This
course aims to develop students' knowledge of theories in marketing. The perspective
in this course is that marketing does not depend on a pure or single
disciplinary base. Instead, it may be regarded as an applied social science or
synthetic discipline in the original sense of the process or result of building
up separate elements, especially ideas, into a connected whole or into a theory
or system. It follows that if one wishes to be qualified to practice the
profession of marketing then one should know and understand the sources of the
original ideas and theories on which it is founded. The course focuses on essential
theories in marketing. The course has a theoretical approach rather than being descriptive
or normative.
- Teacher: Iman Aghaei