Research Traditions in Marketing

Time and place: 23 Oct – 27 Oct 2023, Tampere University, Finland

Course description

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). (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.

Fill in the attached ‘KATAJA course application form’ and send it no later than Mon 4 Sep 2023 to Harri Terho by email ( Please, remember to indicate your motivation and the phase of your doctoral studies properly. The acceptance will be notified by Tue 12 Sep 2023.


  • Associate Prof. Johanna Frösén (Aalto University): Research on strategic marketing (Day 1, 23 Oct)
  • Associate Prof. Henri Weijo (Aalto University): Research on consumer behavior (Day 2, 24 Oct)
  • Prof. Elina Jaakkola (University of Turku): Research on service marketing (Day 3, 25 Oct)
  • Prof. Hannu Makkonen (University of Vaasa): Research on B2B marketing and networks (Day 4, 26 Oct)
  • Prof. Joel Hietanen (University of Helsinki): Marketing as a scientific discipline (Day 5, 27 Oct)

Johanna Frösén is Associate Professor of Marketing at Aalto University School of Business. Johanna also serves as Director of KATAJA –The Finnish Doctoral Program in Business Studies. She holds a doctorate in Marketing from Aalto University School of Business, from where she graduated in 2013. Prior to rejoining Aalto in fall 2022, Johanna worked as Associate Professor of Marketing at Hanken School of Economics. She has previously held positions as Assistant/Associate Professor at St. Petersburg State University, Graduate School of Management, as well as Visiting Scholarships at the National University of Singapore and the University of California Riverside. Johanna’s research focuses on strategic marketing: marketing performance, marketing analytics, marketing metrics, 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.

Henri Weijo is Associate professor in Marketing at Aalto University School of Business, Espoo, Finland. His research focuses on collective consumer creativity, studied in contexts like co-creation, crowdsourcing, ludic consumption, and consumer activism. His current projects investigate consumption in circular economy business models. His research is published in the Journal of Consumer Research, International Journal of Research in Marketing, Journal of Business Research, and Marketing Theory.

Dr. 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 leading marketing and service journals. She is an Associate Editor for Journal of Service Research and Industrial Marketing Management and serves in the Editorial Review Board of seven prominent journals. She has won a number of international awards for her scholarly activities and was named to the Clarivateʻs Highly Cited Researchers list in 2021 and 2022.

Dr. Hannu Makkonen is Professor of Marketing at the School of Marketing and Communication at the University of Vaasa. His research interests lie in the areas of innovation and value creation in industrial networks and relationships. His previous work has been published in e.g. Industrial Marketing Management, Technovation, Journal of Business Research, Marketing Theory, Technological Forecasting and Social Change, European Journal of Marketing, Journal of Service Management, Journal of Business & Industrial Marketing, Management Decision, and Technology Analysis & Strategic Management.

Joel Hietanen is Professor of socio-technical change in consumer society at Centre for Consumer Research, University of Helsinki, Helsinki, Finland. Recently he’s been working on post-structural approaches to technological intensities in semiocapitalism, the seductive realm of consumption, the dark side of desire, and videographic methodology.

Course coordination and contact information

Associate Professor Harri Terho,, +358 40 566 4895

Doctoral Researcher Katri Weckroth,,+358 50 471 9531

Course application form






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