Marketing for the Future Economy (DBA631)

DBA631 Marketing for the Future Economy develops senior marketing leaders' capability to conduct applied research in marketing, consumer behaviour, brand, advertising and the platform economy. In an era where generative AI, data privacy and the creator economy are transforming how brands connect with consumers, marketing leaders need research capabilities that go beyond intuition. The course covers consumer psychology, marketing analytics, brand research, computational advertising, generative AI in marketing, and the creator economy. Students are expected to design original research that yields actionable insights for marketing strategy, brand positioning and customer engagement. The course is designed for CMOs, brand directors and senior marketing professionals seeking to advance marketing practice through rigorous applied research.

• The marketing and consumer-behaviour research landscape
• Consumer psychology and behavioural research
• Marketing analytics and computational research
• Brand research, brand communities and virtual influencers
• Computational advertising and attention research
• Platform economy, network effects and the creator economy
• Generative AI in marketing
• Synthetic data and emerging methods in consumer research
• Privacy-first marketing and consumer trust
• Sustainability, social responsibility and ethical marketing
• Methodological approaches for marketing and consumer research
• Designing an applied research project in marketing and consumer behaviour

• Appraise foundational and contemporary theories of marketing and consumer behaviour as to how they shape practices in modern firms
• Synthesise the academic and practitioner literature on a chosen marketing sub-area (consumer, brand, advertising, platform) to identify novel, meaningful, and industry-relevant research questions
• Develop an applied research project in marketing or consumer-behaviour research that addresses a real-world challenge faced by senior marketing leaders
• Assess the conceptual novelty, theoretical foundation, and practical significance of a research question
• Design a methodologically rigorous and feasible applied research study in the marketing / consumer domain
• Justify the positioning of research findings such that they advance both scholarly discourse and practical marketing implications