Customer Engagement Marketing (Spring 2019)
This course is for PhD Students only who are enrolled in a PhD Program at an Institute for Higher Learning
OVERVIEW
This seminar will focus on academic research related to customer engagement marketing—a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions. The objective of this seminar is to provide a foundation for doctoral students interested in examining customer engagement marketing from both a theoretical and practical perspective. This seminar will help students:
- Understand customer engagement theories and research methods;
- Identify effective research approaches for studying customer engagement;
- Improve conceptualization, design, and implementation of your own research ideas.
OBJECTIVES:
The course will begin with a discussion of the evolution in theory and practice from customer relationships management to customer engagement management. It will cover substantive research on customer engagement theories as well as introduce various methods for studying engagement related constructs and phenomena. The seminar will be broken into ten sessions covering the following areas.
- Customer engagement theory
- The changing customer-firm relationship – customers as pseudo employees
- Measuring customer contribution to the firm –customer value beyond purchase
- The dark side of customer engagement – customer agency and firm vulnerability
- Techniques for developing research on customer engagement
- Identifying interesting problems
- Determining the research design that fits the research question
- Accessing data – what it looks like and where to find it
- Presenting rigorous evidence – publishing
Required Purchases:
- Huff, A.S. (1999), Writing for Scholarly Publication: SAGE Publications.
All articles and lecture notes will be made available through a shared Dropbox folder.
INSTRUCTOR:
Colleen M. Harmeling is an Assistant Professor of Marketing at Florida State University. Colleen’s research focuses on engagement marketing theory and strategy with an emphasis relationship dynamics, transformational events, customer experience design that facilitating customer engagement, relationship recovery, and brand advocacy in business-to-business, service, and retail markets. Her research has appeared in Journal of Marketing, Journal of Academy of Marketing Science, Journal of International Business Studies, Marketing Science Institute Working Paper Series, and has been presented at numerous marketing conferences. She has edited a book and co-authored book chapters on relationship development and customer engagement. She serves on the editorial review board for the Journal of Marketing, Journal of Academy of Marketing Science,Journal of Service Research, and Journal of Retailing. Her work on Group Marketing won the 2017 Shelby D. Hunt/Harold Maynard Award for the best theory contribution to the Journal of Marketing. Her work on online engagement strategies has been funded by the Marketing Science Institute. She has provided consulting and worked on collaborative research projects with firms in various industries including Emerson Electric, Belkin, Golden Lighting, Insinkerator, Wells Fargo, SC Johnson, Schneider Electric, Natures Bounty, and World Vision.
