PhD Programs

Marketing PhD Students and Professor

Marketing Specialization

Marketing as an academic discipline can be viewed from both micro and macro perspectives. From the micro viewpoint, marketing exists at the nexus between an organization and the markets because its offerings include not only physical products but also services, ideas, causes and people. The fundamental role of the marketing process as it occurs within any given organization is to understand and interpret the needs and wants of the markets it serves and then formulate appropriate product, pricing, promotion, and distribution strategies to satisfy those needs and wants. This process occurs within a competitive and dynamic environment so marketing management must continuously adjust its strategies to adapt to and exploit changing situations and contexts.

From the macro perspective, marketing institutions can be seen as engaging in a matching function which helps to foster equilibrium between aggregate production and aggregate desired consumption. This matching process enhances economic efficiency by reducing the amount of misdirected production output and enhances effectiveness in terms of more congruency between output and consumer needs and wants. The PhD in Business with a specialization in marketing addresses both perspectives in most of the courses it offers, but the primary emphasis is from the micro point of view.

Students specializing in marketing can either choose a track that is economics-oriented or a track that is behaviorally-oriented.

Students whose research interests are economics-oriented take the following courses in addition to the PhD core courses:

  • ECON 910: Advanced Microeconomics I
  • ECON 940: Econometrics I
  • MKTG 920: Conceptual Foundations of Buyer Behavior
  • MKTG 922: Seminar-Development of Marketing Thought and Theory

Plus seven additional courses (with the approval of the adviser) from the following list:

  • MKTG 926: Seminar-Strategic Marketing Planning
  • MKTG 928: Transportation and Distribution Theory
  • MKTG 930: Multinational Marketing
  • MKTG 932: Development of Marketing Channel Systems
  • MKTG 934: Conceptual Foundations of Product Planning
  • MKTG 936: Conceptual Foundations of Sales Management
  • MKTG 990: Special Topics in Marketing
  • Courses from other departments in the college or the university (maximum of two)

NOTE: A maximum of two courses within or outside the Marketing Department can be taken on an independent study basis.

Students whose research interests are behaviorally-oriented take the following courses in addition to the PhD core courses:

  • MGMT 903: Research and Analysis in Behavioral Science
  • STAT 924: Multivariate Analysis
  • MKTG 920: Conceptual Foundations of Buyer Behavior
  • MKTG 922: Seminar-Development of Marketing Thought and Theory

Plus seven additional courses (with the approval of the adviser) from the following:
* MKTG 926: Seminar-Strategic Marketing Planning
* MKTG 928: Transportation and Distribution Theory
* MKTG 930: Multinational Marketing
* MKTG 932: Development of Marketing Channel Systems
* MKTG 934: Conceptual Foundations of Product Planning
* MKTG 936: Conceptual Foundations of Sales Management
* MKTG 990: Special Topics in Marketing
* Courses from other departments in the college or the university (maximum of two)

NOTE: A maximum of two courses within or outside the Marketing Department can be taken on an independent study basis.

Research Conversation with
Jeonggyu Lee

PhD Candidate, Marketing

Jeonggyu Lee

How does a model’s posture in advertisements affect individual consumers’ processing of price information?