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Darla Moore School of Business

Ph.D. Program in Marketing

Currently accepting applications for Fall 2020.

Program Overview

The Ph.D. program in marketing offers two specializations: Consumer Behavior (CB) and Quantitative Marketing (QM)

The objective of the Ph.D. program in marketing is to prepare doctoral students for academic careers at major research universities. Doctoral students specialize in either CB or QM. Working closely with faculty who are experts in the subject matter, doctoral students will receive specialized training in research methodology and critical thinking skills. The hallmark of the program is the substantial one-on-one mentoring provided by the marketing faculty. Faculty mentors are well-versed in the latest academic literature and theories in marketing and related subjects (e.g., psychology, sociology, economics, quantitative analysis, etc.). Upon completion of the program, students will be prepared for active academic research careers in their chosen area of specialization.


Consumer Behavior Specialization

This specialization focuses on the study of consumer-level behaviors via laboratory studies, field experiments, observational studies, etc., to understand consumer beliefs, feelings and actions. This line of research tends to build from prior work not only in marketing but psychology and sociology. Doctoral students develop a strong understanding of marketing literature generally and allied literature (e.g., psychology, sociology) specifically. They also develop expertise in relevant research methods, which may include experimental research, observational research, field studies and more.

Ph.D. students take classes in marketing and research methods. In addition, students often take classes outside the business school such as psychology or statistics.

Faculty focusing on the CB specialization include:

David Crockett Abhijit Guha Elise Ince
Scott Roeder Lin Yang Xiaojing Yang

Quantitative Marketing Specialization

This specialization looks at issues like firm behavior, manager behavior, customer behavior, firm strategies, market evolution and similar topics. This line of research tends to build from prior work not only in marketing but also economics, management science and strategy. Doctoral students develop a strong understanding of marketing literature generally and also of allied literature, which includes studies related to economics, management science, strategy and more. Students also develop expertise in relevant research methods, which may include methods from fields such as econometrics, statistics, biostatistics and computer science. Doctoral students use large scale datasets (e.g., social media datasets, financial datasets), archival data and field experiments to study questions of interest.

Ph.D. students take classes in marketing and research methods. In addition, students often take classes outside the business school such as computer science, economics or biostatistics.

Faculty focusing on QM include:

Rafael Becerril Manpreet Gill Ram Janakiraman Satish Jayachandran
Kartik Kalaignanam Sungsik Park Chen Zhou  

Placements and Awards

Many of our doctoral students make presentations at major academic conferences and graduate with multiple journal publications. They also develop their professional network, which may include Ph.D. alumni who are now faculty at other schools, faculty at other schools who have visited the Moore School and faculty at other schools with whom a doctoral student may co-author with, based on an introduction from his or her faculty advisor.

All of this often translates into great placements and award-winning research:

  • Clemson University
  • Georgia Tech
  • Iowa State University
  • Louisiana State University
  • North Carolina State University
  • Pennsylvania State University
  • Texas A&M
  • Vanderbilt University
  • Virginia Tech
  • University of Arkansas
  • University of Colorado
  • University of Kansas
  • University of Kentucky
  • University of Nebraska
  • University of Pennsylvania
  • University of Pittsburgh
  • University of South Florida
  • University of Tennessee
  • University of Utah
  • University of Virginia
  • Marketing Science Institute (MSI) Young Scholar Award
  • MSI Scholar Award
  • Early Career Contribution Award by the Association of Consumer Research
  • Hunt/ Maynard Award, the Lazaridis Prize
  • and Others

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