Marketing Research with Purpose

Marketing is an academic discipline with its own traditions and standards, drawing from psychology, economics and other disciplines. In this course we zoom in on consumer behavior. While some of the work in this area is very fundamental in nature, the focus of this course is on research that translates directly into policies for brands, organizations, NGOs and other stakeholders, including governments. The course revolves around  key insights and recent advances in marketing, with a focus on the societal impact – or, as we like to call it at VU School of Business and Economics: Marketing with Purpose. This course will draw on academic papers from leading journals. It is built around interactive discussions about recent articles in the field. But it is not only about reading and analyzing existing research. We will also help you generate and develop ideas for your own research, so that after the summer you will be able to launch or revamp your own research in this area.

Participants are expected to read & present assigned papers, and to actively participate in class discussions and exercises.  We will dissect the ideas, writing and set up of recent papers, and use our learnings to generate and develop new research ideas.