EKONOMSKO-POSLOVNA FAKULTETA


Subject
 MARKETING THEORY 
https://aips.um.si/PredmetiBP5/UcnaEnotaInfo.asp?Zavod=12&Jezik=A&Leto=2013&Nacin=1&Predmet=D413

Study unit code    D413 2013

Level Study program or it's part Year Semester
1 B400 ECONOMIC AND BUSINESS SCIENCES 2 Winter

ECTS kredits 15

Hours - Lectures 45
Hours - Tutorial 45
Hours - Individual Student's Work 360

Lecturers
doc. dr. IRŠIČ MATJAŽ
red. prof. dr. MUMEL DAMIJAN
red. prof. dr. ZAVRŠNIK BRUNO

Languages - lectures slovene
Languages - tutorial slovene

Content (Syllabus outline)
1 Introduction 1.1 The Nature and the Scope of Marketing 1.2 Marketing as a Science 1.3 The Three Dichotomies Model as a General Paradigm for Marketing 2 The Morphology of Explanation in Marketing 2.1 Criteria for Evaluating Explanatory Models 2.2 Deductive-Nomological Explanation 2.3 Statistical Explanation 2.4 Logical Empiricist Models of Explanation 2.5 The Pattern Model 2.6 Functionalist Explanation 3 Explanation in Marketing: Issues and Aspects 4 The Morphology of Scientific Laws 4.1 Role of Laws in Marketing Research 4.2 The First Criterion: Generalized Conditionals 4.3 The Second Criterion: Empirical Content 4.4 The Third Criterion: Nomic Necessity 4.5 The Fourth Criterion: Systematically Integrated 5 Theory: Issues and Aspects 5.1 Classificational Schemata 5.2 Positive versus Normative Theory 5.3 Deterministic versus Stochastic Theory 5.4 Other Issues and Aspects of Theory of Marketing 5.5 General Theory of Marketing  
Readings
Knjige/books: " Shelby D. Hunt. 2002. Foundations of Marketing Theory: Toward a General Theory of Marketing. Armonk:M. E. Sharpe Inc. " Shelby D. Hunt. 2003. Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity. Armonk: M. E. Sharpe Inc. " M. Baker. 2000. Marketing Theory. A Student Text. Business Press/Thomson Learning. Najbolj citirani temeljni članki/The most cited relevant articles: " Achrol, R. S. Changes in the theory of interorganizational relations in marketing: Toward a network paradigm. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 25 (1): 56-71 WIN 1997 " Andersen, O. On the internationalization process of firms - a critical analysis. JOURNAL OF INTERNATIONAL BUSINESS STUDIES, 24 (2): 209-231 1993 " Anderson, P. F. Marketing, strategic-planning and the theory of the firm. JOURNAL OF MARKETING, 46 (2): 15-26 1982 " Babakus, E; Boller, G. W. An empirical-assessment of the servqual scale. JOURNAL OF BUSINESS RESEARCH, 24 (3): 253-268 MAY 1992 " Bagozzi, RP; Gopinath, M; Nyer, P. U. The role of emotions in marketing. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 27 (2): 184-206 SPR 1999 " Clark, T. International marketing and national character - a review and proposal for an integrative theory. JOURNAL OF MARKETING, 54 (4): 66-79 OCT 1990 " Cronin, JJ; Brady, MK; Hult, G. T. M. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. JOURNAL OF RETAILING, 76 (2): 193-218 SUM 2000 " Day, G. S; Montgomery, D. B. Charting new directions for marketing. JOURNAL OF MARKETING, 63: 3-13 Sp. Iss. SI 1999 " Dickson, P. R. Toward a general-theory of competitive rationality. JOURNAL OF MARKETING, 56 (1): 69-83 JAN 1992 " Duncan, T; Moriarty, S. E. A communication-based marketing model for managing relationships. JOURNAL OF MARKETING, 62 (2): 1-13 APR 1998 " Fornell, C; Johnson, M. D; Anderson, E. W; et al. The American customer satisfaction index: Nature, purpose, and findings. JOURNAL OF MARKETING, 60 (4): 7-18 OCT 1996 " Fournier, S. Consumers and their brands: Developing relationship theory in consumer research. JOURNAL OF CONSUMER RESEARCH, 24 (4): 343-373 MAR 1998 " Grewal, R; Dharwadkar, R The role of the institutional environment in marketing channels JOURNAL OF MARKETING, 66 (3): 82-97 JUL 2002 " Heide, J. B. Interorganizational governance in marketing channels. JOURNAL OF MARKETING, 58 (1): 71-85 JAN 1994 " Hunt, S. D; Morgan, R. M. Resource-advantage theory: A snake swallowing its tail or a general theory of competition?. JOURNAL OF MARKETING, 61 (4): 74-82 OCT 1997 " Jaworski, B. J. Toward a theory of marketing control - environmental context, control types, and consequences. JOURNAL OF MARKETING, 52 (3): 23-39 JUL 1988 " Johnston, R. Service operations management: return to roots. INTERNATIONAL JOURNAL OF OPERATIONS & PRODUCTION MANAGEMENT, 19 (2): 104-124 1999 " Kumar, N; Scheer, L. K; Steenkamp, J. B. The effects of perceived interdependence on dealer attitudes. JOURNAL OF MARKETING RESEARCH, 32 (3): 348-356 AUG 1995 " Leonidou, L. C; Katsikeas, C. S. The export development process: An integrative review of empirical models. JOURNAL OF INTERNATIONAL BUSINESS STUDIES, 27 (3): 517-551 1996 " Leonidou, L. C; Katsikeas, C. S; Samiee, S. Marketing strategy determinants of export performance: a meta-analysis. JOURNAL OF BUSINESS RESEARCH, 55 (1): 51-67 JAN 2002 " Levy, H. Stochastic-dominance and expected utility - survey and analysis. MANAGEMENT SCIENCE, 38 (4): 555-593 APR 1992 " Moorman, C; Zaltman, G. Deshpande, R. Relationships between providers and users of market-research - the dynamics of trust within and between organizations. JOURNAL OF MARKETING RESEARCH, 29 (3): 314-328 AUG 1992 " Morgan, R. M; Hunt, S. D. The commitment-trust theory of relationship marketing. JOURNAL OF MARKETING, 58 (3): 20-38 JUL 1994 " Murray, K. B. A test of services marketing theory - consumer information acquisition activities. JOURNAL OF MARKETING, 55 (1): 10-25 JAN 1991 " Noble, C. H; Mokwa, M. P. Implementing marketing strategies: Developing and testing a managerial theory. JOURNAL OF MARKETING, 63 (4): 57-73 OCT 1999 " Novak, T. P; Hoffman, D. L; Yung, Y. F. Measuring the customer experience in online environments: A structural modeling approach. MARKETING SCIENCE, 19 (1): 22-42 WIN 2000 " Olson, E. M; Walker, O. C; Ruekert, R. W. Organizing for effective new product development - the moderating role of product innovativeness. JOURNAL OF MARKETING, 59 (1): 48-62 JAN 1995 " Rindfleisch, A; Heide, J. B. Transaction cost analysis: Past, present, and future applications. JOURNAL OF MARKETING, 61 (4): 30-54 OCT 1997 " Rust, R. T; Cooil, B. Reliability-measures for qualitative data - theory and implications. JOURNAL OF MARKETING RESEARCH, 31 (1): 1-14 FEB 1994 " Shelanski, H. A; Klein, P.G. Empirical-research in transaction cost economics - a review and assessment. JOURNAL OF LAW ECONOMICS & ORGANIZATION, 11 (2): 335-361 OCT 1995 " Slater, S. F; Narver, J. C. Customer-led and market-oriented: Let's not confuse the two. STRATEGIC MANAGEMENT JOURNAL, 19 (10): 1001-1006 OCT 1998 " Smith, A. K; Bolton, R. N; Wagner, J. A model of customer satisfaction with service encounters involving failure and recovery. JOURNAL OF MARKETING RESEARCH, 36 (3): 356-372 AUG 1999 " Srivastava, R. K; Fahey, L; Christensen, H. K. The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. JOURNAL OF MANAGEMENT, 27 (6): 777-802 2001 " Srivastava, R. K; Shervani, T. A; Fahey, L. Market-based assets and shareholder value: A framework for analysis. JOURNAL OF MARKETING, 62 (1): 2-18 JAN 1998 " Stump, R. L; Heide, J. B. Controlling supplier opportunism in industrial relationships. JOURNAL OF MARKETING RESEARCH, 33 (4): 431-441 NOV 1996 " Tax, S. S; Brown, S. W; Chandrashekaran, M. Customer evaluations of service complaint experiences: Implications for relationship marketing. JOURNAL OF MARKETING, 62 (2): 60-76 APR 1998 " Venkatesh, V; Morris, M. G; Davis, G. B; et al. User acceptance of information technology: Toward a unified view. MIS QUARTERLY, 27 (3): 425-478 SEP 2003 " Webster, F. E. The changing-role of marketing in the corporation. JOURNAL OF MARKETING, 56 (4): 1-17 OCT 1992 " Zou, S. M; Cavusgil, S. T. The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. JOURNAL OF MARKETING, 66 (4): 40-56 OCT 2002  
Objectives and competences
To provide doctoral students with a clear and profound understanding of: advancing marketing thought and research, and what the critical issues in marketing science. Its main objective is a new focus on the resource-advantage theory which provides the foundation for a general theory of marketing. It is useful for doctoral students since it will develop a practical tool kit based on the philosophy of science for developing and analyzing theories. Its objective is also to confront students with significant problems, issues and theories at the leading edge of the marketing field.  
Intended learning outcomes - knowledge and understanding
of the critical issues in marketing science, of advancing marketing thought and research, especially of the resource-advantage theory which provides the foundation for a general theory of marketing, of using the analitical and diagnostical methodology in marketing management, of concepts and research skills directly relevant to business problems. of understanding the perspective of practicing managers.  
Intended learning outcomes - transferable/key skills and other attributes
The students will have the ability to apply a theoretical marketing knowledge: in the finest academic research illuminating important business problems, in the professional consultation work concerning marketing management issues The students will be able to professionaly solve the most complex problems concerning decision making in organizations from marketing perspective.  
Learning and teaching methods
" interactive lecturing, " case studies, " seminar projects, " team work. 

Assessment Weight (%)
Seminar work 50  
Oral examination 50  
[EOP]