Research Traditions in Marketing

Time and place: 25 – 29 Oct 2021, University of Jyväskylä, Finland

Learning goal and objectives

The course provides an in-depth overview and understanding of the major theoretical approaches within marketing discipline. Relevant theories are not only described but also discussed and evaluated. Emphasis is given to the ability to probe into the fundamental assumptions underlying different theoretical perspectives, into the basic questions they try to provide answers for, as well as into their basic limitations. Also, how research is carried out in each theoretical tradition is addressed. The course aims not only to support participants’ own Ph.D. research but also offers a systematic ‘state-of-the-art’ overview of the wide-ranging field of marketing discipline.

Instruction and examination

Seminar type of lectures and exercises, altogether 35 hours in a five day intensive format. Analysis and assessment of course material, active student participation; group/individual tasks through preparation of mini-presentations of given problems/articles; a reflective essay based a student’s own research topic and related course material.


  1. Lectures, pre-course assignment and exercises (20% of the grade).
  2. Readings of key articles (approx. 600 pages). Please, note that you should reserve enough time to prepare for the course (reading-package).
  3. Background literature recommended: Maclaran, Saren, Stern & Tadajewski (2009): The Sage Handbook of Marketing Theory. London: Sage Publications.
  4. A reflective essay on the theoretical stream that is linked participant’s own research area (80% of the grade).

Credits: 6 ECTS

Evaluation is based on participation in lectures, pre course assignment and exercises (20% of the grade) and reflective essay on the theoretical stream that is linked to participant’s own research area (80% of the grade). 1-5 scale

The maximum number of students is 25 and the participants will be selected on the basis of KATAJA’s general instructions. There is no course fee. However, each student has to cover her/his travel expenses, accommodation and meals.

Fill in the attached ‘KATAJA course application form’ and send it no later than Mon 6 Sep 2021 to Outi Uusitalo by email ( Please, remember to indicate your motivation and the phase of your doctoral studies properly. The acceptance will be notified by 13 Sep 2021.


  • Associate Prof. Johanna Frösén (Hanken): Research on strategic marketing (Day 1, 25 Oct)
  • Prof. Eric Arnould (Aalto Univeristy):  Research on consumer behavior (Day 2, 26 Oct)
  • Prof.  Elina Jaakkola (University of Turku): Research on services marketing (Day 3, 27 Oct)
  • Prof. Hannu Makkonen (University of Vaasa): Research on B2B marketing and networks (Day 4, 28 Oct)
  • Associate Prof. Joel Hietanen (University of Helsinki): Marketing as a scientific discipline  (Day 5, 29 Oct )

Course coordinator and contact information:

Outi Uusitalo +358 400 247996

Julie Horáková

Instructor Bios

Dr. Eric Arnould is Senior Fellow (formerly Visiting Professor)  at the Aalto University Business School, Helsinki, Finland. He briefly held a social science Chair in the Danish Institute for Advanced Studies (DIAS) at University of Southern Denmark, Odense, Denmark. A global nomad, he has been on faculty at four European universities and several in the US. He has pursued a career in applied social science since 1973, receiving a PhD in anthropology from the University of Arizona in 1982. From 1977 until 1990, he worked extensively as an applied anthropologist primarily in francophone West Africa. Aalto University awarded him an honorary doctorate in 2016 and SDU also awarded him an honorary doctorate in 2020 that recognized his scholarly work in codifying the field of consumer culture theory and in bringing ethnographic work into academic marketing research. With Melanie Wallendorf, he initiated the Qualitative Data Analysis roundtable within the Association for Consumer Research. It is now an annual feature of the Consumer Culture Theory Consortium annual conference. Early ethnographic research in Benin in 1970 and in Niger in 1977-1980 inspired his approach to analysis of contemporary market mediated society. Eric’s research on consumer culture, cultural marketing strategy, services marketing and marketing and development appears in over 90 articles and chapters in major social science and managerial periodicals and books, producing an H-Index of 52. Current interests include sustainable business practice, sustainable consumption, collective consumer creativity, human branding, and cross-cultural service experience. With Craig Thompson, he recently co-edited a text for Sage Publications, Consumer Culture Theory.  Eric is on the editorial boards of Journal of Marketing and Journal of Consumer Research. He is a Senior Editor at International Journal of Research in Marketing, and an Associate Editor at Journal of Retailing. He served on the Policy Board of Journal of Consumer Research, and as an Associate Editor for 10 years.

Johanna Frösén is Associate Professor at Hanken School of Economics (Helsinki, Finland) and St. Petersburg State University, Graduate School of Management (St. Petersburg, Russia), and Director of KATAJA –The Finnish Doctoral Programme in Business Studies. She holds a doctorate from Aalto University School of Business. Prior to joining Hanken, Johanna worked as Assistant Professor and CEMS Academic Director at St. Petersburg State University, Graduate School of Management, where she continues to hold an affiliation. She has also had Visiting Scholarships at the National University of Singapore (Singapore) and the University of California Riverside (California, USA). Johanna’s research focuses on strategic marketing: marketing performance, marketing metrics, marketing controls, marketing analytics, strategic orientations, and organizational capabilities. Her research has been published in Journal of Marketing, Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Marketing Management, among others.

Joel Hietanen is Associate Professor at Centre for Consumer Society Research, University of Helsinki. His research interests include the seductiveness of authenticity, social media as a medium of social and cultural intensification, the dark side of desire in markets and consumption and videography as a research method from the perspective of French poststructuralism.

Elina Jaakkola is Professor of Marketing at Turku School of Economics, University of Turku. She specializes in service research and her current projects focus on topics such as customer experience and journeys, customer/actor engagement, and value driven business. Her research has been published in a wide range of journals, for example Journal of the Academy of Marketing Science, Journal of Product Innovation ManagementJournal of Service ResearchIndustrial Marketing ManagementJournal of Business ResearchJournal of Service Management, and AMS Review. She serves in the Editorial Review Board of seven prominent journals. Her research achievements have received multiple awards and she actively contributes to the international research community.

Hannu Makkonen is Professor of Marketing at School of Marketing and Communication at the University of Vaasa. His research interests lie in the areas of innovation management, innovation ecosystems, and value creation logics in industrial networks and relationships. His previous work has been published in e.g. Industrial Marketing Management, Journal of Business Research, Marketing Theory, Journal of Business & Industrial Marketing, Management Decision, Technology Analysis & Strategic Management Journal of Business Market Management, and Journal of Financial Services Marketing.

Course application form






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