Faculty
Professor Ad de Jong
Professor Rob Morgan (adjunct professor at CBS)
Professor Thomas Ritter
Dr. Selma Kadic-Maglajlic
Professor Michel van der Borgh
Professor Martin Eisend (adjunct professor at CBS)

 

Prerequisites
PhD level

 

 

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.

 

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.

 

 

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 and to hand in a 5-page assignment in which they incorporate notions and insights from the literature of the course.

 

Learning objectives
• 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.
• Kadić-Maglajlić, S., Chaker, N. N., & Arslanagić-Kalajdzić, M. (2021). The same only different: Seven steps of selling in emerging markets. In F. Jaramillo & J. Mulki (Eds.), A Research Agenda for Sales (pp. 109–134). Edward Elgar Publishing. https://doi.org/10.4337/9781788975315.00013
• 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.