PhD Courses Spring 2019
Introduction
Two ISBM courses; Customer Engagement Marketing and Structural Equation Modeling
IPSS Course Registration Open for Spring 2019
The Institute for the Study of Business Markets Offers Online PhD Seminars
Two courses will be offered this semester:
Customer Engagement Marketing will be taught by Professor Colleen M. Harmeling, Assistant Professor of Marketing, Florida State University.
This seminar will focus on academic research related to customer engagement marketing—a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions. The objective of this seminar is to provide a foundation for doctoral students interested in examining customer engagement marketing from both a theoretical and practical perspective. This seminar will help students:
- Understand customer engagement theories and research methods;
- Identify effective research approaches for studying customer engagement;
- Improve conceptualization, design, and implementation of your own research ideas.
This seminar will be taught on Tuesdays from 1:30PM – 3:30PM ET beginning on February 12, 2019.
Structural Equation Modeling for B2B Research will be taught by Professor Hans Baumgartner, Professor of Marketing and Department Head, The Pennsylvania State University.
The purpose of this seminar is to provide students with a solid foundation for using structural equation modeling in B-to-B research. Topics covered in the seminar include confirmatory factor analysis, measurement models for modeling sources or random and systematic error, structural equation modeling of integrated measurement and latent variable conceptualizations of B-to-B problems, and multi-sample structural equation models with mean structures. After taking this course, participants should be able to (1) better understand the methodological aspects of other people’s research and (2) conduct methodologically sound research of their own.
This seminar will be taught on Wednesdays from 11:30AM – 1:30PM ET beginning on February 13, 2019.
View complete Course Descriptions, Dates, and Registration Information
Registrations and application materials should be received by Friday, February 9, 2019.