Course Description

OLM 7002
Marketing Theory and Research
Critical analysis of foundational marketing theories and research including marketing mix, consumer behavior, direct marketing, brand management, and marketing communications in economic and behavioral contexts. Also analyzed are emerging theories for 21st century marketing including international marketing, services marketing, social marketing, global marketing, and e-marketing. Research activities are examined such as data gathering and analysis of qualitative and quantitative information to drive marketing strategies. Contemporary issues and challenges impacting the future of marketing are examined in terms of their influence on marketing management functions. This course is taken within the first 0 to 18 credits of the Ph.D. program.