24901 Scientific Theory for Research in Marketing

Subject level: Undergraduate

Handbook description

This subject introduces the basics of scientific method and shows how to apply it to the evaluation and development of marketing theory in teaching, practice and research. The evolution of marketing thought is used as the primary way of considering what marketing theories there are, their quality and their usefulness in progressing research in marketing.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Understand the nature of scientific method and theory building.
2. Appreciate the various approaches to theory building in marketing.
3. Assess the development of basic theories in marketing.
4. Assess and communicate to others the theory of marketing.

Contribution to graduate profile

This subject introduces students to the common currency of quality research – scientific endeavour and the methods by which it is achieved. This in turn is related to various epistemological and historical streams within the market discipline. This enables students to see the big picture of marketing, to assess their own position within both in terms of their substantive research area and the underlying assumptions of their research. This in turn hones their ability to assess the contributions of their own research, to better assess and integrate the background literature that will form the first part of their thesis and to assess the intellectual consistency of their topic and research approach.

Teaching and learning strategies

Interactive seminars are held with students presenting brief summaries of and key points emerging from assigned readings prior to a more general discussion. An occasional short lecture to integrate the points raised and clarify ambiguity is included. Individual meetings to discuss the content and mechanics of written submissions also occur.

Content

• Scientific Method and the Philosophy of Science
• Debates on nature of Marketing Inquiry
• The nature and role of Scientific Method and the Philosophy of Science in marketing
• The History of marketing thinking and the Evolution of marketing theories
• Contemporary marketing theory – the state of play

Assessment

Assessment item 1: Preparatory assignments and seminar leadership

Assessment item 2: Essay 1

Assessment item 3: Essay 2