Name of course: Research Traditions in Marketing
Time and place: 20th-24th Oct 2025, Turku School of Economics, University of Turku, 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.
Requirements:
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). (0)1-5 scale
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.
Application: To apply to the course, provide the information defined below send it to the course coordinator (contact details below) by 20th Sept 2025. Detailed course instructions and material will be sent to the selected participants soon thereafter.
• Name
• Address
• Phone
• E-mail
• University & Department
• Discipline
• When officially accepted as doctoral student
• Topic of thesis
• Phase of doctoral studies
• Motives for participating in the course
Instructors:
• Associate Prof. Johanna Frösén (Aalto Business School): Research on strategic marketing (Day 1)
• TBA: Research on consumer behavior (Day 2)
• Prof. Elina Jaakkola (University of Turku): Research on service marketing (Day 3)
• Prof. Hannu Makkonen (University of Vaasa): Research on B2B marketing and networks (Day 4)
• Prof. Joel Hietanen (University of Helsinki): Marketing and new criticality (Day 5)
Course coordination and contact information:
Associate Professor Harri Terho, harri.terho@utu.fi , +358 40 566 4895