MKT8632 - Doctoral Studies: Consumer Behavioral Research | ||||||||
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| * The offering term is subject to change without prior notice | ||||||||
Course Aims | ||||||||
This
course aims to 1. Familiarize students with research in various consumer behavior domains: The course will expose students to various research studies conducted in different areas of consumer behavior. By examining papers published in top journals, students will gain insights into current trends, theories, and empirical findings in consumer research. 2. Develop students' ability to conceptualize and operationalize research ideas: Through active engagement with the literature, students will learn how to conceptualize and develop research ideas in consumer behavior. They will gain the skills to critically analyze existing research, identify research gaps, and formulate research questions. 3. Cultivate students' capacity to contribute to consumer behavioral research: Students will be expected to generate and develop novel research ideas that address unanswered questions or extend existing theories. They will be encouraged to participate in class discussions and share their insights. | ||||||||
Assessment (Indicative only, please check the detailed course information) | ||||||||
Continuous Assessment: 100% | ||||||||
Detailed Course Information | ||||||||
| MKT8632.pdf | ||||||||
Useful Links | ||||||||
| Department of Marketing | ||||||||
