Our purpose is to gain a solid understanding of the concepts, theories, models, and paradigms that constitute marketing strategy formulation. Because discussion and debate are fundamental to a seminar of this type, it is important that everyone prepare for each meeting by keeping up with readings, and by being prepared to discuss, debate, and challenge. Everyone is expected to enter fully the discussion each time we meet. Excellent preparation is the foundation of quality involvement and I hope preparation for this seminar will be a high priority for you.
This marketing seminar will be run as a seminar. Basically, each of us will critically review a set of readings, think about them carefully, and with the help of a student discussion leader, reflect upon and discuss these readings within a supportive communal setting. I believe that the doctoral students themselves should run doctoral seminars. Thus, each student will take turns running the show as a discussion leader. I have set the stage by designing the seminar and crafting our reading lists. You are the main actors for which this stage was built. To be more concrete, I see my role as a discussion moderator, commentator, and facilitator. Although I may offer some personal views from time to time, I do not plan to lecture or tell you what marketing strategy is about. Part of the joy of being in a doctoral seminar is to discover what a given topic means to you through an interactive process of connecting your prior knowledge and beliefs to a set of scholarly ideas (expressed in readings) within a collective context. Having me (or anyone else) dominate our time by telling you how I connect to these readings is hardly interactive and definitely not a very collective experience. Thus, I will do my best to refrain from such behavior.
The course will be offered on Wednesday mornings from 10:00am-12:00pm ET. The course consists of six sessions of 120 minutes each. If needed, a technology session will be scheduled before the course begins.