This course aims to: 

- Introduce a wide variety of marketing research topic areas and methodologies to PhD students. 

- The course covers topics on pricing, product design and strategy, signalling, distribution, sales force, advertising, promotion, etc. 

- The primary goal of the course is to prepare students to appreciate and critique the literature on marketing strategy and to develop potential research projects. 

- Help students peruse both classic and recent marketing research papers in top journals. 

- Help students identify academic contributions methodology choices and managerial contributions in marketing literature. 

- Help students start conducting their own marketing research independently and rigorously based on systematic review of marketing literature.