Embarking on a journey towards a Doctorate In Marketing is a significant step for individuals aspiring to shape the future of marketing through research and education. A PhD program in marketing is meticulously designed as a full-time, residential experience, specifically tailored for those driven to secure tenure-track research and teaching positions in esteemed research universities. As a prospective PhD candidate, the program is structured to cultivate your ability to identify intricate marketing challenges, transform these challenges into compelling research questions, and address them with rigorous scholarly methods.
Throughout this intensive program, you will be immersed in the world of academic research, engaging in the critical review, in-depth analysis, execution, and publication of cutting-edge studies. A carefully curated series of doctoral seminars and specialized research methods courses will form the bedrock of your training. Complementing these courses, active participation in ongoing research projects will provide invaluable hands-on experience, preparing you to become a leading scholar. Furthermore, the program recognizes the importance of pedagogy, offering opportunities to develop and refine your teaching acumen through roles as a teaching assistant or instructor.
Each student pursuing a doctorate in marketing will benefit from a comprehensive and broadly encompassing education in fundamental marketing principles and advanced research methodologies. A distinctive advantage at ASU is the opportunity for students to specialize in one of three pivotal research domains, allowing for focused expertise and deeper inquiry. These specializations include:
- Consumer Behavior
- Service Strategy
- Quantitative Marketing Models
Prospective applicants are encouraged to indicate their preferred specialization during the application process. By the culmination of the first academic year, students will formally commit to one of these three specialized domains, ensuring a focused and impactful research trajectory throughout their doctoral studies.
Curriculum and Coursework
The academic framework for each PhD student mandates the successful completion of a core curriculum comprising essential doctoral seminars. To further deepen their expertise, students are required to undertake at least two additional specialized courses within their chosen track. The strategic sequencing of core and specialized courses within each track is thoughtfully designed to maximize the effectiveness and efficiency of students’ research progression within their specific area of study.
The foundational marketing doctoral seminars, compulsory for all students irrespective of their specialization, are:
- Research Methods (Dr. Monika Lisjak)
- Marketing Strategy (Dr. Michael Wiles)
- Consumer Behavior (Dr. Adriana Samper)
- Marketing Models (Dr. Sanghak Lee)
Typically, students will enroll in these core courses during their initial years, often within the first or second year, contingent upon their chosen specialization track. With a strong emphasis on initiating research endeavors early in the program, the curriculum prioritizes seminars of paramount relevance to each student’s track during the crucial first year.
To fulfill the track coursework requirements, students will select and complete a minimum of two specialized courses. These courses can be offered within the Department of Marketing or strategically chosen from other relevant departments to broaden interdisciplinary perspectives. The Department of Marketing provides specialized courses in diverse areas such as service research, social psychology, and applied marketing models, reflecting the breadth of the field. Moreover, students can augment their learning with suitable courses available outside of the department, focusing on disciplines integral to marketing research such as statistics, economics, psychology, and advanced research methodology. The specific configuration of required courses is adaptable, tailored to align with each student’s chosen specialization and evolving research interests, ensuring a personalized and enriching academic experience.
In terms of program pacing, students generally engage in three courses per semester during the initial two to three years of their doctoral journey. Students entering the PhD program with a master’s degree are recognized for their prior academic achievements and receive advanced standing credit, thereby reducing the overall coursework load required for program completion. The program is designed to be completed within a five-year timeframe, although provisions exist to accommodate a sixth year in exceptional circumstances, ensuring students have the necessary time and support to produce impactful doctoral research and successfully launch their academic careers after obtaining their doctorate in marketing.
Specialization Domains
The doctorate in marketing program at ASU offers three distinct specialization domains, allowing students to focus their research and develop deep expertise in areas that align with their academic interests and career aspirations.
Consumer Behavior
The consumer behavior specialization delves into understanding why consumers make the choices they do. This domain explores the psychological, social, and cultural factors that influence consumer decision-making processes. Students in this specialization engage with topics such as consumer psychology, decision theory, attitudes, persuasion, and the impact of marketing communications on consumer behavior. Research in this area often employs experimental methods, surveys, and qualitative techniques to gain insights into consumer motivations and actions. A doctorate in marketing with a specialization in consumer behavior prepares graduates for academic roles where they can conduct impactful research and teach courses related to consumer psychology and marketing.
Service Strategy
The service strategy specialization focuses on the unique challenges and opportunities in marketing and managing services. This domain examines how firms can design and deliver exceptional service experiences, build strong customer relationships, and achieve a competitive advantage in service-based industries. Students specializing in service strategy explore topics such as service innovation, service quality, customer satisfaction, service recovery, and the role of technology in service delivery. Research in this area often involves field studies, case analyses, and quantitative modeling to understand and improve service operations and customer interactions. A doctorate in marketing specializing in service strategy positions graduates for academic careers focused on researching and teaching service marketing, service management, and customer relationship management.
Quantitative Marketing Models
The quantitative marketing models specialization is designed for students with a strong aptitude for mathematical and statistical methods. This domain focuses on developing and applying quantitative models to solve marketing problems and improve decision-making. Students in this specialization learn advanced techniques in econometrics, statistical modeling, machine learning, and optimization. They apply these tools to analyze marketing data, forecast market trends, optimize marketing campaigns, and understand market dynamics. Research in this area often involves developing new models, applying existing models to new contexts, and using large datasets to derive actionable insights. A doctorate in marketing with a specialization in quantitative marketing models prepares graduates for academic positions where they can contribute to the development of marketing theory and methods, and teach quantitative marketing courses.
Contact Us
For further inquiries about the doctorate in marketing program and application process, please reach out to the Department of Marketing.
Department of Marketing
Office: BAC 460
Phone: (480) 965-3621
Fax: (480) 965-8000
[email protected]
