marketing by phd

We’re Marketing by PHD.

A B2B marketing agency that specialises in developing bespoke communications strategies for businesses in the print, packaging, labels, life sciences, manufacturing and technology sectors.

Whether you’re looking for a simple monthly PR plan or a fully integrated B2B content marketing strategy, we can advise you on the best marketing mix to boost your brand message. We work across print, digital and face-to-face communication channels to achieve measurable results for your business.

Knowledge is power

Our B2B marketing support is backed by in-depth knowledge of client industries and market segments. We do our homework, speak our clients’ language and give our undivided attention. From established multinationals to private equity backed start-ups, we work hard to make technical, complex messaging simple – to best communicate with your target audience.

Collaboration is key

From your first point of contact with PHD founder, Joanna Stephenson, to daily communications with members of our PR and digital teams, you can expect a fully personalised experience when working with PHD. We’re relationship-focussed – every individual on our team is what makes PHD, PHD.

Results are everything

We are not ‘a jack of all trades and master of none’. We specialise in communications and digital content marketing and we work with talented partners, including our sister-company, Design by PH, to deliver measurable results for your business. Whatever your project or campaign requirements are, our collaborative approach has it covered.

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Game-changing new study showcases proven synergistic effect in a synbiotic concept

London Packaging Week Innovation Awards open for entries

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• First Floor, Zucchi Suite Nostell Business Estate Wakefield, WF4 1AB United Kingdom

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PhD Programs in Marketing

The AMA helps potential doctoral students find the right program for them by maintaining a global list of PhD and DBA-granting institutions that offer the opportunity to specialize in marketing. If you would like your institution added to the list below, please email [email protected].

Current doctoral students may find helpful resources via the AMA DocSIG and PhD students who are going on the market should check out the AMA Transitions Guide or learn about Academic Placement at the Summer Academic Conference .

• ​Chinese University of Hong Kong  
• City University of Hong Kong 
• Hong Kong University of Science and Technology 
• Indian Institute of Management, Ahmedabad
• JK Business School
• Lingnan University​​
• Management Development Institute  
• Nanyang Technological University ​
• National University of Singapore  
• Aston Business School
• Athens University of Economics & Business  
• Bilkent University 
• Bocconi University  
• Boğaziçi University
• Cardiff University  
• City, University London  
• Copenhagen Business School
• Cranfield University  
• Erasmus Research Institute of Management  
• ESSEC Business School
• Frankfurt School of Finance & Management  
• Goethe-Universitaet Frankfurt  
• Grenoble Ecole de Management  
• HEC Paris  
• Hanken School of Economics  
• INSEAD 
• ICTE Business School  
• Kingston University  
• Koc University  
• Lancaster University  
• Loughborough University 
• Lausanne University  
• London Busines s School  
• Maastricht University  
• Manchester Business School  
• Nottingham University  
• Tilburg University  
• Umea University  
• University of Bradford
• University College Dublin 
• University of Cologne​
• University of Exeter  
• University of Glasgow  
• University of Grenoble  
• University of Groningen
• University of Guelph  
• University of Liverpool  
• University of Mannheim
• University of Muenster
• University of Navarra, IESE  
• University of St. Gallen 
• University of Southern Denmark  
• University of Stirling​
• University of Strathclyde 
• University of Valencia  
• VU University Amsterdam 
• Wilfrid Laurier University 
• Warwick Business School 
• Yeditepe University
• Carleton University  
• Concordia University 
• HEC Montréal  
• Laval University  
• McGill University
• McMaster University  
• Queen’s University
• Simon Fraser University 
• University of Alberta 
• University of British Columbia 
• University of Calgary
• University of Manitoba​
• University of Toronto  
• Western University  
• York University ​

Australia and New Zealand

• Bond University 
• Deakin University
• Griffith University​ 
• La Trobe University  
• Macquarie Graduate School of Management 
• Melbourne Business School  
• Monash University 
• Queensland University of Technology 
• Royal Melbourne Institute of Technology 
• University of Adelaide 
• University of Ballarat 
• University of Canterbury​
• University of Melbourne 
• University of Newcastle 
• University of New South Wales  
• University of Otago 
• University of South Australia  
• University of Sydney 
• University of Technology, Sydney  
• University of Western Australia 
• University of Wollongong

United States of America

• Arizona State University  
• Bentley University  
• Boston University 
• Carnegie Mellon University 
• City University of New York (Baruch College) 
• Cleveland State University 
• Cornell University 
• Columbia University  
• Drexel University  
• Duke University  
• Emory University  
• Florida Atlantic University  
• Florida International University 
• Florida State University
• Fordham University  
• George Washington University 
• Georgia Institute of Technology  
• Georgia State University 
• Grand Canyon University  
• Harvard University  
• Indiana University  
• Iowa State University  
• Kennesaw University 
• Kent State University  
• Louisiana State University
• Louisiana Tech University  
• Massachusetts Institute of Technology  
• Michigan State University  
• Mississippi State University 
• Morgan State University 
• New Mexico State University 
• New York University  
• Northwestern University  
• The Ohio State University 
• Oklahoma State University  
• Old Dominion University
• Pace University  
• Pennsylvania State University  
• Purdue University  
• Rutgers University  
• Saint Louis University 
• Southern Illinois University  
• Stanford University  
• State University of New York, ​Binghamton  
• Syracuse University 
• Temple University  
• Texas A & M University  
• Texas Tech University 
• University of Alabama 
• University of Arizona  
• University of Arkansas 
• University at Buffalo  
• University of California, Berkeley  
• University of California, Irvine  
• University of California, Los Angeles
• University of California, Riverside
• University of California, San Diego  
• University of Central Florida 
• University of Chicago 
• University of Cincinnati 
• University of Colorado at Boulder  
• University of Connecticut  
• University of Florida  
• University of Georgia 
• University of Hawaii at Manoa  
• University of Houston  
• University of Illinois at Urbana Champaign 
• University of Illinois at Chicago 
• University of Iowa  
• University of Kansas 
• University of Kentucky 
• University of Maryland  
• University of Massachusetts – Amherst
• University of Massachusetts – Lowell  
• University of Memphis  
• University of Miami 
• University of Michigan  
• University of Minnesota  
• University of Mississippi  
• University of Missouri 
• University of Nebraska-Lincoln  
• University of North Carolina 
• University of North Texas 
• University of Oklahoma 
• University of Oregon  
• University of Pennsylvania  
• University of Pittsburgh 
• University of Rhode Island 
• University of Rochester  
• University of South Carolina  
• University of Southern California  
• University of South Florida  
• University of Tennessee 
• University of Texas – Arlington 
• University of Texas at Austin – Marketing 
• University of Texas – Dallas 
• University of Texas – El Paso​
• University of Texas – Rio Grande Valley  
• University of Texas – San Antonio 
• University of Utah  
• University of Virginia 
• University of Washington  
• University of Wisconsin-Madison 
• University of Wisconsin-Milwaukee 
• University of Wyoming  
• Vanderbilt University 
• Virginia Polytechnic Institute and State University  
• Washington State University  
• Washington University in St. Louis  
• West Virginia University 
• Yale University  
• Wayne State University  ​​​

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• Harvard Business School →
• Doctoral Programs →

PhD Programs

• Accounting & Management
• Business Economics
• Health Policy (Management)
• Organizational Behavior
• Technology & Operations Management

Students in our PhD programs are encouraged from day one to think of this experience as their first job in business academia—a training ground for a challenging and rewarding career generating rigorous, relevant research that influences practice.

Our doctoral students work with faculty and access resources throughout HBS and Harvard University. The PhD program curriculum requires coursework at HBS and other Harvard discipline departments, and with HBS and Harvard faculty on advisory committees. Faculty throughout Harvard guide the programs through their participation on advisory committees.

How do I know which program is right for me?

There are many paths, but we are one HBS. Our PhD students draw on diverse personal and professional backgrounds to pursue an ever-expanding range of research topics. Explore more here about each program’s requirements & curriculum, read student profiles for each discipline as well as student research , and placement information.

The PhD in Business Administration grounds students in the disciplinary theories and research methods that form the foundation of an academic career. Jointly administered by HBS and GSAS, the program has five areas of study: Accounting and Management , Management , Marketing , Strategy , and Technology and Operations Management . All areas of study involve roughly two years of coursework culminating in a field exam. The remaining years of the program are spent conducting independent research, working on co-authored publications, and writing the dissertation. Students join these programs from a wide range of backgrounds, from consulting to engineering. Many applicants possess liberal arts degrees, as there is not a requirement to possess a business degree before joining the program

The PhD in Business Economics provides students the opportunity to study in both Harvard’s world-class Economics Department and Harvard Business School. Throughout the program, coursework includes exploration of microeconomic theory, macroeconomic theory, probability and statistics, and econometrics. While some students join the Business Economics program directly from undergraduate or masters programs, others have worked in economic consulting firms or as research assistants at universities or intergovernmental organizations.

The PhD program in Health Policy (Management) is rooted in data-driven research on the managerial, operational, and strategic issues facing a wide range of organizations. Coursework includes the study of microeconomic theory, management, research methods, and statistics. The backgrounds of students in this program are quite varied, with some coming from public health or the healthcare industry, while others arrive at the program with a background in disciplinary research

The PhD program in Organizational Behavior offers two tracks: either a micro or macro approach. In the micro track, students focus on the study of interpersonal relationships within organizations and the effects that groups have on individuals. Students in the macro track use sociological methods to examine organizations, groups, and markets as a whole, including topics such as the influence of individuals on organizational change, or the relationship between social missions and financial objectives. Jointly administered by HBS and GSAS, the program includes core disciplinary training in sociology or psychology, as well as additional coursework in organizational behavior.

Accounting & Management  

Business economics  , health policy (management)  , management  , marketing  , organizational behavior  , strategy  , technology & operations management  .

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The marketing faculty embrace research traditions grounded in psychology and behavioral decision-making, economics and industrial organization, and statistics and management science.

These traditions support research inquiries into consumer behavior, firm behavior, the development of methods for improving the allocation of marketing resources, and understanding of how marketing works in a market setting.

A small number of students are accepted into the PhD Program in marketing each year, with a total of about 18 marketing students in residence. Student-faculty relationships are close, both professionally and socially. This permits the tailoring of the program of study to fit the background and career goals of the individual.

A marketing student’s program of study usually includes several doctoral seminars taught by marketing faculty, some doctoral seminars taught by other Stanford GSB faculty, and a considerable number of graduate-level courses in related departments outside the business school, depending on a student’s particular area of investigation.

The field is often broken down into two broad subareas: behavioral marketing and quantitative marketing.

Behavioral Marketing

Behavioral marketing is the study of how individuals behave in consumer-relevant domains. This area of marketing draws from social psychology and behavioral decision theory and includes a wide variety of topics such as:

• Decision making
• Attitudes and persuasion
• Social influence
• Motivation and goals
• New technologies
• Consumer neuroscience
• Misinformation

Students in this track take classes in behaviorally oriented subjects within Stanford GSB and also in the Psychology Department . All students have the opportunity to interact with Stanford GSB faculty in every group and, indeed, across the Stanford campus.

Behavioral Interest Group

There is also a formal institutional link between the behavioral side of marketing and the micro side of organizational behavior , which is called the Behavioral Interest Group. The Stanford GSB Behavioral Lab links members of this group. This lab fosters collaborative work across field boundaries among those with behavioral interests.

The Behavioral Lab is an interdisciplinary social research laboratory open to all Stanford GSB faculty and PhD students. The lab’s research primarily spans the fields of organizational behavior and behavioral marketing, and covers a rich and diverse array of topics, including attitudes and preferences, consumer decision-making, group dynamics, leadership, morality, power, and prosocial behavior.

Preparation and Qualifications

A background in psychology and experience with experimental methods and data analysis provide optimal preparation for students pursuing the behavioral track, though students from a variety of backgrounds have performed well in the program.

Quantitative Marketing

The quantitative marketing faculty at Stanford emphasize theoretically grounded empirical analysis of applied marketing problems. This line of inquiry draws primarily on fundamentals in applied microeconomic theory, industrial organization, and econometrics and statistics.

Questions of interest include:

Investigating consumer choices and purchase behavior

Examining product, pricing, advertising, and promotion strategies of firms

Analyzing competition in a wide range of domains

Development and application of large-scale experimentation, high-dimensional statistics, applied econometrics and big-data methods to solve marketing problems

A common theme of research is the use of rigorous quantitative methods to study important, managerially relevant marketing questions.

Cross-Campus Collaboration

Students in this track take common classes in quantitatively oriented subjects with others at Stanford GSB, as well as the Economics and Statistics Departments. All Stanford GSB students have the opportunity to interact with Stanford GSB faculty in every group and, indeed, across the Stanford campus.

Solid training in economics and statistical methods, as well as programming skills, offers a distinct advantage for quantitative marketing students, but students from various backgrounds such as engineering, computer science, and physics have thrived in the program.

Faculty in Behavioral Marketing

Jennifer aaker, szu-chi huang, jonathan levav, zakary tormala, s. christian wheeler, faculty in quantitative marketing, kwabena baah donkor, wesley r. hartmann, sridhar narayanan, navdeep s. sahni, emeriti faculty, james m. lattin, david bruce montgomery, michael l. ray, itamar simonson, v. “seenu” srinivasan, recent publications in marketing, express: using price promotions to drive children’s healthy choices in a developing economy, regulating privacy online: an economic evaluation of the gdpr, the allure of consensus: people (over)seek consensus in selecting group persuasion strategies., recent insights by stanford business, a little fun — and a discount — can steer kids to healthier foods, what people really think about search engine ads. (you might be surprised.), zoom in... or out why face-to-face meetings matter.

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Wharton’s Marketing faculty, the most published and cited in the world, are leaders in developing new knowledge in marketing and related core disciplines.

The Wharton doctoral program offers students an unmatched interdisciplinary environment within which to generate creative ideas and hypotheses and to develop the analytic skills to evaluate them.

Faculty members are active in diverse research areas that connect to initiatives and centers both within Wharton more broadly, and other departments within the university. Recent research topics include such areas as: cognitive processes of consumers; consumer preference measurement; marketing decision support systems; design and adoption of new products and services; and social media and consumer inter-dependencies.

The Marketing Program requires students to have a basic knowledge of various business areas, computer programming, calculus, and matrix algebra.

For information on courses and sample plans of study, please visit the University Graduate Catalog .

For more information about the Joint Doctoral Degree in Marketing and Psychology:  https://marketing.wharton.upenn.edu/joint-doctoral-degree-in-marketing-and-psychology/

Get the Details.

Visit the Marketing website for details on program requirements and courses. Read faculty and student research and bios to see what you can do with a Marketing PhD.

Effective solutions for complex business problems.

The Marketing PhD focuses on the demand and supply of products and services. Our students acquire a powerful skillset based in economics, econometrics, statistics, machine learning, and causal inference. These skills allow our students to answer substantive questions in marketing by applying or developing new empirical approaches. 

Our faculty engage with PhD students in a close mentoring relationship that allows students to develop both the technical and independent research skills needed for a successful academic career. Recent research by our faculty and PhD students studies broad areas including digital, online, retail competition, pricing, platform competition, word-of-mouth, and advertising.

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Program outline: marketing, the first year each.

PhD Marketing student's schedule of courses is customized to address his or her background and interests. Classes occur in the Simon Business School and also in closely related areas including the University of Rochester Economics Department and the Computer Science Department. First year students are required to pass Preliminary Requirements by demonstrating proficiency in specific courses. A research oriented first-year paper is due by October 15 of the second year.

The Second Year

In the second year, student participation in marketing seminars is required as well as continuation in courses. This training rounds out the toolkit and continues to deepen exposure to the literature and is chosen in consultation with faculty to ensure the courses provide the appropriate training. The Qualifying Exam consists of passing an examination of the second-year research paper. This paper is due by September 15 of the third year and should be an original contribution to the marketing literature. The paper will be presented in a Marketing Workshop the fall of the students third year.

The Third Year and Beyond

In the third year, students move from course work to active research. In addition, continued participation in all Marketing seminars is required.

Required Courses.

The Course Catalog contains degree requirements and course descriptions. Please refer the Simon Registrar's website for the current Course Catalog. Classes occur in the Simon Business School and also in closely related areas including the University of Rochester Economics Department and the Computer Science Department.

Simon Registrar

Course Catalog

PhD Marketing Courses

This class is intended to provide PhD students with an advanced treatment of causal inference as well as a gentle introduction to frontier machine learning techniques that are useful in economic applications. From the machine learning toolkit, we will cover Lasso and Random Forests in detail, along with recent approaches to inference with HD nuisance parameters. Deep Learning will be covered only briefly. R packages for implementation of Lasso and Forests will be introduced. We will then consider the three canonical approaches to causal inference: the Rubin framework, the Pearl framework and the Heckman synthesis. Randomized control trials and associated methods of inference (Fisher exact p-values and randomization inference) will be covered briefly. We will then consider recent approaches based on synthetic control and matrix completion. We next turn to methods based on selective choice, including Roy models and control functions. Finally, we will consider some issues related to IV approaches, including problems of weak or many instruments (and a Lasso-based solution) and the local/selected nature of resulting estimands (LATE and MTE).

This course introduces students to canonical modeling approaches for analyzing decision making by both firms and consumers, focusing on static environments. Central topics include demand estimation, models of strategic interaction, networks and platforms and auctions. Applications include firm pricing decisions, new product introductions, strategic entry and vertical relationships. The course generally includes coding assignments and student presentations, in addition to the weekly lectures on methods and applications.

This course examines consumer and firm behaviors that involve inter-temporal trade-offs and as a result involve dynamic optimization on the part of both consumers and firms. It begins with an overview of dynamic programming methods, in both single and multi-agent settings, emphasizing methods that link estimation with computation. Single agent topics include models of capital replacement, dynamic demand, inventory models and salesforce management. Multi-agent topics include strategic innovation, learning by doing, demand smoothing, and product repositioning. A strong emphasis is placed on recent methods and frontier topics. The course generally includes coding assignments and several student presentations, in addition to weekly lectures.

This workshop provides a forum for the presentation of research ideas and completed research by students. The course includes discussion of current job market papers and job market presentations, journal reviewing, and generating new research ideas. In addition, some topics are covered to illustrate current research areas of interest for the faculty. All marketing PhD students who are not on the job market are expected to participate actively.

Prerequisite: Permission of the instructor

This course is designed for first, second, and third year students to provide exposure to the literature related to core research methods used in quantitative marketing research and to build student appreciation of what goes into conducting research in quantitative marketing. The content of the course varies by year with similar core topics, but rotating papers, and some rotating topics. The core topics include choice models, aggregate demand models, Bayesian models, consumer heterogeneity, and state dependence. Rotating topics have included structural model identification, experimentation, causal inference, search, learning, advertising effects, and conjoint analysis, and rotate each year. In addition, the course provides exposures to other perspectives on quantitative research. Course evaluation includes coding assignments and homework’s, and the final exam has both coding and conceptual parts to it. In addition, students are expected to submit a paper and present their own research.

This course covers advanced topics in quantitative marketing research. The topics rotate each time offered and are selected based on current topical areas in the marketing, economics, and related fields as well as student and faculty research interests. Part of the evaluation in the course is to submit a paper and present their own research. All marketing PhD students who are not on the job market are expected to participate actively.

PhD | Marketing

The Ph.D. in Marketing

Stern’s Ph.D. program in marketing trains students to perform research in a broad array of behavioral areas such as consumer psychology, information processing, and judgment and decision making. The program also teaches students how to conduct research that develops econometric and statistical models to investigate consumer, firm, and market phenomena. The behavioral work in the department emphasizes experimental methodologies while the marketing science research focuses on structural models and Bayesian analyses. Applications of theory focus on current topics such as branding, social networks and media, word of mouth, and the use of digital media. The department is proud of a long tradition of close collaboration between doctoral students and faculty members.

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Discover our other fields of study.

The Marketing area at the Mitchell E. Daniels, Jr. School of Business has a long tradition of leadership in doctoral education. The school’s marketing PhD graduates are among the nation's best in terms of the impact of their research on the profession, according to a study by Academic Assessment Services. Purdue graduates were one of only five sets of alumni to be ranked in the top 15 on each of five separate measures of influence.

In their doctoral coursework, marketing PhD students learn theoretical models and their empirical applications related to consumer behavior, organization buying behavior, pricing, product design, advertising, promotion, sales force, distribution, new product planning, marketing planning, and strategy decisions

The objective of the program is to educate cutting-edge future researchers who will contribute to the advancement of marketing and management science. We appreciate that marketing is both an art and a science and will prepare you for a career in academia, marketing consulting, marketing research/analytics, UX/UI design, business development and more.

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Morning Consult, 2022

Best Value School #7

The Wall Street Journal / Times Higher Education, 2022

Most Innovative School in the U.S. Top 10

US News and World Report, 2023

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If you would like to receive more information about doctoral study in Marketing, please fill out the form and an Admissions Specialist will be in touch to connect you with a department representative!

Contact us for more information. [email protected]

Program Details

Faculty and Students

Marketing PhD Program

Marketing is an interdisciplinary field that examines the interactions of consumers and businesses in the marketplace. Academic research in marketing draws upon theories and methodology from a wide variety of fields, including psychology, sociology, mathematics, statistics, and economics. Faculty members in Marshall’s marketing department represent numerous theoretical backgrounds and substantive interests. As mentors, they encourage students to identify their own interests and develop the analytic and methodological skills to pursue their own research questions.

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CONCENTRATIONS

Quantitative marketing.

This area of marketing shares theories and methodologies with economics, mathematics, and statistics. Faculty advising students in this area are experts in a variety of topics such as

• Applications of artificial intelligence in marketing
• Understanding how businesses manage social interactions
• The impact of digital platforms on different industries
• Social networks and network structures in markets
• Strategic pricing decisions
• Distribution-channel strategies
• Innovation and product growth
• Global markets

Consumer Psychology

This area of marketing shares theories and methodologies with social and cognitive psychology and behavioral economics. Faculty advising students in this area are experts in a variety of topics such as

• Status and luxury goods
• Branding and consumers’ attachments to brands
• Consumers’ strategies to maintain a positive self-evaluations
• Emotions and their effects on consumers’ valuations of products
• How the use of technology affects consumers’ enjoyment and memories of experiences
• Consumers' responses to service and product failure
• Budgeting and saving decisions
• Consumer Creativity

Developing Marketing Scholars

The aim of the PhD program in marketing at USC is to develop outstanding researchers and prepare them for productive careers in academia. During their studies, students will transition from consumers of knowledge to producers and disseminators of knowledge.

Marshall’s PhD program in marketing is highly selective. The small size of the program allows for close collaborations between students and faculty and for students to tailor their program of study to fit their background and research interests.

From the beginning of the program, students have the opportunity to engage in different research projects and receive guidance and mentorship from faculty experts. Students are strongly encouraged to develop their own research program and have the freedom to pursue their own ideas.

Faculty members are experts in their areas and are highly committed to the training and guidance of PhD students.

Faculty Coordinator: Gülden Ülkümen, Professor of Marketing

REQUIREMENTS

During their first two years in the program, students are required to complete a series of classes in marketing as well as in other departments in Marshall and USC at large.

Within marketing, PhD students complete four marketing seminars (two in quantitative marketing and strategy, two in consumer behavior). These seminars cover the key areas of academic marketing research and provide students a broad perspective of the field of marketing.

Fall Semester — Even Years

MKT 613: Marketing Models in Consumer and Business-to-Business Markets

Spring Semester - Odd Years

MKT 616: Consumer Behavior Theory and Research

Fall Semester - Odd Years

MKT 615 Strategic and Marketing Mix Models

Spring Semester - Even Years

MKT 618: Consumer Behavior and Decision Making

In addition, students take classes in other departments in the business school (e.g., Management and Organizational Behavior, Data Science), as well as in departments across campus (e.g., economics, psychology, statistics, computer science).

First Year Summer Research Paper

The first year paper allows students to develop their own research interest and to demonstrate their research potential. Students develop an original research question and provide initial tests of their predictions. A faculty mentor and other marketing faculty form the first year research paper committee that guides the student’s process.

Qualifying Exam

Following the spring semester of their second year, students will take part in a qualifying exam that leads to the assessment of whether the student is ready for ascension to candidacy. The topics pursued in the qualifying exam often evolve into a substantial portion of the student’s dissertation. A faculty mentor and other faculty members from marketing and from outside the department form the qualifying exam committee that guides the student’s process.

After passing the qualifying exam, students are admitted to PhD candidacy and pursue their research, culminating in their dissertation.

Research Mentorship

Students work with different research mentors over the course of the program. In the first two years, students work with different faculty member each semester, in order to expose students to different researchers and research approaches. By the end of year two, students should have identified a primary research mentor who will guide them until completion of the dissertation, i.e., their faculty advisor.

Year 1: In year 1, the research mentor aims to advise the student with their courses, studies, and overall strategies in the program. Students may assist with a faculty research project if it offers a good learning experience and does not interfere with classes and other program requirements. In some cases, the relationship may involve the student working on their own research project, in which case the research mentor serves as an advisor. Further, the research mentor may be involved in guiding the development of the first-year paper.

Year 2: In year 2, the student should gain further research skills by assisting the faculty mentor with a research project that offers a good learning experience. Activities may include data collection, data cleaning, data organizing, coding, and estimation for empirical projects, and checking models and proofs for theoretical projects. In some cases, the relationship may involve the student working on their own research project, in which case the research mentor serves as an advisor. Further, the research mentor advises the student in developing the second-year paper.

Year 3: In year 3, the student will continue to gain research skills by working on research projects from previous years that should involve different faculty. If not yet done, the student will start developing their own research projects and agenda. The research mentor will primarily serve as an advisor.

Year 4: In year 4, the student will continue to improve their research skills, advancing research projects from previous years, and start new ones. The research mentor will continue to serve as an advisor.

Year 5: In year 5, the research mentor serves to advise the student on completion of the dissertation. In most cases, the advisor will serve as the student’s dissertation chair.

You will work hands-on in a thriving research culture with constant exposure to new and important ideas. Marshall is ranked 5th in the world in research for the years 2018–2022 by the UT-Dallas Research Rankings.

Our faculty regularly publish in the field’s top journals, such as:

• Journal of Marketing
• Journal of Marketing Research
• Journal of Consumer Research
• Marketing Science
• Management Science

Our faculty also continuously publish in the premiere journals of related disciplines

• American Economic Review
• Journal of Personality and Social Psychology
• Journal of experimental Psychology: General
• Psychological Science
• The Rand Journal of Economics

Selective List of Journal Publications With Students

From the very beginning of the program, students collaborate with faculty on research projects with the goal of producing research that will be published in the top journals. Below, please find a selection of recent articles that resulted from these collaborations. * denote current or former PhD students.

Ceylan*, Gizem, Kristin Diehl, and Wendy Wood (forthcoming), “To Imagine or Not to Imagine: A Meta-Analysis Investigating the Effectiveness of Mental Simulation of Positive Experiences on Behavior,” Journal of Marketing .

Ceylan*, Gizem, Kristin Diehl, and Davide Proserpio (forthcoming), “Words Meet Photos: When and Why Visual Content Increases Review Helpfulness,” Journal of Marketing Research .

Chandrasekaran*, Deepa, Gerard J. Tellis and Gareth James (2022), “Leapfrogging, Cannibalization, and Survival during Disruptive Technological Change: The Critical Role of Rate of Disengagement,” Journal of Marketing.

D’Angelo*, Jennifer K., Kristin Diehl, and Lisa A. Cavanaugh. "Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar Choices." Journal of Consumer Research 46, no. 4 (2019): 750-773.

Donovan*, Leigh Anne and Priester, Joseph (2020). Exploring the psychological processes that underlie interpersonal forgiveness: Replication and extension of the model of motivated interpersonal forgiveness. Frontiers in Psychology.

Donovan*, Leigh Anne Novak, and Joseph R. Priester. "Exploring the psychological processes underlying interpersonal forgiveness: The superiority of motivated reasoning over empathy." Journal of Experimental Social Psychology 71 (2017): 16-30.

Dukes, Anthony and Yi Zhu* (2019) “Why Customer Service Frustrates Consumers: Exploiting Hassel Costs by a Tiered Customer Service Organization,” Marketing Science, 38(3): 500-515.

Hong*, Jihoon, Max Wei and Gerard J. Tellis (2022), “Machine Learning for Creativity: How Similarity Networks Can Identify Successful Projects in Crowdfunding,” Journal of Marketing .

Jayarajan*, Dinakar, S. Siddarth, and Jorge Silva-Risso. "Cannibalization vs. competition: An empirical study of the impact of product durability on automobile demand." International Journal of Research in Marketing 35, no. 4 (2018): 641-660.

Paulson*, Courtney, Lan Luo, and Gareth M. James. "Efficient large-scale internet media selection optimization for online display advertising." Journal of Marketing Research 55, no. 4 (2018): 489-506.

Pei*, Amy, and Dina Mayzlin (2021), "Influencing the Influencers." Marketing Science, forthcoming.

Proserpio, Davide, Isamar Troncoso*, and Francesca Valsesia* (2021) "Does gender matter? The effect of management responses on reviewing behavior." Marketing Science, Forthcoming.

Gerard J. Tellis, Ashish Sood, Nitish Sood, Sajeev Nair* (2023), “Lockdown Without Loss? A Natural Experiment of Net Payoffs from to Covid COVID-19,” Journal of Public Policy and Marketing .

Troncoso*, Isamar and Lan Luo (2023), “Look the Part? The Role of Profile Pictures in Online Labor Marketplace,” Marketing Science .

Valsesia*, Francesca and Kristin Diehl (2022), “Let Me Show You What I Did Versus What I Have: Sharing Experiential Versus Material Purchases Alters Authenticity and Liking of Social Media Users,” Journal of Consumer Research¸ Volume 49, October, p. 430-449.

Tellis, Gerard J., Deborah J. MacInnis, Seshadri Tirunillai*, and Yanwei Zhang*. "What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence." Journal of Marketing 83, no. 4 (2019): 1-20.

Valsesia*, Francesca, Kristin Diehl, and Joseph C. Nunes (2017), “Based on a True Story: Making People Believe the Unbelievable,” Journal of Experimental Social Psychology, 71, 105-110

Valsesia*, Francesca, Joseph C. Nunes, and Andrea Ordanini (2021), “I Am Not Talking to You: Partitioning an Audience in an Attempt to Solve the Self-Promotion Dilemma,” Organizational Behavior and Human Decision Processes, 165, 76-89.

Valsesia*, Francesca, Davide Proserpio, and Joseph C. Nunes. "The Positive Effect of Not Following Others on Social Media." Journal of Marketing Research (2020): 0022243720915467.

Xu*, Zibin, Yi Zhu and Shantanu Dutta (Forthcoming), “Platform Screening Strategies And The Role of Niche Sellers on Service Provision”, International Journal of Research in Marketing

Xu*, Zibin and Anthony Dukes, (2021) “Personalization, Customer Data Aggregation, and the Role of List Price,” Management Science, forthcoming.

Xu*, Zibin, and Anthony Dukes. "Product line design under preference uncertainty using aggregate consumer data." Marketing Science 38, no. 4 (2019): 669-689.

Zhang*, Mengxia and Lan Luo (2023), “Can Consumer Posted Photos Serve as a Leading Indicator of Restaurant Survival? Evidence from Yelp,” Management Science , Vol. 69, No. 1, 25–50

Zhu*, Yi and Anthony Dukes (2017), “Prominent Attributes under Limited Attention,” Marketing Science, 36(5): 683-698.

Faculty Honors

The research of our faculty has been recognized repeatedly as innovative and highly impactful. Faculty members have been named fellows in the field’s leading professional organizations.

• American Marketing Association IO Lifetime Achievement Award
• Vijay Mahajan Lifetime Contribution to Marketing Strategy Award
• Alpha Kappa Psi Award
• Harold H. Maynard Award
• William F. O’Dell Award
• Donald R. Lehmann Award
• John D.C. Little Award
• INFORMS Society for Marketing Science Long-term Impact Award
• Fellow of INFORMS Society for Marketing Science
• Fellow of American Marketing Association
• Fellow of Association of Consumer Research
• Fellow of Society of Consumer Psychology

Proven Thought Leaders

Our faculty have a substantial role in shaping the discipline through their positions as editors, associate editors and editorial board members of:

• Journal of Consumer Psychology

Our faculty also include former presidents of major professional organizations, such as the Association for Consumer Research, the Association for Consumer Psychology, and INFORMS Society of Marketing Science (ISMS).

Program Culture

The culture of the program is research focused, collegial, supportive, and highly interactive. PhD students are “junior colleagues” encouraged to participate in academic research with faculty from the very beginning. The low PhD student/faculty ratio coupled with the marketing faculty’s “open door” policy promotes frequent and meaningful interactions between faculty and students about research, careers and teaching. Students also serve as colleagues and mentors to each other and often develop papers together.

Research Environment Faculty and students attend weekly scholarly presentations from invited faculty from around the world. In addition internal brown bag seminars and reading groups allow students and faculty to exchange ideas and receive feedback on research topics.

Student Background Our students come from all of over the world. They have strong academic backgrounds and bring with them a variety of experiences prior to joining the program.

Awards Marketing Ph.D. students have contributed to the field by publishing in leading journals and winning numerous prestigious research awards, including the SCP Sheth Award and the William O’Dell Award for long term contributions to marketing for articles published in the Journal of Marketing Research. Students have been recipients of INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Competition Award, finalists for the John D. Little Award for best paper in Marketing Science, and early career achievement award in marketing. Student research proposals have been funded by the Marketing Science Institute (MSI) and the Institute for The Study of Business Markets (ISBM).

PHD STUDENTS

Stephan (steve) carney.

• PhD Student in Marketing

Maansi Dalmia

Aparna jayaram, soohyun kim.

Our PhD graduates contribute to marketing research and practice throughout the world. We have a long history of mentoring PhD students who are on the faculty of top universities around the world.

Recent Placements (2023-2019)

Elisa Solinas (2023) Assistant Professor, IE, Spain

Wensi Zhang (2023) Assistant Professor, University of Texas at Dallas, USA

Gizem Ceylan (2022) Postdoctoral Researcher, Yale University

Ilya Lukibanov (2022) Data Scientist, AXS, USA

Sajeev Nair (2022) Assistant Professor, University of Kansas, USA

Isamar Troncoso (2022) Assistant Professor, Harvard Business School, USA

Chaumanix Dutton (2021) Assistant Professor, Arizona State University, USA

Jihoon Hong (2021) Assistant Professor, Arizona State University, USA

Mengxia Zhang (2021) Assistant Professor, Ivey Business School, Western University, Canada

Jennifer D'Angelo (2020) Assistant Professor, TCU, USA

Amy Pei (2020) Assistant Professor, Northeastern University, USA

Yao Yao (2019) Assistant Professor, San Diego State University, USA

APPLYING TO THE PhD PROGRAM

Dates + deadlines.

December 15, 2023: Application Deadline - Accounting, Data Sciences & Operations, and Management & Organization* 

January 15, 2024: Application Deadline - Finance & Business Economics and Marketing 

The link to the PhD Program application is available on the Admissions page and the next opportunity to apply is for Fall 2024 admission. Late applications may or may not be considered at the discretion of the admissions committee. 

Admissions decisions are made from mid-February to mid-April. You will be notified by email when a decision has been made.

ADMISSIONS CONTACT

Ph.D. Program USC Marshall School of Business 3670 Trousdale Parkway, BRI 306 Los Angeles, California 90089-0809 EMAIL

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FAQ about the PhD in Marketing

Questions regarding a phd in marketing, what kind of research is done in marketing.

Marketing research is vast and varied, encompassing a wide range of topics and methodologies to understand how consumers and firms behave and interact in markets.

In terms of research interests, the list is long, but here’s a glimpse of broad areas of interest in our field:

• What makes businesses successful?
• How do individuals, families, or firms make decisions? 
• What makes products and marketing campaigns successful?
• How can firms better compete in markets?
• How do platforms operate and should be designed?
• How can we improve consumer welfare and well-being?

Below is also a small selection of recent research areas in our department:

• How does fake news affect decisions, and how do social media algorithms affect news and content consumption
• The impact of new technologies such as AI and LLMs on consumer behavior and firm competitiveness
• The design of digital platforms and marketing campaigns to encourage different outcomes such as fairness, equity and efficiency
• Development of new machine learning methods to tackle data sparsity issues and measure consumer heterogeneity in preferences
• Deployment and analysis of large scale field experiments to test behavioral nudges and improve social welfare

There is much more – we encourage you to visit the department’s website and look at the individual faculty pages, who showcase their recent research projects.

What is the typical academic background of a marketing researcher?

Because marketing draws from so many fields, the “typical” background is quite diverse. Our students and faculty have fundamental training in fields such as Psychology, Sociology, Economics, Statistics, Computer Science, Math, Physics, Engineering and more.

I don't have a background in marketing - should I apply?

You do not need prior background in marketing. Many of our faculty come from other diverse fields, such as Psychology, Sociology, Statistics, Computer Science, and Economics. Our program is designed to expose students to the field of marketing while capitalizing on their strong academic background, which is often in other fields.

Do I need to know what I want to research in order to apply?

No, you do not need to know what you want to research in order to apply. However, if you can share in your application the types of research ideas and topics you are interested in, we’ll be better able to determine if our program is a match for you.

Do I need someone to agree to advise me to be admitted?

You do not need to find an advisor prior to admission. We admit students centrally to the department, and students work on matching up with an advisor in their first two years.

Questions about Wharton

What makes the wharton marketing department unique.

Wharton’s Marketing Department is one of the largest (if not the largest) in the world, which allows us to have an unparalleled breadth of research areas and methods that faculty and students apply. We often say that if you work on something, and have a question, there is always someone close by who probably knows the answer.

Our department takes pride in focusing on relevant and applied research that creates impact both in academia and the business world. Many of our faculty and students also collaborate with companies and researchers in other fields to generate novel and exciting knowledge.

What makes the Wharton Marketing PhD Program unique?

As a PhD student at Wharton, you will belong to an elite group of students in one of the world’s top business schools. You will have access to vast research resources, learn from and work with amazing world-class faculty, and be a part of an exciting and active group of students.

Where do graduates of the program usually go?

Most of our graduates become faculty in top research universities. For example, recently our graduates took faculty positions at Northwestern, Stanford and Yale. You can see our recent placements here: https://marketing.wharton.upenn.edu/phd-recent-alumni/

What is life in Philadelphia like?

Philadelphia, founded in 1682, is a large modern international and multicultural city with strong historic roots. It has approximately 1.5M in population in the city proper and 6M population in the Metro area. The city is located in the northeast United States, between New York City (1:20 hours by train) and Washington DC (1:45 hours by train). 

As one of the largest cities in the US, and because of its historical roots as the original capital of the US, Philadelphia is extremely walkable, has a vibrant food and nightlife scene, and access to all amenities expected from a global city, including many parks, music venues, museums and other attractions. Philadelphia is also home to 3 large research universities and 5 medical schools, creating a vibrant student and research focused environment.

What are the housing options for students?

Most of our PhD students live in Center City (Downtown) or University City close to campus (West Philly) which are walking distance from campus. For more information see  https://gsc.upenn.edu/resources/wellness/living-philadelphia .

What is the cost of living in Philadelphia?

Philadelphia is considered as one of the most affordable large cities in the US. For  a sense of the cost, you can check out Numbeo .

Does the program support PhD students with children?

The PhD program supports students with children with extended funding time as well as additional resources made available by the university.

Questions about the program and its structure

Why does wharton’s program have a behavioral and a quantitative track.

Behavioral and quantitative approaches both offer useful insights and tools for theory building and research practice. We therefore encourage students to appreciate both. However, it is very difficult to become an expert in both areas within only 5 years. We therefore offer two tracks. This enables you to make deep contributions in your chosen area of expertise, while still developing a sufficiently broad perspective to become an active member of the marketing community as a whole and to leverage a wider and richer set of ideas.

What are the main differences between the behavioral and quantitative tracks?

The main difference between the tracks is in the type of methods used to answer research questions, and to some extent the focus of the research questions. 

Behavioral research mostly focuses on consumers and their decision making, and can be seen as part of applied psychology and behavioral economics research. The methods used in behavioral research often involve lab experiments with human subjects, or large field experiments. More recently, behavioral research also employs text analysis and other machine learning tools for analysis of non-structured data (like images, videos, or LLMs).

Quantitative research can focus on consumers, firms or their interaction. It applies tools from applied economics, computer science, applied statistics or computational social science. Much of the recent research would fall under the definition of data science.  The methods used in this research include analysis of large scale observational data using machine learning, statistical and econometric tools, game theory, or the design of experiments and analysis of their data, often gathered in large scale online experiments.

What is the joint program in Psychology and Marketing?

This program allows a student who was admitted to Penn’s PhD program in Psychology to also graduate with a joint PhD in Marketing, and vice-versa.

For more information about the program, please see: https://marketing.wharton.upenn.edu/joint-doctoral-degree-in-marketing-and-psychology/

How long does the program usually take?

Our program is designed as a five-year program.

Does everyone receive funding? For how long?

All students are fully funded for 5 years. Students receive a living stipend and health insurance. In addition, all tuition and school fees are fully covered. If needed, students can receive additional funding for a sixth year (assuming they are in good academic standing).

Is there a teaching requirement in the program?

There is no teaching requirement in the program. However, students often benefit from teaching experience and there are many teaching opportunities available for students. Teaching is compensated, in addition to students’ graduate stipend.

Can I complete the Phd part-time?

No. The Wharton PhD Program is a full-time program.

Is the PhD in Marketing classified as STEM?

The Wharton Marketing PhD is STEM. However, the rules about STEM degrees are not determined by us, so we recommend reaching out to the Wharton Doctoral Program or Penn ISSS for up to date information.

What prior coursework is required/recommended?

For the behavioral track, past work in psychology, sociology, consumer behavior and data analysis offers a strong basis for a PhD. For the quantitative track, a strong mathematical background, exposure to proof-based courses, as well as emphasis on Economics and data analysis is helpful.  Prior experience with computer programming (e.g., Python, R), preferably with emphasis on machine learning and econometrics is also recommended. Across both tracks, strong written and oral communication skills are necessary.

Questions about application and admissions

Can i receive feedback about my application before submitting it.

To ensure fairness and equity in out application process, we do not provide feedback on applications.

What do you look for in a successful application?

 We are looking for bright minds with a keen interest in research in marketing who are looking to make a positive change in the world through their scholarly endeavors and develop a successful career in the world’s top research universities.  Among the criteria we consider are evidence of strong academic training and prior research. We also look for a high level of motivation and demonstrated ability to collaborate, embrace challenges, and work independently.

Do I need prior research experience to be admitted?

Students with past research experience can begin to develop their own research faster. Indeed, most students admitted recently often have prior research experience, whether in industry, as a research assistant, or in another graduate degree program.

However, you do not need prior research experience to be admitted.

How many applications do you receive every year?

Approximately 100.

How many students start the program every year?

Between 2 and 5.

Can you waive my application fee?

All application fee waivers are decided centrally by the Wharton Doctoral Program Office. If you need one, please visit Wharton’s doctoral page here for more information:: https://doctoral.wharton.upenn.edu/faq/ .

What exams are required for admission?

A GRE or GMAT is needed for all applicants. In addition, international students who didn’t study in an English-speaking institution will need a TOEFL. You can find more details here: https://doctoral.wharton.upenn.edu/faq/

Is the deadline for recommendation letters the same as for the application?

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baruch college | zicklin school of business

PhD Program in Business

The Ph.D. program in marketing is a full-time program that trains students to be successful marketing scholars and educators. The program takes a rigorous, flexible, multidisciplinary approach to help students acquire the necessary knowledge and skills for productive careers at research-oriented academic institutions. It also encourages students to cultivate their own research interests and expertise through a combination of relevant courses, collaborative work with involved faculty, and independent research in the form of a dissertation. The program also emphasizes the link between the creation of knowledge and its dissemination through effective pedagogy by allowing students to gain valuable teaching experience in the classroom. Students are expected to complete the program in 5 years.

Ana Valenzuela (Area Coordinator) 646-312-3288 [email protected]

For PhD admissions inquiries contact the PhD Program Office

646-312-3090 [email protected]

MKT 70l00 Research Methods I: Design 2 hours plus conference; 3 credits

This course introduces the basic methodological approaches to a scientific investigation: surveys, experiments, and observation. Empirical marketing investigations representative of each approach are discussed and evaluated. Students prepare formal research proposals in which alternative methodological approaches are specified in detail.

MKT 70200 Research Methods II : Qualitative Research in Marketing 2 hours plus conference; 3 credits

Field-oriented qualitative research techniques currently employed in marketing research are explored in this course, with particular emphasis on focus-group and individual interviewing procedures. During fieldwork, students will acquire experience using these and other qualitative methods to formulate middle-range marketing theory.

MKT 70300 Research Method III: Quantitative Research in Marketing 2 hours plus conference; 3 credits

Interdependence analysis techniques (e.g., factor analysis, cluster analysis, LISREL) will be studied. Students will create and use data sets and learn how to interpret output. Application of each technique for analysis of various types of problems and data will be studied.

MKT 71500 The History of Marketing Thought 2 hours plus conference; 3 credits

This course will analytically examine the paradigms that have influenced marketing through its development as an academic discipline. The roots of marketing in the functionalist and institutionalist schools and its relationship to economics will be discussed.

MKT 73000 Channels of Distribution 2 hours plus conference; 3 credits

This course examines the various channels of distribution through which goods flow from manufacturer to final user, including distributors, wholesalers, retailers, brokers, manufacturers’ representatives, sales agents, etc. It examines the effects of channel decisions on other components of the marketing mix (e.g., pricing and product decisions, promotion, and target consumers).

Prerequisite: MKT 9703

MKT 10010 Practicum- New Product Planning and Development 2 hours plus conference; 3 credits

This course is designed to provide students with a comprehensive exposure to the techniques of product planning and development, including a team approach to product idea generation, concept development, technical and economic screening, and product concept testing and commercialization, including the development of business and marketing plans.

Prerequisite: Permission of instructor

MKT 81200 Studies in Marketing Research 2 hours plus conference; 3 credits

Topics include planning research as an aid to marketing management, administration and reporting of professional Marketing research projects, and criteria for evaluation. Students will examine and evaluate actual reports and undertake real or simulated projects.

Prerequisite: Previous course work in marketing research or the equivalent

MKT 81500 The Process and Diffusion of Innovation in Marketing 2 hours plus conference; 3 credits

This course concentrates on the conceptual and methodological issues associated with the creation and diffusion of innovations. Students will be exposed to literature on product/service concept development and evaluation and to research focusing on obstacles to the successful diffusion of innovations.

MKT 88000 Seminar in Current Marketing Problems 2 hours plus conference; 3 credits

Critical analysis of current problems, issues, and development; the relationship between marketing functions, processes, and institutions and changes in the general social and economic environment.

Prerequisite: 9 credits of graduate work in marketing or special departmental permission

MKT 88100 Seminar in Marketing Theory 2 hours plus conference; 3 credits

Examination of formulated marketing theory, problems confronted in developing a theoretical foundation for marketing, theories of interdisciplinary approaches to the marketing area, and the utility of marketing theory.

Prerequisite: 9 credits of graduate work in marketing or special s departmental permission

MKT 88200 Seminar in Marketing Strategy 2 hours plus conference; 3 credits

Formulation of overall marketing plans and strategies, operation coordination of product planning, channel decisions, pricing, promotion, selling, marketing research and distribution cost control, and problems in developing marketing campaigns and programs.

Prerequisite: 12 credits of graduate work in marketing or special departmental permission

MKT 88500 Seminar in Buyer Behavior 2 hours plus conference; 3 credits

The two-fold objective of this course is to help students gain in-depth understanding in such areas of consumer behavior as memory, learning, attitude, and information processing and to offer a metatheoretical perspective on buyer behavior. The course will address the role of consumer research in marketing theory, the appropriateness of consumer behavior as a basic paradigm for marketing, philosophical trends in consumer behavior, and the use of behavioral approaches to the study of marketing relationships.

MKT 88800 Selected Topics in Marketing 2 hours plus conference; 3 credits

This seminar serves as the capstone course in the marketing Ph.D. specialization. Organized around the comprehensive examination, this course will focus on primary theoretical and methodological issues in the sub disciplines of marketing, with particular attention to recent

MARKETING PH.D.

VIBRANT, SMART, AND CURIOUS

Over the last ten years, 100 percent of marketing Ph.D. students have accepted academic positions upon graduating, thanks in large part to faculty mentors at the top of their game.

Quick Links

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RESEARCH BREADTH

The world is your laboratory.

ACADEMIC LIFE AT McCOMBS

Mentorship and practice.

CAREER PLACEMENT

The world needs you, application deadline.

The application deadline for the Marketing Doctoral Program is December 15th.

Extraordinary business and economic growth have ushered in exciting times in our Marketing Department, with many graduates starting their careers at the world's leading research institutions. The program's primary goal is to develop students into skilled researchers and future leaders in academia by creating and disseminating marketing knowledge that reshapes the marketplace.

Consumer Behavior

Research focuses on issues related to the acquisition and retention of consumers and consumers' consumption of goods, services, ideas, and experiences. The research both relies on and contributes to theory in marketing, psychology, sociology, and economics and has practical relevance, answering questions that inform and improve marketing and public policy decisions and individual-level consumer well-being.

Marketing Strategy

Research focuses on issues related to firms' strategies and behaviors, including topics such as innovation management, sales force management, distribution channels, market entry strategy, technology strategy, new venture marketing, customer relationship management, and marketing metrics. The research spotlights substantive real-world problems, and generally, the insights from marketing strategy research have direct and actionable implications for marketing practice.

Quantitative Marketing

Research focuses on developing theoretical models and empirical methods for applied marketing problems, drawing from economic theory, statistics, econometrics, and computer science to uncover novel insights, challenge existing theory, and advance marketing practice. The research, combining computational advances, fruitful collaborations with industry, and explosive growth in data availability, along with strong student demand for analytical training, portends a fulfilling academic career for those interested in quantitative marketing.

RESEARCH METHODOLOGIES

A wide variety of research designs is used, and mastery of quantitative and qualitative data analysis techniques is essential.

PREPARATION AND QUALIFICATIONS

The Texas McCombs Marketing doctoral program assumes that students have taken advanced courses to establish a reasonable mathematical, statistics, and economics background. Adequate computer programming skills are necessary for coursework.

Prospective applicants are required to hold a four-year bachelor's degree (does not require a formal degree in the area of study) or equivalent before starting the program. There are no additional prerequisites or requirements for the Marketing department.

See Admissions for further information.

CAREER DESTINATIONS

The primary goal of the Texas McCombs Ph.D. program is to prepare students for exceptional academic careers. Over the last five years, McCombs Marketing Ph.D. alumni have excelled at top institutions globally.

Recent Graduate Placements

Current students and *job market candidates.

Abbott, Paige

Alam, Meher

Basak, Somdatta,

Chavez Montes, Marcelino

Gautam, Aprajita

Ghosh, Robina

Niknejad Moghadam, Mahdi*

Nivsarkar, Anima

Shu, Runyang

Sridhar, Sachin

Urdaneta Romano, Constanza

Winer, Sarah

Wu, Xiaohan Jessica

Yu, Lingzhi

Zhang, Zhengwei (Harrison)

Paige Abbott

Somdatta Basak

Marcelino Chavez

Aprajita Gautam

Robina Ghosh

Mahdi niknejad moghadam*.

Anima Nivsarkar

Runyang Shu

Sachin Sridhar

Constanza Urdaneta Romano

Sarah Wiener

Xiaohan (Jessica) Wu

Zhengwei (Harrison) Zhang

ARE YOU READY TO CHANGE THE WORLD?

The Texas McCombs Doctoral Program is seeking individuals who are interested in transforming the global marketplace. Are you one of these future thought leaders?

Academic Catalog

2023-2024 Edition

Marketing PhD

Degree requirements.

The following requirements are in addition to, or further elaborate upon, those requirements outlined in  The Graduate School Policy Guide .

Requirements can also be found in the Program Guidelines for Marketing PhD students issued by the Kellogg School of Management.

While the goal of our doctoral program is the awarding of a PhD degree, a Master of Science (MS) degree may be awarded to currently enrolled, qualified doctoral students. Students who are continuing for a PhD degree, or students who withdraw from the PhD program, may be considered for a MS degree if they are in good academic standing and have completed 9 graded doctoral courses with a cumulative 3.0 GPA.

Total Units Required: 18

Students in the PhD Program are required to take 18 courses; however the required and elective courses are different based upon the research track: consumer behavior or quantitative marketing. Refer to the course tables below for each research track.

Consumer Behavior:

Special Note: Students enroll in the 4 courses listed above in years one and two.

Quantitative Marketing:

To fulfill the 18-course requirement, students must register for a minimum of 3 courses in fall, winter, and spring quarters during years one and two. Registration in Independent study ( MKTG 499-0 ) would also qualify. All elective courses must be approved. Students must maintain a minimum overall GPA of 3.0 to be in good academic standing.

Other PhD Degree Requirements

• Examinations: PhD qualifying exam during June of the first year. 
• Research/Projects: Oral presentation of a research paper at the end of summer in years one and two, at which time the performance on the qualifying exam, coursework, and second-year paper are reviewed and students are passed into candidacy.
• PhD Dissertation: Original and significant research; topic and advisor or advisors should be selected in the second year; presentation of preliminary results (prospectus) to their committee no later than the last day of final exams in the fall quarter of their fourth year.
• Final Evaluations: Oral final examination on dissertation and submission of an approved dissertation.

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Marketing & Logistics PhD in Marketing

The Department of Marketing and Logistics has achieved national and international distinction by advancing high-quality, theory-driven, systematic and empirical scholarship in the priority areas of consumer behavior and quantitative modeling of marketing phenomena.

We welcome students with outstanding academic accomplishments who seek to make a contribution to the theory and practice of marketing. While prior business training and experience are a plus, students with expertise in a basic discipline outside of business can bring a fresh perspective to marketing problems. Therefore, we accept students with backgrounds in economics, statistics and psychology, as well as individuals with formal business training and experience. Earning a PhD degree should correspond with a lifelong commitment to continued growth and excellence in all aspects of scholarly activity which include research, teaching and professional service. The faculty and the department culture promote this commitment in every student who graduates from the doctoral program. As a result, we have a large group of graduates who have published successfully in the top journals of the field and are widely recognized as eminent scholars.

Why a PhD in Marketing?

A PhD is the beginning of a lifelong journey of learning. It helps you develop a rigorous way of thinking about theoretical problems. You will learn to conceptualize abstract information, critique and synthesize what you learn, develop a comprehensive understanding of issues pertinent to marketing,\ and integrate that knowledge into areas of cutting-edge research. While the focus of a master’s program is in solving practical problems faced by one company at one point in time, a doctoral program trains you to think about problems faced in marketing by several companies across time horizons. The PhD program also instills in you the ability to enjoy and pursue learning as career goals.

Why Fisher?

Students tell us their choice of a PhD program is generally based on:

• The quality of graduate faculty in the department
• The success of students who graduated from the department
• The overall university environment

Current PhD Students

Our current PhD students are listed below, as well as links to their biographies:

• Isabella Bunosso
• Zijing Zhang
• Cory Haltman
• Stephanie Flout

You can explore the full list of our faculty, staff and PhD members using the Fisher Directory tool .

Objectives and Milestones

Visit the Objectives and Milestones  page to read more about the trajectory of our program and the milestones that our students experience.

Marketing PhD Alumni

Visit our Alumni page to view more information on our recent alumni and read their testimonies.

Contact a Marketing Faculty Advisor

Rebecca Walker Reczek Berry Chair of New Technologies in Marketing Professor of Marketing

506A Fisher Hall 2100 Neil Avenue Columbus, OH 43210

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Top 25 PhD in Marketing Online Programs 2024

Find your perfect school.

In this ranking, we profile the top 25 PhD in marketing programs delivered via distance education.

While online PhD programs are limited, few accredited PhD marketing degrees are offered online from ranked colleges and universities. One alternative to the PhD in marketing online program is the DBA in marketing. We researched a number of schools and programs to find the 25 best PhD in marketing or DBA in marketing online degrees. Below is our ranking methodology.

Top 25 Doctorate Marketing Online Ranking Methodology

Featured Programs

We looked at 48 colleges and universities listed by the Center for Educational Statistics (NCES) College Navigator that offered PhD in marketing and Doctor of Business Administration (DBA) marketing online degree programs. We narrowed our original pool of schools to the 25 top PhD marketing programs by applying the following criteria: accreditation by a reputable governing body, the online pathway for DBA marketing programs or PhD in marketing programs, and institution rankings with at least one major publication like U.S. News. We then listed the top 25 PhD in marketing programs online according to raw affordability.

Below are the results of our top 25 PhD in marketing and DBA marketing degree programs available online.

#25 – Drexel University

Online executive dba, philadelphia, pennsylvania.

The Executive Doctor of Business Administration degree program at Drexel University is an intensive exploration of all aspects of business and designed for those interested in a PhD marketing or closely related discipline. Offered through Drexel’s LeBow College of Business and taught by business professors, the practical program is one of only 20 percent accredited by AACSB International. Business administration courses are online and include topics like analyzing quantitative data, applied organizational theory, challenges of a data driven economy, corporate growth and risk strategies, and foundations of research in behavioral science. The typical DBA student at Drexel finishes the online doctorate in approximately 2.5 to 3 years, and a comprehensive exam may be required. Drexel ranks with U.S. News & World Report as the 97th best national university and all online graduate business programs rank within the top 50 programs.

Graduate Tuition/Fees : $36,234

#24 – University of Dallas

Online doctor of business administration (dba), irving, texas.

The University of Dallas offers an alternative pathway to a PhD program in marketing for online students. The Doctor of Business Administration (DBA) program is rigorous research-based program designed for working business professionals. The online DBA at University of Dallas consistently ranks with major publications and offers the highly coveted AACSB International accreditation. Comprised of a three-year, 61-credit course of study, students receive blended classroom learning with online instruction. Courses at UD cover topics like applied marketing research, applied statistics analysis, becoming an applied researcher, designing applied research, qualitative methods for diagnosis and assessment, and strategic perspectives. The institution ranks with U.S. News as the 7th best regional university in the West and 5th best value school.

Graduate Tuition/Fees : $33,750

#23 – California Southern University

Online dba in international business, irvine, california.

California Southern University offers a Doctor of Business Administration (DBA) marketing degree program designed for those interested in a PhD program in marketing. Through the international business concentration, several marketing courses offer exposure to global marketing practices. Also, while online students may elect to earn a concentration in international business, they may create their own degree by taking various courses that appeal to interest and meet career goals. This customized design in known at the Cal Southern designer degree. Business administration courses appealing to marketing professionals include brand management; consumer behavior, theory, and analysis; and project management strategic design. A comprehensive exam may be required. The program requires the completion of 60 credits and takes four years (full-time status) to complete.

Graduate Tuition/Fees : $32,700

#22 – Keiser University

Doctorate marketing online, fort lauderdale, florida.

Whether you are seeking a PhD marketing online program or online Doctor of Business Administration (DBA), Keiser University has options for business professionals serious about the next step in their career. The online DBA at Keiser is offered through the online graduate campus. Designed for career professionals, classes are offered entirely online and in a flexible and convenient format. Three areas of specialization allow PhD students pursuing marketing degrees to develop knowledge in disciplines like global business, management, and marketing. The online DBA with a marketing emphasis covers a number of topics that appeal to marketing professionals, including digital marketing, market research, brand management, and consumer research. Courses combine hands-on problem-solving with applied and theoretical research, offering practical study that can be used in various areas of business and marketing. Keiser ranks with U.S. News & World Report as the 272nd best national university.

Graduate Tuition/Fees : $29,632

#21 – Alliant International University

San diego, california.

Alliant International University offers a DBA in marketing for those interested in PhD marketing online programs. By choosing the marketing doctorate online concentration, students earn a DBA with specialized study in marketing. Online students pursuing PhD programs in marketing take classes that cover topics such as consumer research, human behavior, managing growing organizations, organizational learning and adaptation, political strategy, and social influencing. The program has received accreditation from the Accreditation Council for Business Schools and Programs (ACBSP). In addition to accreditation, Alliant is recognized by U.S. News as a top national university. Alliant earns a top spot on our list of online PhD in marketing programs for its affordability and marketing specialization options.

Graduate Tuition/Fees : $19,484

#20 – Northcentral University

At Northcentral University, there are options for earning an online doctoral degree in marketing. This degree is similar to the PhD program in marketing in that it prepares business leaders and marketing experts through market research, application, and theoretical practices. A total of 48 credit hours and 16 courses are necessary to satisfy the degree requirements. PhD students finish their degree, on average, in 39 months. Upon graduation, NCU marketing doctorate online candidates secure positions in academia, advertising, consulting, leadership, and management. Aside from being accredited, Northcentral University ranks with top publications like U.S. News. In fact, the online MBA and other graduate online business programs rank among the top 200 and top 300 programs in the nation.

Graduate Tuition/Fees : $16,881

#19 – Temple University

In terms of doctoral programs, Temple University offers an online DBA marketing degree program designed for executive-level professionals through the Fox School of Business. The business administration program uses applied theory and data-driven market research to educate graduate students on the pathway to a doctoral degree in business. For those online students interested in marketing, classes cover a number of related topics. In fact, courses include innovation and entrepreneurship in the new economy, integrative perspectives on business knowledge, navigating the global marketplace, digital marketing, and problem solving using qualitative research methods. While business courses are online, six on-site weekend residences per year occur during the first two years. In addition to quality education, Temple offers prestigious rankings from U.S. News. Rankings include #104 in best national universities and #99 in best value schools.

Graduate Tuition/Fees : $17,388

#18 – George Fox University

Doctorate degree in marketing online, newberg, oregon.

George Fox University offers doctorate in marketing degree programs designed to prepare students for marketing PhD jobs following graduation. Through an online, hybrid format, students earn their doctoral in business degree in four years by taking three years of coursework and one year to work on their dissertation. The ACBSP-accredited program is one of the few programs available to offer a concentration in marketing. Concentration courses cover topics such as advanced topics in digital marketing, consumer behavior, leadership skills, and research design in marketing. To be admitted to the DBA in marketing program at George Fox, applicants must hold a bachelor’s and master’s degree from a regionally accredited college or university with a minimum GPA of 3.0. Also, only full-time faculty appointed students or those with five years of professional experience may qualify for admission. Due to its high-quality degree programs, George Fox ranks #246 in best national universities by U.S. News.

Graduate Tuition/Fees : $14,158

#17 – California Baptist University

Riverside, california.

Individuals seeking online DBA degree programs in marketing will find options available at California Baptist University. The 50-credit hour business administration degree offers eight-week online courses, a cohort model, and dissertation process. Most students enrolled in PhD programs like this one complete their doctoral degree in just three years, though additional time is allowed. For those interested in marketing, DBA coursework covers a number of related topics. Some of the courses offered include applying economic theory to business, international business in global markets, management of organizations, market research, content marketing, and strategic marketing. According to U.S. News, California Baptist University ranks #43 in best regional universities in the West.

Graduate Tuition/Fees : $13,590

#16 – Johnson & Wales University

Providence, rhode island.

When seeking future marketing PhD jobs, an online DBA from Johnson & Wales University will help, especially if you want a shorter pathway to a doctoral degree. This three-year DBA program offers flexible and convenient online courses, no residency requirements, and a quick completion time. Each course runs eight weeks in length, giving students an ability to move through classes quickly. Also, students focus on one course at a time, which adds to the convenient format. Courses cover topics like business analytics and intelligence, contemporary issues in finance and accounting, innovation and change, organizational behavior, organizational strategy and design, and problems and methods in marketing management. Johnson & Wales University ranks with U.S. News as the 80th best regional university in the North and earns a spot on our list of affordable online DBA marketing programs.

Graduate Tuition/Fees : $14,706

#15 – Baker College

Flint, michigan.

One of the best online schools, Baker College offers options for individuals seeking PhD marketing online programs. The online DBA provides online classes led by Baker instructors with years of experience in the business world. Doctoral students gain valuable experience of their own through a combination of classes, professional residencies, research papers, and seminars. A total of 60 credits is required to earn the DBA degree. Courses cover topics from business management to marketing. For example, course topics include corporate and personal ethics, doctoral writing and literature review, introduction to research methods and designs, knowledge management and information systems, and quality improvement and organizational change. Baker College, recognized by U.S. News, ranks among the top regional universities in the Midwest.

Graduate Tuition/Fees : $12,510

#14 – Thomas Edison State University

Trenton, new jersey.

In terms of doctoral training programs, Thomas Edison State University offers an online DBA in marketing degree program designed for individuals interested in personalized instructional delivery. The adult-centric cohort design offers fully online instruction and one-on-one mentorship from leaders at the university. While there is no specific marketing emphasis, marketing students interested in this discipline may elect the organizational leadership or general management concentrations, which feature marketing coursework. Examples of courses often taken in the online DBA program at Thomas Edison State include critical thought and informed action – models of decision making and organization achievement, seminar in marketing and entrepreneurship, seminar in strategic planning and organizational effectiveness, and the global business context – trends, issues, and markets. One of the leading online colleges, Thomas Edison ranks with major publications like U.S. News among the top regional universities in the North.

Graduate Tuition/Fees : $12,024

#13 – University of Missouri

Saint louis, missouri.

An online DBA can offer students similar skills and experience that a PhD marketing online program offers. In fact, the online DBA at University of Missouri, allows students to earn a doctoral degree with a research concentration in all areas of business administration, such as marketing. This three-year, cohort-based program offers flexible distance education courses, with limited monthly visits to campus. Courses for marketing students cover topics like contemporary marketing intelligence and decision making, strategic business analysis, sustaining and disruptive information technologies, the role of accounting information in firms and markets, and internet marketing. University of Missouri holds regional accreditation. Rankings from U.S. News include #281 in best national universities and #140 in top public schools.

Graduate Tuition/Fees : $12,528

#12 – Florida International University

Miami, florida.

Florida International University’s online DBA is offered as a track under the online PhD marketing degree. Designed for senior-level professionals, the online DBA consists of 72 credits, face-to-face and online classes, and a three-year curriculum format. Courses cover a number of business and marketing concepts, such as analysis of corporate policy, marketing and behavioral theory, qualitative and quantitative research methods, brand management and philosophy and process of applied business research. In addition to online coursework and a research project, three-day and two-day residencies take place periodically. FIU holds regional accreditation and ranks with major publications like U.S. News. In fact, these rankings include #218 in best national universities and #63 in most innovative schools.

Graduate Tuition/Fees : $8,912

#11 – Bellevue University

Bellevue, nebraska.

Bellevue University’s online DBA is an alternative pathway to PhD marketing online degrees. With no dissertation requirement and online courses, the online DBA is a convenience doctoral degree for working professionals. Students may earn their doctoral degree in just three years and entirely online. Courses cover finance, business, management, and marketing topics. In fact, some of the courses include business and society, finance for business leaders, managing the challenges of organization development and change, strategic marketing decisions, content marketing, and sustainable business development. Bellevue is a regionally ranked institution. In fact, U.S. News ranks Bellevue as a top regional university in the Midwest.

Graduate Tuition/Fees : $10,980

#10 – Grand Canyon University

Doctorate degree marketing online, phoenix, arizona.

In terms of doctoral programs, Grand Canyon University offers an alternative path to the PhD marketing degree. The online DBA in marketing allows doctoral students to specialize their studies in consumer behavior, segments, and trends through distance education courses and two or three five-day residency experiences. Program courses cover topics such as analysis of existing research, digital technology and consumer behavior, emerging issues in financial management, the history and philosophy of marketing, and the sustainable future. A total of sixty credits are required, along with a dissertation, to satisfy degree stipulations. GCU ranks with major publications like U.S. News. In fact, the most recent rankings for GCU include #293-#381 in best national universities and #42 in top performers on social mobility.

Graduate Tuition/Fees : $10,621

#9 – Concordia University

River forest, illinois.

The Concordia University online DBA marketing degree is a flexible, online program that can be specialized by taking marketing and human behavior courses. Sixty credits and three years of study earn the online DBA at Concordia. Courses cover a number of advanced business and marketing topics. These topics include business analytics and financial decision making, foundations of the doctoral experience, global business operations, global concepts in strategic marketing, strategy formation and innovation, and the global leader – social responsibility and ethical decision making. Individuals interested in marketing may earn a marketing innovations specialization by taking the following courses: advanced research, consumer global and multicultural marketing, and integrating distribution channels and customers. Concordia University ranks #72 in best regional universities in the Midwest and #35 in best value schools.

Graduate Tuition/Fees : $9,090

#8 – Wilmington University

New castle, delaware.

As one of the top online schools in the nation, Wilmington University offers an online DBA for individuals hoping to land marketing PhD jobs in the future. The program is designed to enhance the skills, knowledge, and competencies of doctoral candidates, making them equipped to make significant contributions to any organization. Like many of the doctoral programs in this ranking, the online DBA at Wilmington is IACBE-accredited, 100% online, and flexibly designed to fit busy work schedules. Courses cover topics in business, marketing, and management. Some course topics marketing students will likely see within the program include advanced marketing management, ethics in business and management, executive decision-making, global management models, managing innovation and change, and statistics for research. U.S. News ranks Wilmington as a top national university.

Graduate Tuition/Fees : $9,000

#7 – University of Maryland

Adelphi, maryland.

If you are seeking marketing PhD jobs, doctoral training programs such as the one offered at University of Maryland, stands out. This 48-credit online DBA program covers an array of topics applicable to marketing, management, and business careers. For example, course requirements include data analytics in practice, designing evidence-based management solutions, evidence-based research methods, interpreting and translating management theory in practice, and research as a tool for management decision making. According to the program website, all courses for marketing students are online and are taught by University of Maryland’s experienced faculty. In addition to accreditation to award online doctoral programs, the university is ranked by major publications like U.S. News & World Report. In fact, University of Maryland ranks among the top regional universities in the North and #20 in most innovative schools.

Graduate Tuition/Fees : $9,072

#6 – Saint Leo University

Online doctor of business administration, saint leo, florida.

To secure marketing PhD jobs, one must earn either a PhD in marketing or DBA. Saint Leo University offers one of the best online DBA programs with courses in marketing and consumer behavior. The program is ideal for individuals pursuing careers as college professors, consultants, executive managers, or marketing managers. According to the program website, courses may be completed online and are taught by Saint Leo’s esteemed marketing professors. Course topics include analytics for decision making, global leadership and ethics, global perspectives in human resource, management learning seminar, and strategic management in global organizations. To be admitted to the program, applicants must hold a master’s degree from a regionally accredited institution with a 3.25 GPA. Also, Saint Leo ranks with U.S. News as the 25th best regional university in the South and 5th best value school.

Graduate Tuition/Fees : $15,218

#5 – Liberty University

Online marketing doctorate, lynchburg, virginia.

Liberty University offers a 60-credit alternative option to the PhD marketing degree. Eight-week courses and 100 percent online instruction make the online DBA in marketing one of the most convenient doctoral programs for working students. Since Liberty is a Christian college, all courses within the degree are taught from a biblical worldview. Some of the required courses for PhD students cover key concepts in marketing promotions, marketing research, strategic marketing management, and supply chain management. The average completion time for the online DBA with a marketing specialization is three years. U.S. News ranks Liberty among the top national universities. In fact, Liberty ranks #293-#381 in best national universities. Also, the online graduate business programs, including the DBA in marketing, ranks #98 out of more than 1,200 surveyed programs.

Graduate Tuition/Fees : $7,847

#4 – Kennesaw State University

Online phd in business administration, kennesaw, georgia.

Kennesaw State University’s PhD in business administration is a non-traditional doctoral degree accredited by the AACSB. PhD students interested in pursuing an academic concentration have four choices: accounting, information systems, management, and marketing. During the first two years of the program, students complete cohort-based and discipline-specific coursework consisting of 36 credits. While some business administration courses are online, the degree is considered a hybrid program, with some course requirements met on campus. Kennesaw State ranks with major publications like U.S. News. In fact, the most recent publication of Best Colleges ranks the school #293-#381 in best national universities and #72 in most innovative schools.

Graduate Tuition/Fees : $5,238

#3 – Westcliff University

Westcliff University offers one of the most affordable alternatives on our list to the PhD marketing online degree program. Like other online DBA programs, the Westcliff online DBA covers coursework found in most PhD in business programs and offers specialty classes in areas like management and marketing. Some of the program’s courses cover topics like corporate social responsibility, creative solutions leadership, finance for managers, global business initiatives, marketing strategy and consumer behavior, and strategic planning and implementation. Near the end of the program, students complete a final project and dissertation. Westcliff earns a spot on our list due to its affordable graduate tuition. Also, the school is accredited by WASC and DEAC, and currently a candidate for global accreditation by ACBSP.

Graduate Tuition/Fees : $13,050

#2 – California Miramar University

California Miramar University’s online DBA offers four areas of specialization, including marketing. The marketing concentration is designed to focus on marketing management and research that moves beyond the fundamentals and core courses typically found in MBA programs. In fact, the marketing specialization covers advanced topics designed to prepare students for careers as marketing leaders. These courses include advanced international marketing, advanced marketing research, business administration career practical training, marketing communications, pricing theory and practice, and strategic marketing. Courses are delivered online and taught by California Miramar’s experienced faculty. This school lands a top spot on our list due to its marketing specialization and highly affordable graduate tuition.

Graduate Tuition/Fees : $7,020

#1 – Trident University International

Cypress, california.

Trident University International offers an online DBA for those seeking an alternative to the PhD marketing online degree. The online DBA is offered 100% online and represents the highest level of achievement for business professionals. Admission to the online DBA at Trident requires an earned MBA or master’s degree in business administration and a completed online application. Once accepted, students begin taking online courses. You will take 36-48 semester credits of core courses. If you have transfer credit, Trident accepts up to 12 semester credits. Some of the required courses cover topics like applied statistics for research in business and management, and technology and business process improvement. Trident ranks with major publications like U.S. News as a top national university and is the #1 most affordable online DBA in marketing program on our list.

Graduate Tuition/Fees : $6,120

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Frequently Asked Questions

What can i do with a phd in marketing degree.

Jut like a traditional marketing PhD, by earning a PhD marketing online degree, you will improve your chances of finding suitable employment that pays well and affords you the kind of lifestyle you seek. What can you do with an online PhD in marketing degree? We’ve listed a few options for marketing careers to help you determine jobs that align with your education.

Marketing manager : The role of the marketing manager is to develop, manage, and oversee marketing and/or public relations campaigns for organizations. They often oversee teams responsible for such campaigns. Also, marketing managers develop teams based on consumer research to target key demographics. Nearly all marketing manager positions require postgraduate study. In fact, many large organizations require a minimum master’s degree in marketing, but prefer individuals with a marketing PhD such as the online doctorate in marketing.

Marketing vice president or president : Working at an even higher level than the marketing manager, the marketing president or vice president oversees teams of marketing managers. Also known as chief marketing officers, marketing presidents are executives within organizations. They make informed decisions based on the information and research received from their marketing management team, including marketing cost and benefits. To secure one of these executive-level positions, you will need considerable education, such as a PhD in marketing. Also, valuable work experience will set you apart from your competitors.

Postsecondary professor or instructor : With a PhD in marketing or closely related doctoral degree, you may be qualified to work as a postsecondary educator, such as an instructor or professor. With a PhD or DBA, you are acknowledged as an expert in the marketing field.

How long does it take to earn a PhD in marketing or online doctorate in marketing online degree?

Whether you’re earning a marketing PhD or DBA online degree, credit requirements are similar. In fact, most online PhD or DBA programs in marketing require 60 total credits. Some DBA online programs require less, but the average total number of credits required for a doctorate is sixty credits.

Several factors impact completion time. The first factor explored is enrollment status. What is enrollment status? Full-time or part-time status. When enrolled full-time, you will generally have a heavier course load than your part-time colleagues. Full-time students take two and three classes each term, and by doing so, graduate sooner than individuals enrolled part-time. Full-time status allows you to complete your degree at a quicker pace by taking more classes. But with full-time enrollment comes a heavier schedule. Flexible part-time programs are ideal for individuals working full-time and balancing outside responsibilities, such as family. However, full-time students take three years to complete their doctorate degree, while part-time students may take up to five years for the same degree.

The next factor impacting completion time is the dissertation requirement. If your program requires a dissertation or other type of research project, then plan on taking additional time to earn your online PhD in marketing degree. The average completion time for a PhD in marketing online degree with a dissertation requirement is four to six years.

What types of courses are required in marketing PhD programs?

Online coursework for a marketing PhD or for DBA online programs varies. Some programs may require heavy academic research-oriented classes, while others offer specializations that allow students to tailor their degree to fit with personal interests or align with career goals. However, many of the programs on our list require courses that cover key concepts and similar topics.

Example courses seen in PhD and DBA in marketing programs include business courses such as advanced business research methods, consumer behavior theory and practice, and marketing strategies and innovation in globally diverse markets. Programs that offer specializations in different types of marketing, such as international marketing or market research, may require additional courses relating to the area of focus. Also, if the program requires a dissertation or other academic research project, courses in research methods and statistical analysis will be required.

Seminars are a component of most PhD in marketing and online DBA in marketing programs. Seminars cover special topics in marketing. Sample courses include marketing research and strategy and innovation seminars.

Most of the programs on our list require the completion of 60 credit hours. Classes are delivered online, though some of the programs on our list offer a mix of online and on-campus courses. Overall, you will find similar courses offered from the programs on our list.

What is the job outlook for individuals with a PhD in marketing or doctorate in marketing online degree?

The United States Department of Labor’s Bureau of Labor Statistics (BLS) reports a favorable job outlook for advertising, marketing, and promotions managers. In fact, a ten-percent projected growth rate is expected through 2030, which is faster than the average for all other occupations.

A favorable job outlook for individuals with a PhD in marketing degree is anticipated across the industry. As organizations seek to expand their share of the market, marketing managers are needed to lead promotional campaigns and coordinate advertising efforts. Most organizations are expected to grow their marketing efforts, especially online businesses. However, a decline in the newspaper publishing industry could impact growth. The newspaper industry employs many managers who specialize in marketing. These managers could face a decline rather than growth over the next decade.

Internet advertising campaigns will likely increase, and as a result, prompt organizations to hire managers. Organizations want to reach a wider audience and doing so means employing advertising and promotion experts. Individuals with advanced degrees, such as an PhD in marketing or DBA in marketing online will become valuable assets to organizations looking to improve their presence. By earning a PhD in marketing, you will set yourself apart from competitors. Also, by specializing your degree in areas of marketing, such as advertising or internet-based marketing, you should have even better job prospects.

How much money can I earn with a PhD in marketing?

According to the Bureau of Labor Statistics, the median annual wage for marketing managers, as of May 2021, was $133,380. BLS also reports the lowest ten percent of earners were paid $61,250, while the highest earning ten-percent of marketing managers made $208,000. Pay varies by industry. A careful look at industries reveals the following:

The top-paying industries for these types of managers, according to the Bureau of Labor Statistics, were professional, scientific, and technical services; management of companies and enterprises; finance and insurance; manufacturing; and wholesale trade. Marketing managers working in professional or technical services earned on average $155,470 per year. Those in the management of companies and enterprises earned $155,030. Those working in finance and insurance earned an average of $151,870. Marketing-specific managers in manufacturing earned an average annual wage of $136,150. Those in wholesale trade earned $132,450.

Most of these managers work full-time and many exceed the forty-hour work week. Overtime is especially common when organizational campaigns are in full force. The time leading up to the launch of a promotions or advertising campaign can require long hours that exceed standard work hours. But despite the long work hours, benefits and high wages keep employees happy. Earning a PhD in marketing will qualify you for high-paying manager jobs.

• Bureau of Labor Statistics: Occupational Outlook Handbook
• National Center for Education Statistics: College Navigator
• U.S. News & World Report: Best Colleges

Related Resources

• Doctorate Degree Online
• PhD in Accounting Online
• Highest Paying PhD
• Cheapest Online Colleges
• Cheapest Online PhD in Finance
• Online PhD Programs in Management Information Systems

This concludes our list of the 25 PhD in marketing programs online.

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Shift | A Marketing Rethink

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About shift.

Advancements in data and technology, and AI, combined with the disruption of a global pandemic, have radically reorganized the world of marketing communications. From how people are consuming media and the techniques used to engage with them, to how we in marketing actually work together.

As an industry, it is important that we try to get ahead of the change and stop just responding to it. To think longer term. To start building the future, today.

This is the ambition of  Shift .

Shift   takes a look at where we have just been and where we are heading.

Bringing together the opinions of many of the leaders across the world of marketing communications with exclusive research, Shift offers an informed view of what lies ahead to help us prepare.

Shift  sets out to genuinely help marketers, and their agencies, rethink marketing for tomorrow, today.

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Authors & Contributors

Mark Holden

Chris Stephenson

James Buckle

Rohan Tambyrajah

Ben Hovaness

Charli Ursell

Malcolm Devoy

Matt McNeany

Matt Prentis

Miranda Bird

Paul Cuckoo

Tom Darlington

Tom Mackenzie

Chapter 1: that wave of complexity, chapter 2: a marketing midlife crisis., chapter 3: building a new ecosystem., chapter 4: a people-shaped future., chapter 5: anticipating tomorrow., what's your innate strength.

To thrive, companies must understand the innate strengths of their people and place them in the right roles. This is a topic we explore in 'A People-Based Future', Chapter 4 of Shift. Take Shift’s Innate Strength Indicator (ISI) quiz to gather a greater understanding of your innate strengths, helping you to get into the right swim lanes within your organization. See if you can recognize yourself or anyone you know.

Podcast Series

PHD launches ‘The Shift Sessions’, a new podcast series for future-facing marketers

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Specialization Areas

• Quantitative Marketing - Analytical Modeling
• Quantitative Marketing - Empirical Analysis

Recent Graduates Placements

• Ohio State University (Mingyu Joo)
• Lehigh University (Taewan Kim) 
• Tsinghua University (Xia "Angela" Liu) 
• University of St. Thomas (Jason Pattit) 
• North Carolina A&T State University (Omar Woodham) 
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• University of Mississippi (Cong Feng)

Marketing Faculty & Ph.D. Directory

Basu, Meheli

Basu, Amiya

Kwon, Minjung

Lathrop, Scott

Lee, Eunkyu

Nam, Hyoryung

Xiong, Guiyang

Yang, Liangbin

Feng, Xiaoying

Jeon, Jaihyun

Kozehgaran, Ali

Lin, Xiaobo

Modiri, Saman

Shin, Harim

Research highlights.

• Examining End Users’ Ability to Select Business Services: A Conceptual Framework and an Empirical Study
• Pricing Strategy for GM Food: Impact of Consumer Attitude Heterogeneity and GMO Food Labelling
• Value Co-Creation: Factors Influencing Discretionary Effort Exertion
• An Empirical Investigation of Forward-Looking Retailer Performance Using Parking Lot Traffic Data Derived from Satellite Imagery
• Staying Small, Staying Strong? Retail Store Underexpansion and Retailer Profitability
• The Value Relevance of Descriptive R&D Intensity
• Counter-Cyclical Price Promotion: Capturing Seasonal Category Expansion under Endogenous Consumption
• An Empirical Study of Scarcity Marketing Strategies: Limited-Time Products with Umbrella Branding in Beer Market
• Store brand vs. national brand prices: Willingness to pay ? willingness to accept
• The Relationship Between Price and Quality in Durable Product Categories with Private Label Brands
• The Value of Private Label Brands to U.S. Consumers: An Objective and Subjective Assessment
• Effect of of Store Brand Introduction on Channel Price Leadership: An Empirical Investigation
• Store Brand Quality and Retailer’s Product Line Design
• Asymmetric Relationships with Symmetric Suppliers: Strategic Choice of Supply Chain Price Leadership in a Competitive Market
• Opening the OTC Drug Market: The Effect of Deregulation on Retail Pharmacy's Performance
• Buyer-Supplier Matching in Online B2B Marketplace: An Empirical Study of Small- and Medium-sized Enterprises (SMEs)
• Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys
• Innovation's domain: The need for a sharper yet broader focus
• Manufacturer adoption of a unilateral pricing policy in a multi-channel setting to combat customer showrooming
• The R&D Outsourcing Decision: Environmental Factors and Strategic Considerations
• Virtual Fitting Room Effect: Moderating Role of Body Mass Index
• Role of Marketing and Operations Capabilities in Product Recall Prevention: Antecedents and Consequences
• Asymmetric Effects of Recreational Cannabis Legalization

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Pursuing a Marketing Career? Think in Quadrants

By Sachin Waikar and LeeAnn Shelton  

Welcome to the first installment of a new series, “The Industry Ahead,” in which our faculty share the latest trends in hiring across a variety of career fields. First up, we’re chatting all things marketing with clinical professor Jim Lecinski , past winner of the Lavengood Outstanding Professor of the Year Award, the school’s highest honor for teaching. 

What’s the best marketing career path for me? 

That’s a question Professor Lecinski gets often — and it’s a question he can relate to. A former VP at Google and senior level leader at renowned agencies DDB Worldwide and Young & Rubicam, he has charted his own unique journey through the industry. 

His answer to students is always the same: “It depends” — on what the person’s passions are and what skills they want to gain. In this post, Lecinski shares his views on how to think about a rewarding marketing career, and how Kellogg resources can position aspiring marketers for success. 

Think in Quadrants

Lecinski encourages MBAs and other early-career professionals to take a framework-based approach to their marketing career vision. Specifically, he suggests using a 2x2 structure with generalist-versus-specialist as one axis and in-house-versus-external as the other. Here’s how he breaks down those distinctions: 

In-house vs. external 

• In house: You work as a marketer for a startup or an established brand, like Coca-Cola, Apple, Google, etc. “The buck stops with you,” he says, and you go deep on a specific product or line. 
• External: Your role is at an advertising agency, within the marketing practice of a consulting firm like McKinsey or Bain, or a specialist brand-strategy agency like Prophet. You’re working within the constraints of your client’s budget, and you may get exposure to a wider range of projects across sectors. 

Generalist vs. specialist 

• Generalist: You’re responsible for the totality of marketing. For example, a brand manager for Tide laundry detergent at Procter & Gamble may manage all of sales, marketing and customer service and look after all four P’s: product, price, promotion, and place. Students who aim for eventual senior leadership — CEO, CMO, general manager, etc. — often rise up through the generalist space. 
• Specialist: You’re instead focused on a narrow vertical of the function, like for example director of social media at Coca-Cola. 
• Implicit in those job examples above is a third axis: sector.  
• Beyond thinking about breadth and employer, current and aspiring marketers should consider what sector they find most appealing: packaged goods, food and beverage, automotive, or others. 

Find the right intersection—and industry 

When it comes to choosing a specific space of focus, Lecinski counsels, “Look for the intersection of what the world needs, what you’re passionate about, and what you’re good at. Don’t just chase what’s hot and buzzy. You have to like it.” 

The process needs to start with self-reflection and, potentially, self-assessments such as the Meyers-Briggs Trait Inventory and others—many of which the Kellogg Career Management Center offers. “Know thyself first,” Lecinski says. 

So, where’s the right opportunity, industry-wise? It may not be where most people think. Factors like fears of an economic recession, supply chain challenges and the tech bust have challenged many sectors, Lecinski says. “But people still buy potato chips and toilet paper,” he notes. In 2024, that means brand management in traditional consumer-focused sectors like food and beverage can be a lower-risk, viable path, one supported by multiple Kellogg offerings. “What’s old is new again,” Lecinski says. 

Gain the right skills 

As the marketing industry continues to grow and adapt, in-demand skills increasingly include data analytics, digital marketing, ecommerce marketing and sustainability and ethical marketing. Knowing how to use AI-enabled tools, whether predictive AI or large language models like GPT-4, makes established or aspiring marketers even more attractive to employers. That’s a skillset rising professionals might more quickly gain, he says. 

The Kellogg Career Management Center has seen the marketing function expand across industries, no longer limited to just consumer facing product companies and brand management roles. Recently, Kellogg students have seen success landing roles such as product marketing managers, digital analytics manager, strategic initiatives and partnerships manager and go-to-market program manager, at companies like Google, Adobe and Hims&Hers.   

Students wanting to enter this field should plan to acquire a firm grasp of both qualitative and quantitative aspects of marketing — left and right brain skills. 

Whatever their path, rising marketers will have to become capable and conversant with data and technology, including AI. “For decades, marketing was viewed as a right-brain-led career — creativity, imagination, big ideas, Super Bowl ads, a place for people who didn’t like numbers,” Lecinski says. “But then along came direct marketing, which is database-driven, then digital marketing with optimizing Facebook and Google ads. So, it’s really “whole-brain” marketing now, with math, science and creativity.”

The Kellogg advantage 

Kellogg is the birthplace of the modern field of marketing and remains a top destination for MBA students wanting to specialize in this space. Our broad and deep resources for aspiring marketers, both inside and outside the classroom, include:  

• Academic rigor and a variety of course topics. “We’ve got a lot of vertical courses like marketing in healthcare, tech, luxury goods,” Lecinski says. “It’s a nice combination of left- and right-brain courses, like Customer Analytics and AI and Ethnographic Customer Insights .” The latter is among Kellogg’s highest-rated courses among students. Research centers like the new Ad-Tech Research Lab (AdTLab) keep Kellogg faculty at the forefront of business knowledge and thought leadership in marketing as the field becomes more technical and data-driven. Marketing, data science and strategy leaders from the top tech companies consult with AdTLab faculty to share what they are seeing in the industry, including cutting-edge approaches to advertising research and areas of opportunity for emerging leaders. 
• A dedicated marketing major consisting of four credits taken from a variety of courses and topics. This in-depth specialization  teaches students how to deliver superior customer experiences that strengthen competitive advantage and drive sustainable growth.  
• Experiential marketing courses. “Students work on a computer simulation or live project with an actual client to solve an actual problem,” Lecinski says. “This moves beyond reading an article or just discussing a case. Doing it is important.” His Marketing Strategy course, for example, includes a 10-week simulation. 
• Student clubs and extracurricular events , including Kellogg Marketing Clubs for Full-Time  and Evening & Weekend  students. In these groups, students help one another to prepare for successful marketing careers. These groups connect with corporate partners, prepare classmates for job and internship interviews, and host dozens of events per year, including the renowned Super Bowl Ad Review . A rewarding annual event, the Kellogg Marketing Competition, gives first-year students an opportunity to put their marketing skills to the test and design marketing campaigns for sponsoring companies. The competition culminates in a special pitch competition to current brand managers of CPG companies, marketing professors, and KMC executive committee members.  
• A deep and broad alumni network that invests in you. More than 850 Kellogg alumni work in marketing, advertising and market research roles, with the highest concentrations located in Chicago, Los Angeles and San Francisco and New York. Common job titles of Kellogg graduates include brand manager, product marketing manager, senior analyst and more. Alumni are accessible and eager to help support current students by serving as CMC Industry Advisors, contributing to the Kellogg Alumni Edge initiative [which provides excusive Q&As and insights from alumni from the top of their field] and working with the CMC Employer Relations team to recruit Kellogg talent.  
• Career guidance tailored for you. Our Career Management Center  at Kellogg offers unlimited one-on-one coaching to students, a dedicated research specialist to help you chart your professional path, and resources that extend even after graduation. We also have a well-rounded suite of opportunities to educate students on careers in marketing through panels with alumni, interviewing workshops specific to marketing roles, and over 15 marketing-focused CMC Industry Advisors to offer guidance. Yearly CMC-led treks in Chicago, New York, and other locations give students the opportunity to connect live with alumni in marketing roles at companies like McDonalds, Uber, Molson Coors, Estee Lauder and others. 

Curious about what an MBA in marketing at Kellogg can do for you? Follow the links here to read about students and alumni in marketing and discover the latest research from our marketing faculty . Or, explore our degree programs  to find the right fit for you.