Seminar Catalog

PhD Seminars offered by the Marketing Department. (updated: 9/24/13)

Click on the "Subject" column to see the description of the seminar taught by that professor.

Course # Subject Instructor/Date/Time
Fall 2015
MKTG 542-0 Research Philosophies in Marketing and Consumer Behavior

Lee, Angela &
Calder, Bobby
MKTG Conf Room 488/491

MKTG 560-0

Marketing Strategy Carpenter, Gregory.
MKTG Conf Room 488/491
Winter 2016
 MKTG 540-0
Consumer Behavior: Information Processing and Decision Making
Labroo, Aparna &
Rucker, Derek

MKTG Conf Room 488/491
 MKTG 530-1
Special Topics in Marketing:
Problems and Solutions in Applied Data Analysis

Bockenholt, Ulf
MKTG Conf Room 488/491
 MKTG 551-0
Marketing Models: Quantitative Modeling
Anderson, Eric
MKTG Conf Room 488/491
 MKTG 541-0 Psychological Theory in Consumer Behavior

Brendl, Miguel
MKTG Conf Room 488/491
Spring 2016
MKTG 530-2
Special Topics in Marketing:
Judgment, Emotion, and Consumer Choice

Roese, Neal
MKTG Conf Room 488/491
MKTG 530-3
Special Topics in Marketing:
Topics in Quantitative Marketing and Economics

Nevo, Aviv.
MKTG Conf Room 488/491
MKTG 550-0 Marketing Models: Analytic Marketing Coughlan, Anne &
Brett Gordon
MKTG Conf Room 488/491
MKTG 552-0 Marketing Models: Statistical Modeling McShane, Blake.
MKTG Conf Room 488/491

Courses Not Offered AY 14-15

(Not Offered AY 14-15)
Theories in Social Psychology

Bodenhausen, Galen.
11:00am-1:50pm, Mondays Swift Hall Room 210

PhD Courses offered by the Marketing Department

This course provides an introduction to applied econometrics. The target audience is Kellogg graduate students interested in quantitative research. The main focus of the course is to provide students with the necessary quantitative skills to (a) read and criticize published research articles (b) conduct independent quantitative research for papers and dissertations (c) progress to more advanced quantitative courses. This course is required for the quantitative students only.

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Weeks 1-5:
Kent Grayson teaches different seminars in *alternate years.
*Introduction to Construct Measurement and Structural Equations Modeling (taught in odd years)
This five-week course will focus on conceptualizing constructs from a measurement perspective, and on using structural equations modeling to assess construct relationships. The course will begin with a focus on classic measurement articles and coverage of exploratory and confirmatory factor analysis. It will then move to focus on structural equations modeling (SEM), which is a method that simultaneously assesses multiple relationships among constructs, and which is particularly beneficial when the constructs have been measured with multiple indicators. The course will introduce students to some of the quantitative underpinnings of SEM, but more emphasis will be placed on practical issues—that is, how to use SEM in support of academic research. The course will also focus on SEM-based research that has been published in marketing and consumer behavior journals.

*Introduction to Consumer Culture Theory (CCT)—Theory and Methods (taught in even years)
This seminar focuses on consumer culture theory (CCT) research, which is grounded in more sociological and anthropological traditions than other consumer-behavior research. The course introduces students to the philosophical foundations of CCT research, including grounded theory, postmodern inquiry, and interpretivist philosophies. It also introduces students to some of the key methods used by CCT researchers, including ethnography, consumer interviews, and content analysis.  The seminar includes hands-on experience working with the ATLAS.ti qualitative data analysis software package.

Weeks 6-10:
Consumer Decision Behavior (Alex Chernev)
The purpose of this seminar is to provide selective coverage of the research carried out in the area of consumer decision making. In addition to analyzing extant research, the course will cover some methodological issues that are essential for students to be successful in the field of consumer research, such as: reviewing a behavioral manuscript, writing a behavioral article, and designing effective/efficient experiments.

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Consumer Information Processing II (
Miguel Brendl)
This course builds a bridge from social and cognitive psychology to consumer behavior research. One objective is to give an integrated overview of key psychological principles. This lays the foundations for understanding advanced readings and for developing consumer research out of psychological theory. The course is suitable for graduate students who do not have undergraduate psychology training (also from disciplines other than management), but those with such a training will also find it useful because of its integrative aspects. A second objective is to learn about the nature of theory construction and theory testing by means of experiments. To achieve this goal we will spend a lot of time engaging in structured exercises during which we derive predictions from experimental designs. The second half of the course will move from classic psychology readings to cover more recent consumer behavior readings, this way building the bridge between the fundamental psychological principles and the type of research questions studied in consumer research. Topics covered include perception, judgment, memory, attitudes, choice, always with an eye for how these mental functions influence preferences.

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Weeks 1-5:
Methodology and Philosophy of Science (Bobby Calder
This seminar raises a set of broad, philosophical issues about research and what it means to do research. The seminar is not about methodological techniques per se. The focus is more on the attitude one takes to research, where it is explicitly assumed that there is no one right attitude, only a consciousness of possibilities and personal direction. The seminar generally uses one current area of research as an example to critique the progress that has been made in the particular research stream. Readings will include classic philosophical works on science, knowledge, progress, and psychology.
Weeks 6-10:
Consumer Information Processing (Angela Lee)
The objectives of this course are to introduce topics in consumer behavior, familiarize students with research in psychology and marketing related to consumer behavior, and provide an understanding of how theories and frameworks are developed. Students will focus on understanding current theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base. Students will also gain experience presenting and writing research ideas, and reviewing an IP article. 

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MARKETING STRATEGY (Gregory Carpenter)
The seminar covers topics in marketing strategy and marketing management, including the development of marketing, the concept of marketing, the impact of marketing strategy on firm performance, order of entry and competitive advantage, branding, and market orientation. The focus is on major advances in each area, relevant research in related disciplines, and current areas of interest.

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The purpose of this seminar is to introduce students to the quantitative models that have been used to understand consumer behavior. The course is divided into two segments. In the first half of the course, students will become familiar with the models commonly used in quantitative marketing, including logit and probit models, and how they are used to test marketing theories. In the second half of the course, students will become familiar with analytic modeling in marketing, including basic game theoretic and location models.

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This is a doctoral course on statistical models suitable for Kellogg PhD students as well as PhD students from related fields such as statistics, economics, and engineering. The course is taught in the spring and topics alternate from year to year. Currently, in odd years the course is on Bayesian methods and computation and covers simple parametric models, regression models, hierarchical models, mixture models, optimization algorithms, Monte Carlo simulation algorithms, model checking, nonparametric models, and hidden Markov models while in even years the course is on applied and computational statistics and covers statistical graphics and exploratory data analysis, permutation tests, null tests, the bootstrap, smoothing, cross-validation, tree-based and linear regression, model selection, bagging, principal components analysis, and cluster analysis. Marketing applications include but are not limited to conjoint analysis, choice models, data minimization, perceptual maps, etc.

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MARKETING MODELS: ANALYTIC MODELS (Anne Coughlan and Brett Gordon)
In this course, we will cover the topic of modeling in marketing. We will assign journal articles on analytic economics-based modeling, and field experimental modeling, of a variety of marketing problems. You should come to each class having read the assigned papers and be ready to participate actively in the class discussion. During class we will be discussing the articles, their major modeling characteristics and structure, their assumptions and findings, and their impact on the literature in their fields. I hope that you come away from this section of the seminar with both an appreciation of what it takes to build and analyze an economics-based model and also of the contribution such modeling has made to marketing thought.

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Ulf Bockenholt teaches different topics in *alternate years
Spring 2016 (taught in even years)
The purpose of this course is to provide a conceptual understanding of psychometric and statistical issues in the social sciences and to strengthen data-analytic skills.  Specifically, the course will cover practical questions about construct measurement and validation procedures using factor-analytic and item-response-theoretic methods.  We will examine established item formats and measurement scales, investigate the impact of confounds in measurement and discuss best practices for measuring attitudes, emotions, motivations, as well as personal and sensitive behaviors.  Students will be introduced to an eclectic set of statistical techniques that include logistic regression methods for the analysis of binary and multinary observations, multinomial process models, factor-analytic methods, as well as models for analyzing similarity judgments and textual data.

Spring 2015 (taught in odd years)
The purpose of this course is to provide a conceptual understanding of psychometric and statistical issues in the social sciences and to strengthen data-analytic skills. Emphasis will be be on the use of latent variables as a means to understand better how people differ and change over time and occasions. In this context, we will also consider approaches for the analysis of different data types including categorical and missing data.

Four major topics centered on the use of latent variables in behavioral research will be considered. The first topic considers the theoretical status of latent variables and the general interpretation of latent-variable models. Our investigation will emphasize the need to link individual processes to latent variable models for studying individual differences. The second topic focuses on methods for the analysis of repeated measures data. Here we discuss contemporary forms of structural equation models (SEMs) based on the inclusion of latent variables. The specific goals are to clarify basic SEM definitions, consider relations to classical approaches which focus on invariant common factors, and to develop latent change-score models. Subsequently, we extend these approaches by considering categorical variables and their analysis in both multivariate and longitudinal settings. The last major problem area considers ideas and strategies on how to deal with missing data. We will consider methods to diagnose mechanisms of missingness and then focus on the practical side of performing missing data analyses. 

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This course focuses on the theories relevant to understanding how consumers make choices in a variety of settings. The course is rooted to contemporary theory and methods of experimental social psychology, such as dual process conceptions, the elaboration likelihood model, implicit associations, and attribution theory. Topics include the role of emotion in choice, cognitive biases in choice, and how best to predict behavior from cognitive measures. Particular attention is given to recent methodological advances, including reaction time, eye-tracking, and functional brain imaging. Although the guiding framework centers on consumer choice, the course will be useful to those with backgrounds in behavioral economics, behavioral finance, communications, organizational behavior, public policy, psychology, and sociology.

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This seminar will review major contributions and recent developments in quantitative marketing and economics. We will cover some classical papers, as well as more recent working papers. The discussion will cover a wide range of applied topics and methods and aimed at advanced students interested in the intersection of Marketing and Economics. A principal purpose is to generate research ideas and get students started on dissertation work.

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The central goal of this seminar is to familiarize students with diverse theoretical perspectives that have been applied in the quest to understand attitudes, perception, memory, judgment, and behavior in their social context. Coverage includes biological perspectives (e.g., evolutionary and neuroscientific), cognitive perspectives (e.g., rational choice, automatic mental processes), self-regulation models, and motivational perspectives, as well as examining the theoretical role of affect, social identity, interdependence, and many other fundamental elements of daily life. Students will be required to write a theoretical review paper analyzing a particular phenomenon of their own choice from multiple theoretical standpoints.

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