The PhD degree in marketing is a research degree that is focused on developing the skills needed to do original research. Some latitude exists in the program: some students concentrate on mathematical modeling, some on using behavioral science to explain customer choices, and some on the selection of strategy and its impact.

Coursework

All PhD students are exposed to behavioral and quantitative research in years 1 and 2. The basic courses, which vary somewhat from year to year, are choice and decision-making models, applied social psychology (attitude formation and change), marketing-science models, measurement methods, and competitive strategy (from an applied microeconomic view).

Sample Marketing courses

Research

Academic Progress

Students work closely with faculty to develop, conduct, and report significant research. Over the summer of the 1st year, students engage in a research project, which they present to all faculty and students in the Fall of the 2nd year. Students also take the marketing field (qualifying) exam in the 2nd year. In the 3rd year, students present a summary of an on-going research project. In the 4th and 5th years, students defend their thesis proposal and complete the final defense of the thesis.