Course unit title

Marketing Theory

Course unit code

MNP801

Type of course unit (Compulsory, optional)

Optional

Level of course units (according to

EQF: first cycle Bachelor, second cycle Master)

The Third Cycle of Doctoral Degree Programs

Year of study when the course unit is delivered

(if applicable)

2020 - 2021

Semester/trimester when the course unit is delivered

3rd Semester of Doctoral Study

Number of ECTS credits allocated

4.8 Credits

Name of lecturer(s)
  1. Prof. Dr. Sri Wahyuni ​​Astuti, SE, MS
  2. Prof. V. Henky Supit, SE
  3. Sri Gunawan DBA.

Learning outcomes of the course unit

By the end of the course, the students are expected to gain the following competencies:

  • Analyzing and developing marketing ideas, concepts and theories; with logical, critical, systematic and creative thinking.
  • Developing comprehensive arguments, and scientific solutions in the marketing field logically and critically based on the empirical facts in order to build scientifically and justifiable concepts and theories according to the academic ethics.

Mode of delivery (face-to-face, distance learning)
  1. Face to face 
  2. Distance learning using AULA UNAIR (due to pandemic COVID-19 situation)

Prerequisites and co-requisites (if applicable)

  -

Course contents

Learning materials for this course are described in the following materials: 

  • Forming a student's scientific marketing mindset
  • Scientific Law
  • Theory Construction in Marketing
  • The School of Marketing Thought
  • Bundling Theory
  • Role Theory in Marketing
  • Consumer Culture Theory
  • Relationship Theory in Marketing
  • Service Dominant Logic
  • Resource Advantage Theory and The End of Marketing.

Recommended or required

reading and other learning resources/tools

Followings are the literature references the students can refer to each week: Books:

  1. Kuhn, Thomas S. 1996. The Structure of Scientific Revolutions. Chicago :University of Chicago Press
  2. Popper, Karl R. 2002. The Logic of Scientific Discovery. New York: Harper & Row.
  3. Hunt, Shelby D. 2010. Marketing Theory; Foundations, Controversy, Strategy, Resource-Advantage Theory. NY: M.E. Sharpe.
  4. Jagdish N. Sheth., et al. 2005. Marketing Theory: Evolution and Evaluation. John Wiley & Sons Incorporated.

Articles:

  1. Hyman, Michael R. Robert Skipper and Richard Tansey (1991), “Two Challenges for the three Dichotomies Model, AMA Winter Education Conference
  2. Hutchinson Kennerh D. (1952). “Marketing as a Science: An Appraisal”, Journal of Marketing 16 (January), 286-293
  3. Bartels, Robert (1974), “The Identity Crisis in Marketing”, Journal of Marketing 38 (October), 73-76
  4. Robin, Donald P. (1970), “Toward a Normative Science in Marketing”, Journal of Marketing 14 (Octozber), 73 – 76.
  5. And other several articles, with topics adapted to learning materials.

Planned learning activities and teaching methods
  • Lectures
  • Discussion or Work Group
  • Presentations

Language of instruction
  • English
  • Indonesia

Assessment methods and criteria

In order to pass this course, the students must meet the followings:

  • Being punctual and meeting 75% attendance of the scheduled classes.
  • Achieving a satisfactory attempt at all assessment tasks listed below:

Assessment details:

  • Weekly assignments: 10%
  • Student's individual participation: 30%
  • Mid semester examinations: 30%
  • Final semester examinations: 30%