wir829 - Development directions in Marketing Research

Successful completion of the entrance examination

Upon completion of the module, students will be able to:

• apply specific competences to strategic research in marketing
• classify research strategies in marketing according to their meta-theoretical considerations
• estimate research strategies' claims to knowledge and their limitations
• formulate interdisciplinary research strategies aligning competences of empirical methods with the application of theory
• develop own conceptual sketches within teams and to present them

How is knowledge generated within the scholarly discipline of marketing? This question confronts the field of marketing with central paradigmatic assumptions. The course begins to solve this puzzle on the basis of a historical analysis of the marketing concept's development. Different scientific standpoints in marketing theory and empirical investigation are evaluated against the light of recent developments in markets and society. The current paradigms of consumption research and marketing research's basic standing in the philosophy of science are intensely treated. This also entails reflecting on the opportunities that alternative trends, e.g. a humanistic paradigm, hold in store for marketing research. The course is divided into a preparatory seminar and an educational workshop towards the end of the term. The latter unit allows case study and role play as well as the presentation student work and boosts social competences irrespective of subject matter.

Kroeber-Riel, W. & Weinberg, P. (2008), Konsumentenverhalten. München.
Pepels, W. (1995), Käuferverhalten und Marktforschung. Stuttgart.
Aaker, D. et al. (1995), Marketing research. New York.
Raffée, H. (1979), Marketing und Umwelt. Stuttgart.
Raffée, H. (1974), Grundprobleme der Betriebswirtschaftslehre. Göttingen.
Holzmüller, H.H. (1995), Konzeptionelle und methodische Probleme in der interkulturellen Management- und Marketingforschung. Stuttgart.
Menniken, C. (2000), Interkulturelles Marketing, Wirkungszusammenhänge zwischen Kultur, Konsumverhalten und Marketing. Wiesbaden.
Bubik, R. (1996), Geschichte der Marketing-Theorie: historische Einführung in die Marketing-Lehre. Frankfurt am Main.
Fischer-Winkelmann, W. F. & Rock, R. (ed.) (1976), Zur Kritik der Markt- und Marketing-Theorie, Band II: Kritik der Marketing-Theorie. München.
Forschungsgruppe Unternehmen und gesellschaftliche Organisation (FUGO) (2004): Perspektiven einer kulturwissenschaftlichen Theorie der Unternehmung. Marburg.
Backhaus, K. et al. (ed.) (year): Multivariate Analysemethoden. Berlin.
Further literature to be announced at the start of the term.

www.uni-oldenburg.de/marketing

The module consists of a preparatory period (approximately 4 sessions on campus) as well as one educational workshop outside of Oldenburg

during the term

examination paper and presentation