Faculty: dr hab. Ryszard Kłeczek, prof. UE

Objectives

The course addresses the issues in writing doctoral thesis in Marketing.

The main objective is to present to students contemporary state of research in Marketing from the point of view of possible doctoral theses.

Course organization and administration

The course is organized in one, 8-hours- session that deal with main contemporary problems in the area of empirical research in Marketing.

The session will combine the lecture with class discussion.

Required texts/readings

50% of the readings should be devoted to contemporary research in marketing

  1. P. Doyle: Value-Based Marketing. Marketing Strategies for Corporate Growth and Shareholder Value. Wiley 2000.

e-texts sources:

Course requirements and evaluation:

  1. Adequate preparation for, attendance and participation in the session.
  2. Final exam

Course schedule (8 hours)

Lecture 1 

Duration: 2 hours
Literature/readings:

  1. R.T.Rust, T.Ambler, G.S. Carpenter, V.Kumar, R.K.Srivastava: Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, October 2004, p. 76-89, ABI/INFORM Global.
  2. R.K.Srivastava, T.A.Shervani, L.Fahey: Market-Based Assets and Shareholder Value: A Framework for Analysis. Journal of Marketing, January 1998 (vol. 62), p. 2-18.

Lecture 2

Duration: 2 hours
Literature/readings:

  1. P. Doyle: Shareholder-value-based brand strategies. Journal of Brand Management, Sep 2001, ABI/INFORM Global.
  2. P. Doyle: Value-Based Marketing. Marketing Strategies for Corporate Growth and Shareholder Value. Wiley 2000.
  3. P. Doyle: Shareholder-value-based brand strategies. Journal of Brand management, September 2001, vol.9, NO. 1. p. 20.

Lecture 3

Duration: 2 hours
Literature/readings:

  1. Ch. Ranaweera, J,Phrabu: On relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing. Sep 2003,12,1: ABI/INFORM Global, p.82.
  2. D.Aaker, K.L.Keller: Consumer Evaluations of Brand Extensions. Journal of Marketing, January 1990, p. 27-41; ABI/INFORM Global.
  3. Ch.Baumann, S.Burton, G.Eliott: Determinants of Customer Loyalty and Share of Wallet in Retail Banking. Journal of Financial Services Marketing. March 2005, p.231; ABI/INFORM GLOBAL
  4. The Antecedences of Customer Loyalty in Retail Banking. Journal of Customer Behavior, Jan/Feb 2006, p.15-31; ABI/INFORM Global
  5. Y.M. Tseng, How Can marketing Tactics Build Behavioral Loyalty? The Business Review, Cambridge, Summer 2005, p 298-302, ABI/INFORM Global

Lecture 4

Duration: 2 hours
Literature/readings: T. Gunther, C. Kriegbaum – Kling: Brand Valuation and Control: An Empirical Study. Schmalenbach Business Review. October 2001, p. 263 – 294.

Total: 8 hours     

© 2014 Wrocław University of Economics
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