Ph.D. Courses in MarketingMKTG-GB.4372 (B70.4372)
Special Research Topics in Marketing
An extensive literature review of two research topics by the instructor. Students write papers that review the relevant literature and develop a research design to describe data sources, hypotheses, and research methodology. A pilot study may be appropriate in some cases. General areas include consumer choice models, diffusion of innovations, cross-national market structures, information processing models, locational analysis, attitude theory, and applications of quantitative methodologies and models.
Students define and investigate a research interest and complete a publishable paper. Students define the problem, formulate hypotheses, develop a research methodology to test hypotheses, specify an analytical design, and propose possible implications of the research.
Behavioral Applications in Marketing I
This course is designed to provide a strong foundation for critical thinking in the area of consumer behavior. It examines topics primarily in area of social psychology that have marketing applications. The primary focus is on how consumers process and integrate information such as advertising to form or change attitudes. The goal of this course is not only to impart knowledge about a body of research but also to help the individual develop his or her own interests and preferences in consumer behavior-related issues.
Behavioral Applications in Marketing II
The first part of this course covers communication and public policy issues in consumer behavior. It examines recent theory and research bearing on how communications and situational factors affect consumer behavior. In the process, students also become familiar with some related public policy issues, including deceptive and corrective advertising, and trademark-related matters. The second part of the course introduces students to behavioral decision research. Topics covered include judgment under uncertainty, risk taking, and conflicting values.
Experimental Design and Analyses
This course is intended as an introduction for Ph.D. students who want to design and analyze behavioral experiments. The course has three objectives: to learn how to test research ideas with rigorous, experimental designs, to learn how to analyze these designs (using SAS), and to learn how to interpret and evaluate experimental work by other researchers. The topics covered include between subjects, within-subject, and mixed designs, factorial designs, and analysis of covariance. Please keep in mind that this course is not a statistics course. While we will cover some of the calculations behind the analyses, the emphasis is on learning to use the techniques and interpreting applications.
Quantitative Applications in Marketing I
This course acquaints students with the state of the art in mathematical marketing models. The focus is on models of consumer and market behavior. In particular, utility theory, discrete choice models, stochastic models, multi-dimensional scaling, and hierarchical decision making are studied. These models are examined in the context of how consumers and the market react to marketing stimuli. The readings are drawn from leading marketing journals.
Quantitative Applications in Marketing II
Acquaints students with the state of the art in mathematical marketing models. The focus is on managerial models of advertising allocations, channel design, sales force allocations, sales promotion, pricing, product design, test markets, and competitive positioning. The readings are mainly drawn from leading marketing journals. Students develop their own models and papers on a topic of interest.
Ph.D. Dissertation Seminar
Individual meetings with the dissertation adviser and members of the dissertation committee.
Open only to Ph.D. candidates