The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems centered around the immediate and future needs and wants of customers. Areas include:
- Brand and customer management
- Customer-driven innovation strategy
- International marketing
- High-technology and new media marketing
- Social marketing
- Business to business marketing
While the program encourages the use of field research to sense and define a problem, it does not have an ideological view on any single methodology as being superior to others in terms of the full scope of the research. Be it analytical, experimental, or qualitative, it is the appropriateness of the method in addressing the specific problem that matters. As a result, marketing faculty draw on a variety of underlying disciplines in research and consequently engage doctoral students in a broad spectrum of disciplinary bases.
Students in the marketing program work closely with faculty in the
Marketing Unit, among other departments across the University. The program draws on economic, behavioral, psychological and administrative theory to focus on marketing problems faced by the firm and its management. Through a combination of discipline- and field-based methods, the curriculum enables students to master concepts and research skills directly relevant to business problems. Candidates must come to understand the point of view of practicing managers and be able to bring theory and careful research to bear in illuminating important business problems.
Examples of recent and current doctoral thesis research include:
- The effects of brand extensions on the value of parent brands
- Multi-method examination of the consumption of “knockoffs” of high status brands, and the counter-intuitive positive outcomes for consumer-brand relationships
- Competitive analysis of pricing and quality decisions in industries with strictly complimentary products
- The psychological effects of pricing, and how these affect consumers and firms
- "Choice amnesia," the motivated forgetting of difficult decisions