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Advances in Marketing Strategy Research - 2.5 ECTS, ONLINE
Date and time
Wednesday 24 September 2025 at 11:00 to Wednesday 8 October 2025 at 16:30
Registration Deadline
Wednesday 13 August 2025 at 23:55
Location
Online Online
Advances in Marketing Strategy Research - 2.5 ECTS, ONLINE
Course Coordinator: Ad de Jong, Department of Marketing
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.
There are no prerequisites.
Aim
The course aims to: provide knowledge on emerging trends in marketing strategy, yield insights into how to successfully publish in marketing strategy research, and teach about emerging methodological approaches in marketing strategy research.
The course aims to: provide knowledge on emerging trends in marketing strategy, yield insights into how to successfully publish 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 publish marketing strategy research in academic journals with focus on how to position their marketing strategy research and how to get their research successfully through the review process. 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.
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 publish marketing strategy research in academic journals with focus on how to position their marketing strategy research and how to get their research successfully through the review process. 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.
Teaching style
In this course lectures with in-class discussions and workshops. The class is highly interactive with a corresponding expectation that students engage in these interactions. Participants are asked to actively participate in the course. After the course, participants have to complete an assignment (word limit: 3200 words (+/- 10%)). The assignment has a take-home format and needs to be handed in one month after the course (submission deadline: 7 November at 23.59). The structure of the assignment involves a reflection of the topics taught during the PhD course.
Lecture plan
Wednesday September 24, 2025
DAY ONE
11:00 – 11:05: Opening - Professor Ad de Jong
11:05 –12:30: Publication strategy: How to position your Marketing Strategy research? - Professor Rob Morgan
12:30 – 13:30: Lunch
13:30– 14.30: Publication strategy: How to position your Marketing Strategy research? – Professor Rob Morgan
14:30 – 15:15 New trends: Engaged Marketing Strategy scholarship: Avoiding the pitfalls in Marketing Strategy research - Professor Thomas Ritter
15.15 –15.30: Coffee Break
15:30 – 17:00 New trends: Engaged Marketing Strategy scholarship: Avoiding the pitfalls in Marketing Strategy research - Professor Thomas Ritter
11:00 – 11:05: Opening - Professor Ad de Jong
11:05 –12:30: Publication strategy: How to position your Marketing Strategy research? - Professor Rob Morgan
12:30 – 13:30: Lunch
13:30– 14.30: Publication strategy: How to position your Marketing Strategy research? – Professor Rob Morgan
14:30 – 15:15 New trends: Engaged Marketing Strategy scholarship: Avoiding the pitfalls in Marketing Strategy research - Professor Thomas Ritter
15.15 –15.30: Coffee Break
15:30 – 17:00 New trends: Engaged Marketing Strategy scholarship: Avoiding the pitfalls in Marketing Strategy research - Professor Thomas Ritter
Wednesday October 1, 2025
11:00 – 12:30: New trends lecture: Selected Contemporary Topics in Marketing Strategy 1 – Dr. Selma Kadic-Maglajlic
12:30 – 13:30: Lunch
13:30-15:00 New trends lecture: Selected Contemporary Topics in Marketing Strategy 2 – Professor Michel van der Borgh
15:00 – 15:15 Coffee break
15:15 – 15:30 Introducing the assignment – Professor Ad de Jong
15:30 – 16:30 Publication strategy: ‘Answering the Referees’ reports’ - Professor Ad de Jong
16:30 – 17:00: 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
12:30 – 13:30: Lunch
13:30-15:00 New trends lecture: Selected Contemporary Topics in Marketing Strategy 2 – Professor Michel van der Borgh
15:00 – 15:15 Coffee break
15:15 – 15:30 Introducing the assignment – Professor Ad de Jong
15:30 – 16:30 Publication strategy: ‘Answering the Referees’ reports’ - Professor Ad de Jong
16:30 – 17:00: 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
Wednesday October 8 12, 2025
11:00-12:00 Publication strategy: ‘Answering the Referees’ reports’ (Continued)- Professor Ad de Jong
12:00 – 13:00: Lunch
13:00– 15:00: Research Method -Advanced Topic Seminar: Meta-Analysis - Professor Martin Eisend
15:00 – 15:15: Coffee break
15:15 – 16:30: Research Method -Advanced Topic Seminar: Meta-Analysis - Professor Martin Eisend
16:30 – 17:00: Reflections on the course content and learnings of Day Three – participants actively participate in an interactive discussion led by Professor Martin Eisend
Learning objectives
•
Enable participants to identify and critically relate to emerging trends in marketing strategy
• Enable participants with conceptual tools that set the stage for develop papers for publication
• Use emerging methodological approaches in marketing strategy research.
Exam
Please see 'Teaching style'.
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
• • 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
10
Maximum number of participants
20
20
Contact information
For questions regarding the content of the course:
Professor Ad de Jong, adj.marktg@cbs.dk
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
Bente S. Ramovic, bsr.research@cbs.dk
Course Diploma
PhD students must participate in the entire course to be eligible for the course diploma. The diploma will be issued after the last day of the course or following any exam or assignment due after the course. It will be sent to the email address you provided during registration.
Registration Deadline and Conditions
The binding registration deadline is 13 August 2025. If you wish to cancel your registration, you must do so by this date. After the deadline, we will assess whether there are sufficient registrations to run the course and, if necessary, allocate seats if demand exceeds capacity.
The binding registration deadline is 13 August 2025. If you wish to cancel your registration, you must do so by this date. After the deadline, we will assess whether there are sufficient registrations to run the course and, if necessary, allocate seats if demand exceeds capacity.
If seats remain available after this deadline, the registration period may be extended to fill the remaining seats.
Please note that once you receive our acceptance or welcome letter, your registration becomes binding, and no refunds of the course fee will be issued.
Payment Methods
Ensure you choose the correct payment method when finalizing your registration:
CBS students:
Select the payment method CBS PhD students. The course fee will be deducted from your PhD course budget.
Students from Other Danish Universities:
Select the payment method Danish Electronic Invoice (EAN). Provide your EAN number, attention, and any relevant purchase (project) order number.
If you do not pay via EAN number, select Invoice to pay via electronic bank payment (+71).
Students from Foreign Universities:
Select the payment method Payment Card. If you are unable to pay by credit card, choose Invoice International to pay via bank transfer.
Organizer Contact Information
CBS PhD School
Bente Ramovic
Phone: +45 3815 3138
bsr.research@cbs.dk
Registration
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Organizer Contact Information
CBS PhD School
Bente Ramovic
Phone: +45 3815 3138
bsr.research@cbs.dk