Handbook

The study, analysis, and critique of a diverse range of marketing scholarship with a particular emphasis on theory and research in managerial and strategic marketing as well as marketing organisation, systems, and institutions. Emphasis will be on examining the state of knowledge, theory construction, and theory development as well as understanding the contribution of theoretical and empirical work including research positioning, conceptual development, methodology, and analytical approach. In addition the course considers scholarly writing and communication style in marketing--including the uses and abuses of arguments and counter-arguments, narratives, diagrammatic models, graphs, and the presentation of data. Preparation of a conceptual paper of a refereed journal standard based on a focused and critical literature review will enable these ideas and concepts to be implemented.