Marketing Theory

IBM 6045 Marketing Theory

Professor Tang Yingchan, Edwin (Office Hours)

I. COURSE OBJECTIVE

This seminar course is designed to:

consider major contemporary issues in marketing theory,

understand the history and evolution of marketing thought,

understand the fundamental issues involved in the philosophy of science and its impact on marketing inquiry,

search for possible thesis topics or evaluate your preliminary thesis proposal,

enhance the ability to conduct scientifically respectable research and to

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

Hunt, S. D. 2002, Foundations of Marketing Theory: Toward a General Theory of Marketing, M.E. Sharpe
Sheth, J.N., D. M. Gardner, and D. E. Garett, 1988, Marketing Theory: Evolution and Evaluation, John Wiley & Sons.

REFERENCE

A Twenty-First Century Guide to Aldersonian Marketing Thought, Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J. (Eds.) 2006, Springer Marketing Series
Bagozzi, R.P.(1980), Causal Models in Marketing, John Wiley & Sons.
Brown, S.W.and Fisk R.P. (ed.) (1984) Marketing Theory, Wiley.

Enis, B.M., K. K. Cox, and M.P. Mokwa (1990), Marketing Classics A Selection of Influential Articles. Prentice Hall.

Hunt, S.D. (1991) Modern Marketing Theory, Critical Issues in the Philosophy of Marketing Science, South-Western.

Kerlinger, F.N.(1973) Foundations of Behavioral Research, Holt, Rinehart, and Winston.

Laurent, G., Lilien G.L., Pras B.(ed.) (1994), Research Traditions in Marketing, EIASM.

McAlister, L. , R. N. Bolton, and R. Rizley (2006), Essential Readings in Marketing, MSI

Robinson, L.M. and Adler, R.D. (1987), Marketing Megaworks: Top 150 Books and Articles.

Sheth, J.N.and Garrett D.E.(ed.) (1986) Marketing Theory: Classic and Contemporary Readings, South-Western.

Schwartz, G. (1963), Development of Marketing Theory, South-Western.

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 MKT-PhD and bring issues to the class.

IV. EVALUATION

Term Paper (individual)	30%
Marketing Schools Presentation (Team)	30%
Marketing Master Presentation (Individual)	20%
Class Discussion	20%

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.

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.

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 March 12. The outline should include:

the central theme of the paper

the key research issues or questions, and

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.
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 from 04/16 to 06/04) 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, unclassified new schools, and list of related academic journals are encouraged to include.
3. Marketing Master Assignments
There are two take-home assignments. The exercises are to help student understand who, what, why, and how to generate and develop interesting and important research topics.

HW#1. Who and What of the Best Researchers in Marketing, Best Journal Paper Awards in Essential Readings in Marketing, or Journal of Marketing reviewers

HW#2. Identify one school of thought from SGG's Marketing Theory: Evolution and Evaluation, list the related journals, and summarize one of the major contributor's most current thought.

Details will be discussed in the class. Answers to the assignments will be shared and discussed among other students (scheduled at 03/26 and 06/11). No late home works are allowed.

V. CLASS SCHEDULE (Monday 3:30 - 6:20 pm)

02/26	From chaotic marketplace back to the ivory tower
	Readings: American Marketing Association, MarketingPower.com
03/05	Origin of marketing thoughts
	Readings: Robinson and Adler (1987), Wilkie and Moore (2003)
03/12	Boundaries of marketing
	Readings: Hunt's chapter 1, Kotler (1972), Bagozzi (1975), Hunt (1976) in BF's 9, 10, 12
	Due: One-page term-project outline
03/19	Philosophy of marketing science
	Readings: Hunt's chapter 2, Anderson (1983) in BF's 3,
03/26	Morphology of explanation
	Readings: Hunt chapter 3, Zaltman et al (1982, #3), Bagozzi (1980)
	HW#1 Due: Top 3 of "Who" and "What" of the Best Researchers in Marketing
04/02	Explanation and Causality
	Readings: Hunt chapter 4, Zaltman (1982, #5), Ehrenberg (1994)
04/09	Scientific Laws & Lawlike generalization
	Readings: Hunt 5 and 6; Sheth and Sisodia (1999)
04/16	No Class
04/23	1. Commodity, functional, and regional schools (retailing, channel distribution, China marketing)
04/30	2. Institutional and functionalist schools (industrial organization, B2B marketing, Aldersonian)
05/07	3. Managerial school (new product & innovations, MOT, pricing)
05/14	4. Managerial school (integrated marketing communication, Internet Marketing, advertising & promotion)
05/21	5. Activist, and macro-marketing schools (green marketing, societal marketing, ecology system)
05/28	6. Buyer Behavior school (cognitive psychology, qualitative research, psychometrics, choice models)
06/04	7. Organizational dynamics, system & social exchange (global business, marketing-finance interface )

06/11	Toward a General Theory of Marketing
	Readings: Hunt chapter 7, 8, and 9
	HW#2 Due: Marketing masters and marketing schools updates (selected)
06/18	Term paper presentations (selected)
06/30	Written term paper due