Consumer Marketing

Time and place: October, 11-14, 2022, University of Vaasa (online)

Learning goal and objectives:

The course aims at providing an overview of the major theoretical and paradigmatic approaches within consumer marketing. Therefore, the course gives a basic understanding on the various approaches on consumer research in marketing discipline, with a particular focus on translating how each of them can be applied to, and what they do mean for, consumer marketing practices and management. Emphasis is given to the ability to probe into the fundamental assumptions underlying different theoretical perspectives and methodological approaches, as well as into their limitations. The learning goal is to not only support participants’ own Ph.D. research but also offer a systematic ‘state-of-the-art’ overview on the wide-ranging field of consumer marketing.

Instruction and examination:

This course employs the so-called flipped learning methodology comprising students’ pre-work consisting of a reading package as well as the preparation of mini-presentations to be held during the course days. The intensive four course days are grounded on experiential and digital learning methods (e.g. carried out via group discussions in breakout rooms) that complement lectures given by faculty members who are experts on the different paradigmatic and methodological views on consumer marketing research. The course work is finalized with an individual learning diary.

Credits: 6 ECTS

Grading: The course grading (1-5) is based on students’ mini-presentations (40%) and learning diaries (60%).

Prerequisites: Earlier studies (e.g. M.Sc.) in marketing are preferable. The course is recommended especially for students in the early stages of their doctoral research.

Admittance:  The maximum number of students is 25. The participants will be selected based on KATAJA’s general instructions. There is no course fee.

Fill in the course application form and send it no later than Mon 29 Aug 2022 to the course coordinators. Please, remember to indicate your motivation and the phase of your doctoral studies properly. The acceptance will be notified by 12 Sep 2022.

Note! As the amount of participants is limited, the application (when accepted) is binding. In case you have to cancel, please inform us immediately.


Course head: Associate Professor, Henna Syrjälä, University of Vaasa.

Faculty members and their topics on the course:

Course coordinators and contact information: 

Associate Professor Henna Syrjälä, +358 29 449 8483

Doctoral student Essi Vesterinen

University of Vaasa, School of Marketing and Communication, P.O.Box 700, FI-65101 Vaasa, Finland.

Course application form:

University, faculty and department:
Officially accepted as Ph.D. student (when and where?):
Research field:
Subject or title of dissertation:
Phase of doctoral studies:
Motives for participating in the course: