Reimagining marketing doctoral programs

Autor: Manjit S. Yadav
Rok vydání: 2020
Předmět:
Zdroj: AMS Review. 10:56-64
ISSN: 1869-8182
1869-814X
DOI: 10.1007/s13162-020-00169-6
Popis: In this essay, my focus is on one critically important aspect of marketing doctoral programs: theory development. Theory animates everything we do in our discipline. Therefore, it is imperative that doctoral programs place theory at the heart of curriculum that shapes the thinking, priorities, and research efforts of our new scholars. Unfortunately, in many doctoral programs, this does not happen. To spur a conversation on this critically important issue in our discipline, I suggest five initiatives that seek to reimagine the content and structure of marketing doctoral programs. These initiatives are: (1) Add marketing to marketing doctoral programs; (2) Create a dedicated space in the curriculum for theory construction; (3) Restructure the sequence of doctoral seminars; (4) Make a foundational essay mandatory in dissertations; and (5) Change the culture of marketing doctoral programs.
Databáze: OpenAIRE
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