The doctoral course was held October 12-15, 2021 online (zoom). Organized by University of Vaasa, Finland in collaboration with Aarhus University, Denmark.

Course description:

The course provides an overview of the major theoretical and paradigmatic approaches within consumer marketing. The course gives a basic understanding on the various approaches on consumer research in marketing discipline, with a particular focus how they can be applied to consumer marketing management. Emphasis is given to the ability to probe into the fundamental assumptions and methodological approaches as well as into their limitations. The learning goal is to not only support participants’ own Ph.D. research but also offer a systematic ‘state-of-the-art’ overview on the wide-ranging field of consumer marketing.

Course employs so called flipped learning methodology as the students pre-work consists of a reading package as well as preparation of mini-presentations to be held during the intensive working days. The course days are grounded on experiential and digital learning methods (e.g. carried out via mini-group discussions) that complement lectures.

Faculty members and their topics on the course:

Klaus G Grunert (Aarhus University): Historical insights to consumer behavior research and its development

Associate Prof. Hannele Kauppinen-Räisänen (University of Vaasa): Qualitative inquiries into consumer value

Harri T. Luomala (University of Vaasa): Experimental research settings in consumer research

Docent, Associate Prof. Henna Syrjälä (University of Vaasa): Basic premises of cultural consumer marketing

Docent, Associate Prof. Elina Närvänen (University of Tampere): Marketplace cultures and consumption practices

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