Research Traditions in Marketing

Time and place: 28 Oct – 1 Nov 2019, 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

Grading: 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 

NOTE: Extended deadline 9.9.2019 and notification 16.9.

Admittance: 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 9 Sep 2019 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 16 Sep 2019.

Instructors: (name, title, university, homepage, short presentation of the main instructors)

  • Prof. Henrikki Tikkanen (Aalto University): Marketing as a scientific discipline (Day 1, 28 Oct )
  • Prof. Jaakko Aspara (Hanken): Research on strategic marketing (Day 2, 29 Oct)
  • Prof. Linda Price (University of Oregon): Research on consumer behavior (Day 3, 30 Oct)
  • Prof. Tore Strandvik (Hanken) & Aino Halinen-Kaila (University of Turku): Research on services marketing (Day 4, 31 Oct)
  • Prof. Arto Rajala (University of Vaasa): Research on B2B marketing and networks (Day 5, 1 Nov)

Course coordinator and contact information:

Outi Uusitalo +358 400 247996

Julie Horáková 

KATAJA 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: