This course builds on material presented in MK927 to familiarize doctoral students with various areas of investigation for problem-oriented academic marketing research pertinent to the research mission of the department: advancing the customer-focused firm. Discussion topics concern strategies for gaining competitive advantage and include: establishing a market orientation, product strategy, product innovation and new product development, brand design and product aesthetics, co-creation and mass customization, pricing strategy, sales promotions, corporate social responsibility, cause marketing, stakeholder marketing, and the measurement of firm and marketing performance. Through exposure to a strategic marketing perspective for the identification of research problem areas, this course will further socialize students into the process of developing research ideas and undertaking research, while stimulating the development of ideas for summer projects, qualifying papers, and dissertations.

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.