Courses
At the intersection of empirical analysis and human psychology, the Marketing major empowers scholars to decode complex market dynamics. By mastering advanced marketing research and the intricacies of consumer behavior, we cultivate strategic visionaries capable of shaping innovative corporate responses in a rapidly evolving global landscape
The Master and Ph.D. programs in Marketing at SNU aspire to advance the global frontiers of the discipline by immersing students in uncompromising academic training, distinguished by both theoretical depth and empirical rigor.
Theory within our program encompasses foundational paradigms in consumer psychology and quantitative modeling, alongside the latest theoretical innovations addressing today’s complex markets. Empirics involves the sophisticated investigation of market dynamics and consumer decision-making, leveraging state-of-the-art econometric, analytical, and experimental methodologies.
The program’s architectural milestones—intensive coursework, comprehensive qualifying examinations, and the dissertation defense—are meticulously designed to cultivate the next generation of premier scholars in the field of marketing
Major Required Courses
Marketing Research
This course introduces statistical theories and methods critical to conduct academic researches involving research procedure, research design, analysis, and inference. Examples of topics are inference on relationship, causal relationship, experimental design, hypothesis development, hypothesis test, and multivariate data analysis.
Studies in Consumer Behavior
The purpose of this course is to provide a deep understanding of consumer behavior. In this course, students are required to discuss major issues about consumer behavior and to perform some projects based on case studies and in-depth interviews, thereby learning the strategic application of this knowledge.
Elective Major Courses
- Art and Culture Marketing Seminar
- Seminar in Consumer Behavior
- Seminar in Consumer Psychology: Information Processing, Motivation, and Persuasion
- Seminar in Marketing Models
- Service Marketing
- Special Topics in Consumer Research
- Special Topics in Quantitative Marketing
- Studies in Price Management
- Studies in Quantitative Marketing Decision Making
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