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Reading Seminar in Marketing

This seminar is aimed at every Master student having an interest in the recent research in marketing. This seminar is also an optional course for doctoral candidates in Management. It is not particularly intended for those who want to do a master research thesis in Marketing during semester 5.2 or a doctoral thesis. The seminar will be held in the Spring semester of 2011 (4.2), on the basis of 7 sessions of 4 hours in the first part of the Spring semester.

University of Lausanne (HEC)

Doctoral Program in Management / Master in Management

Reading Seminar in Marketing

 

Pr. Jean-Claude Usunier

 

February-April 2011

 

The seminar will be held in the Spring semester of 2011, on the basis of 7 sessions of 4 hours, that is, one session (13H15-17H00) each week (starting Tuesday February 22, finishing Tuesday April 5, 2011). It is aimed at every Master student having an interest in the recent research in marketing. This seminar is also an optional course for doctoral candidates in Management. It is not particularly intended for those who want to do a master research thesis in Marketing during semester 5.2 or a doctoral thesis. 

                          Course documents are available on the Moodle Platform. 

 

Objective

 

The aim of the seminar is to present recent research in marketing published in leading journals from 2005 to 2010 (e.g. Journal of Marketing and Journal of Marketing Research). A selection of articles (14) will be discussed in depth. Students should come out of the seminar with an improved understanding of:

- trends in research in marketing,

- methodologies used,

- structuring and writing research articles,

- the submission, review, and publication process,

- how to conceive a research project that is 'publishable'.

 

Program

 

This seminar is based on reading, presenting, and discussing research articles. Two articles are presented in each session. Each article should be read in advance by all participants while it is presented by only one or two of them (30 minutes). The seminar is discussion oriented, the aim being to develop an in-depth understanding of key concepts and methodologies as well as their actual implementation. Selected papers reflect the array of topics, research orientations, and methodologies used in academic marketing.

 

Participation and evaluation

 

- Each article has to be read in advance by every participant

- Non presenting participants should E-mail two questions for each article (jean-claude.usunier@unil.ch).

- Participants will have to make one or two presentations of research articles (depending on total enrolment),

- the final exam is a take-home. All documents are allowed, in particular all articles which have been presented during the seminar. You are asked to respond to three/four questions that cross articles' topics and research methodologies. Your answers should be essay-type, using the articles discussed as support for your ideas. Final exam should be delivered in Times New Roman 12, 1.5, no more than 10 pages.

 

Grading

 

- Questions, presentations, and participation: 40 %

- Final Exam: 60 %  

- The retake session is based 100% on a Final Exam.

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