Marketing is an interdisciplinary field that draws on psychology, economics, and data science to gain insights into consumers, competitors, and channels and thereby develop effective firm strategies. The PhD specialization in Marketing equips scholars to lead in this dynamic field, with a focus on cutting-edge research that advances both theory and practice. Reflecting modern trends, the program emphasizes digital marketing, consumer analytics, and AI-driven insights. The program typically spans five years. Candidates complete coursework in the first two years, covering both substantive and methodological topics tailored to their research interests. The final years are dedicated to developing a thesis, expected to contribute to the advancement of theory and practice in the evolving marketing landscape and lead to top-tier journal publications.
Current Area Research Topics
- Adoption of innovation, technology, and AI-driven products
- Branding, brand equity, and consumer identity
- Consumer emotions in digital and social media advertising
- Corporate social responsibility (CSR), sustainability, and diversity, equity, and inclusion (DEI) in marketing
- Data-driven and AI-enhanced marketing decision-making
- Food marketing and its impact on consumer welfare and public health
- Global and cross-cultural marketing strategies
- Integrated marketing communications (IMC), social media influence and word-of-mouth marketing
- Retailing, e-commerce innovation, and omnichannel strategies
- Strategic marketing and competitive intelligence
Typical Course Structure
First Year
Fall semester
MRKT 702 Advances in Consumer Behavior
MGSC 706 Management Research Statistics (or ECON 662 Econometrics I)
Elective
Winter semester
ECON 663 Econometrics II
MRKT 705 Seminar in Marketing | Topic: Precision Retailing
Elective
Second Year
Fall semester
MRKT 705 Seminar in Marketing
MRKT 709 Decision-Neuroscience
Elective
Winter semester
MRKT 701 Models in Consumer | Research
EDPH 689 Teaching & Learning in Higher Education
Elective
Electives
MPCO 720 ADMIN 821 Artificial intelligence for business
COMP 579 Reinforcement Learning
ECON 661 Applied Time-Series and Forecasting
MPHE 743 HEC80109A Textual Analysis and Psychophysiological Measures
INSY 709 IT and Digital Economy
MPHE 743 HEC8062917A Machine Learning I: Large-Scale Data Analysis and Decision Making
MPHE 741 MATH 80816A Applied Econometrics and Machine Learning
MPCO 723 Consumer Research Method
MPCO 724 Qualitative Research
MPHE 743 HEC8011710:Topics in Pricing Models
POLI 666 Causal Inference for Political Science
SOCI 623 Latent Variable Models
MPHE 746 HEC80108A Online consumer marketing
MPHE 745 HEC80804A Behavioral economics & finance
Typical Support Fields
- Economics
- Psychology
- Industrial Organization
- Statistics
- Behavioral Science
