Current Topics in Marketing Research
The main goal of the course is to familiarize students with key areas of marketing research as well as with different methodological approaches that are influential in marketing. As a result, the course will cover a wide variety of topics and perspectives, spanning consumer behavior, marketing strategy, and quantitative marketing topics. The broad set of topics and methods reflects the diversity of marketing research. You are not expected to pursue research in all of these areas in the future. Rather, we would like the course to help you understand the field and form a clearer idea of what area might be most suitable for you.
The course also serves two additional goals: introducing students to RSM marketing faculty and introducing faculty to students. Our hope is that this course will offer a useful platform on which students can build to develop a successful line of research during their time at ERIM, by exposing them early on to the research carried out at the RSM marketing department and by facilitating interactions between students and faculty and thereby increasing the likelihood of collaborations.
Topics that will be discussed are: Motivation in Consumer Behavior (van den Bergh); Introduction to Marketing Science (Roos); Consumer Neuroscience (Smidts); Learning Brand Associations (Sweldens); Consumer Processing of Numerical Information (Lembregts); Primer on Experimental Consumer Research (Puntoni); Technology and Marketing (van Bruggen); Social Networks in Marketing (Chen); Adoption and Diffusion of Innovations (van Everdingen); Structural Demand Models (Szymanowski)
Students will be evaluated based on attendance, class participation and idea generation (60% of the grade), and a final assignment research proposal (40% of the grade).
The timetable for this course can be found in the EUR course guide.
ERIM PhD candidates and Research Master students can register for this course via Osiris Student.
External (non-ERIM) participants are welcome to this course. To register, please fill in the registration form and e-mail it to the ERIM Doctoral Office by four weeks prior to the start of the course. For external participants, the course fee is 260 euro per ECTS credit.