Overview:

Marketing strategy - is a broad term with many meanings – at a fundamental level has to do with how marketing concepts, tools, and processes can be used to help an organization develop a sustainable competitive advantage through the creation of superior customer value. This course will provide a broad overview of the concept marketing strategy with respect to various theories emanating from economics, sociology, psychology, strategy, and organizational sciences, as well as marketing.

Objectives:

The main objectives of the course are as follows:

• To develop an understanding of the concepts, theories, models and paradigms that constitutes marketing strategy formulation.
• To introduce participants to numerous interesting levels of analysis in market strategy research, including individual, dyadic, group, firm, interorganizational and industry level.
• To enhance critical reading and writing skills necessary for academic scholars.

This course uses a discussion-based model. Class seminars will be used in critically reviewing the assigned readings and in identifying theoretical and empirical debates associated with the key themes of the seminar.

Each participant will write a critical reflection on each session. Critical reflection should include the following points:

• What are the core arguments and assumptions of the article?
• What theory and methods are used in the article?
• What contribution the does the article make to the literature?
• How does it fit with other works we have read?
• What criticisms of the readings are warranted?

Short research proposal: approximately 1000 words long. The primary purpose of the course is to enhance participants’ ability to conduct scholarly research in this area. This assignment will allow participants to develop, refine and present their own research ideas. The proposal should include a key research question, theoretical approach and method to be used.

Course Instructors:

• Sundar Bhardwaj (University of Georgia, Athens)
• Prakash Satyavageeswaran(Indian Institute of Management, Udaipur)

Course Fee : Pay Now