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Marketing Breakout Session: Understanding the Field

Marketing Breakout Session: Understanding the Field. Tiffany Barnett White, Associate Professor of Business, University of Illinois Champaign-Urbana The PhD Project Conference November 19, 2009. Definition of Marketing.

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Marketing Breakout Session: Understanding the Field

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  1. Marketing Breakout Session: Understanding the Field Tiffany Barnett White, Associate Professor of Business, University of Illinois Champaign-Urbana The PhD Project Conference November 19, 2009

  2. Definition of Marketing • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Source: American Marketing Association

  3. Nature of Marketing Marketing is a multidisciplinary field • Marketing borrows theory from psychology, sociology, anthropology, economics, statistics, organizational behavior, strategic management, and more! • Marketing uses multiple research methods (ethnographic, econometric, sociometric, psychometric, bibliometric, qualitative, modeling, etc.). • Marketing contributions: 1. leverage novel techniques to solve problems. 2. seek generalizable and validated findings. 3. encourage new ideas, theories, and illustrations of marketing thought and practice.

  4. Marketing Areas of Focus • Marketing Strategy • Consumer Behavior • Modeling—econometric and analytical

  5. Marketing Research Streams • Relationship Marketing • Retailing and Retail Management • Global Marketing • Interorganizational • Marketing and Entrepreneurship • Marketing and Society • Marketing Communications • Marketing Strategy • Selling and Sales Management • Services Marketing • Sports and Special Events Marketing • Teaching and Learning • Innovation, Technology and Interactivity • Consumer Behavior • Diversity and Marketing Source: American Marketing Association SIGS

  6. Key/Top-tier Journals in Marketing • Journalof Marketing (empirical, managerial) • Journal of Consumer Research (behavioral, experimental) • Journal of Marketing Research (applied quantitative, methodological) • Marketing Science (quantitative, econometric, analytical modeling) • Journal of Retailing • Journal of the Academy of Marketing Science • International Journal of Research in Marketing

  7. Secondary Journals • Journal of Service Research • Journal of Consumer Psychology • Journal of Personal Selling and Sales Management • Industrial Marketing Management • Marketing Letters • Journal of Public Policy & Marketing • Psychology & Marketing • Journal of Business Research • Journal of International Business Studies • Journal of Business Logistics and many more….

  8. Salaries for Newly-Minted Strategy Professors(2008-2009 Who Went Where Survey; DocSig) • Notes: • The salaries are for 9-month contracts; these figures do not include summer/research support or additional academic funding opportunities • As in past years’ surveys, a school is classified as a “research” school if it has teaching loads of 4 or fewer courses per year. If a school does not meet these requirements, it is classified as a “balanced” school.

  9. Suggestions for Developing your Research Interest (Strategy or otherwise) • Let your passion support your interests—otherwise, you may become disengaged and risk not completing your doctorate! • Conduct an internet and/or library search • Research topic(s) of interest • Find (and read) academic journal articles that address the topic (either directly or tangentially) • Doctoral program/school of interest • Determine if the school(s) of your choice offer the program of your choice • Schools vary in terms of philosophy and approach – double-check the required courses and opportunities for electives • Ask the school’s doctoral program for a copy/listing of faculty research and publications, if unavailable on the school website • Faculty of interest • Conduct a Google or ABI search for articles the faculty member has written or presentations s/he has made • Be focused, yet open about your research interests • Being too narrow may limit options; however… • Being too broad may give a perception of indecisiveness. • Understand that your research interest will likely change/deepen/broaden as you progress through the doctoral program • Speak with a Marketing doctoral student or faculty member affiliated with The PhD Project for ideas and guidance before applying to programs

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