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The marketing faculty embrace research traditions grounded in psychology and behavioral decision-making, economics and industrial organization, and statistics and management science.

These traditions support research inquiries into consumer behavior, firm behavior, the development of methods for improving the allocation of marketing resources, and understanding of how marketing works in a market setting.

A small number of students are accepted into the PhD Program in marketing each year, with a total of about 18 marketing students in residence. Student-faculty relationships are close, both professionally and socially. This permits the tailoring of the program of study to fit the background and career goals of the individual.

A marketing student’s program of study usually includes several doctoral seminars taught by marketing faculty, some doctoral seminars taught by other Stanford GSB faculty, and a considerable number of graduate-level courses in related departments outside the business school, depending on a student’s particular area of investigation.

The field is often broken down into two broad subareas: behavioral marketing and quantitative marketing.

Behavioral Marketing

Behavioral marketing is the study of how individuals behave in consumer-relevant domains. This area of marketing draws from social psychology and behavioral decision theory and includes a wide variety of topics such as:

• Decision making
• Attitudes and persuasion
• Social influence
• Motivation and goals
• New technologies
• Consumer neuroscience
• Misinformation

Students in this track take classes in behaviorally oriented subjects within Stanford GSB and also in the Psychology Department . All students have the opportunity to interact with Stanford GSB faculty in every group and, indeed, across the Stanford campus.

Behavioral Interest Group

There is also a formal institutional link between the behavioral side of marketing and the micro side of organizational behavior , which is called the Behavioral Interest Group. The Stanford GSB Behavioral Lab links members of this group. This lab fosters collaborative work across field boundaries among those with behavioral interests.

The Behavioral Lab is an interdisciplinary social research laboratory open to all Stanford GSB faculty and PhD students. The lab’s research primarily spans the fields of organizational behavior and behavioral marketing, and covers a rich and diverse array of topics, including attitudes and preferences, consumer decision-making, group dynamics, leadership, morality, power, and prosocial behavior.

Preparation and Qualifications

A background in psychology and experience with experimental methods and data analysis provide optimal preparation for students pursuing the behavioral track, though students from a variety of backgrounds have performed well in the program.

Quantitative Marketing

The quantitative marketing faculty at Stanford emphasize theoretically grounded empirical analysis of applied marketing problems. This line of inquiry draws primarily on fundamentals in applied microeconomic theory, industrial organization, and econometrics and statistics.

Questions of interest include:

Investigating consumer choices and purchase behavior

Examining product, pricing, advertising, and promotion strategies of firms

Analyzing competition in a wide range of domains

Development and application of large-scale experimentation, high-dimensional statistics, applied econometrics and big-data methods to solve marketing problems

A common theme of research is the use of rigorous quantitative methods to study important, managerially relevant marketing questions.

Cross-Campus Collaboration

Students in this track take common classes in quantitatively oriented subjects with others at Stanford GSB, as well as the Economics and Statistics Departments. All Stanford GSB students have the opportunity to interact with Stanford GSB faculty in every group and, indeed, across the Stanford campus.

Solid training in economics and statistical methods, as well as programming skills, offers a distinct advantage for quantitative marketing students, but students from various backgrounds such as engineering, computer science, and physics have thrived in the program.

Faculty in Behavioral Marketing

Jennifer aaker, szu-chi huang, jonathan levav, zakary tormala, s. christian wheeler, faculty in quantitative marketing, kwabena baah donkor, wesley r. hartmann, sridhar narayanan, navdeep s. sahni, emeriti faculty, james m. lattin, david bruce montgomery, michael l. ray, itamar simonson, v. “seenu” srinivasan, recent publications in marketing, 50 years of context effects: merging the behavioral and quantitative perspectives, investigating complementarities in subscription software usage using advertising experiments, when the one true faith trumps all: low religious diversity, religious intolerance, and science denial, recent insights by stanford business, influencers want brands’ sponsorship, but not their rules, why advertisers pay more to reach viewers who watch less, your summer 2024 podcast playlist.

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Marketing addresses problems that organizations face in seeking to provide products and services that satisfy customers' demands. Students are expected to acquire a solid grasp of behavior and management science theory and method through their coursework. Relevant disciplines include behavioral science, economics, operations research, and statistics. Through workshops, seminars, and applied and theoretical research with faculty, candidates gain experience that is the prerequisite for independent work.

PhD candidates work alongside MIT Sloan's world-renowned marketing faculty. The pioneering research of MIT Sloan faculty in building and implementing marketing models and decision-support systems has enhanced new product development for decades. Other award-winning research projects focus on customer satisfaction and the psychological underpinnings of economic and consumer behavior.

Marketing Faculty

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Marketing Graduates

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From the Marketing Chair

"Welcome and thank you for your interest in a Ph.D. in marketing from UCLA Anderson! Marketing is a broad area, and we encourage curious individuals with strong economics, psychology or business training, as well as documented research experience, to apply. Our Ph.D. program is designed to allow students to concentrate in either a behavioral or quantitative marketing track, with training in economics and psychology to complement your coursework within marketing. We foster a collaborative environment and work hard to establish our students as successful researchers with strong publication records prior to graduation. Our excellent track record of placing our students in top research schools around the world speaks to the strength of our approach. To learn more about what our program focuses on, and to clarify the match to your own research interests, we strongly encourage you to read more on these pages about the work done by our faculty and students. "

Hal Hershfield, Ph.D. Marketing Chair

Explore the Program

Milestone publications.

People Who Choose Time over Money Are Happier Hal Hershfield and Cassie Mogilner Holmes

Although thousands of Americans say they prefer money, having more time is associated with greater happiness.  

Read Publication

Effects of Internet Display Advertising in the Purchase Funnel Randy Bucklin

Model-based insights from a randomized field experiment analyzed the value of reallocating display ad impressions across users at different stages.  

The Benefits of Emergency Reserves: Greater Preference and Persistence for Goals That Have Slack with a Cost Suzanne Shu

The exploration of how marketer-based programs designed to help consumers reach goals face dual challenges of consumer signup and motivating consumers to reach desirable goals.  

Alumni Success

Julia Levine (’23)

Dissertation: State Dependence in Brand, Category and Store Choice

Sherry He (’23)

Dissertation: Essays on Platform Policies, Ratings and Innovation

Kate Christensen (’21)

Dissertation: Moving Through Time: How Past and Future Connections Impact Consumer Decisions

Marissa Sharif (’17)

Dissertation: The Emergency Reserve: Benefits of Providing Slack with a Cost

Wayne Taylor (’17)

Dissertation: Modeling Customer Behavior in Loyalty Programs

Elizabeth Webb (’14)

Dissertation: Understanding Risk Preference and Perception in Sequential Choice

Claudia Townsend (’10)

Dissertation: The Impact of Product Aesthetics in Consumer Choice

Oliver Rutz (’07)

First academic placement: Yale University Dissertation: Essays in Cooperative Game Theory

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PhD | Marketing

The Ph.D. in Marketing

Stern’s Ph.D. program in marketing trains students to perform research in a broad array of behavioral areas such as consumer psychology, information processing, and judgment and decision making. The program also teaches students how to conduct research that develops econometric and statistical models to investigate consumer, firm, and market phenomena. The behavioral work in the department emphasizes experimental methodologies while the marketing science research focuses on structural models and Bayesian analyses. Applications of theory focus on current topics such as branding, social networks and media, word of mouth, and the use of digital media. The department is proud of a long tradition of close collaboration between doctoral students and faculty members.

Explore Marketing

Discover our other fields of study.

• Harvard Business School →
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Program Requirements

• Program Requirements →

Below please find the program requirements for a students in Marketing . Doctoral students in Marketing generally complete the program in five years.

A minimum of 13 semester courses at doctoral level are required. Each semester students will consult with the Marketing faculty coordinators to receive approval of their course selections.

Students in the Marketing program choose one of the following sequences

Microeconomics

• Microeconomic Theory I (HBS 4010/Economics 2020a)
• Microeconomic Theory II (HBS 4011/Economics 2020b)
• Social Behavior in Organizations: Research Seminar (Psychology 2630)
• Advanced Social Psychology (Psychology 2500)

Students must take four research methods courses, including at least one course in research design.

Research methods courses that meet this requirement include, but are not limited to:

Quantitative Research Methods

Research Methods Courses

• Introduction to Econometrics (Economics 1123)
• Introduction to Applied Econometrics (Economics 2120); (prerequisite Economics 2110; the pre-req will count towards 4 course requirement)
• Econometric Methods II (Economics 2115)
• Advanced Applied Econometrics (Economics 2144)
• Industrial Organization (Economics 2610)
• Statistical Methods for Evaluating Causal Effects (Econ 1127)
• Advanced Quantitative Methods II (KSG API 210i)
• Machine Learning and Big Data Analytics (HKS API 222)
• Statsitical Machine Learning (Statistics 195)
• Probability Theory (Statistics 210)
• Statistical Inference (Statistics 211)
• Bayesian Data Analysis (Statistics 220)
• Incomplete Multivariate Data (Statistics 232)
• Sequential Decision Making (Statistics 234)
• Advanced Demand Modeling (MIT 1.205)
• Advanced Natural Language Processing (MIT 6.864)
• Bayesian Modeling Inference (MIT 6.435)
• Inference Causal Parameters (MIT 14.388)

Quantitative Research Design Courses

• Advanced Quantitative Research Methodology (Gov 2001)
• Program Evaluation: Estimating Program Effectiveness with Empirical Analysis (HKS API-208)

Consumer Behavior

• Intermediate Statistical Analysis in Psychology (Psychology 1950)
• Multivariate Analysis in Psychology (Psychology 1952)

Research Design Courses

• Design of Field Research Methods (HBS 4070)
• Experimental Methods (HBS 4435)
• Field Experiments (HBS 4430)

Marketing students are required to take five additional doctoral courses.

Quantitative-track students are required to complete:

• Consumer Behavior (HBS 4630)
• Marketing Models (HBS 4660)
• Two breadth courses
• Three elective doctoral courses

Consumer Behavior-track students are required to complete:

• Micro Topics in Organizational Behavior (HBS 4882)
• Behavioral Approaches to Decision Making and Negotiation (HBS 4420)
• One elective doctoral course

All students without an MBA degree are required to complete two case-based HBS MBA courses.

Students are strongly encouraged to attend and participate in seminars throughout their program. Students are expected to attend the Marketing Unit Seminars .

Good Academic Standing

To remain in good academic standing, doctoral students are expected to maintain a B grade point average.

Teaching Requirement

Students are required to complete a teaching engagement of one full academic term that includes at least 8 hours, or 3 class sessions, of front-of-class teaching experience and at least 16 hours of teaching preparation time.

Special Field Exam

Students are required to pass the Special Field Exam at the end of the second year or beginning of the third year. This exam has two parts: a written exam and an oral exam based on a research paper a student has written.

Dissertation Proposal

By the end of their third year, all students are required to obtain approval of their dissertation proposal by their Dissertation Chair.

Oral Examination

Students are required to complete a dissertation proposal oral examination. In evaluating the student’s performance at the orals, the Dissertation Committee will take into account the quality of the student’s oral presentation, the quality of the student’s responses to questions from the Dissertation Committee, and the written material prepared prior to the oral date.

Dissertation

Students are required to write a dissertation, which typically takes the form of three publishable papers, to the satisfaction of their Dissertation Committee. The dissertation defense is oral and open to the public.

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PhD in Marketing

UNC Kenan-Flagler is a global leader in the field of empirical modeling and a destination department for marketing scholars who have a genuine interest in combining managerial relevance with academic rigor. The Marketing Area conducts managerially relevant research using rigorous empirical and analytical techniques, creates synergy between their research and teaching, and makes an impact on the business community and society by actively disseminating their insights.

PhD Marketing students learn to conduct research using rigorous empirical and analytical techniques. As a doctoral student, you will learn to unlock the full value of marketing data to better understand customers and improve marketing efforts. We actively share the newfound insights we glean to benefit the business community and society.

Typical Course Schedule by Year

During the first two years of the PhD program, you focus on courses that develop the tools you need to produce high-quality research. A faculty member, who acts as your advisor, is assigned to you when you enter the program.

• Marketing I
• Marketing II
• Issues in the Design and Analysis of Research in Marketing
• Seminar in Marketing Research Methodology
• An original research paper written under the supervision of a faculty member is required for presentation and critique.
• Economic Foundations in Marketing
• Advanced Psychometric Measurement and Data Analysis in Marketing
• A Comprehensive Written Examination covers all of the courses you take in the first two years of the PhD program
• An oral presentation of your current research
• Full-time research
• With consent of your advisor, you may attend/participate or present at external national or international conferences after your second year.
• Dissertation and Oral Defense is expected prior to the end of the fifth year.
• Preparing for the job market
• PhD students may take any elective course offered by UNC Kenan-Flagler or other UNC or Duke departments with guidance from your advisor.
• Your are invited to participate in all marketing-related research seminars and guest speakers offered at UNC Kenan-Flagler.

View our current Marketing PhD students .

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• Doctoral Programs

Quantitative Marketing

The PhD degree in Marketing is a research degree that is focused on developing cutting-edge skills that are needed to do research on the frontiers of marketing.

Behavioral Marketing

The PhD program in Behavioral Marketing at Yale focuses on how individuals think and behave in consumer-relevant domains. The program of study is inter-disciplinary, drawing from the fields of consumer behavior, social psychology, cognitive psychology, decision research, and behavioral economics.

Yale Marketing Seminar

The Yale Marketing Seminar Series presents recent research papers in marketing. The goal is to bring researchers from other universities to the Yale campus to stimulate exchange of ideas and deepen understanding of marketing trends.

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Top 10 Best PhD in Marketing Programs in the US [2024]

How deep do you want to dive into the ever-growing marketing field? A marketing background is a lucrative education choice that brings you applicable expertise for any industry. These days, marketing managers  make upwards of $130,000 per year. A master’s in marketing  is a great start.

But a PhD in marketing takes your career to the highest levels, though not only for individual businesses. You can take that expertise and dive deeper into research or pursue a teaching career in academia.

What are the best marketing PhD programs, and where can you find them? We’ve put together a solid list that even includes online marketing PhD programs for you to choose from!

Table of Contents

Best Marketing PhD Programs and Schools

Arizona state university, w. p. carey school of business, phd in marketing.

ASU was ranked no. 1  by the US News and World Report on its list of the most innovative schools. In this PhD marketing program, you can choose between three tracks: consumer behavior, quantitative marketing models, and service strategy. There are also core courses shared by all streams, which cover research methods and marketing models.

• Duration: 5 years
• Tuition : $11,720 per year
• Acceptance rate: 88.4%
• Location: Phoenix, Arizona

Harvard University, Harvard Business School

Harvard University is a world-renowned Ivy League  university known for its strength in research. This program draws on various disciplines, such as research methods, statistics, computer science , machine learning, and field seminars. After the first two years, students can embark on their dissertation. Although the Harvard Business School offers this program, doctorate candidates can also collaborate with other Harvard schools and MIT.

• Courses: 13
• Tuition : $50,928
• Acceptance rate: 5%
• Location: Boston, Massachusetts

The University of Wisconsin, Wisconsin School of Business

The Wisconsin School of Business has a strong reputation for its excellent faculty and reasonable tuition. The school’s core research areas for their marketing PhD are quantitative modeling, marketing strategy, and consumer behavior. Interested in a research position at a university, or teaching a specialized course? You’ll find many network opportunities if you enroll in this prorgam.

• Tuition: Refer tuition page
• Acceptance rate: 57.2%
• Location: Madison, Wisconsin

Carnegie Mellon University, Tepper School of Business

Phd program in marketing.

Carnegie Mellon University is based in Pittsburgh but has campuses all over the world. Their marketing PhD program covers topics like brand-choice models, marketing/operations interface, and theories of consumer behavior. Students are supported by excellent faculty to pursue quality research in specialty areas like behavioral and experimental economics , high-tech marketing, and two-sided market pricing.

• Duration: 4 to 5 years
• Tuition : $47,000 per year
• Acceptance rate: 17.3%
• Location: Pittsburgh, Pennsylvania

The University of Colorado Boulder, Leeds School of Business

The University of Colorado Boulder is the flagship institution of the University of Colorado system and has nine schools and colleges offering around 150 programs. Its PhD in marketing is an advanced degree covering experimental and statistical methods, predictive modeling, quantitative marketing, and theory building, with crucial courses built around consumer behavior and quantitative modeling.

• Tuition : $2,811 per credit
• Acceptance rate: 84.2%
• Location: Boulder, Colorado

The University of Missouri, Robert J. Trulaske Sr. College of Business

The University of Missouri is a public land-grant university that offers high-quality but affordable education. Its PhD program in marketing focuses on developing teaching and research skills and helps students prepare for careers in various research settings. The program offers small class sizes and promotes a collaborative environment.

• Semester hours: 72
• Tuition : $414.60 per credit hour
• Acceptance rate: 81.8%
• Location: Cornell Hall | Columbia, Missouri

Florida International University, College of Business

Phd in business administration (marketing).

FIU College of Business is a world-renowned institution that falls within the top 5% of elite business schools globally and has been ranked second  in the nation for international business programs. Its PhD in Business Administration with a focus on marketing equips students with the knowledge necessary to establish successful careers in academics and research. The program’s key courses include marketing research methodology, advanced data analysis, and statistical methods in consumer research.

• Duration: 4 years
• Tuition : $10,935.36 per year
• Location: Miami, Florida

Drexel University, LeBow College of Business

Drexel University is a well-known private research institution and center of higher learning that emphasizes experiential learning. Its PhD in marketing program covers both the macro and micro aspects of marketing, though with a greater focus on the microelements. You can also choose between electives in economics-oriented or behavior-oriented subjects. Economics-oriented courses include econometrics and advanced microeconomics, while behavior-oriented includes multivariate analysis, and behavioral science research.

• Tuition : $2,000 per credit hour
• Acceptance rate: 77.2%
• Location: Philadelphia, Pennsylvania

Liberty University

Online doctor of business administration (dba) – marketing.

Looking for online marketing doctoral programs? Liberty University offers various fully online programs flexible enough for working professionals. Its DBA program in marketing includes strategic marketing management, supply chain management, marketing research, and marketing promotions. As one of the only fully-online marketing PhD programs available, it is ideal for working professionals who want to keep a balance between work and study. The program also lets you transfer up to 50% of credits from previous degrees.

• Credit hours: 60
• Duration: 3 years (average)
• Tuition : $595 per hour
• Acceptance rate: 50.1%

Grand Canyon University, College of Doctoral Studies

Doctor of business administration (dba): marketing (quantitative research).

Grand Canyon University is the largest private Christian university with almost 100,000 students. Unlike a qualitative DBA, which attempts to analyze topics using insights into how and why people think and behave, this quantitative DBA focuses on analysis by interpreting numeric data. This online doctorate in marketing includes courses about quantitative data collection and analysis, the complexity of marketing, and digital technology (a PhD in digital marketing is a great specialty!) and consumer behavior.

• Credits: 60
• Tuition : $702 per credit
• Acceptance rate: 80.7%

Should I Get a Doctorate in Marketing?

With a doctorate in marketing, you’ll be eligible for various high-level roles in academia, business, and research. These positions can offer salaries anywhere from $55,000 to $155,000, making the degree a valuable qualification for your CV.

Of course, like any discipline or program, a marketing PhD has advantages and disadvantages.

Advantages of Having a PhD in Marketing:

• Excellent career prospects:

A PhD in marketing will qualify you for roles at the highest levels of business management, which you otherwise might not access with a master’s alone. Alternatively, you use this degree to pursue a career in academia and research.

• Job opportunities in academia:

A PhD is a prerequisite if you want to teach marketing at a post-secondary level or pursue certain research career paths.

• Scope for innovation:

A PhD in marketing helps you contribute to advances in the field, especially in cutting-edge areas like artificial intelligence and natural language processing. In contrast, a master’s degree has a smaller scope for research.

Drawbacks of a PhD in Marketing:

• You have to wait to launch your career:

Studying a PhD is a serious time investment: it takes around five years to complete for most people. Of course, this is after you’ve already completed your bachelor’s and master’s degrees, so it will take you an average of 11 years before the degree brings you higher on the career ladder.

• It’s a balancing act:

By the time you start your PhD, you might have a family to take care of. As a result, managing your studies, research, and family could be a challenge.

How to Choose a Marketing Doctoral Program?

With so many options, you might have trouble picking from the top marketing PhD programs. Here are some essential factors to consider before deciding:

1. Your career goals

You might be able to build a worthwhile career in marketing with a master’s degree . But for heavy research and academic or teaching work, you’ll need a PhD. If you’re not interested in teaching or research, you might reconsider the time and financial commitment needed to complete a marketing PhD.

2. Accreditation

Check each school you’re considering for their regional accreditation. Some marketing programs may even have programmatic accreditation to look out for. This is an important factor in picking a reputable program that’s attractive to potential employers.

3. Mode of delivery

If you’re already a working professional, full-time, on-campus study might not be an option for you. In this case, you must look for a PhD in marketing online that offers remote learning and flexibility.

These are just a few ideas to keep in mind. Weigh all your options and listen to your gut feeling in the end.

Alternatives to a Marketing Major

Marketing is a specialized discipline with well-defined objectives, needing specific skillsets. However, in today’s interconnected world, various disciplines share many of the same concepts.

You can still build a high-level career in marketing with qualifications in different fields, like:

• Advertising
• Data analytics
• Strategic management
• Analytical management
• Production management

Careers with a PhD in Marketing

A PhD in marketing can open doors to various top-level roles.

Here are some of the most common roles for professionals with a marketing doctorate, with the median annual salaries for each:

• Marketing Manager ( $67,696 )
• Market Research Analyst ( $55,742 )
• Chief Executive Officer (CEO) ( $156,413 )
• Professor (Marketing) ( $89,181 )

What Do You Need to Get into a Marketing Doctoral Program?

Every marketing PhD program has specific admission requirements. Always double-check by referring to the admission webpage or contacting a school representative. Usually, a master’s degree in a related field is required for admission.

Most programs will also require:

• A statement of purpose , research proposal, or both
• Letters of recommendation
• Academic resume
• GRE/GMAT scores may or may not be required

PhD Marketing vs. Master’s Degree: Which is Better?

A master’s degree in marketing is a career-oriented qualification that can propel you into a meaningful marketing career for a variety of corporations or small businesses. On other hand, marketing PhD programs are generally research-based and will give you more specialized knowledge that equips you for a career in the academic sphere.

PhDs also require a much more significant time and financial commitment.

PhD in Marketing FAQs

What can you do with a phd in marketing.

Popular career choices for marketing PhD grads include market research analysts, chief marketing officers, and marketing professors. This advanced degree will not only equip you for roles in senior management, but also the fields of research and academia.

How Many Years is a PhD in Marketing?

A PhD in marketing typically takes five years to complete. However, some universities allow you to earn your doctorate in as little as three years, though usually only if you have enough transfer credits. At the other end of the scale, your PhD may push out to up to seven years.

Is There a PhD in Marketing?

Yes. Many universities offer a PhD degree in marketing, as well as online marketing doctorate programs for working professionals. Some schools also offer a comparable DBA (Doctor of Business Administration)..

Can I Do a PhD in Marketing After an MBA?

Yes, you can do a PhD in marketing after completing an MBA. In fact, you might consider completing a DBA to be more in line with your studies.

Key Takeaways

You can access a wealth of career opportunities available with an MBA or another master’s degree . But if you want to open more doors in research and academia, a PhD in marketing is the way to go. With so many online study options, it’s easier now than ever to complete a remote degree while juggling work or a family.

If you want to explore more options for excellent advanced degrees, take a look at our guides for:

• Best online PhD in Psychology programs
• History PhD programs
• Best PhD programs in California

Lisa Marlin

Lisa is a full-time writer specializing in career advice, further education, and personal development. She works from all over the world, and when not writing you'll find her hiking, practicing yoga, or enjoying a glass of Malbec.

• Lisa Marlin https://blog.thegradcafe.com/author/lisa-marlin/ 12 Best Laptops for Computer Science Students
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• Lisa Marlin https://blog.thegradcafe.com/author/lisa-marlin/ BA vs BS: What You Need to Know [2024 Guide]
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PhD Degree Program in Marketing

Marketing is fundamentally concerned with the description and prediction of decision outcomes involving all aspects of the firm that relate to its customers, competitors, distributors, and business regulators. Interest in description and prediction, in turn, is associated with the improvement of marketing decision making.

Marketing is an interdisciplinary field that draws upon theory and methodology from a wide variety of sources, including psychology, sociology, mathematics, statistics, and economics. Recent developments in the field include new methods and theories for understanding buyers’ perceptions and preferences, probabilistic choice models, models for allocating marketing resources,  econometric analysis of large data bases, and micro-economic models for marketing strategy.

The Wharton School’s Marketing Department has had a long tradition in the development of new research methodologies and the successful implementation of new decision models and techniques in the practice of marketing.

Information Sessions about Admissions for 2025

Objectives of the program.

The program’s specific objectives are:

• To provide an interdisciplinary environment for the generation of creative ideas in marketing;
• To provide sufficient analytic skills for evaluation (and implementation) of these ideas, i.e., critical insight;
• To provide training in the communication of these ideas to others; and
• To encourage a type of cumulative contribution to the marketing field by a process of learning how to learn, i.e., the strategy of scholarly inquiry.

These objectives are implemented by means of a varied program of seminars, joint research projects, and colloquia.

DEGREE REQUIREMENTS

The Wharton Doctoral Programs consist of two distinct phases: pre-candidacy and candidacy. In general, during the pre-candidacy phase the student completes

• the required coursework
• preliminary examinations
• any requirements imposed by the student’s specific Department or Program such as additional qualifying examinations and research papers.

Upon satisfying all of these requirements, the student applies in writing to their Department Ph.D. Faculty Coordinator for admission to candidacy. The Coordinator will review the student’s record and make a recommendation to the Vice Dean. Upon approval by the Vice Dean, the student is admitted to candidacy.

The candidacy phase comprises

• preparation and defense of the dissertation proposal
• doctoral dissertation
• final defense of the dissertation

CANDIDACY REQUIREMENTS

The following are the specific requirements for the Marketing Department.

Before admission to candidacy , the student is required to:

• Complete the required 15* credit units of graduate level courses as described in detail in the Coursework section below. (*Students entering the program before Fall 2019 need to complete 17 credit units.)
• Take and pass the Marketing Qualifying Examination offered at the end of the first year.
• Complete a faculty-supervised First Year Research Paper due September 1, before the start of the second year.
• Complete a faculty-supervised Second Year Research Pape r due September 1, before the start of the third year, and present it in a faculty seminar in their third year.
• Declare  primary advisor(s) by December 15 of the third year.
• Form and declare a  dissertation committee by May 15 of the third year.
• Prepare and defend a  dissertation proposal  by September 15 at the start of the 4th year.
• The Ph.D. program in marketing is based on the completion of the dissertation as well as a minimum of fifteen graduate level course units.
• These courses assume that the student has a basic knowledge of various business areas, computer programming, calculus, and matrix algebra.
• Of the 15 course units, a maximum of 4 can consist of transfer courses for graduate work at other universities with approval of the Department’s PhD Coordinator.
• In addition, only 2 of the 15 course units can be independent study courses.
• Courses are taken from the following categories:

MAJOR Field Courses - 5.0 CU

The Marketing Department requires that students take five course units (cu) of Ph.D. seminars .

• Students can select the Quantitative Track or the Consumer Behavior Track when choosing which marketing seminars to take, according to their research interests.
• If a required Marketing Seminar is not offered, students may submit a request to the Marketing Department’s Doctoral Committee for a course substitution.
• The required seminars are:

Consumer Behavior Track : 3 credit units as follows

• MKTG 9500 (0.5 cu) and MKTG 9510 (0.5 cu)
• MKTG 9520 (0.5 cu) and MKTG 9530 (0.5 cu)
• MKTG 9540 (0.5 cu)
• MKTG 9560 (0.5 cu)

Quantitative Track: 3 credit units as follows

• MKTG 9540 (0.5 cu) and MKTG 9550 (0.5 cu)
• MKTG 9560 (0.5 cu) and MKTG 9570 (0.5 cu)
• MKTG 9500 (0.5 cu)
• MKTG 9520 (0.5 cu)

Seminars required for all students : 2 credit units

• MKTG 9400 (0.5 cu)
• MKTG 9410 (0.5 cu)
• MKTG 9420 (0.5 cu)
• MKTG 9430 (0.5 cu)

Please see the links on the right for Course descriptions and schedules. Students wishing to take any of these courses need permission from the course instructor before they can register for them. Please see  Program Advising and Registration for details about how to enroll in these courses, and how to set up an Independent Study section (MKTG 9990).

Basic Courses - 3.0 to 4.0 CU

Economics Requirements

• ECON 7100 and ECON 7110 ( Microeconomic Theory I & II) OR
• ECON 6100 (Microeconomic Theory) and ECON 6110 (Game Theory and Applications) OR
• BEPP 9500 (Managerial Economics)

Statistics Requirements

• STAT 5000 and STAT 5010 (or PSYC 6110 and PSYC 6120)
• STAT 5150 and 5160
• STAT 5200 and 5210
• STAT 9700 and 9710
• ECON 7300 and 7310
• SOCI 5351 (Quantitative Methods II) and STAT 5010

*Non-statistics Wharton PhD students may take STAT 9270, 9610 (Statistical Methodology – previously STAT 541), 9620 and STAT 5420  as electives only after fulfilling one of the required course combinations listed above. Students who would like to take these courses are required to ask for an interview with the instructor and receive his/her permission.

Exceptions to these sequences, or the ability to “mix and match” courses from these sequences, is allowed- however, must receive written approval from the current doctoral coordinator of the statistics department program.

Courses in a Related Field - 2.0 to 3.0 cu

Students also complete course units in related fields. A partial list of possible related fields includes:

• Communications Research
• Decision Processes
• Econometrics
• Information Systems
• Operations Research

Electives - 4.0 to 5.0 cu

• Marketing Degree Program
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For more information or to request admission application forms:

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Wharton’s Marketing faculty, the most published and cited in the world, are leaders in developing new knowledge in marketing and related core disciplines.

The Wharton doctoral program offers students an unmatched interdisciplinary environment within which to generate creative ideas and hypotheses and to develop the analytic skills to evaluate them.

Faculty members are active in diverse research areas that connect to initiatives and centers both within Wharton more broadly, and other departments within the university. Recent research topics include such areas as: cognitive processes of consumers; consumer preference measurement; marketing decision support systems; design and adoption of new products and services; and social media and consumer inter-dependencies.

The Marketing Program requires students to have a basic knowledge of various business areas, computer programming, calculus, and matrix algebra.

For information on courses and sample plans of study, please visit the University Graduate Catalog .

For more information about the Joint Doctoral Degree in Marketing and Psychology:  https://marketing.wharton.upenn.edu/joint-doctoral-degree-in-marketing-and-psychology/

Get the Details.

Visit the Marketing website for details on program requirements and courses. Read faculty and student research and bios to see what you can do with a Marketing PhD.

MARKETING PH.D.

VIBRANT, SMART, AND CURIOUS

Over the last ten years, 100 percent of marketing Ph.D. students have accepted academic positions upon graduating, thanks in large part to faculty mentors at the top of their game.

Quick Links

• Ph.D. Program
• Why McCombs
• Marketing Department

RESEARCH BREADTH

The world is your laboratory.

ACADEMIC LIFE AT McCOMBS

Mentorship and practice.

CAREER PLACEMENT

The world needs you, application deadline.

The application deadline for the Marketing Doctoral Program is December 15th.

Extraordinary business and economic growth have ushered in exciting times in our Marketing Department, with many graduates starting their careers at the world's leading research institutions. The program's primary goal is to develop students into skilled researchers and future leaders in academia by creating and disseminating marketing knowledge that reshapes the marketplace.

Consumer Behavior

Research focuses on issues related to the acquisition and retention of consumers and consumers' consumption of goods, services, ideas, and experiences. The research both relies on and contributes to theory in marketing, psychology, sociology, and economics and has practical relevance, answering questions that inform and improve marketing and public policy decisions and individual-level consumer well-being.

Marketing Strategy

Research focuses on issues related to firms' strategies and behaviors, including topics such as innovation management, sales force management, distribution channels, market entry strategy, technology strategy, new venture marketing, customer relationship management, and marketing metrics. The research spotlights substantive real-world problems, and generally, the insights from marketing strategy research have direct and actionable implications for marketing practice.

Quantitative Marketing

Research focuses on developing theoretical models and empirical methods for applied marketing problems, drawing from economic theory, statistics, econometrics, and computer science to uncover novel insights, challenge existing theory, and advance marketing practice. The research, combining computational advances, fruitful collaborations with industry, and explosive growth in data availability, along with strong student demand for analytical training, portends a fulfilling academic career for those interested in quantitative marketing.

RESEARCH METHODOLOGIES

A wide variety of research designs is used, and mastery of quantitative and qualitative data analysis techniques is essential.

PREPARATION AND QUALIFICATIONS

The Texas McCombs Marketing doctoral program assumes that students have taken advanced courses to establish a reasonable mathematical, statistics, and economics background. Adequate computer programming skills are necessary for coursework.

Prospective applicants are required to hold a four-year bachelor's degree (does not require a formal degree in the area of study) or equivalent before starting the program. There are no additional prerequisites or requirements for the Marketing department.

See Admissions for further information.

CAREER DESTINATIONS

The primary goal of the Texas McCombs Ph.D. program is to prepare students for exceptional academic careers. Over the last five years, McCombs Marketing Ph.D. alumni have excelled at top institutions globally.

Recent Graduate Placements

Current Students and *Job Market Candidates

Abbott, Paige

Alam, Meher

Basak, Somdatta,

Chavez Montes, Marcelino

Gautam, Aprajita

Ghosh, Robina

Niknejad Moghadam, Mahdi*

Nivsarkar, Anima

Shu, Runyang

Sridhar, Sachin

Urdaneta Romano, Constanza

Winer, Sarah

Wu, Xiaohan Jessica

Yu, Lingzhi

Zhang, Zhengwei (Harrison)

Paige Abbott

Somdatta Basak

Marcelino Chavez

Aprajita Gautam

Robina Ghosh

Mahdi niknejad moghadam*.

Anima Nivsarkar

Runyang Shu

Sachin Sridhar

Constanza Urdaneta Romano

Sarah Wiener

Xiaohan (Jessica) Wu

Zhengwei (Harrison) Zhang

ARE YOU READY TO CHANGE THE WORLD?

The Texas McCombs Doctoral Program is seeking individuals who are interested in transforming the global marketplace. Are you one of these future thought leaders?

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PhD Programs in Marketing

The AMA helps potential doctoral students find the right program for them by maintaining a global list of PhD and DBA-granting institutions that offer the opportunity to specialize in marketing. If you would like your institution added to the list below, please email [email protected].

Current doctoral students may find helpful resources via the AMA DocSIG and PhD students who are going on the market should check out the AMA Transitions Guide or learn about Academic Placement at the Summer Academic Conference .

• ​Chinese University of Hong Kong  
• City University of Hong Kong 
• Hong Kong University of Science and Technology 
• Indian Institute of Management, Ahmedabad
• JK Business School
• Lingnan University​​
• Management Development Institute  
• Nanyang Technological University ​
• National University of Singapore  
• Aston Business School
• Athens University of Economics & Business  
• Bilkent University 
• Bocconi University  
• Boğaziçi University
• Cardiff University  
• City, University London  
• Copenhagen Business School
• Cranfield University  
• Erasmus Research Institute of Management  
• ESSEC Business School
• Frankfurt School of Finance & Management  
• Goethe-Universitaet Frankfurt  
• Grenoble Ecole de Management  
• HEC Paris  
• Hanken School of Economics  
• INSEAD 
• ICTE Business School  
• Kingston University  
• Koc University  
• Lancaster University  
• Loughborough University 
• Lausanne University  
• London Busines s School  
• Maastricht University  
• Manchester Business School  
• Nottingham University  
• Tilburg University  
• Umea University  
• University of Bradford
• University College Dublin 
• University of Cologne​
• University of Exeter  
• University of Glasgow  
• University of Grenoble  
• University of Groningen
• University of Guelph  
• University of Liverpool  
• University of Mannheim
• University of Muenster
• University of Navarra, IESE  
• University of St. Gallen 
• University of Southern Denmark  
• University of Stirling​
• University of Strathclyde 
• University of Valencia  
• VU University Amsterdam 
• Wilfrid Laurier University 
• Warwick Business School 
• Yeditepe University
• Carleton University  
• Concordia University 
• HEC Montréal  
• Laval University  
• McGill University
• McMaster University  
• Queen’s University
• Simon Fraser University 
• University of Alberta 
• University of British Columbia 
• University of Calgary
• University of Manitoba​
• University of Toronto  
• Western University  
• York University ​

Australia and New Zealand

• Bond University 
• Deakin University
• Griffith University​ 
• La Trobe University  
• Macquarie Graduate School of Management 
• Melbourne Business School  
• Monash University 
• Queensland University of Technology 
• Royal Melbourne Institute of Technology 
• University of Adelaide 
• University of Ballarat 
• University of Canterbury​
• University of Melbourne 
• University of Newcastle 
• University of New South Wales  
• University of Otago 
• University of South Australia  
• University of Sydney 
• University of Technology, Sydney  
• University of Western Australia 
• University of Wollongong

United States of America

• Arizona State University  
• Bentley University  
• Boston University 
• Carnegie Mellon University 
• City University of New York (Baruch College) 
• Cleveland State University 
• Cornell University 
• Columbia University  
• Drexel University  
• Duke University  
• Emory University  
• Florida Atlantic University  
• Florida International University 
• Florida State University
• Fordham University  
• George Washington University 
• Georgia Institute of Technology  
• Georgia State University 
• Grand Canyon University  
• Harvard University  
• Indiana University  
• Iowa State University  
• Kennesaw University 
• Kent State University  
• Louisiana State University
• Louisiana Tech University  
• Massachusetts Institute of Technology  
• Michigan State University  
• Mississippi State University 
• Morgan State University 
• New Mexico State University 
• New York University  
• Northwestern University  
• The Ohio State University 
• Oklahoma State University  
• Old Dominion University
• Pace University  
• Pennsylvania State University  
• Purdue University  
• Rutgers University  
• Saint Louis University 
• Southern Illinois University  
• Stanford University  
• State University of New York, ​Binghamton  
• Syracuse University 
• Temple University  
• Texas A & M University  
• Texas Tech University 
• University of Alabama 
• University of Arizona  
• University of Arkansas 
• University at Buffalo  
• University of California, Berkeley  
• University of California, Irvine  
• University of California, Los Angeles
• University of California, Riverside
• University of California, San Diego  
• University of Central Florida 
• University of Chicago 
• University of Cincinnati 
• University of Colorado at Boulder  
• University of Connecticut  
• University of Florida  
• University of Georgia 
• University of Hawaii at Manoa  
• University of Houston  
• University of Illinois at Urbana Champaign 
• University of Illinois at Chicago 
• University of Iowa  
• University of Kansas 
• University of Kentucky 
• University of Maryland  
• University of Massachusetts – Amherst
• University of Massachusetts – Lowell  
• University of Memphis  
• University of Miami 
• University of Michigan  
• University of Minnesota  
• University of Mississippi  
• University of Missouri 
• University of Nebraska-Lincoln  
• University of North Carolina 
• University of North Texas 
• University of Oklahoma 
• University of Oregon  
• University of Pennsylvania  
• University of Pittsburgh 
• University of Rhode Island 
• University of Rochester  
• University of South Carolina  
• University of Southern California  
• University of South Florida  
• University of Tennessee 
• University of Texas – Arlington 
• University of Texas at Austin – Marketing 
• University of Texas – Dallas 
• University of Texas – El Paso​
• University of Texas – Rio Grande Valley  
• University of Texas – San Antonio 
• University of Utah  
• University of Virginia 
• University of Washington  
• University of Wisconsin-Madison 
• University of Wisconsin-Milwaukee 
• University of Wyoming  
• Vanderbilt University 
• Virginia Polytechnic Institute and State University  
• Washington State University  
• Washington University in St. Louis  
• West Virginia University 
• Yale University  
• Wayne State University  ​​​

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Marketing PhD Program

Marketing is an interdisciplinary field that examines the interactions of consumers and businesses in the marketplace. Academic research in marketing draws upon theories and methodology from a wide variety of fields, including psychology, sociology, mathematics, statistics, and economics. Faculty members in Marshall’s marketing department represent numerous theoretical backgrounds and substantive interests. As mentors, they encourage students to identify their own interests and develop the analytic and methodological skills to pursue their own research questions.

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CONCENTRATIONS

Quantitative marketing.

This area of marketing shares theories and methodologies with economics, mathematics, and statistics. Faculty advising students in this area are experts in a variety of topics such as

• Applications of artificial intelligence in marketing
• Understanding how businesses manage social interactions
• The impact of digital platforms on different industries
• Social networks and network structures in markets
• Strategic pricing decisions
• Distribution-channel strategies
• Innovation and product growth
• Global markets

Consumer Psychology

This area of marketing shares theories and methodologies with social and cognitive psychology and behavioral economics. Faculty advising students in this area are experts in a variety of topics such as

• Status and luxury goods
• Branding and consumers’ attachments to brands
• Consumers’ strategies to maintain a positive self-evaluations
• Emotions and their effects on consumers’ valuations of products
• How the use of technology affects consumers’ enjoyment and memories of experiences
• Consumers' responses to service and product failure
• Budgeting and saving decisions
• Consumer Creativity

Developing Marketing Scholars

The aim of the PhD program in marketing at USC is to develop outstanding researchers and prepare them for productive careers in academia. During their studies, students will transition from consumers of knowledge to producers and disseminators of knowledge.

Marshall’s PhD program in marketing is highly selective. The small size of the program allows for close collaborations between students and faculty and for students to tailor their program of study to fit their background and research interests.

From the beginning of the program, students have the opportunity to engage in different research projects and receive guidance and mentorship from faculty experts. Students are strongly encouraged to develop their own research program and have the freedom to pursue their own ideas.

Faculty members are experts in their areas and are highly committed to the training and guidance of PhD students.

Faculty Coordinator: Gülden Ülkümen, Professor of Marketing

REQUIREMENTS

During their first two years in the program, students are required to complete a series of classes in marketing as well as in other departments in Marshall and USC at large.

Within marketing, PhD students complete four marketing seminars (two in quantitative marketing and strategy, two in consumer behavior). These seminars cover the key areas of academic marketing research and provide students a broad perspective of the field of marketing.

Fall Semester — Even Years

MKT 613: Marketing Models in Consumer and Business-to-Business Markets

Spring Semester - Odd Years

MKT 616: Consumer Behavior Theory and Research

Fall Semester - Odd Years

MKT 615 Strategic and Marketing Mix Models

Spring Semester - Even Years

MKT 618: Consumer Behavior and Decision Making

In addition, students take classes in other departments in the business school (e.g., Management and Organizational Behavior, Data Science), as well as in departments across campus (e.g., economics, psychology, statistics, computer science).

First Year Summer Research Paper

The first year paper allows students to develop their own research interest and to demonstrate their research potential. Students develop an original research question and provide initial tests of their predictions. A faculty mentor and other marketing faculty form the first year research paper committee that guides the student’s process.

Qualifying Exam

Following the spring semester of their second year, students will take part in a qualifying exam that leads to the assessment of whether the student is ready for ascension to candidacy. The topics pursued in the qualifying exam often evolve into a substantial portion of the student’s dissertation. A faculty mentor and other faculty members from marketing and from outside the department form the qualifying exam committee that guides the student’s process.

After passing the qualifying exam, students are admitted to PhD candidacy and pursue their research, culminating in their dissertation.

Research Mentorship

Students work with different research mentors over the course of the program. In the first two years, students work with different faculty member each semester, in order to expose students to different researchers and research approaches. By the end of year two, students should have identified a primary research mentor who will guide them until completion of the dissertation, i.e., their faculty advisor.

Year 1: In year 1, the research mentor aims to advise the student with their courses, studies, and overall strategies in the program. Students may assist with a faculty research project if it offers a good learning experience and does not interfere with classes and other program requirements. In some cases, the relationship may involve the student working on their own research project, in which case the research mentor serves as an advisor. Further, the research mentor may be involved in guiding the development of the first-year paper.

Year 2: In year 2, the student should gain further research skills by assisting the faculty mentor with a research project that offers a good learning experience. Activities may include data collection, data cleaning, data organizing, coding, and estimation for empirical projects, and checking models and proofs for theoretical projects. In some cases, the relationship may involve the student working on their own research project, in which case the research mentor serves as an advisor. Further, the research mentor advises the student in developing the second-year paper.

Year 3: In year 3, the student will continue to gain research skills by working on research projects from previous years that should involve different faculty. If not yet done, the student will start developing their own research projects and agenda. The research mentor will primarily serve as an advisor.

Year 4: In year 4, the student will continue to improve their research skills, advancing research projects from previous years, and start new ones. The research mentor will continue to serve as an advisor.

Year 5: In year 5, the research mentor serves to advise the student on completion of the dissertation. In most cases, the advisor will serve as the student’s dissertation chair.

You will work hands-on in a thriving research culture with constant exposure to new and important ideas. Marshall is ranked 5th in the world in research for the years 2018–2022 by the UT-Dallas Research Rankings.

Our faculty regularly publish in the field’s top journals, such as:

• Journal of Marketing
• Journal of Marketing Research
• Journal of Consumer Research
• Marketing Science
• Management Science

Our faculty also continuously publish in the premiere journals of related disciplines

• American Economic Review
• Journal of Personality and Social Psychology
• Journal of experimental Psychology: General
• Psychological Science
• The Rand Journal of Economics

Selective List of Journal Publications With Students

From the very beginning of the program, students collaborate with faculty on research projects with the goal of producing research that will be published in the top journals. Below, please find a selection of recent articles that resulted from these collaborations. * denote current or former PhD students.

Ceylan*, Gizem, Kristin Diehl, and Wendy Wood (forthcoming), “To Imagine or Not to Imagine: A Meta-Analysis Investigating the Effectiveness of Mental Simulation of Positive Experiences on Behavior,” Journal of Marketing .

Ceylan*, Gizem, Kristin Diehl, and Davide Proserpio (forthcoming), “Words Meet Photos: When and Why Visual Content Increases Review Helpfulness,” Journal of Marketing Research .

Chandrasekaran*, Deepa, Gerard J. Tellis and Gareth James (2022), “Leapfrogging, Cannibalization, and Survival during Disruptive Technological Change: The Critical Role of Rate of Disengagement,” Journal of Marketing.

D’Angelo*, Jennifer K., Kristin Diehl, and Lisa A. Cavanaugh. "Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar Choices." Journal of Consumer Research 46, no. 4 (2019): 750-773.

Donovan*, Leigh Anne and Priester, Joseph (2020). Exploring the psychological processes that underlie interpersonal forgiveness: Replication and extension of the model of motivated interpersonal forgiveness. Frontiers in Psychology.

Donovan*, Leigh Anne Novak, and Joseph R. Priester. "Exploring the psychological processes underlying interpersonal forgiveness: The superiority of motivated reasoning over empathy." Journal of Experimental Social Psychology 71 (2017): 16-30.

Dukes, Anthony and Yi Zhu* (2019) “Why Customer Service Frustrates Consumers: Exploiting Hassel Costs by a Tiered Customer Service Organization,” Marketing Science, 38(3): 500-515.

Hong*, Jihoon, Max Wei and Gerard J. Tellis (2022), “Machine Learning for Creativity: How Similarity Networks Can Identify Successful Projects in Crowdfunding,” Journal of Marketing .

Jayarajan*, Dinakar, S. Siddarth, and Jorge Silva-Risso. "Cannibalization vs. competition: An empirical study of the impact of product durability on automobile demand." International Journal of Research in Marketing 35, no. 4 (2018): 641-660.

Paulson*, Courtney, Lan Luo, and Gareth M. James. "Efficient large-scale internet media selection optimization for online display advertising." Journal of Marketing Research 55, no. 4 (2018): 489-506.

Pei*, Amy, and Dina Mayzlin (2021), "Influencing the Influencers." Marketing Science, forthcoming.

Proserpio, Davide, Isamar Troncoso*, and Francesca Valsesia* (2021) "Does gender matter? The effect of management responses on reviewing behavior." Marketing Science, Forthcoming.

Gerard J. Tellis, Ashish Sood, Nitish Sood, Sajeev Nair* (2023), “Lockdown Without Loss? A Natural Experiment of Net Payoffs from to Covid COVID-19,” Journal of Public Policy and Marketing .

Troncoso*, Isamar and Lan Luo (2023), “Look the Part? The Role of Profile Pictures in Online Labor Marketplace,” Marketing Science .

Valsesia*, Francesca and Kristin Diehl (2022), “Let Me Show You What I Did Versus What I Have: Sharing Experiential Versus Material Purchases Alters Authenticity and Liking of Social Media Users,” Journal of Consumer Research¸ Volume 49, October, p. 430-449.

Tellis, Gerard J., Deborah J. MacInnis, Seshadri Tirunillai*, and Yanwei Zhang*. "What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence." Journal of Marketing 83, no. 4 (2019): 1-20.

Valsesia*, Francesca, Kristin Diehl, and Joseph C. Nunes (2017), “Based on a True Story: Making People Believe the Unbelievable,” Journal of Experimental Social Psychology, 71, 105-110

Valsesia*, Francesca, Joseph C. Nunes, and Andrea Ordanini (2021), “I Am Not Talking to You: Partitioning an Audience in an Attempt to Solve the Self-Promotion Dilemma,” Organizational Behavior and Human Decision Processes, 165, 76-89.

Valsesia*, Francesca, Davide Proserpio, and Joseph C. Nunes. "The Positive Effect of Not Following Others on Social Media." Journal of Marketing Research (2020): 0022243720915467.

Xu*, Zibin, Yi Zhu and Shantanu Dutta (Forthcoming), “Platform Screening Strategies And The Role of Niche Sellers on Service Provision”, International Journal of Research in Marketing

Xu*, Zibin and Anthony Dukes, (2021) “Personalization, Customer Data Aggregation, and the Role of List Price,” Management Science, forthcoming.

Xu*, Zibin, and Anthony Dukes. "Product line design under preference uncertainty using aggregate consumer data." Marketing Science 38, no. 4 (2019): 669-689.

Zhang*, Mengxia and Lan Luo (2023), “Can Consumer Posted Photos Serve as a Leading Indicator of Restaurant Survival? Evidence from Yelp,” Management Science , Vol. 69, No. 1, 25–50

Zhu*, Yi and Anthony Dukes (2017), “Prominent Attributes under Limited Attention,” Marketing Science, 36(5): 683-698.

Faculty Honors

The research of our faculty has been recognized repeatedly as innovative and highly impactful. Faculty members have been named fellows in the field’s leading professional organizations.

• American Marketing Association IO Lifetime Achievement Award
• Vijay Mahajan Lifetime Contribution to Marketing Strategy Award
• Alpha Kappa Psi Award
• Harold H. Maynard Award
• William F. O’Dell Award
• Donald R. Lehmann Award
• John D.C. Little Award
• INFORMS Society for Marketing Science Long-term Impact Award
• Fellow of INFORMS Society for Marketing Science
• Fellow of American Marketing Association
• Fellow of Association of Consumer Research
• Fellow of Society of Consumer Psychology

Proven Thought Leaders

Our faculty have a substantial role in shaping the discipline through their positions as editors, associate editors and editorial board members of:

• Journal of Consumer Psychology

Our faculty also include former presidents of major professional organizations, such as the Association for Consumer Research, the Association for Consumer Psychology, and INFORMS Society of Marketing Science (ISMS).

Program Culture

The culture of the program is research focused, collegial, supportive, and highly interactive. PhD students are “junior colleagues” encouraged to participate in academic research with faculty from the very beginning. The low PhD student/faculty ratio coupled with the marketing faculty’s “open door” policy promotes frequent and meaningful interactions between faculty and students about research, careers and teaching. Students also serve as colleagues and mentors to each other and often develop papers together.

Research Environment Faculty and students attend weekly scholarly presentations from invited faculty from around the world. In addition internal brown bag seminars and reading groups allow students and faculty to exchange ideas and receive feedback on research topics.

Student Background Our students come from all of over the world. They have strong academic backgrounds and bring with them a variety of experiences prior to joining the program.

Awards Marketing Ph.D. students have contributed to the field by publishing in leading journals and winning numerous prestigious research awards, including the SCP Sheth Award and the William O’Dell Award for long term contributions to marketing for articles published in the Journal of Marketing Research. Students have been recipients of INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Competition Award, finalists for the John D. Little Award for best paper in Marketing Science, and early career achievement award in marketing. Student research proposals have been funded by the Marketing Science Institute (MSI) and the Institute for The Study of Business Markets (ISBM).

PHD STUDENTS

Stephan (steve) carney.

• PhD Student in Marketing

Maansi Dalmia

Aparna jayaram, soohyun kim.

Our PhD graduates contribute to marketing research and practice throughout the world. We have a long history of mentoring PhD students who are on the faculty of top universities around the world.

Recent Placements (2023-2019)

Elisa Solinas (2023) Assistant Professor, IE, Spain

Wensi Zhang (2023) Assistant Professor, University of Texas at Dallas, USA

Gizem Ceylan (2022) Postdoctoral Researcher, Yale University

Ilya Lukibanov (2022) Data Scientist, AXS, USA

Sajeev Nair (2022) Assistant Professor, University of Kansas, USA

Isamar Troncoso (2022) Assistant Professor, Harvard Business School, USA

Chaumanix Dutton (2021) Assistant Professor, Arizona State University, USA

Jihoon Hong (2021) Assistant Professor, Arizona State University, USA

Mengxia Zhang (2021) Assistant Professor, Ivey Business School, Western University, Canada

Jennifer D'Angelo (2020) Assistant Professor, TCU, USA

Amy Pei (2020) Assistant Professor, Northeastern University, USA

Yao Yao (2019) Assistant Professor, San Diego State University, USA

APPLYING TO THE PhD PROGRAM

Dates + deadlines.

December 15, 2023: Application Deadline - Accounting, Data Sciences & Operations, and Management & Organization* 

January 15, 2024: Application Deadline - Finance & Business Economics and Marketing 

The link to the PhD Program application is available on the Admissions page and the next opportunity to apply is for Fall 2024 admission. Late applications may or may not be considered at the discretion of the admissions committee. 

Admissions decisions are made from mid-February to mid-April. You will be notified by email when a decision has been made.

ADMISSIONS CONTACT

Ph.D. Program USC Marshall School of Business 3670 Trousdale Parkway, BRI 306 Los Angeles, California 90089-0809 EMAIL

• INFO SESSIONS

Stay Informed + Stay Connected

PhD in Marketing

Preferred deadline: January 20

• Terry Dean’s Advisory Council Distinguished Professor and Associate Professor , Department of Marketing

Program Overview

The PhD in Business Administration with a focus in Marketing provides students with both strong empirical skills in econometrics, psychometrics and statistics and strong theory development in consumer behavior, psychology and strategy.

The department and its faculty consistently rank high in terms of research productivity. The department is ranked 15th worldwide based on publications in the premier American Marketing Association (AMA) journals in 2010 – 2019. The department is also ranked 11th among all U.S. public schools in the UT-Dallas Business School Research Rankings 2019-2022. Faculty have won multiple research awards and serve on the editorial boards of prestigious academic journals.

Doctoral students work with faculty at all phases of the research process—from research question formulation, research design and data analysis to writing up the study. The culture is collegial and informal, with students viewed as colleagues and coauthors. Moreover, students are encouraged to work with multiple faculty, not just their chosen advisor or dissertation chair.

Student Profile

What kind of students are we looking for.

Consequently, the department looks for the following traits in PhD students:

• Motivated, excited and intellectually curious about problems and issues
• Disciplined and committed to think deeply about research problems and solutions
• A willingness to learn econometric, psychometric and statistical skills
• A willingness to learn about theoretical and conceptual issues in the field
• Creative problem solvers
• Business experience useful, but not a requirement.

Concentrations

Consumer behavior.

Consumer behavior research focuses on how consumers decide what and how much to consume and how consumers integrate different pieces of information (both consciously and unconsciously) to make predictions and judgments about their environment and target stimuli to inform their consumption decisions. Consumer behavior students take additional courses in psychology and sociology.

Consumer behavior students typically work with:

• Marcus Cunha
• Tari Dagogo-Jack
• John Hulland
• Charlotte Mason
• Julio Sevilla
• Jinjie Chen
• Sarah Whitley

Marketing Strategy

Marketing strategy research focuses on the components of marketing capabilities and resources such as brands, consumer relationships, innovation, sales force management and their impact on brand, business unit, customer, firm and sales force and salesperson performance. Marketing strategy students typically take additional courses in economics, econometrics and statistical methods as well courses in corporate finance, management strategy, sociology and social psychology.

Marketing strategy students typically work with:

• Neil Bendle
• Sundar Bharadwaj
• Anindita Chakravarty
• Tatiana Dyachenko
• Pengyuan Wang
• Elham Yazdani

Typical Course Sequence

• Consumer Behavior Track
• Marketing Strategy Track
• Marketing Department Seminar ( MARK 9550  Consumer Behavior I or  MARK 9450  Marketing Strategy I)
• PSYC 6100  Cognitive Psychology
• PSYC 6200  Advanced Social Psychology
• POLS 7012  Introduction to Political Methodology
• PSYC 6420  Advanced Experimental Psychology
• Marketing Department Course ( MARK 9650  Multivariate Methods)
• PSYC 6160  Sensory Psychology
• PSYC 6430  Applied Regression Methods in Psychology
• First Year Paper
• Marketing Department Seminar ( MARK 9560  Consumer Behavior II or  MARK 9480  Marketing Strategy II)
• PSYC 6250  Psychometrics
• PSYC 8240  Judgment and Decision Making
• POLS 8501  Advanced Quantitative Methods I – Discrete Choice
• Marketing Department Course ( MARK 9700  Marketing Models)
• SOCI 6220  Development of Sociological Theory
• PSYC 8000  Advanced Topics in Psychology
• Comprehensive Examination
• Second Year Paper
• Oral Marketing Candidacy Exam
• Assuming the passing of comprehensive exams, students in Year 3 focus on making progress on existing research projects, beginning lead-authored work, and framing their dissertations.
• Dissertation Research
• Individual Research Interest
• Prepare for AMA job interviews (AMA Summer Educators’ Conference)
• Final Dissertation Defense
• Marketing Department Seminar ( MARK 9450  Marketing Strategy I or  MARK 9550  Consumer Behavior I)
• ECON 8010  Microeconomics
• ECON 8110  Econometrics I
• POLS 7014  Intermediate Political Methodology
• Marketing Department Seminar ( MARK 9650  Multivariate Methods)
• ECON 8120  Econometrics II
• POLS 8501  Advanced Quantitative Methods OR  ECON 8020 Microeconomics II
• Marketing Department Seminar ( MARK 9480  Marketing Strategy II or  MARK 9560  Consumer Behavior II)
• ECON 8130  Econometrics III
• Marketing Department seminar ( MARK 9700  Marketing Models)

All the marketing departmental courses are required courses. Electives chosen will need the approval of the Graduate Coordinator. 

PhD Student Academic Placements

Our PhD students have been successfully placed at research active universities. Some illustrative placements are as follows.

• Ashish Sharma , University of North Carolina (Charlotte) (graduated 2018)
• Kevin Sample , University of Rhode Island (graduated 2019)
• Jessica Babin , Ohio University (graduated 2019
• Vincent Zhang , University of Hong Kong (Hong Kong) (graduated 2020)
• Youngtak Kim , University of Tennessee (Knoxville) (graduated 2022)
• Lana Waschka , Elon University (graduated 2022)
• Seoyoung Kim , Fordham University (graduated 2022)
• Lan Anh Ton , Texas Christian University (graduated 2023)
• Rachel Ramey , Colorado State University (graduated 2023)

Departments and Program Offices

• PhD Program Office
• Department of Marketing

UGA Resources

• Graduate School
• Financial Aid

Additional Information

• Current PhDs
• Faculty Research
• Marketing Department PhD Handbook

Artificial Intelligence in Business Graduate Certificate

The Artificial Intelligence (AI) in Business graduate certificate  focuses on how to leverage AI platforms for developing solutions to business problems. While no prior experience with AI tools is required, a basic background in Python programming and information systems is helpful.

The  curriculum  features four required two-credit-hour courses, plus four elective credit hours (from seven elective course options) that must be fulfilled. AI in Business can be completed in two to three semesters (9 to 12 months) of study. It can  be taken as a standalone certificate or can be easily paired with the  Lindner MBA ,  Master of Science in Business Analytics  or the  Master of Science in Information Systems  programs.

AI in Business syncs up with job opportunities  across business fields , from data scientists, business analysts, financial advisors and investment managers, to marketing managers, information systems managers, and operations and supply chain managers.

This certificate provides students with flexibility (in-person or online options); hands-on experiential learning opportunities with the latest AI tools; access to expert faculty who are working on and researching AI’s latest business applications; and a connection to a Lindner's 50,000-strong alumni network, who can aid certificate recipients in landing job placements in a rapidly growing talent field.

AI is becoming a big part of business, and a lot of people want to upskill on AI quickly and learn how to apply AI to business. The intent of the certificate is to equip students with the correct tools and techniques to achieve this.

Sachin Modi, PhD, professor and OBAIS department head

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Graduate Accounting Programs celebrates 25 years of developing strategic advisors

Posted on July 8, 2024 by George Vlahakis

Joe Schroeder, second from left, is the seventh faculty chair of Graduate Accounting Programs.

BLOOMINGTON, Ind. – The Indiana University Kelley School of Business is marking the silver anniversary of Graduate Accounting Programs and the graduation of its first successful alumni.

More than 150 alumni are expected to return to Bloomington for a two-day celebration on July 11-12 at IU Bloomington, which will culminate with a gala dinner at Presidents Hall. Other activities will include coffee and casual meetups and visits to nostalgic spots on and off campus. Registration for the event is now closed.

For a quarter century, Graduate Accounting Programs has presented degree programs that have met the demands and needs of a profession that has evolved from providing accounting, auditing and tax services into one providing a broader range of services.

Many of its 2,265 graduates today help firms to navigate through complex financial challenges and serve as trusted, strategic advisors. Nearly a thousand, 997, have graduated with a master’s degree and another 1,268 have earned a 3/2 MBA degree. Both degrees had their first graduating classes in 1999.

“We used to be focused on practitioner type education and now we’ve pushed forward to creating critical thinkers,” said Joe Schroeder , chairperson of Graduate Accounting Programs, a professor of accounting and PwC Faculty Fellow.

Before 1988, most states only required an undergraduate degree as a prerequisite for Certified Public Accounting licensure. But that year the American Institute of Certified Public Accountants pushed for an increase from 120 credit hours – the number needed complete an undergraduate degree – to 150 credit hours. Over the prior decade, large accounting firms also began moving into consulting.

John Hill , professor emeritus of accounting and Graduate Accounting Programs’ inaugural faculty chair, recalled a meeting he attended in the mid-1980s at Arthur Andersen’s world training center near Chicago, where the firm’s CEO and other senior leaders spoke.

“I have little idea of why I was chosen to attend this meeting, because I was perhaps the most junior professor in the room,” Hill said. “Most sat silent as Andersen’s leaders national audit partner admonished us for not turning out better employees with the following words, ‘If you don’t send me people who can think, I’m going to Bangkok and hire economics majors.’”

Before coming to Kelley in 1986, Hill had served as the vice president of the commercial loan division of the National Bank of Georgia, and as chief financial and administrative officer of another bank. Through his professional experience, he understood what the Andersen executive wanted.

“Perhaps because I had the least professional reputation of anyone in the room to risk, I spoke up along the following lines: ‘If I’m understanding what you are seeking, you want auditors with the requisite cognitive and communications skills to identify problems inside client organizations representing consulting opportunities for your firm, and to communicate those opportunities to both the client and your consultants to facilitate more consulting engagements,” Hill recalled.

“The speaker, who as I recall had avoided stating his desires that precisely, agreed with my brash assessment.”

In 1989, Andersen split to order to establish a consulting firm today known as Accenture. Andersen LLP essentially dissolved in 2005 after its involvement in the Enron scandal. Hill became a vocal advocate for the 150 credit-hour requirement and later worked with a committee of Kelley faculty who established what initially was known as Accounting Graduate Programs. Hill retired in 2010.

Jamie Pratt, center, led the committee that created Graduate Accounting Programs and was its third faculty chair.

A blueprint for success

Jamie Pratt, who later became GAP’s s third faculty chair, led the accounting faculty committee that developed the “blueprints” for a program that from the beginning had an emphasis on cognitive development and leadership skills.

Unlike at other business schools, the Kelley School developed not one, but two, very unique master’s programs in accounting in 1997. From the very beginning, the Accounting MBA (today known as the 3/2 MBA Program ) enabled students to earn an undergraduate degree in accounting and an MBA in five years, proving to be very popular.

Originally, it was a very accounting-focused degree, but today also encompasses many elements of finance. Many students go into specialty consulting and investment banking after graduation.

“The benefits of the 3/2 as designed by Jamie’s committee became obvious over time,” Hill said. “Most business school accounting programs elected to offer a fifth year built around a 4/1 model. In implementing these 4/1 programs, most schools simply added a layer on more-of-the-same accounting courses, which did little to facilitate a significantly more broad-based understanding of business.

“Some in large CPA firms were later to say that result was the antithesis of their intent in pushing 150-hour programs,” he added. “Their disappointment in most accounting programs was a boon for Kelley.”

Adapting to meet rapid changes

A second degree, the Master of Public Accountancy, originally was designed for career switchers, but soon became more rigorous and was renamed the Master of Science in Accounting.

In 2020, in response to rapidly evolving uses of digital technology, it became the Master of Science in Accounting with Data and Analytics degree .

Leslie Hodder

“As in other professional fields, leading professional services firms increasingly are employing artificial intelligence, robotics, digitization, data and analytics and are requiring our graduates to understand the technologies and methodologies used in today’s highly complex, data‐centric accounting environment,” said Leslie Hodder , the sixth faculty chair of Graduate Accounting Programs.

“Our curriculum has been on the leading edge of these changes and we sought this name change because it more accurately reflects what our program offers today,” added Hodder, who today is a professor of accounting and the David Thompson Chair Professor.

Many graduates of the Master of Science in Accounting with Data and Analytics program go into consulting and traditional accounting, audit and tax practices.

Other faculty chairing Graduate Accounting Programs included David Greene , a Kelley alumnus who returned to teach at the school in 1997 after serving as CFO of Young & Rubicam and other positions at PepsiCo and Phelps Dodge Corporation; Mikel Tiller , a Kelley alumnus who also chaired the accounting department in 1995-98; and Pat Hopkins , currently the vice dean of the Kelley School at Bloomington and Conrad Prebys Professor.

Change remains a constant. With the emergence of artificial intelligence, the accounting profession is at something of a crossroads, said Schroeder, the program’s seventh faculty chair. With the proliferation of data and analytics techniques applications in the business world, integrated accounting, data and analytics competencies are required for the best job placements.

“Future accountants need to be is adaptable and become what I call translators – someone who can have a strong understanding of accounting and what it represents and also have a strong understanding of data analytics and pull information together and see patterns and help companies make decisions,” he said.

“Our programs have evolved into creating problem solvers,” he added. “Through our experiential curriculum, our international immersions, our local field consulting projects and all the different things that we do, we are training them to take undefined problems that people are facing, use their knowledge gained in our programs and then provide meaningful solutions.

“When you come through our curriculum, you’re going to come out more than prepared to start your career and you’re going to be comfortable in uncomfortable situations, being a leader in the field of accounting.”

Pat Hopkins, vice dean of the Kelley School at Bloomington, led Graduate Accouting Programs from 2014 to 2020.

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Lindner launches AI in Business graduate certificate

Students learn ai skills, how to deploy them to solve business problems.

The Carl H. Lindner College of Business at the University of Cincinnati has announced the addition of an Artificial Intelligence (AI) in Business graduate certificate, which focuses on empowering students with the means to leverage AI platforms for developing solutions to business problems.

Lindner graduate certificates allow students to gain specialized business knowledge to boost their career options. AI in Business can be completed in two to three semesters (nine to 12 months) of study and can be taken as a standalone certificate while also easily paired with the  Lindner MBA ,  Master of Science in Business Analytics  or the  Master of Science in Information Systems  programs.

AI in Business, which can be fulfilled via in-person and online modalities, is accepting applications for the fall 2024 and spring 2025 semesters. While no previous experience with AI tools is required, a basic background in Python programming and information systems is helpful.

Sachin Modi, PhD, professor and head of Lindner’s department of operations, business analytics, and information systems.

“AI is becoming a big part of business, and a lot of people want to upskill on AI quickly and learn how to apply AI to business,” said Sachin Modi , PhD, professor and head of Lindner’s department of operations, business analytics, and information systems . “The intent of the certificate is to equip students with the correct tools and techniques to achieve this.”

AI in Business provides students with flexibility; hands-on experiential learning opportunities with the latest AI tools; access to expert faculty who are working on and researching AI’s latest business applications; and a connection to Lindner's 50,000-strong alumni network, who can aid certificate recipients in landing job placements in a rapidly growing talent field.

The curriculum features four required two-credit-hour courses, plus four elective credit hours (from seven elective course options) that must be completed. AI in Business syncs up with job opportunities across business fields , from data scientists, business analysts, financial advisers and investment managers, to marketing managers, information systems managers, and operations and supply chain managers.

“The core courses take you from relatively little to no knowledge of AI to having a good understanding of how to design and deploy AI solutions,” Modi said. “The elective courses put you on two possible tracks — a more managerial path or a more developmental path.” 

The graduate certificate application deadline for fall 2024 semester enrollment is July 31. For the spring 2025 semester, the priority deadline is Oct. 15, with the final deadline on Dec. 1.

Featured image at top courtesy of Adobe Stock.

Enroll in a Lindner graduate certificate program

Lindner graduate certificate programs are fast (complete a certificate in as little as eight months), focused (specialized knowledge of a particular business function) and relevant (students gain new skills and learn to leverage your existing expertise). Apply today .

• Center for Analytics
• Lindner College of Business
• Operations, Business Analytics & Information Systems
• Graduate-Programs

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April 13, 2023

The Carl H. Lindner College of Business touted its award-winning faculty and staff from the 2022-23 academic year in a reception April 12 at Lindner Hall.

Lindner honors 2022-23 student award winners

April 4, 2023

The Carl H. Lindner College of Business held its Student Awards reception in Lindner Hall on April 3 to recognize its standout future business problem solvers for the 2022-23 academic year.

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The 11 Best Digital Marketing Courses Free & Paid (2024)

Discover the best digital marketing courses, both free and paid, to kickstart your career in SEO and online marketing.

A digital marketing course is a good entry point for anyone wanting a career in SEO or online marketing . It can help to provide a basic knowledge base as a starting point.

You can build many different specialized career paths, and if you’re just starting your career or seeking to understand digital marketing as a business owner, it’s good to get a general overview of the field first.

Of course, actively experimenting and getting experience is the best way to learn SEO and digital marketing .

The following digital marketing courses are listed alphabetically, not in order of quality or value. Each course will provide different benefits, so consider them carefully for your needs.

Free Digital Marketing Courses

Many businesses offer digital marketing courses as part of their digital strategies. If a company wishes to be seen as an expert in the field, offering courses makes sense to improve its reputation and acquire new clients.

These courses are great as a window into the most current digital marketing skills and trends. They’re often taught and developed by practicing experts. However, the quality can vary, so check the credentials and reviews.

1. Google Skillshop Fundamentals Of Digital Marketing

• Google’s Fundamentals Of Digital Marketing .

Google is one of the leading digital companies. For many people, Google is the “face” of the internet and the first point of contact between humans and businesses online.

No matter how you feel about the vast control Google exerts over the internet and how business is done online, it’s one of the best places to start for general marketing knowledge.

The best things about the Skillshop is that it’s accessible, widely recognized, and contains refined content. There’s a lot to dig into, both in terms of digital marketing and Google tools .

Since you will likely encounter Google’s tools for managing websites, it’s a great place to start, and there’s a lot of content to continue your education in whichever way you need.

If you’re interested in search engine optimization or search engine marketing and ads, this is where you should start.

The fundamentals you learn in the Skillshop help you build a skill set around Google’s tools and services. You can also earn displayable certificates and awards when you complete the final assessments.

Experience Level

Key Learning

• Digital marketing fundamentals and basics.
• Step by step on how to take a business online.
• Search engine optimization and search advertising.
• Using Google’s tools.

Course Length

Course features.

• 24 individual modules.
• Introductions to important Google tools and search concepts .
• Quizzes after each module and a final assessment.
• Sharable award of completion.

2. HubSpot Academy Digital Marketing Course

• HubSpot Digital Marketing Course .

HubSpot is another big name in digital marketing. It specializes in “inbound” marketing strategies, focusing on activities like customer relationship management and content strategy .

If you’re most interested in the inbound side of marketing, focused on understanding customers and improving how websites contributor to customer acquisition, then this is a great place to start.

Just like with Google, the courses are focused on HubSpot’s specific service areas.

This isn’t necessarily a bad thing; it’s where they have the most expertise to share. Once you have an account with the academy, HubSpot will give you personalized recommendations, which makes sense – personalization is its bread and butter.

By being part of its ecosystem, you’ll get a personalized learning experience. Paying attention to how it moves you through its lessons and content can also be a good lesson for you!

Watching how the pros move you through an inbound platform can be eye-opening if you pay close attention.

While this course is only a few hours long, the HubSpot Academy has many digital marketing courses. It’s a great way to build your own education and continue to gain skills throughout your career.

• Digital marketing strategy.
• Website optimization .
• Email and social media strategy.
• 5.25 hours.
• Certification.
• Five languages: English, French, Japanese, Spanish, German.

3. Semrush Academy: Digital Advertising 101

• Digital Advertising 101 by Tim Cameron-Kitchen .

Semrush is one of the biggest tool companies in the SEO space. If you’re interested in getting into SEO research and analytics, this course could be a good starting point.

You can expect this to be a focused course about devising strategies, planning and applying budgets, investigating competitors , and other data-driven activities.

However, the number of guest course instructors means that you can get insights from a variety of industry professionals in different roles and businesses.

Like with the other brand-offered courses, Semrush sticks to its core areas of business so you can expect courses that prepare you for marketing activities covered by its tools.

This, again, isn’t necessarily a bad thing. You’re very likely to encounter Semrush in your career if you choose to focus on SEO.

While this individual course is short, the Semrush Academy contains many courses from industry leaders such as Kevin Indig .

There’s lots to dig into, and the variety of expert course instructors is an excellent feature in favor of this option.

• Digital advertising strategies.
• Audience profiling.
• Competitor analysis .
• Channel selection.
• Budget allocation.
• 111 minutes.
• Video course.
• Short and accessible.
• Jumping off point for more detailed courses in the Semrush Academy.

Paid Digital Marketing Courses

4. digital marketing institute + american marketing association professional certificate.

• DMI + AMA Certificate In Digital Marketing .

Unlike the free courses offered by individual marketing companies, the courses from DMI and AMA will be more platform-inclusive and cover a broader range of topics.

You’ll explore modules focused on different tools and marketing activities, allowing you to learn about analytics, social media platforms , content, SEO, and AI .

This sets you up to make informed decisions about where you want to specialize as a marketer.

Companies offering paid courses have an incentive to keep up with current developments and trends , as you can see by the AI-focused module in the screenshot above.

Bear in mind that it’s unlikely a general marketing course will be on the bleeding edge of new technology. As things change, the course needs to be adjusted and re-released. This takes time.

Paid courses are, of course, a much bigger up-front investment. Deciding if they’re worth both the time and money can be difficult.

One of the best ways is to look for reviews and ongoing conversations about the course and the company that offers it. You could even start new conversations on social media platforms and ask other professionals what they think.

This way, you can get more information about the teaching styles, how assessments are conducted, and what people got from the experience.

It’s always best to do this research independently, outside of landing pages. Armed with the direct experiences of people who’ve taken the course, you can decide for yourself if it will fit your learning style and career goals .

• Beginner to intermediate.
• $1,442 to $2,060.
• Content marketing.
• Social media marketing.
• Paid search and display advertising.
• Email marketing .
• Two certifications.
• Multiple in-depth modules.
• Live webinars and Q&As.
• Practice exams.
• Recently updated with an AI-focused module.

5. Google Digital Marketing & Ecommerce Professional Certificate

• Google Digital Marketing Course on Coursera.

Coursera is an interesting platform. You gain access to courses by paying a monthly fee. So while the courses are paid, you’re not putting a chunk of money down for one individual course. If you try one and don’t like it, then you can try something else.

Note that you can “enroll for free,” which begins a free trial. After the trial ends, you’ll be charged a subscription fee.

The course offered by Google is a great place to start if you’re trying out Coursera. It’s a long course series but still beginner-level. By the end of the free trial, you should know whether the course is worth it for you.

One thing to keep in mind is that the length of the course is not necessarily a selling point for a system designed to charge a monthly fee. Consistently assess the quality of the course and what you’re getting out of it.

Remember that it’s the learning that counts, not the certificate at the end. When you’re paying a subscription, you should avoid the sunk cost fallacy and pivot to new material if what you’re working on feels stale.

Remember to assess the price of the course by calculating the monthly fee against your actual completion rate. The site suggests a three-month completion time, which would cost $177, and would require just over 14 hours per week.

If you only had time for six hours per week, this course would take seven months and cost $413.

• The “enroll for free” option begins a free trial period. After the 7-day free trial, the cost is $59 per month.
• Digital marketing and ecommerce fundamentals .
• SEO, social media, and email marketing channels.
• Analyzing and presenting data .
• Building and managing ecommerce stores.
• Seven courses.
• 18 to 29 hours per course.
• 170 total hours.
• Professional training from Google.
• Career support.

6. Harvard Business School Online Digital Marketing Strategy

• Harvard Digital Marketing Strategy Course .

Attaining a certification from an educational institution can boost your resume. The other benefit of a course like this is the learning environment.

If you struggle with learning things passively, a course offered by an educational institution is more likely to be prepared and taught by education professionals.

Education is a skill on its own. Courses like this, including faculty and practicing experts, can give you a better learning experience.

Educational institutions are also likely to have learning platforms and community functions to help support you while you learn. In terms of paying up-front for a course, the right educational institution could be a safe bet that you’ll get value out of the experience.

This course highlights practical examples, which tie any theory you learn to real-world situations.

One thing to be wary of is that educational institutions can adapt slowly to digital trends. The value of a course like this will heavily depend on the expert practitioners included.

One thing to note about this course is that it appears to be much more tightly planned than the six-month course we examined above. This isn’t a bad thing.

Concise planning and careful material selection can improve your learning experience, and the people who developed this course likely have experience developing syllabi.

• Learn about metrics, objectives, target audiences, and value propositions.
• Paid, owned, and earned media.
• Attribution and calculating value.
• Seven weeks.
• 6 to 7 hours per week.
• Learn from real-world cases, brands, and business experts.
• Certificate of completion.
• Six modules.
• Community and networking group.

7. Meta Social Media Marketing Professional Certificate

• Meta Social Media Marketing Course on Coursera.

This is another Coursera course, and so it comes with all the same notes we talked about with the Google Coursera course.

Run by Meta, this course focuses on social media, so you’re unlikely to get a broad overview of digital marketing as a whole. But you will get an overview of everything social media and brand management by one of the biggest brands in the industry.

Facebook has proven to be an incredibly enduring platform, and Meta owns other successful platforms and initiatives.

In addition to organic social media topics, you’ll learn about paid advertising . If you want to go into paid media, this would be a very helpful course for you as well.

Again, your mileage will vary depending on the time it takes you to complete the modules and how much time you have available per week.

Unfortunately, not all of this course’s modules give you time estimates. So, I would consider saving this one for after you have made a decision about whether Coursera as a platform is worth it for you.

• Brand management.
• Content marketing .
• Social media paid advertising.
• Six-course series.
• 10 to 20 hours per course.
• Not all courses have exact hour estimates.
• 22 languages.
• Career resources upon completion.
• Degree credit eligible (earn credits toward degrees from participating institutions).

8. NYU Continuing Education: Digital Marketing

• NYU Digital Marketing Courses .

Note: Courses fill up quickly, so you may need to wait for a new semester.

This course is very much structured like a traditional college course but with open enrollment.

More structured like a college course than the Harvard course above, you will get many of the benefits that come with formal education.

The courses are organized into sections with limited slots, which means they’ve planned for a certain number of learners and their needs. It’s going to be more interactive than a more free-form course taught with videos.

These courses are live and offered at specific times over the course of a semester. The benefits of this can be huge, as you’ll be participating in live lectures and learning.

You’ll have a community of other students to collaborate with, and your instructor may be available directly during certain times.

The disadvantage of this structure is that the course may not work with your schedule, and you won’t be able to learn at your own pace. This is a strict commitment if you want to make it worth the money.

• $400 to $1,000 per course.
• Digital marketing strategies and tools.
• Audience development and consumer analysis.
• Multimedia marketing channels.
• Each course is one semester long.
• Five courses to choose from.
• Courses taught by professional faculty.
• College-caliber learning without having to commit to a degree.

9. Wharton University Of Pennsylvania Digital Marketing Certificate

• Wharton Digital Marketing Certificate .

The Wharton program is another course offered by a college that comes with a certificate. Getting a certificate at the end can be a draw for your resume if you don’t have much relevant or recent experience.

You can enroll in this course immediately, and it’s a small weekly time commitment, which makes it perfect if you’re already busy.

On the other hand, it’s quite expensive compared to the other courses on this list, and since it’s an on-demand course, you won’t have access to the same college-style benefits of the NYU courses.

This course focuses more heavily on business and business management than others in terms of content. This could be great if you need to brush up on your business fundamentals, but it may not be ideal if you have business chops and want to really focus on digital marketing.

It does prioritize analysis, and a course from a college with a strong business background will definitely be a good candidate for improving your data analysis skills . If you’re heading into a data-focused career, this course could be perfect.

• Digital marketing fundamentals.
• Metrics and metric analysis.
• Research and analysis.
• 3 to 5 hours per week.
• Four courses in the certificate program.

10. UCLA Extension Digital Marketing Course

• UCLA Extension Digital Marketing Course .

Note: Make sure you’re applying for the online course if you can’t attend an in-person course.

Much like the NYU course, this is a more traditional college-level course. It is priced and organized consistently with other college-level courses. Don’t look at the price on this one and assume it’s not as valuable because it’s cheaper.

The online version of this course has no scheduled meeting times, which makes it slightly more accessible than the NYU course. But it’s still organized, very much like a college course.

It’s also taught by a marketing executive, so it’s another “best of both worlds” situation – college-level learning with the insights of an industry expert.

You can even check out the course syllabus at the bottom of the page to give you an idea of the content it will cover, as well as the books you’ll learn from.

While it doesn’t give you a breakdown of hours per week, you can get a very good sense of what you’ll learn over the course of the 11 weeks.

• Starting at $855.
• Digital marketing introduction and overview.
• Developing KPIs and monitoring metrics.
• Apply this course toward a certificate or specialization from UCLA.
• Four units.

11. University Of Illinois Digital Marketing Specialization

• University of Illinois Digital Marketing Course .

To finish our list, we have a college offering a course through Coursera. Like the other Coursera courses, this is split into a series of sub-courses. Most of the sub-courses are in the 20-hour range.

Like the others, the actual “price” of this course will depend on your weekly availability and completion rate. With the four-month estimate, this costs $236. If you only do six hours per week, it will cost $354 and take six months.

This course series provides a robust overview of general concepts and is ideal if you are brand new to digital marketing or marketing in general. The first modules start from the beginning and take you through the inception and development of digital marketing.

If you view the series of courses, you can see that this series is planned methodically and that you will build knowledge and skills in an intuitive way.

First, it introduces analytics theory, and then the next module covers analytics in practice. This kind of organization will help you fully grasp the core concepts and then walk you through applying them in practice.

This course would be a great place for you to begin your journey, and it might even be worth it if you already know some of the more basic concepts for the way in which it organizes and presents the material.

Like the Google Coursera course, this would be a great candidate to spend your free trial on.

• Digital marketing basics.
• Planning and measuring digital marketing.
• Social media.
• Marketing channels .
• Data gathering and analysis.
• 13 to 28 hours per course.
• 145 total hours.
• Seven courses, including basic principles, data and analytics, and digital media.
• 22 languages available.
• Regular assessments.

Digital Marketing Courses FAQ

What kind of digital marketing course should i take.

Digital marketing courses can help you learn the core concepts that you can apply to any specific skill set.

They are offered at various lengths – some with certifications , and some without. Some are offered by colleges with open enrollment.

The core factors you should consider are:

• What you’ll learn from the course:  Is the description specific about what you’ll get from the experience?
• Price: Free courses can be high-quality, but they tend to be short and lack interactivity. Paid courses offered by colleges will likely have the most support and community.
• Certification and credit:  Certifications can be helpful to share, but focus on the value the course offers to you first. Some courses can be used toward college credits, which is helpful if you are seeking a degree or professional certification from a college.
• Hands-on work and real-world examples:  Courses that offer learning by doing and seeing theory in action can have much more value.

Why Digital Marketing Courses Matter

There’s a lot of information out there for free. With enough research, you could learn most of the theoretical concepts yourself without giving up your money or your data.

But this can be time-consuming, and self-guided learning isn’t always the best solution. It’s easy to get inaccurate information or hit roadblocks.

Courses, especially those led by professional educators, give you a structured environment, resources, and sometimes community.

The right course could be the best way to reach your goals.

More Digital Marketing Course Overviews From SEJ

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• 7 Best SEO Certifications: Are They Worth It?

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