Advances in Marketing Strategy Research - 2.5 ECTS, HYBRID

 

Department of Marketing

Professor Rob Morgan (adjunct professor at CBS)

Cardiff University

 

Department of Strategy and Innovation

 

Department of Marketing

 

Department of Marketing

 

Professor Martin Eisend (adjunct professor at CBS)

Center for Market Communications, Europa-Universität Viadrina

 

Prerequisites
There are no prerequisites.

 

Aim
The course aims to: provide knowledge on emerging trends in marketing strategy, yield insights into how to successfully develop in marketing strategy research, and teach about emerging methodological approaches in marketing strategy research.

 

Course content
In this course, we will familiarize participants with emerging trends in marketing strategy research with focus on special topics in marketing strategy research and how to become an engaged marketing strategy research scholar avoiding pitfalls. In addition, we will offer participants with insights into how to successfully develop marketing strategy research with focus on how to position their marketing strategy research and how to develop a contribution. Finally, we will teach participants how to use emerging methods in their marketing strategy research with focus on using meta-analysis as an emerging method.

DAY ONE
11:00 – 11:05: Opening - Professor Ad de Jong
11:05 –12:30: How to position your Marketing Strategy research? - Professor Rob Morgan
12:30 – 13:30: Lunch 
13:30– 14.30: How to position your Marketing Strategy research? – Professor Rob Morgan

14:30 –15.00: Coffee Break
15:00 – 17:00 New trends lecture: Selected Contemporary Topics in Marketing Strategy 1 – Dr. Selma Kadic-Magla

10:30 – 12:00: New trends Lecture: Engaged Marketing Strategy scholarship: Avoiding the pitfalls in Marketing Strategy research - Professor Thomas Ritter
12:00 – 13:00: Lunch
13:00-14:30 New trends lecture: Selected Contemporary Topics in Marketing Strategy 2 – Professor Michel van der Borgh
14:30 – 14:45: Coffee break
14:45 – 15:00: Introducing the assignment – Professor Ad de Jong
15:00 – 16:00: How to develop a Contribution - Professor Ad de Jong 
16:00 – 16:30: Reflections on the course content and learnings of Days One and Two – participants actively participate in an interactive discussion led by Professor Ad de Jong
 

• Enable participants to identify and critically relate to emerging trends in marketing strategy

Exam
Please see 'Teaching style'.

 

Course Literature
• Bond III, E. U., de Jong, A., Eggert, A., Houston, M.B., Kleinaltenkamp, M., Kohli, A.K., Ritter, T, & Ulaga, W. (2020). The Future of B2B Customer Solutions in a Post-COVID-19 Economy: Managerial Issues and an Agenda for Academic Inquiry. Journal of Service Research, 23 (4) 401-408.
• De Jong, A., de Ruyter, K, Keeling, D.I., Polyakova, A., Ringberg. T (2021). Key Trends in Business-to-Business Services Marketing Strategies: Developing a Practice-based Research Agenda. Industrial Marketing Management 93 1-9.
• De Ruyter, K., D.I. Keeling, K. PLangger, M. Montecchi, M.L. Scott, and D. Dahl (2022), Reimagining marketing strategy: Driving the debate on grand challenges, Journal of the Academy of Marketing Science, 50(1): 13-21.
• Deighton, John A., Carl F. Mela, and Christine Moorman (2021). Marketing thinking and doing. Journal of Marketing, 85(1):1-6.
• Grewal, D., Puccinelli, N., & Monroe, K. B. (2018). Meta-analysis: Integrating accumulated knowledge. Journal of the Academy of Marketing Science, 46(1), 9-30.
• Habel, J., Kadic-Maglajlic, S., Hartmann, N. N., de Jong, A., Zacharias, N., & Kosse, F. (2024). Neuroticism and the sales profession. Organizational Behavior and Human Decision Processes, 184, 104353. https://doi.org/10.1016/j.obhdp.2024.104353
• La Placa, Peter, Adam Lindgreen, Joëlle Vanhamme, and C. Anthony Di Benedetto (2018). How to revise, and revise really well, for premier academic journals. Industrial Marketing Management, 72: 174–180.
• La Placa, P., Lindgreen, A., and Vanhamme, J. (2018). How to write really good articles for premier academic journals. Industrial Marketing Management, 68:202—209.
• Lindgreen, Adam, C. Anthony Di Benedetto, Jens Geersbro, and Thomas Ritter (2018). Past, present, and future business-to-business marketing research. Industrial Marketing Management. 69: 1-4.
• Palmatier, Robert (2016). Improving publishing success at JAMS: Contribution and positioning. Journal of the Academy of Marketing Science, 44(6): 655–659.
• Steel, Piers, Sjoerd Beugelsdijk, and Herman Aguinis (2021). The anatomy of an award-winning metaanalysis: Recommendations for authors, reviewers, and readers of meta-analytic reviews. Journal of International Business Studies, 52: 23-44.
• Temerak, M. S., Micevski, M., Kadic-Maglajlic, S., & Latinovic, Z. (2024). Nuances of Sales–Service Ambidexterity across Varied Sales Job Types. British Journal of Management. https://doi.org/DOI: 10.1111/1467-8551.12807 

 

Minimum number of participants
10

 

Maximum number of participants
20

 

 

Contact information
For questions regarding the content of the course:
Professor Ad de Jong, adj.marktg@cbs.dk

 

For questions regarding the administration of the course:
Bente S. Ramovic, bsr.research@cbs.dk