PhD: Marketing Concentration

This program will prepare you for a career in research and teaching at AACSB-accredited peer institutions (preferably with a doctoral program of their own) throughout the United States and abroad.

The program encompasses a variety of formal and informal interactions and projects with faculty and others, as well as coursework, comprehensive exams, and dissertation research. It enables you to develop substantial competencies in the theory, practice, and research methodology essential to the advancement of marketing knowledge, while accommodating individual backgrounds, experiences, and objectives.

Coursework covers topics associated with the scholarly pursuit of marketing as well as topics from supporting fields such as psychology, sociology, and management. Research methods and statistics associated with the social sciences also is a large component of the program.

In addition to specific coursework, the program also provides an environment in which you can develop research competencies in close association with the marketing faculty and other graduate students.

Students entering the program with a completed master’s degree in a business discipline can complete the doctorate in four years of full-time resident study.

Admission requirements

We prefer the GMAT, but we do accept the GRE test as a substitute. In either case, the exam must have been taken within 5 years of the time of application to WSU.

PhD Professional Development Seminar

1 Credit

Students will take the one-credit college-wide professional development colloquium (BA 598) during their 1st year or as soon as possible when approved by the area coordinator.

PhD Teaching Course

3 Credits

Students will take the 3-credit BA 596 teaching course, ideally in the fall of their second year.

PhD Research Tool Requirements

12 Credits

• ANOVA (e.g., PSYCH511, STAT507, STAT512, SOC522)
• Regression, Econometrics and Linear Models (e.g., PSYCH512, SOC521, STAT530, ECONS511/STAT 531, ECONS512/STAT552, MGTOP 591)
• Psychometric Theory (e.g., PSYCH514)
• Multivariate Statistics or Categorical Data Analysis (e.g., STAT519/MGTOP519, STAT 520)

The student may, with the approval of his/her program committee, substitute other courses for the suggested courses above, as long as the alternative courses treat each of the above topics in a comprehensive fashion.

PhD Major Field Requirements

15 Credits

• Seminar in Consumer Behavior (MKTG 590) – This course consists of a survey of the current literature in consumer behavior. Topics covered include, but are not limited to: information processing, attitude theory, persuasion, consumer decision-making, retailing, and public policy issues. Other topics may be included as the professor identifies emerging issues in the consumer behavior literature.
• Seminar in Marketing Management (MKTG 591) – This seminar provides a survey of the current literature on marketing management and strategy. In addition, it consists of readings on important theory and topics that have widespread influence in the marketing area. These include, but are not limited to: market orientation, competitive advantage, performance, transaction cost theory, the environment, new product development and product management issues, inter-firm relationships and alliances, and other new topics identified by the professor as relevant in the student’s scholarly development.
• Seminar in Marketing Foundations (MKTG 592) – This seminar explores the key topics that are generally associated with the marketing domain. This seminar will address the question “what is marketing” and offer an overview of its fundamental aspects including (but not limited to) the following: advertising, pricing, brand management, product positioning, new product development, relationship marketing, and marketing public policy. The professor will include additional topics from the field as they emerge in the literature.
• College of Business Research Methods Seminar (currently MKTG 593) – This seminar covers the basics of theory development and methods used in gathering data in the social and behavioral sciences. Topics covered include, but are not limited to: paradigm development and shifts, theory and theory development, philosophy of science, field study designs (survey research), experimental design, quasi-experimental field study design, secondary data acquisition and use, and qualitative research design. Internal and external validity and measurement validation will be included as the professor deems necessary. In addition, any new topics emerging as important may be included.
• Additional Graduate-Level Seminar Relevant to Marketing – An additional 3 credits of advanced course work that provide theoretical and/or practical foundations for marketing research and theory. Courses may include those offered under MKTG 565 (various additional marketing seminars), graduate level coursework in business, psychology, sociology, or other disciplines deemed relevant by the student’s program committee (e.g., political science, communication).

Additional PhD Coursework

9 Credits

A minimum of 9 credit hours of coursework approved for graduate credit must be designated and approved by the student’s PhD committee.

Second Year Paper

3 Credits

MKTG 600: In addition to their coursework, students must complete a second year paper. The second-year paper is a pass/fail, faculty-supervised independent research project involving an empirical study. Expectations are that the project will test research hypotheses using data gathered and analyzed by the student.

PhD Research Credit Requirements

Minimum of 32 Credits

In addition to the research tool and field requirements, the PhD in business requires an additional body of research credits in preparation and development of the final dissertation. A minimum of 32 (800-level) research credits hours is required.