Research Seminar in Marketing - MARK8996

A study and critique of seminal published papers in selected marketing topics relevant to the interests of research students. Emphasis will be on appreciating the present state of knowledge, and considering future opportunities. Special attention will be given to the knowledge base in various substantive areas (for instance, international marketing, services marketing and service quality, brand management, and relationship marketing). The focus will be on understanding the empirical significance of each article, and it positioning, methodology and analytical approach. Also studied will be the writing and communication style - including the uses and abuses of narratives, tables, graphs and equations. Preparation of a conceptual journal article of a refereed standard will enable these ideas and concepts to be implemented.