ISBM PhD Seminar Series (IPSS)
The objective of the ISBM PhD Seminar Series (IPSS) is to provide a range of short, PhD level seminars in Business-to-Business (B2B) Marketing. These seminars, delivered electronically by some of the world's leading scholars, provide access to leading developments and methods necessary to doctoral students worldwide who are considering research careers in B2B Marketing.
Admission Procedure, Participation and Requirements
Course Offerings for Fall 2014
IPSS offers electronic participation in substantive and methodological courses essential for PhD students with research interests in business markets. Substantive topics include theory development in business markets, sales management, marketing channel management, and new product development and marketing, among others. Methodological topics include qualitative research methods, social network analysis, and structural equation modeling, among others. Courses are repeated in a 2 - 3 year cycle.
Sundar Bharadwaj, The Coco-Cola Company Chair of Marketing
Professor of Marketing, The University of Georgia
This course is a doctoral seminar that focuses on marketing strategy formulation and implementation. Marketing strategy is a broad term with many meanings, and while scope and domain issues for the field continue to be debated, at a fundamental level has to do with how marketing concepts, tools, and processes can be used to help an organization develop a sustainable competitive advantage through the creation of superior customer value. While marketing strategy is a comparatively young field of study, substantive and sustained contributions by many of the discipline’s leading scholars over the last 30 years have helped create a rich and diverse literature base. This course will introduce the participants to classic and contemporary research in the areas of short-term and long-term marketing performance and metrics, marketing organizational orientations and structure, marketing capabilities, cross-functional issues among others.
The course will be offered on Tuesday mornings from 10:00am-12:00pm beginning October 14, 2014. The course consists of six sessions of 120 minutes each. If needed, a technology session will be scheduled before the course begins.