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. Thus, 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.
The course will cover ten separate, but connected, topics in marketing. Each session will be taught by a different faculty (for questions about the overall course structure or other general matters, contact Christophe Lembregts, the course coordinator). The selection of topics is made by the marketing faculty based on their beliefs about what topics are currently the most timely and relevant in academic marketing research. Some sessions will deal with a relatively well-defined and limited range of issues. Others will cover broader ground, providing a primer to entire sub-fields. Most sessions will be directly related to the research conducted by the respective faculty member, so students are taught by world experts in the domain of every session. The combination of sessions should provide a high-level entry point into academic marketing research.
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).
Selected academic articles
The timetable for this course can be found here.
ERIM PhD candidates 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 1 ECTS credit.