|
PhD Program - Course Descriptions
Note: Current syllabi (PDF format) for courses are available only
to Wharton users through SPIKE.
MKTG 963 - Consumer Behavior (Fall)
A graduate seminar introducing theoretical and substantive
issues useful in understanding consumer behavior. Sample topics include consumer
knowledge (learning, memory, categorization), attitude theory, decision-making,
affect and social influence. Draws from marketing, psychology and economics
literature and emphasizes behavioral and quantitative research applications.
Although the course is designed for marketing Ph.D. students and taught by
marketing faculty, it is relevant to students who are interested in behavioral
research in a variety of disciplines (e.g., management, accounting, health
sciences, psychology).
MKTG 964 - Mathematical Models in Marketing Decision Making (Spring)
Approaches to prescriptive decision making in marketing decision under risk and
uncertainty, promotional mix models, brand switching behavior, and competitive
models. Applies methods and models developed in economics and statistics to
marketing problems.
MKTG 966 - Measurement Data Analysis in Marketing (Spring)
In this course we consider models for binary, count, and continuous data including
contingency table models, logistic and probit regression, ANOVA, ANCOVA, conjoint analysis, and OLS. In addition we cover multidimensional techniques such as MDS, cluster analysis, principal components analysis, factor analysis, and discriminant analysis. We utilize the statistics package SPlus 2000, and also BUGS for implementing many of the techniques described in a Bayesian manner.
MKTG 967 - Research Methods in Marketing (Fall)
This course provides an
introduction to the fundamental methodological issues that arise in experimental
and quasi-experimental research. Illustrative examples are drawn from the
behavioral sciences with a focus on the behavior of consumers and managers. Topics that are covered include: the development of research ideas; data
collection and reliable measurement procedures; threats to validity; control
procedures and experimental designs; and data analysis. Emphasis is placed on
attaining a working knowledge of the use of regression methods for
non-experimental and quasi-experimental data and analysis of variance methods for
experimental data. The primary deliverable for this course is a meta-analysis
of a research problem of the students choosing that
investigates the effects of research methods on empirical results. MKTG 968
- Special Topics Advanced Topics in Consumer Behavior (Fall)
The purpose of this seminar is to
investigate advanced topics in consumer behavior. The class will be organized in
a way that allows you to 1) gain depth in important areas of consumer behavior
research identified by faculty; 2) gain exposure to various faculty in marketing
and their research values and styles; and 3) develop and advance your own
research interests. Advanced Models in Marketing Research (Spring)
This course is taught collectively by the faculty members from the Marketing
Department. It is designed to expose advanced Ph.D. students (2nd year and up)
to the cutting-edge research in marketing models in order to help them to define
and advance their research interests (an equivalent course is also offered on
behavior research). This course will offer:
- in-depth discussions on some important topics in marketing by experts in
respective areas;
- tools, and methodologies required for conducting research in those areas;
- broad exposure to our faculty members and their proven research styles.
MKTG 995 - Dissertation MKTG 999 -
Independent Study
Comments or questions
Copyright © 1994-2002 Trustees of the University of Pennsylvania
Certifying Authority: The Wharton School Marketing Department
|
