Scientific Writing Dordrecht: Springer 2006

Each meeting lasts 3 hours. It consists of brief presentations of readings, both by faculty and by students. Each meeting consists of a short lecture to lay down the framework for the specific contents of that meeting by a faculty member or guest speaker. Participants will present their ideas and working papers and these will be discussed by other participants and faculty. Faculty makes a concluding statement concerning the theme of the day.

There is no exam as such. Grading is by way of the daily feedback on assignments.