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Curriculum & Coursework
Our programs are full-time degree programs which officially begin in August. Students are expected to complete their program in five years. Typically, the first two years are spent on coursework, at the end of which students take a field exam, and then another three years on dissertation research and writing.
The Marketing program draws on computer science, economics, behavioral science, and psychological methods 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.
The program requires a minimum of 13 semester-long doctoral courses. Students in the Marketing program are required to complete a year-long discipline sequence typically in microeconomics or psychology. They also complete courses in the areas of machine learning, computer science, statistics, research methods, academic field seminars, and two MBA elective curriculum courses. In addition to HBS courses, students often take courses at other Harvard Schools and MIT.
Research & Dissertation
Students in Marketing begin research in their first year typically by working with a faculty member. By their third and fourth years, most students are launched on a solid research and publication stream. The dissertation may take the form of three publishable papers or one longer dissertation.
Recent examples of 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; and "Choice amnesia," the motivated forgetting of difficult decisions.
Mengjie "Magie" Cheng
Ta-Wei "David" Huang
Byungyeon Kim
“ Finding an advisor who you really click with and who is willing to support your research interests is absolutely key. ”
Recent Placement
Jimin nam, 2024, byungyeon kim, 2022, emily prinsloo, 2023, ximena garcia-rada, 2021, serena hagerty, 2022, dafna goor, 2020, current marketing students.
- Stuti Agarwal
- Mengjie (Magie) Cheng
- Jingpeng Hong
- Ta-Wei (David) Huang
- Zhongming Jiang
- Rebecca Liu
- June Park
- Sihan Zhai
Current HBS Faculty
- Juan Alcacer
- Tomomichi Amano
- Bharat N. Anand
- Eva Ascarza
- Max H. Bazerman
- David E. Bell
- Alison Wood Brooks
- Alberto F. Cavallo
- Julian De Freitas
- Rohit Deshpande
- Anita Elberse
- Kris Johnson Ferreira
- Carolyn J. Fu
- Sunil Gupta
- Ayelet Israeli
- Ebehi Iyoha
- Leslie K. John
- Tarun Khanna
- Hyunjin Kim
- Himabindu Lakkaraju
- Jacqueline Ng Lane
- Michael Lingzhi Li
- Edward McFowland III
- Henry W. McGee
- Antonio Moreno
- John C. Mulliken
- V.G. Narayanan
- Das Narayandas
- Michael I. Norton
- Elisabeth C. Paulson
- V. Kasturi Rangan
- Maria P. Roche
- Raffaella Sadun
- George Serafeim
- Sara McKinley Torti
- Isamar Troncoso
- Jeremy Yang
- Dennis A. Yao
- David B. Yoffie
- Shunyuan Zhang
Current HBS Faculty & Students by Interest
Doctorate in Marketing Program Guide
If you’re passionate about understanding market trends and helping companies reach their target customers, consider a Ph.D. in marketing . This advanced degree can equip you with specialized knowledge, expand your employment prospects, and increase your earning potential. If business isn’t your first preference for a career path, you can use a marketing doctorate to snag a position in research and development or higher education.
Marketing is a growing field, especially as companies increase their online presence. The U.S. Bureau of Labor Statistics (BLS) projects that marketing manager jobs will grow 7% between 2023-2033, compared to the 3% projected growth rate for all occupations in the same period. Jobs in academia are also projected to grow faster than average.
This program guide explores the requirements of most doctoral marketing programs and the concentrations they may offer. You’ll also learn what you can do with a Ph.D. in marketing and what career paths are available for people with this credential.
Featured Online Doctorate in Marketing Programs
Learn about start dates, transferring credits, availability of financial aid, and more by contacting the universities below.
Should I Get a Doctorate in Marketing?
Pursuing a doctorate in marketing requires a big commitment. The degree can take 3-7 years to complete and features a great deal of research and work.
Professional opportunity awaits graduates of doctorate in marketing programs. The BLS projects 8% job growth for postsecondary teachers. If you choose to join the private sector instead, the BLS projects 6% job growth for marketing managers and public relations managers and 13% growth for market research analysts between 2022 and 2032.
While graduate degrees in marketing can lead to significant employment opportunities and financial rewards, these programs can be challenging. Since many employers still value professional experience, students can consider working while they study , which means a very busy schedule for an extended period of time.
To keep their skills updated, marketing professionals and postsecondary teachers may need to continue their training after graduation. Some employers may even want to see additional credentials, such as vendor-specific marketing certifications. As a result, prospective students should be willing and prepared to continue their education long into their professional careers.
What Is the Difference Between a Doctorate in Marketing and a Ph.D. in Marketing?
Prospective students can choose between two major tracks for their doctorate in marketing: a Ph.D. and a doctorate in business administration (DBA). The research and theoretical emphasis of a Ph.D. typically leads to academic and research careers, whereas the business and practical focus of the DBA prepares graduates for business-related careers.
In a Ph.D. program, students choose their own research topics and the courses that complement that exploration. DBA programs, conversely, feature more rigid curricula, including courses like strategic management, marketing promotions, business-to-business (B2B) marketing, and marketing innovation. Both degree pathways provide advanced research, writing, and management skills, along with concentration options for students to further specialize.
Concentrations for a Doctorate in Marketing
Consumer behavior, digital marketing, integrated marketing, international marketing, marketing analytics, quantitative marketing, sustainable marketing, still looking for the right fit discover similar programs, how to choose a marketing doctorate program.
Prospective marketing students should consider several factors, including their own educational and career goals. Some other important considerations include accreditation, degree type, concentrations, and practical components. For an online doctorate in marketing, applicants should think about program delivery, schedules, and residency requirements.
Programmatic Accreditation for Doctorate in Marketing Programs
Prospective students should always verify their school holds regional accreditation prior to enrolling. Business-related programs may also receive programmatic accreditation from various organizations, such as the Association to Advance Collegiate Schools of Business or Accreditation Council for Business Schools and Programs . Accreditation can help ensure that students qualify for financial aid, employment, transfer credits, and future certifications.
How to Get Into a Marketing Doctorate Program
Admission requirements for a doctorate in marketing vary by school and program, but prospective students typically need a marketing-related master’s degree and recommendation letters. Some schools require GMAT or GRE scores , and some competitive programs require a 3.0 undergraduate GPA.
Additionally, prospective DBA students may need relevant professional experience. Prospective Ph.D. students may need to submit a research proposal or a statement of interest. Some programs also require interviews.
What Can I Do With a Doctorate in Marketing?
Professionals with a doctorate in marketing can pursue careers in business, management, research and development, and academia. Graduates can pass their knowledge on in college and university classrooms, influence marketing practices with their research, and help organizations reach their customers in new ways and places.
Graduates gain specialized skills and advanced knowledge that position them to take advantage of a growing field with exceptional salary potential. For example, the BLS projects the addition of more than 1.1 million management occupations between 2022 and 2032, a sector that pays median annual wages of nearly $117,000.
The list below highlights common career paths available to graduates.
Popular Career Paths
Marketing manager.
Marketing managers typically plan and oversee programs that identify potential customers and determine the demand for current and new services or products. They’re also largely responsible for a company’s or division’s pricing plans, development of new products, and staying on top of trends in their industries.
- Median Annual Salary: $157,620
Postsecondary Teacher
Marketing instructors or professors teach marketing and related classes at the college or university level. Some individuals also conduct original research, write books, and present their work at academic conferences.
- Median Annual Salary: $84,380
Public Relations Manager
These managers typically lead the creation and implementation of campaigns that manage and enhance a company’s or client’s public image. Some of them supervise teams of public relations specialists.
- Median Annual Salary: $130,480
Market Research Analyst
Market research analysts investigate business conditions, consumer preferences, and other factors to evaluate and predict sales. Other duties usually include monitoring and forecasting market trends, determining consumer demands, and measuring the effectiveness of marketing strategies through statistical analyses.
- Median Annual Salary: $74,680
Top Executives
Top marketing executives coordinate strategies that help a company maximize profits and meet its strategic goals. They also use their marketing roles to provide input on organizational objectives, analyze financial statements, and oversee activities that contribute to the creation of new products or services.
- Median Annual Salary: $103,840
Frequently Asked Questions About Doctorate and Ph.D. Marketing Programs
Do marketing degrees pay well.
Many individuals with graduate marketing degrees earn competitive salaries. According to a BLS report , the median salary for market research analysts and marketing specialists was $74,680 in 2023. The report indicates that marketing professionals working in management and computer systems and design earned more than $94,000 on average in the same year.
Is a doctorate in marketing worth it?
A Ph.D. in marketing can be worth the time and resources you invest if you are interested in conducting research and teaching this topic at the postsecondary level. A doctorate allows you to gain specialized knowledge in a marketing area, and it can qualify you for higher-paying jobs.
What are the requirements for a Ph.D. in marketing?
A Ph.D. in marketing has several requirements, including admission prerequisites and conditions for earning the degree. To gain admission, prospective students may need to submit GRE scores, letters of recommendation, and official transcripts. Many graduate programs also require a minimum GPA, pre-admission interview, or previous research experience at the undergraduate or graduate level.
Once accepted, a doctoral student must complete various steps to earn the degree, including completing core curricular courses, selecting a concentration, and conducting supervised research. This degree also typically requires passing comprehensive exams and completing a dissertation project.
What do people with a Ph.D. in marketing do?
A Ph.D. in marketing can help you pursue career tracks in business, higher education, research and development, and management. If your passion is teaching, consider using your doctorate to teach at the college or university level. Your specialized knowledge in marketing might also prepare you for upper management, public relations management, or market research analysis.
What is the highest-paid job in marketing?
Marketing professionals in business leadership positions often earn the highest salaries in this field. For instance, According to Payscale , chief marketing officers make an annual average of $182,920. In addition to a base salary, these individuals can earn additional income from profit sharing, bonuses, and commissions.
Note: The insights on this page — excluding school descriptions — were reviewed by an independent third party compensated for their time by BestColleges. Page last reviewed June 10, 2024.
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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
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- Erasmus Research Institute of Management
- ESSEC Business School
- Frankfurt School of Finance & Management
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- Grenoble Ecole de Management
- HEC Paris
- Hanken School of Economics
- INSEAD
- ICTE Business School
- Kingston University
- Koc University
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