Marketing Topics: Marketing Theory

MAR526 Marketing Topics: Marketing Theory

  • Learning outcome

    Learning outcome

    The course is designed to:

    1. understand the history and evolution of marketing theories,
    2. understand the fundamental issues involved in the philosophy of science and its impact on market inquiry,
    3. consider major contemporary development in marketing theory,
    4. acquire an overview of the development of consumer psychology and its relation with marketing theories and marketing research,
    5. develop ability to evaluate marketing theory in coherent manner,
    6. search for potential dissertation topics and related theories.

  • Assessment

    Assessment

    2 Term Papers:

    1. A review of the papers included in the course.
    2. A review of theories that is related to potential dissertation topic.

  • Grading Scale

    Grading Scale

    Grading: Pass or fail.

  • Computer tools

    Computer tools

    None

  • Semester

    Semester

    Spring

     

  • Literature

    Literature

    Topics and Literature:

    Introduction

    Wilkie, William L.; Moore, Elisabeth S.; (2002) Marketing's Relationship to Society, Handbook of Marketing, SAGE Publications

    Jones, D.G Brian.; Shaw, Eric H.; (2002) A History of Marketing Thought, Handbook of Marketing, SAGE Publications

    Webster, Jr., Frederick E.; (2002) The Role of Marketing and the Firm, Handbook of Marketing, SAGE Publications

     

    Marketing Strategy

    Day, George S.; Wensley, Robin; (2002) Marketing Strategies and Theories of the Firm, Handbook of Marketing, SAGE Publications

    Shocker, Allan D.; (2002) Determining the Structure of Product-Markets: Practices, Issues, and Suggestions, Handbook of Marketing, SAGE Publications

    Gatignon, Hubert; Soberman, David; (2002) Competitive Response and Market Evolution, Handbook of Marketing, SAGE Publications

     

    Marketing Activities

    Keller, Kevin Lane; (2002) Branding and Brand Equity, Handbook of Marketing, SAGE Publications

    Dahan, Ely; Hauser, John R.; (2002) Product Development - Managing a Dispersed Process, Handbook of Marketing, SAGE Publications

    Anderson, Erin; Coughlan, Anne T.; (2002) Channel Management: Structure, Governance, and Relationship Management, Handbook of Marketing, SAGE Publications

    Albers, Sonke; (2002) Salesforce Management - Compensation, Motivation, Selection and Training, Handbook of Marketing, SAGE Publications

    Ofir, Chezy; Winer, Russell S.; (2002) Pricing: Economic and Behavioral Models, Handbook of Marketing, SAGE Publications

    Stewart, David W.; Kamins, Michael A.; (2002) Marketing Communications, Handbook of Marketing, SAGE Publications

    Neslin, Scott A.; (2002) Sales Promotion, Handbook of Marketing, SAGE Publications

    Parasuraman, A.; Zeithaml, Valarie A.; (2002) Understanding and Improving Service Quality: A Literature Review and Research Agenda, Handbook of Marketing, SAGE Publications

     

    Marketing Management

    Russo, J. Edward; Carlson, Kurt A.; (2002) Individual Decision-making, Handbook of Marketing, SAGE Publications

    Mantrala, Murali K.; (2002) Allocating Marketing Resources, Handbook of Marketing, SAGE Publications

    Eisenstein, Eric M.; Lodish, Leonard M.; (2002) Marketing Decision Support and Intelligent Systems: Precisely Worthwhile or Vaguely Worthless? Handbook of Marketing, SAGE Publications

     

    Service-dominant Logic

    Vargo, Stephen L.; Robert F. Lusch; (2004), "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (January), 1-17.

    Vargo, Stephen L.; Lusch, Robert F.; (2008) Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science 36 (March), 1-10.

    Ballantyne, David; Varey, Richard J.; (2008) The service-dominant logic and the future of marketing Journal of the Academy of Marketing Science.  36 (March), 11-14.

    Gummesson, Evert.; (2008) Extending the service-dominant logic: from customer centricity to balanced centricity. Journal of the Academy of Marketing Science .   36 (March), 15-17.

    Maglio, Paul P.; Spohrer, Jim.; (2008) Fundamentals of service science Journal of the Academy of Marketing Science 36 (March), 18-20.

    Arnould, Eric J.; (2008) Service-dominant logic and resource theory Journal of the Academy of Marketing Science 36 (March), 21-24.

    Vargo, Stephen L.; Lusch, Robert F. ;(2008) Why "service"? Journal of the Academy of Marketing Science 36 (March), 25-38.

    Abela, Andrew V.; Murphy, Patrick E.; (2008) Marketing with integrity: ethics and the service-dominant logic for marketing Journal of the Academy of Marketing Science .   36 (March), 39-53.

    Michel, Stefan; Brown, Stephen W.; Gallan, Andrew S.; (2008) An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic Journal of the Academy of Marketing Science .   36 (March), 54-66.

    Madhavaram, Sreedhar; Hunt, Shelby D.; (2008) The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy Journal of the Academy of Marketing Science .   36 (March), 67-82.

    Payne, Adrian F.; Storbacka, Kaj; Frow, Pennie.; (2008) Managing the co-creation of value Journal of the Academy of Marketing Science 36 (March), 83-96.

    Michel, Stefan; Vargo, Stephen L.; Lusch, Robert F.; (2008) Reconfiguration of the conceptual landscape: a tribute to the service logic of Richard Normann Journal of the Academy of Marketing Science .   36 (March), 152-155.

     

    Coproduction

    Bendapudi, Neeli; Robert P. Leone; (2003), "Psychological Implications of Customer Participation in Coproduction" Journal of Marketing, 67 (January), 14-28

    Etgar, Michael.; (2008) A descriptive model of the consumer co-production process Journal of the Academy of Marketing Science .   36 (March), 97-108.

    Chunyan Xie; Bagozzi, Richard P.; Troye, Sigurd V.; (2008) Trying to prosume: toward a theory of consumers as co-creators of value Journal of the Academy of Marketing Science .   36 (March), 109-122.

    Dong, Beibei; Evans, Kenneth R.; Zou, Shaoming.; (2008) The effects of customer participation in co-created service recovery Journal of the Academy of Marketing Science 36 (March), 123-137.

    Blazevic, Vera; Lievens, Annouk.; (2008) Managing innovation through customer coproduced knowledge in electronic services: An exploratory study Journal of the Academy of Marketing Science .   36 (March),, 138-151.

    Sigurd V.; Supphellen, M.; (2012) Consumer Participation in Coproduction: "I Made It Myself" Effects on Consumers Sensory Perceptions and Evaluations of Outcome and Input Product Journal of Marketing 76 (March), 33-46.

     

    Consumer Psychology

    Schumann, David W.; Haugtvedt, Curtis P.; and Davidson, Edith; (2008) History of Consumer Psychology, Handbook of Consumer Psychology, Psychology Press, Taylor & Francis Group

    Wyer, Robert S.; (2008) The Role of Knowledge Accessibility in Cognition and Behavior, Handbook of Consumer Psychology, Psychology Press, Taylor & Francis Group

    Isen, Alice M.; (2008) Positive Affect and Decision Processes: Some Recent Theoretical Developments with Practical Implications, Handbook of Consumer Psychology, Psychology Press, Taylor & Francis Group

    Cohen, Joel B.; Pham, Michel Tuan; and Andrade, Eduardo B.; (2008) The Nature and Role of Affect in Consumer Behavior, Handbook of Consumer Psychology, Psychology Press, Taylor & Francis Group

    Vohs, Kathleen D.; Baumeister, RoyF.; and Tice, Dianna M.; (2008) Self-Regulation: Goals, Consumption, and Choices, Handbook of Consumer Psychology, Psychology Press, Taylor & Francis Group

    Baumgartner, Hans; and Pieters, Rick; (2008) Goal-Directed Consumer Behavior: Motivation, Volition, and Affect, Handbook of Consumer Psychology, Psychology Press, Taylor & Francis Group

    Janiszewski, Chris; (2008) Goal-Directed Perception, Handbook of Consumer Psychology, Psychology Press, Taylor & Francis Group

     

    Special Topics

    Johansson, Johny K.; (2002) Global Marketing: Research on Foreign Entry, Local Marketing, Global Management, Handbook of Marketing, SAGE Publications

    Shugan, Steven M.; (2002) Service Marketing and Management: Capacity as a Strategic Marketing Variable, Handbook of Marketing, SAGE Publications

    Barwise, P., Elberse, A.; Hammond K., (2002) Marketing and the Internet, Handbook of Marketing, SAGE Publications

Overview

ECTS Credits
5
Teaching language
English and/or Norwegian (depending on the students)
Semester
Spring, Autumn

Course responsible

Sigurd Troye, Department of Strategy and Management