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Marketing is where you go when you want to know more about your customer.

While management studies the people inside a company, and finance studies the numbers in the checkbook, marketing is the study of the people who have the biggest impact on the bottom line: your customers. It's broad enough to accommodate research interests ranging from the typical to the way-out-in-left-field ideas.

And the industry is hungry for relevant research thanks to a rapidly changing landscape. Emerging markets that offer new opportunities, and new competitors. A fragmented media landscape that makes customers easier to reach but harder to catch their attention. Quant tools and the growing intersection of marketing, economics, and finance has allowed researchers—including our own Tom Gruca—to measure the value marketing gives to the bottom line.

A PhD in marketing from Tippie provides the research, teaching, and writing skills—supported by close faculty mentorship—that will establish you as a productive marketing scholar.

See program overview

Bayesian prediction, brain power, or big picture?

PhDs in marketing choose from three academic tracks.

Quantitative modeling

Focuses on developing models to explain marketing phenomenon. This track is more theoretical in nature.

Consumer behavior

Explores the psychology of how consumers think, feel, reason, and select during buying decisions. PhDs have access to our top-of-the-line behavioral research technology.

Marketing strategy

Drawing on organizational theory, this area is closely tied to quant modeling, but more applied than theoretical.

Top-tier placement

Our PhD graduates go on to tenure-track appointments at research institutions around the country and the world.

  • Baylor University
  • University of Utah
  • Mercyhurst College
  • University of Arizona
  • Armstrong State University
  • State University of New York (SUNY)–New Paltz
  • Peking University
  • State University of New York (SUNY)–Binghamton
  • Korea University
  • University of Pittsburgh
  • Virginia State University
  • University of Auckland, New Zealand

 

Research with impact

You'll find a variety of cutting-edge and technology-driven topics in our research roster. Bill Hedgcock is conducting groundbreaking research on the neuroscience of decision making, using fMRI to discover how different parts of the brain get involved in consumer decisions, and how exercising self-control for one decision affects the decisions that come after.

Or Jing (Alice) Wang, who focuses her research on how aging and social exclusion influence buying behavior. Professor Tom Gruca is a publishing powerhouse with a particular interest in health care, whose latest research digs into access for patients in rural areas. And Gary Russell uses complex statistical models to explore how the neighborhoods we live in affect our consumer choices.

See faculty research

Faculty Story
Alice Wang

For almost a decade, Wang has studied how loneliness affects consumer responses to marketing campaigns.

It's a consumer behaviorist's nirvana

Heart rate monitors. A Tobii X2-60 eye-tracker. Skin conductance response sensors. Emotion recognition software. The kind of equipment that most researchers dream about is right at your fingertips in the Tippie College of Business.

We've spent the last five years investing in our behavioral research suites. Tippie marketing PhDs enjoy unfettered access to a 25-station, fully configurable behavioral lab, and three smaller labs containing state-of-the-art hardware for psycho-physiological measurements. With these tools, you'll be able to design better experiments that reveal new and intriguing data that's relevant to the field. And relevance is a big leg up on your journey to publication.

Next Steps