Doctorate in Marketing | PHD & DBA Programs

Doctorate in Marketing programs could enable marketing students to build managerial skills with a deeper grasp of buyer behavior. Course plans for marketing doctoral programs often draw on economic, behavioral, psychological, and administrative theories. As a result, applicants might grow as thought leaders while they generate holistic solutions to marketing problems a firm and its administration face.

What Is a Doctorate in Marketing?

Marketing doctoral programs include the research PhD in Marketing and the applied Doctorate, the DBA in Marketing, both of which are terminal degree programs. A doctorate in marketing program commonly melds a wide variety of courses, research methods, and some independent inquiry.

DBA vs. PhD in Marketing

Some universities offer a Doctor of Business Administration (DBA) and a Doctor of Philosophy (PhD) in Business Administration with a focus on marketing. These are often available through their business school, as marketing is the heart of business operations.

Typically, the PhD is research-oriented, and applicants will use the Doctorate in a real-world context. Read below to learn more about the differences between each degree.

Indeed, at the actual course level, there may be some overlap. But there are other requirements that one could be attentive to line up program selection with personal career goals.

PhD in Marketing Programs

A PhD in marketing is a research degree. Therefore, marketing PhD programs may prepare students to conduct original research. That is, to explain previously poorly understood phenomena and test proposed explanations empirically.

The research in Marketing PhD programs might enhance an individual’s scholarly voice. This type of program usually has a student take a wide array of courses to build a breadth of knowledge. Then, please choose an area to cover more explicitly and in which, to focus their dissertation and publishable contributions to business knowledge or theory.

This program might appeal to candidates who want to pursue a career in academia and research (e.g., marketing professor). Per O’Net, over half (73%) of Marketing professors have a Doctoral degree.

In some marketing Grad schools, students may need to complete about 60 credits of coursework. Curricula could help a participant grow skills in sales, research, and promotional techniques that grad students may apply to virtual, global, or domestic markets.

Students might explore strategies for a sound, systematic, ethical, and legal approach to modern marketing practices and research theory through various courses. While topics could vary, some general examples are below.

• Consumer Behavior Theory and Practice
• Essentials of Marketing
• Strategic Market Assessments
• Microeconomics

At the same time, students could learn how to assess and evaluate buyer needs and wants. Then, construct advertising strategies to establish quality goods or services and enhance customer loyalty.

Sometimes, PhD students choose a research topic that reflects the interests of the marketing faculty; however, there may be latitude. Either way, courses in statistical, quantitative, and qualitative research methods may round out a course plan and steer students further in their dissertation process.

DBA in Marketing Programs

A DBA in Marketing is a professional doctorate. It often expands on theoretical knowledge and its use in business practice. Students may take a spectrum of business, research, and concentration courses. Unlike a PhD, a DBA program often asks students to examine current data and literature thoroughly. Then use it to analyze or solve a real-time marketing concern.

Sometimes, DBA in Marketing programs may be geared toward experienced professionals who want to build expertise as problem solvers in a real-world context. For example, one might explore marketing challenges and learn how to leverage global marketing and international pricing strategies to stay competitive.

To this end, a DBA program might highlight the skills needed to lead and make advanced business decisions. At the same time, students might gain an in-depth knowledge of theory and applied research.

In some universities with DBA in Marketing programs, students may complete 60 credits. Of these, several courses could focus on developing writing and critical-thinking skills at the doctoral level.

One of the typicall hallmarks of a DBA is its core of functional and advanced concepts in business and business strategy. These are usually added to research methods and the chosen emphasis – marketing.

DBA 4 Examples

1. Organizational Leadership
2. Information Systems
3. Marketing Strategy
4. Finance and Fiscal Leadership

In addition, participants may study key marketing concepts such as market segmentation, marketing channels, competitive intelligence, integrated marketing, product development and commercialization, and consumer behavior.

For each course, students might be asked to complete projects or assignments (independently or in a group). For example, a Market Analysis course could require students to analyze a consumer market and market segments for its product/service, then answer questions about it.

RUN THE NUMBERS In May 2023, the average annual salary for marketing managers was $131,870, according to the BLS.

How long does it take to get a Doctorate in Marketing?

DBA and PhD might take three to five years or more to finish by a full-time student. However, this is only an estimate. Consider the coursework and time you devote to coursework, research, and other duties. For more details, some schools might indicate ‘average times to completion’ or have more info about specific programs.

Admission Requirements

Doctorate in Marketing, PhD, and DBA programs look for applicants with a master’s degree in business or a related field and several years of professional experience. Other requirements may include GRE or GMAT scores, letters of recommendation, and a research proposal. At each university, there are unique sets of admissions processes. For some programs (E.g., partner school, Walden), applicants need a master’s degree or higher. Since details vary, consult individual schools for their requirements.

What Might I Study in Marketing Doctoral Programs?

Today’s business leaders often need to spot trends, understand data, and identify new research opportunities. Marketing doctorate curricula might prepare individuals with the insights and tools of analysis required to stay competitive in the global marketplace.

Candidates could learn how to develop target consumer audiences and move products from producers to consumers. Especially given the advances in multi-media and digital platforms. At the same time, doctoral students could fine-tune their ability to think critically, creatively, and systematically about decisions.

Essential coursework in marketing doctoral programs could vary between schools, programs, and seasons, so it is a good rule of thumb to check out a school’s forecasted course list. Below are some examples of potential topics of study offered at the doctorate level.

• Principles of Marketing Research
• Demand Analysis
• Cost-Volume and Profit
• Pricing Theory and Product Management
• Marketing Campaign Strategy
• Market Segments
• Consumer Research

An Inside View of 7 Doctorate in Marketing Courses

Look at seven of the dynamic course topics that might be discussed in DBA and PhD in Marketing programs.

1. Marketing Research: Students might survey marketing research methods in the context of understanding competitive opportunities, new product development, and ways to position a product or service in the marketplace.
2. Business to Business (B-2-B) Marketing: Students might examine current methods that enhance marketability and value while maintaining key relationships with consumers. Some concepts include online promotion and advertising, communication strategies to promote online initiatives, and client acquisition.
3. Consumer Research: One of the central themes is identifying what drives people to make purchases since this is closely tied to how, where, and when to market a product. Students might study individual behavior and the psychology of choice, motivation, and ways to maintain customer loyalty and satisfaction.
4. Strategic Marketing Management: Students might build awareness about what steps feed the analytical decisions involved when a strategic marketing program is formulated, implemented, and controlled for a product market entry. Current practices in digital marketing could also be discussed.
5. Brand and Product Management: Students might discuss how to incorporate product and brand strategies to create an optimal marketing plan. Brand development focuses on image and equity, as well as product management.
6. Marketing Promotion: Students might learn to understand and apply fundamental promotional theories, strategies, and tactics. Besides theory and design, students could learn how to increase brand awareness and sales growth.
7. Integrated Marketing Communication (IMC): Students might learn about the effective use of IMC programs and processes. Students might analyze the elements of IMC, such as trends and technology that impact marketing communication.

Marketing vs. Advertising

Marketing is a field of study that involves learning how to create and implement advertising and public relations strategies. Typical marketing processes are advertising and promotion, as well as an evaluation of the proper distribution channels to reach a target market.

Campus or Online Doctorate Degree in Marketing?

Do you want to earn a Doctorate in Marketing online? Are you someone who prefers face-to-face interaction and live seminars? There are two program formats to choose from – online and on campus.

Either of these could be convenient, though online programs typically allow students some flexibility to study when and where they are able. Some of these are entirely online coursework, though there may be a brief residency where students might network and meet their faculty mentor.

One could search for marketing graduate schools in a preferred city, state, or country. In addition, traditional programs may have set hours though these may be in the evenings, to make them accessible for those who have careers in motion. Explore the possibilities as you select these filters to narrow results.

Accreditation

One thing that interested doctoral students might consider is accreditation. Accreditation indicates that an academic institution or program meets high-quality standards in all aspects. As a result, degrees from accredited PhD programs may be recognized by governments, educational institutions, professional organizations, and employers worldwide.

There are two basic types of accreditation: institutional accreditation covers an entire university, while professional accreditation examines a particular program within an educational institution, such as a business.

In the business field, Doctorate in Marketing programs might be found in business grad schools that bear approval by an agency such as the Association to Advance Collegiate Schools of Business (AACSB).

Career Outlook

Graduates of marketing doctoral programs might pursue diverse interests and career paths.

Per the BLS, the demand for post-secondary business professors is expected to grow by 8 percent from 2022 to 2032.

The overall outlook for marketing managers is also “faster than average” with a projected growth of 8 percent from 2022 to 2032. In fact, per the BLS, “advertising managers who can navigate the digital world should have the best prospects.”

Browse below to find the DBA or PhD in Marketing programs that sounds perfect for you. Or use the filters above to sort through programs to find specific types (online, campus. location) to yield partner programs that you could easily apply to with the on-page form.

GradSchools.com offers 26 Graduate Schools with Doctorate in Marketing Programs