Marketing Department

             College of Business and Public Administration

                       Old Dominion University

 

Course: Seminar in Marketing Theory - Marketing 801

Professor: Dr. John B. Ford

E-Mail: jbford@odu.edu

Webpage: http://www.odu.edu/bpa/jbford/

Office Hours: Mondays and Wednesdays – 10:00 – 11:30 a.m.

              and by appointment

Office: 2117 Constant Hall

Phone: 683-3587 (Office) 683-3557 (department), 623-0639 (home)

Classroom:2117 Constant Hall

 

Texts: Foundations of Marketing Theory by Shelby D. Hunt,

       Armonk, NY: M. E. Sharpe Publishing, 2003. Book 1

 

  Controversy in Marketing Theory by Shelby D. Hunt,

       Armonk, NY: M. E. Sharpe Publishing, 2003. Book 2

 

       Coursepacks:

       Volume 1 - Marketing History, Theory Development,

       Philosophy of Science, and the Nature and Scope

       of Marketing

 

       Volume 2 - General Theories of Marketing:

       Marketing Management Concept, Product (Service)

       Characteristics, Marketing Functions, and

       Systemic Approaches

 

       Volume 3 - General Theories of Marketing:

       International Trade; Specific theories of

       Marketing: Market Segmentation, Consumer

       Behavior, and Product Planning

 

       Volume 4 - Specific Theories of Marketing:

       Market/Product Strategy, Promotion-Advertising,

       Promotion-Personal Selling, Channels of

       Distribution, Pricing; Problems and Prospects

       for Marketing

 

Course Prerequisites: Admission to the Ph.D. program plus

                      Marketing 603 or its equivalent.

 

Assignments: Students are expected to thoroughly prepare

             all readings for each class and be prepared to

             discuss the content in an academic manner.  The

             amount of work required is extremely demanding.

             There will be a mid-term and final exam; the final 

             will be comprehensive.  There will also be two written 

             exercises: 1) a paper which includes the student's own

             original definition of marketing as well as a theory  

             of marketing and 2) a comprehensive literature review     

             for publication in an area of interest dealing with      

             Marketing Theory.

 

 

Grading Policy: The course grading will be broken down as

                follows:

 

                    Class Participation - 35%

                    Final Examination - 25%

                    Marketing Definition/Theory - 20%

                    Research Paper - 20%

Classes:

 

Date           Topic Covered               Assignment

Class #1       Course Overview

Class #2       Marketing History and       Articles #1-14 in

               Marketing as Science        Volume 1

               Theory Requirements         Hunt Book 1 (Ch. 1,2)

Class #3       A General Theory of         Articles #15-29 in

               Marketing                   Volume 1

               What is Marketing?          Hunt Book 1 (Ch. 3,4)

Class #4              "                    Articles #30-49 in

                                           Volume 1

                                         Hunt Book 1 (Ch. 5,6)

Class #5       Marketing Concept           Articles #1-15 in

                                           Volume 2

                                          Hunt Book 1 (Ch. 7,8)

Class #6       Product (Service)           Articles #16-39 in

               Characteristics  Theory     Volume 2

                                           Definition/Theory

                                           Paper Due

Class #7       Midterm Exam

Class #8       International Marketing     Articles #1-15 in

               Theory                      Volume 3

               Market Segmentation         Hunt Book 1 (Ch. 9)

               Theory                      

Class #9       Consumer Behavior           Articles #16-38 in

               Theory                      Volume 3

               Product Planning            Hunt Book 2 (Ch. 1,2)

               Theory                     

Class #10      Marketing Strategy          Articles #1-19 in

               Theory                      Volume 4

                                                    Hunt Book 2 (Ch. 3)

Class #11      Promotion Theory            Articles #20-44 in  Distribution Theory

                                           Volume 4