Marketing Specialization

A Ph.D. in marketing at the David Eccles School of Business trains students for careers in scholarly research. The PhD program is rigorous and demands total dedication. This implies preparation and participation in coursework as well as active participation in research. Our faculty invests heavily in training and working one-on-one with doctoral students to teach them how to think about and do research. The Ph.D. qualifying exam in the form of first and second year papers helps students get involved in the research process from very early in the program.

Two Areas of Study

The Marketing specialization offers two specific areas of study.  A student can pursue quantitative/managerial marketing or consumer behavior marketing areas of emphasis while completing a Marketing Ph.D.

Quantitative and Managerial Marketing

The quantitative marketing faculty study theoretically grounded empirical analysis of applied marketing problems. This line of inquiry draws primarily on fundamentals in applied microeconomic theory, industrial organization, econometrics and statistics. The primary research orientation of most faculty members in this area revolves around making rigorous conceptual and theoretical advances and empirically testing theories in the strategy area. Questions of interest include investigating consumer choices and purchase behavior, new product development, channel issues, and analysis of competition in a wide range of domains. A common theme of research is the use of rigorous quantitative methods to study important, managerially-relevant marketing questions.

Consumer Behavior Marketing

The faculty pursuing consumer behavior marketing study how individuals behave in consumer-relevant domains. This area of marketing draws from social psychology and behavioral decision theory that includes a wide variety of topics such as decision making, social influence, motivation, cognition, culture, non-conscious behavioral influences, and emotions. To facilitate research in this area the Marketing Department maintains a participant pool for data collection along with a behavioral and computer labs. Faculty also study public policy and social issues using a variety of methods including survey, focus groups, experimentation, and qualitative methods. Work in this area focuses on understanding the impact on consumers and marketers of policy issues related to healthcare, consumer welfare, sustainability, etc.

Typical Program of Study

Each student’s program of study is tailored to the student’s needs and interests. Students work with their department Ph.D. Committee or Supervisory Committee Chair to design their program of study. Below is an illustrative list of classes that might be used to compose a program of study.

A minimum of 15 major field, 9 allied field, and 15 research competency credit hours are required. Three credit hours in research must be a Philosophy of Science course. Students are also required to take an effective teaching course, which is held the week between spring and summer semesters of their first year. Once students have completed all the necessary requirements to advance to candidacy, they are then required to complete a minimum of 14 hours of thesis research.

To learn more about each course, read the course descriptions in the General Catalog and Class Schedules.

  • MKTG 7570: Public Policy Issues in Marketing
  • MKTG 7700: Strategic Marketing
  • MKTG 7740: Marketing Models I
  • MKTG 7740: Marketing Models II
  • MKTG 7800: Seminar on Consumer Judgment and Decision Making
  • MKTG 7810: Consumer Behavior Research in Marketing
  • ECON 7005: Microeconomic Theory I
  • ECON 7006: Microeconomic Theory II
  • MGT 7600: Strategic Management
  • MGT 7820: Organizational Theory

or

  • PSY 6120: Advanced Human Cognition
  • PSY 6410: Advanced Social Psychology
  • PSY 6450: Personality Theory Research
  • ED PS 7425: Emotion and Motivation
  • ECON 7800: Econometrics I
  • ECON 7801: Econometrics II
  • MGT 7100: Research Design
  • PSY 6540: Multivariate Statistics
  • STAT 6969: Hierarchical Linear Models
  • MGT 7200: Cross-Discipline Seminar
  • MGT 7300: Effective Teaching

There are no formal education requirements other than a bachelor’s degree. Specifically, an MBA or Master of Accountancy is not required.

We seek applicants who have strong interests in pursuing academic careers and have the skills necessary to successfully complete the program and conduct accounting research. Ideal candidates are motivated, are naturally curious, understand accounting and its role in business and the economy, and have strong quantitative skills (e.g., mathematics and statistics), data analysis skills (e.g., computer programming or statistical programming), and written and verbal communication skills. Additional coursework can be provided to compensate for a lack of quantitative background in cases where the faculty believe an applicant’s other qualifications are exceptional.

We admit students once per year, and applications are due by December 31. The online application can be found here.

Meet the Faculty
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