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Doctor of Philosophy in Business Administration in Marketing and Behavioural Science (PhD)

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The PhD Program in Business Administration welcomes applications from individuals planning research-oriented academic careers.

As well as gaining access to a world of knowledge and opportunity, Sauder PhD students benefit from the individual attention they receive from faculty members - right from the outset of the program. Our faculty members devote extensive time, energy and effort to developing the research capabilities of all of our PhD students.

For specific program requirements, please refer to the departmental program website

What makes the program unique?

Sauder School of Business has a hard-won reputation as Canada's preeminent business research school, and is a major contributor to such leading marketing journals as the Journal of Marketing Research, the Journal of Consumer Research and Marketing Science. This results, in part, from the fact that the PhD program is a genuine priority here. Both the organizational culture and the promotion-and-tenure structure encourage active collaboration between doctoral students and faculty. 

Quick Facts

Program enquiries, admission information & requirements, 1) check eligibility, minimum academic requirements.

The Faculty of Graduate and Postdoctoral Studies establishes the minimum admission requirements common to all applicants, usually a minimum overall average in the B+ range (76% at UBC). The graduate program that you are applying to may have additional requirements. Please review the specific requirements for applicants with credentials from institutions in:

• Canada or the United States
• International countries other than the United States

Each program may set higher academic minimum requirements. Please review the program website carefully to understand the program requirements. Meeting the minimum requirements does not guarantee admission as it is a competitive process.

English Language Test

Applicants from a university outside Canada in which English is not the primary language of instruction must provide results of an English language proficiency examination as part of their application. Tests must have been taken within the last 24 months at the time of submission of your application.

Minimum requirements for the two most common English language proficiency tests to apply to this program are listed below:

TOEFL: Test of English as a Foreign Language - internet-based

Overall score requirement : 100

IELTS: International English Language Testing System

Overall score requirement : 7.0

Other Test Scores

Some programs require additional test scores such as the Graduate Record Examination (GRE) or the Graduate Management Test (GMAT). The requirements for this program are:

The GRE or a comparable test is required. Please check the program website.

2) Meet Deadlines

3) prepare application, transcripts.

All applicants have to submit transcripts from all past post-secondary study. Document submission requirements depend on whether your institution of study is within Canada or outside of Canada.

Letters of Reference

A minimum of three references are required for application to graduate programs at UBC. References should be requested from individuals who are prepared to provide a report on your academic ability and qualifications.

Statement of Interest

Many programs require a statement of interest , sometimes called a "statement of intent", "description of research interests" or something similar.

Supervision

Students in research-based programs usually require a faculty member to function as their thesis supervisor. Please follow the instructions provided by each program whether applicants should contact faculty members.

Instructions regarding thesis supervisor contact for Doctor of Philosophy in Business Administration in Marketing and Behavioural Science (PhD)

Citizenship verification.

Permanent Residents of Canada must provide a clear photocopy of both sides of the Permanent Resident card.

4) Apply Online

All applicants must complete an online application form and pay the application fee to be considered for admission to UBC.

Tuition & Financial Support

Financial support.

Applicants to UBC have access to a variety of funding options, including merit-based (i.e. based on your academic performance) and need-based (i.e. based on your financial situation) opportunities.

Program Funding Packages

We provide a financial package that includes tuition plus $30,000 per year for the first five years of the PhD Program.

Average Funding

• 3 students received Teaching Assistantships. Average TA funding based on 3 students was $2,691.
• 6 students received Research Assistantships. Average RA funding based on 6 students was $19,626.
• 6 students received internal awards. Average internal award funding based on 6 students was $15,698.
• 1 student received external awards valued at $20,000.

Scholarships & awards (merit-based funding)

All applicants are encouraged to review the awards listing to identify potential opportunities to fund their graduate education. The database lists merit-based scholarships and awards and allows for filtering by various criteria, such as domestic vs. international or degree level.

Graduate Research Assistantships (GRA)

Many professors are able to provide Research Assistantships (GRA) from their research grants to support full-time graduate students studying under their supervision. The duties constitute part of the student's graduate degree requirements. A Graduate Research Assistantship is considered a form of fellowship for a period of graduate study and is therefore not covered by a collective agreement. Stipends vary widely, and are dependent on the field of study and the type of research grant from which the assistantship is being funded.

Graduate Teaching Assistantships (GTA)

Graduate programs may have Teaching Assistantships available for registered full-time graduate students. Full teaching assistantships involve 12 hours work per week in preparation, lecturing, or laboratory instruction although many graduate programs offer partial TA appointments at less than 12 hours per week. Teaching assistantship rates are set by collective bargaining between the University and the Teaching Assistants' Union .

Graduate Academic Assistantships (GAA)

Academic Assistantships are employment opportunities to perform work that is relevant to the university or to an individual faculty member, but not to support the student’s graduate research and thesis. Wages are considered regular earnings and when paid monthly, include vacation pay.

Financial aid (need-based funding)

Canadian and US applicants may qualify for governmental loans to finance their studies. Please review eligibility and types of loans .

All students may be able to access private sector or bank loans.

Foreign government scholarships

Many foreign governments provide support to their citizens in pursuing education abroad. International applicants should check the various governmental resources in their home country, such as the Department of Education, for available scholarships.

Working while studying

The possibility to pursue work to supplement income may depend on the demands the program has on students. It should be carefully weighed if work leads to prolonged program durations or whether work placements can be meaningfully embedded into a program.

International students enrolled as full-time students with a valid study permit can work on campus for unlimited hours and work off-campus for no more than 20 hours a week.

A good starting point to explore student jobs is the UBC Work Learn program or a Co-Op placement .

Tax credits and RRSP withdrawals

Students with taxable income in Canada may be able to claim federal or provincial tax credits.

Canadian residents with RRSP accounts may be able to use the Lifelong Learning Plan (LLP) which allows students to withdraw amounts from their registered retirement savings plan (RRSPs) to finance full-time training or education for themselves or their partner.

Please review Filing taxes in Canada on the student services website for more information.

Cost Estimator

Applicants have access to the cost estimator to develop a financial plan that takes into account various income sources and expenses.

Career Outcomes

Career options.

The PhD in Marketing and Behavioural Science is designed to prepare students for an academic career.  The vast majority of our students have gone on to academic positions at universities worldwide.  Our recent graduates have positions at research schools such as The University of Illinois at Urbana-Champaign, The University of Michigan, The University of Washington, Temple University, Simon Fraser University, Drexel University, and Nanyang Technological University.

Enrolment, Duration & Other Stats

These statistics show data for the Doctor of Philosophy in Business Administration in Marketing and Behavioural Science (PhD). Data are separated for each degree program combination. You may view data for other degree options in the respective program profile.

This program went through a name change in previous years that may have included curriculum changes. It was previously known as: Doctor of Philosophy in Business Administration in Marketing until 2021. Historical data on this page may include data collected under the previous name(s) of the program.

ENROLMENT DATA

Completion rates & times.

• Research Supervisors

This list shows faculty members with full supervisory privileges who are affiliated with this program. It is not a comprehensive list of all potential supervisors as faculty from other programs or faculty members without full supervisory privileges can request approvals to supervise graduate students in this program.

• Aquino, Karl (Organizational behavior)
• Ba, Wenjia (understanding sequential interactions, machine learning, revenue management, probability theory)
• Cavanaugh, Lisa (Emotions, Relationships, Self and Identity, Social Influence, Prosocial Consumption)
• Chandrashekaran, Murali (Management education, customer satisfaction, mergers and acquisition, innovation, international collaborations in education, Integration and professional development, strategic management of customer relationships, shareholder value, subsidiary performance, satisfaction strength, customer loyalty)
• Cornil, Yann (Social sciences; Food marketing; sustainability; Sensory Perception)
• Dahl, Darren (Consumer behaviour, new product development, social marketing, affect and emotion, creativity in business, Marketing)
• Griffin, Dale (Consumer decision making, risk assessment and risk communication, managerial decision making, behavioural finance, forecasting, branding and consumer satisfaction, research methods and statisitcs)
• Hardisty, David (Social sciences; consumer behaviour; sustainability; decisions about the future; product attribute framing; pricing)
• Hoegg, Jo Andrea (Social influence, consumer-brand relationships, consumer response to product design, sensory marketing )
• Kim, Baek Jung (Economics and business administration; Marketing; applied econometrics; Causal inference; New Technology/Product Adoption; Peer/Network Effects; Public Policy; Structural Models)
• Ning, Eddie (Information Acquisition; Consumer Search; Dynamic Pricing; Bargaining; Continuous-time Games; Emerging Technologies)
• Qian, Yi (Economics of Intellectual Property Rights; Counterfeiting and Brand Management; Innovation and Entrepreneurship; Marketing Analytics)
• Wang, Yanwen (Economics and business administration; Marketing; financial decision making; Public health; Public Policy; technology)
• White, Katherine (Social sciences; sustainability, social influence and consumer behaviour, the self and consumer behaviour)
• Wu, Chunhua (Structural Modeling; Internet Advertising; Social Networks; CRM)

Sample Thesis Submissions

• Sales impact of live streaming
• Two essays on the perils and opportunities of using marketing labels for prosocial outcomes
• Satisfied yet disloyal : a portrait of fickle consumers

Related Programs

Same academic unit.

• Doctor of Philosophy in Business Administration in Accounting (PhD)
• Doctor of Philosophy in Business Administration in Finance (PhD)
• Doctor of Philosophy in Business Administration in Management Information Systems (PhD)
• Doctor of Philosophy in Business Administration in Management Science (PhD)
• Doctor of Philosophy in Business Administration in Organizational Behaviour (PhD)
• Doctor of Philosophy in Business Administration in Strategy and Business Economics (PhD)
• Doctor of Philosophy in Business Administration in Transportation and Logistics (PhD)
• Doctor of Philosophy in Business Administration in Urban Land Economics (PhD)
• Master of Business Administration (MBA)
• Master of Business Analytics (MBAN)
• Master of Management (MM)
• Master of Science in Business Administration in Finance (MSCB)
• Master of Science in Business Administration in Management Information Systems (MSCB)
• Master of Science in Business Administration in Transportation and Logistics (MSCB)
• Professional Master of Business Administration (PMBA)

Further Information

Specialization, ubc calendar, program website, faculty overview, academic unit, program identifier, classification, supervisor search.

Departments/Programs may update graduate degree program details through the Faculty & Staff portal. To update contact details for application inquiries, please use this form .

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Evaluating the impact of marketing strategies and tactics on consumers, brands, firms, and competition.

Marketing is an interdisciplinary field, concerned with the behavior of consumers, competitors and intermediaries, and the outcomes of their decisions as they relate to the performance of firms and brands. It relies considerably on fields such as psychology, economics, statistics and sociology to develop theory and methodology.

The PhD specialization in Marketing is designed to produce leaders in knowledge and scholarly research in the field, under the expert supervision of our Faculty. The program prepares PhD candidates to conduct cutting-edge research making significant contributions to the advancement of theory and practice in Marketing.

PhD candidates are expected to complete the program in five years. In the first two years of the program, PhD candidates are required to successfully complete a variety of courses that cover both substantive and methodological topics. The course selection depends on the candidate's research interests and background, subject to Faculty approval. The remainder of the program should be devoted to the completion of the PhD thesis. The content of the thesis should form the basis of research papers targeted for publication in leading marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science and Management Science).

Current Area Research Topics

• Emotions in advertising and consumption
• Advertising and Integrated Marketing Communications (IMC) effectiveness
• Adoption of new products and innovation
• Service design and management
• Strategic marketing
• International marketing
• Branding and consumer choice
• Word-of-mouth communications
• Experience-based decision making
• Corporate social responsibility
• Marketing-Finance interface

Specialization Requirements

PhD candidates are required to complete a minimum of four courses in Marketing and two in a support field (see options below), offered both by our Faculty and other Faculties of either McGill or the joint program. In addition, they should complete at least 3 courses in research methodology/statistics and one pedagogy course.

• Models in Consumer Research
• Advances in Consumer Behavior
• Advances in Service Marketing
• Automatic Consumer Behavior
• Topics in Marketing Strategy

Typical Support Fields

• Industrial Organization
• Behavioral Science

Related Content

Insightful research for visionary management.

See the PhD Program Marketing Postcard

Marketing members

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PhD in administration - Marketing

Phd in administration — marketing.

• Tuition fees and Funding

Are you planning on an academic career in the field of marketing? Are you interested in brand management, market analysis, electronic commerce, the customer experience, arts marketing or marketing strategies?

Do your PhD studies at a world-class school, as part of a community of renowned professors and researchers.

Your PhD in short

• Program offered in French, English or both.
• Offered by HEC Montréal jointly with Concordia and McGill universities and the Université du Québec à Montréal (UQAM). This partnership gives you access to resources (faculty and courses) rarely available elsewhere in the world.
• Full-time program allowing you to complete your studies in four or five years.
• Tuition fees waived and competitive funding for the first four years of your studies.

For a career in academia

of the 38 graduates from this doctoral program hold positions as professors at Canadian or foreign universities.

Among the best

The professors and researchers in the Marketing Department publish in top-tier journals, including:

• Journal of Consumer Research
• Journal of Marketing
• Journal of Marketing Research

Varied research interests

• Arts, cultural industry and media marketing
• Business and services marketing
• Consumer behaviour
• Consumer culture theory (CCT)
• Consumer neuroscience
• Creativity and innovation
• Electronic commerce
• Game theory in marketing
• Industrial marketing
• Inter-company marketing
• Market-driven innovation
• Marketing and brand communication
• Marketing channels
• Marketing databases
• Marketing non-profit organizations
• Marketing strategy
• Modelling in marketing
• Product management and innovation
• Retail trade
• Sports sponsorships and marketing

World-class research groups

HEC Montréal offers doctoral students in the Marketing specialization an exceptional scientific milieu including four research chairs and two research professorships. Researchers in this specialization work closely with several research groups and knowledge transfer hubs.

• Carmelle and Rémi Marcoux Chair in Arts Management , directed by Professor François Colbert
• Chair in Energy Sector Management , directed by Professor Pierre-Olivier Pineau
• Chair in Service Marketing and Customer Experience , directed by Professor Yany Grégoire
• RBC Financial Group Chair of E-commerce , directed by Professor Sylvain Sénécal

Research professorships

• Research Professorship in Big Data for Arts and Culture: Professor Renaud Legoux
• Research Professorship in Computer-Mediated Consumption and Big Data: Professor Marcelo Vinhal Nepomuceno

Research groups and knowledge transfer hubs

• Centre for Interuniversity Research and Analysis on Organizations (CIRANO)
• Group for Research in Decision Analysis (GERAD)
• IDEOS – Social enterprises management hub
• Pôle médias – HEC Montréal (Media hub)
• Sales Institute – HEC Montréal  
• 100% distance
• Côte-des-Neiges
•   Questions about our PHD Program?
•   Download our brochure

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Programs & Courses › Specializations

Schulich’s PhD in Marketing centres on research and emphasizes the relationship between theory development and empirical analysis. It offers unprecedented depth in certain areas of specialization, and also offers students a broad background across several of marketing’s core disciplines.

Students will develop the theoretical knowledge and methodological skills that are necessary to become successful, productive researchers, as well as the teaching experience and training to communicate this new knowledge. Graduates of the program have the ability and motivation to conduct meaningful, interesting, and significant research on a variety of marketing-related problems and issues.

Specialization Details by Category

Study options.

Student admission is restricted to full-time study exclusively for the first four years. It is not recommended to be working outside of the PhD program during your studies. Students must be able to participate in the PhD program in Toronto.

Typically, a PhD in marketing will take at least four years to complete. The first two years will be dedicated to graduate-level coursework.

Choose a study option to view its details and requirements

Available delivery options

• Full-time 48 to 72 months

Location(s)

• Keele Campus Toronto

The requirements to successfully complete the program are outlined below in “Curriculum Overview.”

In general, most students focus in one of four areas: consumer culture theory, consumer information processing, marketing strategy or international marketing. The training students receive in consumer culture is anchored in anthropology, sociology, and cultural studies, while consumer information processing students focus on cognitive and social psychology and decision making. Students interested in strategic and international marketing often drill down on economic and management theories.

Doctoral students must complete four marketing seminars, two courses in a minor area (typically in an allied discipline such as anthropology, sociology, psychology, management studies, cultural studies, statistics, or economics), and four method (DCAD) courses.

Students must successfully complete the following course requirements:

Required Courses

Consumer research grounded in traditions of sociology, anthropology and cultural studies is reviewed in this course. The course is designed to familiarize students with both the theories that help us to understand the evolution of consumer culture and the key phenomena of interests to culturally oriented consumer researchers.

• MKTG 7981 3.00 CONSUMER RESEARCH B Consumer research grounded in various branches of psychology is studied in this course. The course is designed to familiarize students with theories that provide insight into consumers' attitudes, knowledge, decision making and responses to marketing tactics.

This course covers current topics in the marketing strategy literature, particularly those to which consumer research and consumer culture theorists are making major contributions. This course will facilitate on the design of relevant consumer-behavior oriented research programs that will be relevant to key debates in strategically oriented marketing research.

• MKTG 7985 0.00 RESEARCH PAPER FORMATION This course helps students develop research skills. It requires them to identify scholarly research questions, propose a methodology for answering them, and collect preliminary data (unless the paper is to be purely conceptual). Pre-requisites: DCAD 7100, DCAD 7350, DCAD 7400, and at least one of the following Marketing core courses: MKTG 7980, MKTG 7981, or MKTG 7982.

This course complements MKTG 7985: Research Paper Formation. It exposes students to the process of creating research papers with the potential for high impact. Students learn elements of the craft such as: the importance of engaging storytelling; identifying compelling gaps in theoretical conversations and/or starting an altogether new research conversation; designing a paper’s empirical logic; factoring in managerial and policy implications; and navigating review processes.

Prerequisite: SB/MKTG 7985 0.00. Note: MKTG 7986 may be taken prior to, concurrently with, or after MKTG 7985.

This course focuses on the use of univariate and multivariate statistics as applied to social and behavioural research within the fields of organizational, management, and consumer studies. It covers descriptive statistics, mean difference testing, analysis of variance and covariance, linear and logistic regression, and a priori sample size calculations, as well as power and effect size calculations.

• DCAD 7100 3.00 LOGICS OF SOCIAL RESEARCH This examines the major philosophical debates in the social sciences and explores the rationale of different approaches to social research. Students learn how to select and develop appropriate research strategies and how to critically examine the use of various research strategies.
• DCAD 7250 3.00 RESEARCH DESIGN This course introduces students to research design, strengthens their reasoning and theoretical development skills, helps them effectively apply a range of empirical methodologies to their own research and critically review empirical studies done by others. Topics include types of variables, relationships, sampling and measurement, survey and field research designs, experimental designs, and alternative designs, and research design biases and artifacts.
• DCAD 7400 3.00 QUALITATIVE RESEARCH METHODS This course provides students with detailed exposure to the qualitative research methodologies that have begun to exert a major influence on management research over the last 10 years.

Two Elective Courses These two courses are chosen, in consultation with the Marketing Area PhD Program Representative or from among the doctoral level courses offered within the program.

Comprehensive Examinations

Students write a comprehensive examination after successfully completing all coursework. This examination is designed to demonstrate knowledge of the Accounting field, the chosen foundation field, and research methodologies. The comprehensive examination is set and administered by Marketing Area faculty members. It is normally administered within 24 months of entry into the PhD program. A second and final attempt at this examination is allowed (within six months of the original exam) if the student is unsuccessful in the first attempt.

The program regards the comprehensive examination as a pivotal point for deciding whether students should be allowed to proceed with their studies or be encouraged to withdraw from the program.

Dissertation Proposal and Oral Defence

Candidates must prepare a written proposal to conduct original dissertation research carried out under the supervision of a supervisory committee, and must defend this to the satisfaction of the thesis supervisor and members of the supervisory committee.

Dissertation and Oral Examination

Candidates must prepare a dissertation based on original research carried out under the supervision of a supervisory committee and submit the results in appropriate dissertation form. After the formal submission of the dissertation, an oral examination is held. It is expected that all or part of the dissertation will be published following professional or scientific review.

We recommend further consultation with your area Ph.D. rep concerning any impending changes to the program requirements and guidance on selecting appropriate optional courses.

Schulich's Marketing faculty actively publishes in the top journals in the world. They develop and promote new research methodologies and work closely with students to define solid research questions, develop a plan of study and identify scholarly publication outlets. Our doctoral program offers students an interdisciplinary environment to generate creative ideas and hypotheses, the analytical skills to assess them, and the training to communicate them.

The following faculty are accredited by the Schulich School of Business and the Faculty of Graduate Studies for the supervision of doctoral students:

Selected faculty members

Professor of Marketing; Kraft Foods Canada Chair in Marketing

Professor of Marketing; Director, PhD Program

Professor of Marketing; Associate Dean, Research; Anne & Max Tanenbaum Chair in Entrepreneurship and Family Enterprise

Professor of Marketing

Associate Professor of Marketing

Associate Dean, External Relations; Canada Research Chair (Tier II); Professor of Marketing

Program Director, Master of Marketing; Associate Professor of Marketing

Career Opportunities

Placement of recent graduates, student research.

A critical component to academic scholarship is the dissemination of knowledge through peer-reviewed scholarly journals (e.g., Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, etc.). Faculty and students work closely together from the first year of the program to develop the skills necessary for scholarly success—defining solid research questions, developing a plan of study for the questions, and identifying scholarly outlets for the findings.

Selected Publications

Mariam Humayun (Forthcoming) “Brand Hive Minds and Bitcoin Resilience,” Carolyn Strong, ed., Cryptocurrency and Blockchain: Consumer Research and Business Insights , Berlin: De Gruyter (with Belk, R)

Gulay Taltekin Guzel (2023), “The case for qualitative research” Journal of Consumer Psychology , 33(1), pp.259-272. (with Fischer, E.)

Mohammad Saeid Kermani (2023), “Getting political: The value-protective effects of expressed outgroup outrage on self-brand connection,” Journal of Consumer Psychology , in press. (with Noseworthy, T., and Darke, P.R.)

Mohammad Saeid Kermani (2023), “Consumer Online (Dis)trust: A Decade Later,” The Digital Consumer (2nd ed), pp. 514-528, Russell Belk & Rosa Llamas (eds.), Routledge: NY. (with Darke, P.R., & Brady, M.K.)

Mohammad Saeid Kermani (2022), “Sorry, not sorry: The effect of social power on transgressors’ apology and non-apology,” Journal of Experimental Psychology: Applied , 28(4), 883–897 (with Guilfoyle, J. R., Struthers, C. W., van Monsjou, E., Shoikhedbrod, A. and Eghbali, N.)

Mariam Humayun (2022), “Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets,” Journal of Business Research , 153: 198-205. (with Belk, R. and Brouard)

Mariam Humayun (2022), “How Brand Hive Minds Thrive: Understanding Bitcoin’s Resilience,” Cryptoeconomic Systems , 2(1). (with Belk, R.)

Mariam Humayun (2022), “Bitcoin,” Journal of Customer Behaviour , (In Press).

Andrew Smith (2021), “Pay attention, please! Person brand building in organized online attention economies,” Journal of the Academy of Marketing Science 49 (2), 258-279 (with Fischer, E.)

Mohammad Saeid Kermani (2021), “Cultural differences in psychological reactance: Responding to social media censorship,” Current Psychology , 40, 2804–2813. (with Ng, A.H., & Lalonde, R.N.)

Nükhet Taylor (2021), “Your Fries are Less Fattening than Mine:               How Food Sharing Biases Fattening Judgments Without Biasing Caloric Estimates,” Journal of Consumer Psychology , 31 (October), 773 – 783 (with Noseworthy, T. J.)

Nükhet Taylor (2020), “Compensating for Innovation: Extreme Product Incongruity Encourages Consumers to Affirm Unrelated Consumption Schemas,” Journal of Consumer Psychology , 30 (January), 77 – 95. (with Noseworthy, T. J.)

Sean T. Hingston (2020), “On the Epidemic of Food Waste: Idealized Prototypes and the Aversion to Misshapen Fruits and Vegetables,” Food Quality and Preference , 86 (December), 1 – 10. (with Noseworthy, T. J.)

Mariam Humayun (2020), “Consumer Reception of New Technologies,” International Journal of Business Anthropology , 10 (1), 49-65. (with Belk, R. and Gopaldas, A.)

Mariam Humayun (2020), “The Analogue Diaries of Postdigital Consumption,” Journal of Marketing Management , 36(7-8): 633-659. (with Belk, R.)

Mariam Humayun (2020), “Artificial Life,” Journal of Macromarketing , 40 (2), 221-246. (with Belk, R. and Gopaldas, A.)

Amanda Earley (2019), “A Very Short, Fairly Interesting and Reasonably Cheap Book about International Marketing,” London: Sage

Amanda Earley (2019), “Let’s Get Real: New Continental Philosophy’s Methodological Imperative,” Consumption, Markets, and Culture

Andrew Smith (2019), “Isolation in globalizing academic fields: a collaborative autoethnography of Early Career Researchers,” Academy of Management Learning & Education 18 (2), 261-285 (with Belkhir, M., Brouard, M., Brunk, KH., Dalmoro M., Ferreira, MC., and Figueiredo, B.)

Arundhati Bhattacharyya (2019), “Consumer Resilience and Subservience in Technology Consumption by the Poor,” Consumption, Markets and Culture, 22 (5/6), 489-507. (with R. Belk)

Nükhet Taylor (2019), “Supersize My Chances: Promotional Lotteries Impact Product Size Choices,” Journal of Consumer Psychology , 29 (January), 79 – 88.” (with T. J. Noseworthy, and E. Pancer)

Recent Dissertation Topics

2022: Gulay Taltekin Guzel – Influencing a Field: The Role of Influencers in the Cosmetics Industry

2022: Mohammad Saeid Kermani – When your outrage is not mine: Consumer responses to expressions of online outrage towards brands

2020: Nukhet Agar – Of Snakes, Guns, and Innovative Products: The Impact of Threat Cues on Consumer Preference

2019: Mariam Humayun – Creation and Resilience of Decentralized Brands – Bitcoin & the Blockchain

2018: Sean T. Hingston – Essentialism, Moral Opposition, and the Aversion to Genetically Modified Foods

2017: Leah Schneider – The Activist Tale of Emergent Crowds and Mobilized Communities: Investigating the Interplay Between Consumer Activism and Consumer Collectives

2016: Zhennan (Nicole) Wang – The Internationalization of Emerging Economy Firms: The Impact of Corporate Governance and Political Connections

2016: Arundhati Bhattacharyya – Technology Metaphors at the Base of the Pyramid

2016: Pierre-Yann Dolbec – How Do Mainstream Cultural Market Categories Emerge: A Multi-Level Analysis of the Creation of Electronic Dance Music

2014: Amanda Earley – From Occupy Wall Street to Occupying the Academy: Three Interventions from One Demonstration

2014: Andrew Smith – Sensegiving Word-of-Mouth and Collective Sensemaking About Epistemic Objects

Current PhD students in the Marketing Area:

as of Fall 2023

• Tima Abboud
• Lucas Busani Xavier
• Rowan El-Bialy
• Yi Xuan Jeremy Lee
• Jennifer Sedgewick
• Erik Steiner
• Orcun Turan
• Raisa Tasneem Zaman

Research Seminar Series

“navigating the complexities of tiny spaces”.

Speaker: Marcus Phipps Senior Lecturer in Department of Management and Marketing, University of Melbourne, Australia

Speaker bio: Marcus Phipps is a Senior Lecturer in the Department of Management and Marketing at the University of Melbourne. His research interests focus on routines, practices, sustainability and transformative consumer research. He has published his work in a variety of journals including the Journal of Consumer Research, Journal of Public Policy and Marketing, and the European Journal of Marketing.

Abstract:  From the romance of nature (Canniford and Shankar 2013) to the spectacle of fantasy retail (Kozinet et al. 2004, Maclaran and Brown 2005), a plenitude of space is seen as a way to enhance the overall consumption experience. This presentation investigates consumers who deliberately seek to limit their space. The tiny house movement is a social and architectural trend that advocates living simply in small spaces. Drawing from in-depth interviews with tiny home owners, blogs, and ethnographic notes from meet-ups and festivals, this research explores the unique emotional relationship of living in a very small space. Findings show how spatial constraints lead to a renegotiation of how household practices are traditionally organized. The private can become public, essentials deemed luxuries, and new emotional spaces are often found outside of the household.

Friday, September 6 th , 2019 10:30am to 12:00 noon Room N201

RSVP:     [email protected]

Event open to Faculty and PhD

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Marketing is fundamentally concerned with the description and prediction of decision outcomes, involving all aspects of the firm that relates to its customers, competitors, distributors, and business regulators. It is an interdisciplinary field that draws theories and methodologies from a variety of sources including psychology, sociology, mathematics, statistics and economics.

The doctoral program in Marketing is designed to produce scholars. We train our graduates to become academics in a university setting. We aim to produce teachers and researchers. If your interest is consulting, industry or other non-university sector employment, you would be better to pursue a MBA or MSc degree.

Marketing doctoral students take a series of courses, including research methods, marketing theory, consumer behavior, judgment and decision making, experimental design and others drawn from non-business areas such as economics, psychology, statistics and sociology. Other aspects of the program are tailored to fit the student’s own research, teaching and professional interests.

In the marketing seminars, students normally participate in sessions related to their areas of expertise and research interests. Students consider recent scholarly work in the field, develop research approaches, increase their understanding of conceptualizations and models, and develop the ability to solve managerial problems in marketing. The seminars are sequenced so that in one seminar you will be with others who have entered the program earlier, and in a second seminar, with those who enter the program after you.

Areas of Research Focus

• Psychology of money
• Financial decision-making
• Experiential consumption and emotions
• Social influence
• Big data and machine learning
• B2B and B2C relationships
• Marketing strategy
• Temporal perception and consumption
• Self-control and consumption
• Political marketing 
• Charitable behaviour
• View our Google Scholar Page
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PhD Student Opportunities

A small but highly competitive cohort of students is accepted into the marketing stream of the PhD program every year. Students have varied experiences coming from industry, Master's programs, and government. Supervisory relationships among faculty members and students are close and begin soon after entering the program. As such, it is recommended that applications are tailored to highlight alignment with specific faculty members and their corresponding areas of research focus, which are listed above and available on faculty webpages (e.g., June Cotte , Rod Duclos , Guneet Kaur Nagpal , Miranda Goode , Kirk Kristofferson , Zhe Zhang ). 

Frequent interactions allow marketing faculty to personalize students’ coursework and to guide development of a research project pipeline that merges overlapping interests with their unique backgrounds. In addition to Ivey’s competitive internal funding structure, marketing PhD students have a strong record of securing additional external funding, both provincially and federally, and our graduates attain tenure track positions at attractive institutions in Canada, Unites States, and Europe. The Marketing group welcomes applications from qualified candidates. 

PhD Graduates

The doctoral program in Marketing is designed for those interested in pursuing academic careers in marketing at top business schools.

Dr. Poornima Vinoo (2022 PhD)

Assistant Professor, Indian School of Business

Two Essays on Everyday Financial Decisions

Every day consumers make numerous financial decisions which have the potential to increase or decrease their wellbeing in the short-term or long-term. For instance, choosing to pay only the minimum due on a credit card bill can increase liquidity and wellbeing in the short-term, but increase debt and decrease wellbeing in the long-term. My work examines two such instances of everyday financial decisions which influence consumer wellbeing... Read more about this thesis

Dr. Michael Moorhouse (2021 PhD)

Assistant Professor, Lazaridis School of Business and Economics, Wilfred Laurier University

Trust and Bias in Peer-to-Peer Ratings: Why Peer-to-Peer Service Ratings are Nearly Always Positive, and How They Can be Fixed

Transactions in the peer-to-peer sharing economy carry high risk and uncertainty. Consumers exchange with non-professional providers with whom they have no past history, and must rely on ratings and reviews for choice selection. However, there is a large positive bias in the ratings, making differentiation difficult, and causing some consumers to lose trust. Despite these concerns, little progress has been made to demonstrate the cause of the bias or how it can be fixed. I address this gap by demonstrating that consumers evaluate peer-peer experiences based on trust. This trust evaluation, in concert with network and social factors, contributes to the bias... Read more about this thesis

Dr. Jun Hyun (Joseph) Ryoo (2021 PhD)

Assistant Professor, W. P. Carey School of Business, Arizona State University

Essays on Information Asymmetry and Leakage

Since the underlying qualities of products and firms are not readily apparent, information asymmetry exists at the heart of marketing. This dissertation investigates information asymmetry that is present specifically between: (1) firms and consumers, and (2) firms and investors. I advance our knowledge of how information asymmetry can be reduced in beneficial ways for the firm either by voluntary or involuntary means... Read more about this thesis

Dr. Amir Sepehri (2021 PhD)

Assistant Professor, ESSEC Business School

Ideas Worth Spreading? Adverse Effects of Information Load in Online Communications

What makes public addresses such as online talks successful vs. not? Across seven field and lab studies, I find that information overload hurts consumer adoption. The cause? Processing disfluency. Information overload makes a message more difficult to process, which in turn reduces liking and interest. The effect disappears among audience members with greater need for cognition, a personality trait marking a penchant for deep and broad information-processing. My empirical investigation concludes by documenting the counter-intuitiveness of the findings (i.e., how consumers mispredict which talks they actually (dis)like)... Read more about this thesis

Dr. Peter Nguyen (2019 PhD)

Assistant Professor, Miami University in Ohio

Two Essays on Consumer-Generated Reviews: Reviewer Expertise and Mobile Reviews

Over the past few decades, the internet has risen to prominence, enabling consumers to not only quickly access large amounts of information, but also openly share content (e.g., blogs, videos, reviews) with a substantially large number of fellow consumers. Given the vast presence of consumers in the online space, it has become increasingly critical for marketers to better understand the way consumers share, and learn from, consumer-generated content, a research area known as electronic word-of-mouth. In this dissertation, I advance our understanding about the shared content generated by consumers on online review platforms... Read more about this thesis

Dr. Vivek Astvansh (2018 PhD)

Associate Professor of Quantitative Marketing and Analytics, McGill University

Toward a Better Understanding and Management of Product Recall

Product recalls have become increasingly common across product categories and countries. Although recalls pose adverse consequences for businesses, regulatory agencies, and society, they also test these stakeholders’ resilience in the face of adversity. Perhaps because scholars from multiple disciplines have studied recalls for nearly four decades now, a large number of terms, most of which stay undefined, has been used to describe recalls and several closely related yet distinct phenomena. We also lack a framework that can help synthesize our knowledge and guide us toward questions that are both interesting and relevant. Finally, there has been no attention to the fundamental question of what firm actions drive the effectiveness of recalls... Read more about this thesis

Discipline Coordinator

Professor Duclos is a behavioral psychologist. His research aims to articulate, predict, and shape human decision-making and behavior, all in the pursuit of consumer and societal welfare. Particular issues of interest include: the psychology of financial decision-making and risk-taking; how hormones impact willingness to pay; prosocial behavior; and judicial decision-making. His findings have appeared in premier marketing and psychology journals such as the Journal of Consumer Research , the Journal of Consumer Psychology , and the International Journal of Research in Marketing . His work has also been covered over 100 times in the popular press (e.g., TIME Magazine, CBS, NBC News, US News & World Report, Harvard Business Review ). He owes his PhD to the University of North Carolina at Chapel Hill and Duke University.

Prior to joining the Ivey Business School, he taught at the Hong Kong University of Science & Technology (HKUST) and the University of North Carolina at Chapel Hill (Kenan-Flagler Business School). His lectures range from intro courses on Marketing Principles to advanced courses on Global Marketing and Strategic Brand Management .

In addition to research and teaching, Professor Duclos consults for private, governmental, and nonprofit organizations. His clients range from the Americas to Europe to Asia.

Read full profile »

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Specializations

Phd in marketing.

Students in this specialization can focus their research program on marketing analytics, marketing strategy, consumer Behaviour or consumer culture theory, while pursuing one of two tracks – Analytics or Behavioural.

Analytics Track

Quantitative core.

• Experimental Research Method Design
• Applied Statistics and Econometrics
• Econometric Methods

Field Courses

• Marketing Strategy and Management I and II
• Consumer Behaviour I and II
• Research Development I and II
• Consumer Culture Theory I and II
• Quantitative Models for Marketing I and II

Three supervisor approved electives (one of which has to be a methodology course)

Behavioural Track

Behavioural core.

• Survey Research Method Design
• Qualitative Research Method Design
• Statistics I
• Statistics II

Two supervisor approved electives

Program Structure and Content

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Marketing & Consumer Studies

Marketing & Consumer Studies MSc Program Brochure PDF

Graduate Calendar – Marketing & Consumer Studies

• Consumer Behaviour

Application Deadline January 15, 2025 Entry:  Fall

College: Gordon S. Lang School of Business and Economics

Program Website:  Marketing & Consumer Studies

Program Contacts Graduate Program Assistant: Cori Wells [email protected]   519-824-4120 x52143

Meet Some of Our Graduate Students

Tracy bento.

2019 Marketing & Consumer Studies

Zayed Bin Islam

2018 MSc Marketing & Consumer Studies

Khalid Khwakhuzhai

Mikaela levasseur.

2018 MSc. Marketing & Consumer Studies

2019 MSc Marketing & Consumer Studies

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Main Content

PhD Courses

Marketing offers a diverse selection of courses including methods, theory, behavioral research, consumer behaviour, and decision theory.

Not all courses are offered each year/ each semester. Check with the PhD Office at [email protected]  for courses schedule information.

For a listing of courses across all areas please see here .

RSM 3051 Marketing Theory I: Consumer Behaviour

The purpose of this course is to provide students with a rigorous foundation in the major conceptual and empirical contributions in consumer behaviour from both a social psychological and behavioural decision theory perspective. Whenever possible, articles from both perspectives are included which address a specific issue. Topics typically include memory and goals, feelings and emotion, implicit and explicit attitudes, persuasion, non-conscious processes, heuristics and biases, prospect theory, mental accounting, inter-temporal choice, the endowment effect, the attraction effect and behavioural game theory.

View 2014-2015 Course Outline

RSM 3052 Marketing Theory II: Strategy

The purpose of this course is to examine marketing strategy from a theoretical perspective. How firms make decisions regarding pricing, product design, distribution, sales force, and advertising, and how to model the issues involved in these decisions is the subject of the course.

RSM 3053 Behavioural Research Methods in Marketing

This course examines measurement issues, experimental methods, and the identification and testing of relationships between theoretical variables. Topics include: philosophy of science issues in research design, assessment of reliability and validity, and the design of experiments and quasi experiments in both laboratory and field settings.

RSM 3054 Current Topics in Consumer Behaviour

Current behavioural research issues in marketing are examined in this course. Rather than survey the entire field, the course focuses on a limited number of currently important research topics, e.g social cognitive neuroscience.

RSM 3055 Econometric Methods in Marketing

The advent of electronic scanners in retail stores has made possible large marketing databases. The purpose of this course is to teach students how to analyze such data using econometric techniques. The focus is on models of consumer choice, and the interaction between firms' marketing strategies and consumers' responses.

View 2014-2015 Course Outline View 2015-2016 Course Outline

RSM 3056 Current Topics in Marketing Strategy

This course examines current empirical and theoretical research in marketing strategy with a view to bringing the student to the frontiers of research in the area. Hopefully, this course will make it easier to choose a dissertation topic. Students will be asked to read recently published papers as well as working papers, and critique them in class. A term paper is required.

View 2015-2016 Course Outline

RSM 3057 Workshop in Marketing

This course provides students with a broad exposure to major issues in marketing. Students will examine firm-level strategic and tactical decisions (e.g., pricing, retailing, customer relationship management (CRM), online advertising, new product strategy, sales force management). The focus of this seminar is on substantive marketing issues rather than research methods (e.g., advanced estimation techniques or smart experiment design). The seminar will help students ground their research ideas in the broad context of marketing strategy and identify marketing areas where their research expertise can contribute to building knowledge.

RSM 3058 The Psychology of Judgment and Decision Theory

This course examines research in the area of individual judgment and decision making. It starts with an economic approach to understanding rational decision making, and then draws on findings from psychology and other Behavioural sciences to build a richer picture of decision-making processes. The course could also be called “Behavioural Economics.”

RSM 3091 Special Topics: Experimental Economics

This course surveys some classics of experimental economics and discusses some of its recent developments. We will initially focus on laboratory experiments and then move on to field experiments. The objective of this course is to be able to design good economic experiments.

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Specializations

GET STARTED

The John Molson PhD program requires commitment to a Specialization in order to allow students to develop the conceptual, analytical, and research skills required to make a significant contribution to their field of study.

Students in the PhD in Business Administration Program choose to concentrate in one of the five option areas:

Accountancy

Programs and faculty members in the Department of Accountancy  adhere to rigorous quality standards of scholarly and teaching excellence.

Key Research Areas

Our faculty members possess wide-ranging areas of expertise. Current areas of research include:

• financial statement analysis
• incentive compensation management
• ethics in accounting and auditing
• performance measurement and reporting
• balanced scorecards and costing systems in health care management
• governance and financial reporting
• value creation through IT investments
• international accounting

Research Chairs

The School is host to the Stephen A. Jarislowsky Chair in Corporate Governance, as well as the Canada Research Chair in Corporate Governance and Financial Reporting, both of which organize research workshops throughout the year and finance numerous learning opportunities for PhD students.

Publications

Our faculty members have published extensively in a broad range of accounting and other journals, and several serve on the editorial boards of prestigious industry journals.

The  Department of Finance  offers a diverse and dynamic research environment. The broad range of faculty research interests ensures that doctoral students have the freedom to explore a wide variety of research topics.

Our faculty members’ areas of interest include:

• corporate finance
• investments
• derivatives
• risk management
• international finance
• portfolio management
• real-estate finance
• family firms

The department enjoys a close relationship with the local investment community and we are pleased to have two endowed chairs: the Ned Goodman Chair in Investment Finance, held by  Dr. Lawrence Kryzanowski , and the Van Berkom Endowed Chair in Small-Cap Equities, held by  Dr. Lorne Switzer .

Our faculty members have published in over 20 different journals, including:

• the Journal of Financial Economics
• the Review of Financial Studies
• the Journal of Finance
• the Journal of Financial and Quantitative Analysis
• Real Estate Economics
• the Journal of Banking and Finance
• the Review of Economics and Statistics
• the Journal of Economic Dynamics and Control

Associations

Concordia University is a partner in the  Institute for Governance in Private and Public Organizations  and under its auspices, we host frequent seminars by leading academics in the area of governance.

Our  John Dobson—Formula Growth Investment Room  provides our doctoral students with access to a variety of current data resources such as Bloomberg, Datastream, SDC Platinum, Baseline and Ibbotson, in addition to the standard CRSP, Compustat and CFMRC databases.

The  Department of Management  is committed to developing highly skilled researchers with strong academic orientations. The main areas of concentration at the PhD level are Organizational Behaviour (including Human Resources) and Strategy, both broadly defined.

Some current research interests of the Organizational Behaviour (OB) faculty include:

• absenteeism
• social networks
• multi-source feedback
• occupational mental health
• self-serving behaviour
• personality
• cross-cultural issues

Some current research interests of the Strategy faculty include:

• executive compensation
• network theory
• corporate governance
• strategic alliances
• privatization

Our faculty members have published in the top journals in the field of management and serve on many editorial boards. They are also active in professional associations, such as the  Academy of Management , the  Strategic Management Society , the  Society for Industrial and Organizational Psychology , and the  Administrative Sciences Association of Canada .

The PhD in Marketing provides students with the skills to conduct original and independent research in the field of marketing. The program emphasizes building a solid theoretical foundation and familiarity with the methods and tools required to conduct scientific research. The breadth of expertise of faculty members in the Department of Marketing , coupled with their eagerness to mentor doctoral students, allow our PhD candidates to customize the program to suit their individual interests and needs.

Some of the diverse research interests of our faculty members include:

• consumer behaviour
• product and services management
• international marketing
• new product and services development
• business-to-business marketing
• brand management
• electronic marketing
• distribution channels
• advertising

Currently, our faculty members are involved in research projects dealing with:

• culture and its relationship to consumer behaviour
• the measurement of perceptions and preferences
• antecedents and consequences of pleasure and how they affect consumer decisions
• brand identity
• evolutionary psychology as it applies to consumer behaviour
• the development of global services
• relationship marketing
• small business management
• entrepreneurship in ethnic communities
• the manufacturing and marketing interface
• the marketing of high technology products
• preference revision in group decision making
• applications of hierarchical modeling to various marketing phenomena
• gift giving and ethical behaviour in the pharmaceutical industry
• direct to consumer advertising

Supply Chain & Business Technology Management

The  Department of Supply Chain and Business Technology Management  offers a PhD program specializing in the areas of:

Business Analytics

Business Analytics involves the collection, organization, and analysis of data to identify patterns, trends and relationships that can help businesses gain insights and make informed decisions. Students specializing in the area of Business Analytics can focus their research on the Development and Applications of Artificial Intelligence, Data Mining and Machine Learning Models on a variety of topics in Business, Finance, Marketing, Healthcare, Public Health and Policy, and Biomedical Engineering.

Business Technology Management

Students specializing in Business Technology Management delve into an array of captivating research areas that explore the design and influence of information technology in both business and societal realms. The focal points of their research encompass a broad spectrum, including but not limited to:

• IT governance
• strategic management of IT
• the impact of IT on individuals and society
• the dark side of IT
• design science and the design of information technologies
• human-computer interaction
• electronic markets
• decision support systems
• open content and open source software
• business intelligence
• intelligent systems
• Digital Platforms
• Digital Strategy
• Digital Innovation
• Digital Ecosystems
• Digitalization and Social Impact
• Digital and Societal Transformation
• digital entrepreneurship
• system development methodologies
• the measurement and evaluation of information system performance

Supply Chain Management

Students specializing in the area of Supply Chain Management can focus on an array of research areas that explore various aspects of operations and supply chain management from both modelling and empirical methodological perspectives. Potential topics include but are not limited to:

• Competition and Cooperation in Supply Chains
• Humanitarian Logistics
• OM-Marketing Interface
• Production Scheduling and Planning
• Revenue Management
• Service Operations
• Supply Chain Design
• Supply Chain Risk Management
• Sustainable Operations.

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• MSc Marketing and Consumer Studies
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Future You will be a marketing leader.

Lang's MSc in Marketing and Consumer Studies program will equip you with the skills and expertise needed to manage large-scale research projects.

In order for a business to succeed, decision-makers must be able to understand the behaviour and trends of consumers. This program prepares you to pursue a career in marketing, brand management, product development, market research, and consumer protection policy. The program also provides excellent training for the pursuit of a PhD in marketing, consumer behaviour or a related business discipline.

The MSc program draws on a variety of disciplines in marketing theory and research methods. You will complete five core courses, including consumer behaviour and marketing theory, three graduate courses in measurement and analysis, and an elective course exploring theoretical topics in marketing, which will help you develop your thesis.

• Graduate Programs Home

MSc Marketing and Consumer Studies program at a glance:

• Program length: 24 months 
• Program start date: Every September
• Program delivery: On-campus 
• Application deadline: occurs in January

Program format

During the first year, you'll focus on your coursework which includes 5 core business courses, 2 research seminars and 1 elective. During this time you will collaborate with faculty and fellow peers on research projects. You'll then be given guidance from an advisory committee to complete your research and develop a strong thesis. 

Admission requirements

Applicants must meet the following requirements to be considered for admission:

• International applicants should use  this guide  to compare their academic credentials and determine the grade equivalency needed.
• 2 references, with an option for a third reference. Our preference is for academic references, but professional ones may be substituted if appropriate;
• An academic background in consumer studies, the social sciences or humanities, marketing, finance, or real estate.  
• Applications without GMAT or GRE scores will be considered incomplete and may not be reviewed for admission until a score is provided.  
• Applicants who completed a post-secondary degree from Canada, the United States, the United Kingdom, Australia, or New Zealand may request that this requirement be waived. This request will be reviewed by the graduate selection committee, who may ask for an interview and/or supplementary documentation in their consideration.

Applicants with considerable professional experience in a business or management role, who meet the minimum grade requirements but are lacking in the required academic areas may be asked to complete one or more recommended undergraduate courses in order to comply with program standards.

Application deadlines for Fall 2025 admission:

• January 15 -- submission of the  online application form
• February 1 -- submission of all required supporting documents

Graduates of this program pursue careers in a number of unique areas in marketing, advertising and public sector, including; 

• Marketing research
• Brand management
• Marketing management
• Advertising and communication
• Quality management
• Quality control consulting

Tuition and funding

Students enrolled in the program receive partial funding in support of their studies through scholarships and/or Graduate Teaching Assistant (GTA) positions.

Click here for information regarding tuition of the MSc Marketing and Consumer Studies program.

Click here for more information about graduate student scholarships.  

International Students

Are you an international student considering applying to Lang's MSc Marketing and Consumer Studies program? The digital international student viewbook provides you with an overview of our programs, admission requirements, and supports available for international students at the University of Guelph and Lang.

View Lang's International Student Viewbook

Please refer to  this guide  to determine if you meet the equivalent of a four-year Honours degree with an average of 73% or higher.

To view the 2023-2024 Academic Calendar for the MSc Marketing and Consumer program, click here.

Meet our students

Students in the MSc Management program are part of a community of leading scholars.

Annette Umoru, MSc Alumna, completed her undergraduate degree in psychology but wanted to go into marketing research. Learn more about her story.

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PhD in Marketing In Canada: Best Doctorate Degrees & Top Universities

• Updated On December 19, 2022
• Published In Courses 📖 , Study in Canada 🇨🇦

Canada has earned the reputation of being one of the top countries invested in R&D. So, many students choose to pursue a PhD program in the country to benefit from its well-developed research methods and the commitment towards producing qualitative research. By taking up a PhD in Marketing course, doctoral students make a commitment towards exploring the field of Marketing deeper.

Table of Contents

PhD in Marketing in Canada is one of the hot courses that help students acquaint themselves well with topics like consumer behaviour, marketing theory, organizational behaviours affecting marketing science, etc. By honing your marketing research skills in the PhD coursework in Canada, doctoral students get shaped into high calibre marketing professionals and academicians.

List of Top Universities for PhD in Marketing in Canada

Once you’ve decided to further develop your interest in researching any of marketing’s various areas of specialization, you should look into the best options available. Below is a list of the top universities with the best research design in place to propel your career to new heights with a PhD in marketing.

HEC Montreal

About the University & Course

Check Your Eligibility for 80+ Universities across Canada

Book a free counselling session and find universities where you can get an Admission!

HEC Montreal offers the PhD in Administration – Marketing program for students interested in market analysis, brand management, customer experience, arts marketing, e-commerce, or marketing strategy. The program is jointly offered by HEC Montreal, University of Quebec a Montreal, Concordia University, and McGill University.

Eligibility

A master’s level degree (MSc, MBA) or a graduate-level degree from a deemed university with an average considered to be excellent in the school is required. Further, the student should be fluent in French and English. A GMAT score of a minimum of 640 or a GRE score equivalent to GMAT 640 is also required while applying.

The tuition fees for international students are around CAD$9000 with various funding options available, and students can also get their tuition fee waived completely in some exceptional cases.

Additional Information

The level of research done in the program is so well acknowledged that the students’ work is often published in some of the best journals like the Journal of Marketing, Journal of Consumer Research, and the Journal of Marketing Research. 

Concordia University

Concordia University offers the John Molson PhD program in Business Administration with a specialization in Marketing available to all doctoral students. This specialization helps students acquire the right skills to conduct original market research that will make a positive contribution to the field of marketing. Some of the widely researched topics include consumer advertising, brand identity, brand management, electronic marketing, distribution channels, business-to-business marketing, etc.

A master’s in any discipline with a minimum of 3.5 out of 4.3 GPA (or equivalent), and a minimum GMAT score of 640 and, if possible, better. Proof of English language proficiency with a minimum band score of 7 with no band less than 6.5, a CV, three references, and a Statement of Purpose. Further, the applicants should also complete a PhD questionnaire and submit it before the deadline.

The tuition fee is estimated to be around CAD$6,500. Additionally, there are a plethora of funding opportunities available for the admitted students, including tuition fee waivers, fellowships, Teaching Assistant positions, etc.

The PhD program outcomes help students to take up a myriad of marketing-related jobs in almost all sectors, with special emphasis on the academic sector.

University of Guelph

The University of Guelph is regarded worldwide as one of the best research universities with advanced research methodologies that can really help a doctoral student’s academic career. The offered program is the PhD in Management with a Marketing and Consumer Behaviour specialization. The key areas of research include market segmentation, target marketing, external corporate and customer relations, marketing operations management, new product development, the study of consumer behaviour, etc.

A recognized master’s degree in management with a minimum 80% average is needed. A minimum GMAT score of 600 or GRE with 60th percentile, two references with an optional third. Proof of English language through the TOEFL or IELTS exam is also required. The only way to apply here is through the OUAC account online mentioned on the university’s website.

The tuition fees come out to be around CAD$6,500 for international students pursuing the course.

The university promises to position all its PhD students well to take up a career path of their liking in line with the research projects they have been engaging with. Throughout the course curation, doctoral students get to make strong networking connections through marketing seminars and by actively interacting with the well-learned faculty members. 

University of Toronto

The Rotman PhD Program in Marketing offered to doctoral students helps them in becoming effective marketing scholars who possess a deeper knowledge of marketing institutions, their structures, and capabilities.

Applying students should hold a master’s in economics, management, psychology, business, quantitative methods, or any other related field. However, the program also admits undergraduate programs of economics, quantitative methods, sociology, etc., disciplines that have portrayed an excellent academic track record. Exceptional GMAT/GRE scores are also a part of the program prerequisite. Furthermore, the admission process also involves clearing a one-on-one interview with the faculty members.

The tuition fees for the PhD are usually around CAD$8,700. Additionally, this program offers a fully-funded option to its admitted students and also offers them a handsome stipend up to five years of the program. 

PhD in Marketing at the university also has an excellent past placements record. Many students end up taking up positions in some of the world’s best universities like MIT, New York University, INSEAD, UCLA, Queen’s University, National University of Singapore, etc. 

University of Alberta

About the University & Course 

The PhD in Marketing program at the University of Alberta is aimed at exploring the entire marketing journey. Its focus areas of research include studying consumer preferences, behaviour, distributing strategies, pricing, marketing strategy, sales response, etc. The research projects of many students of the program have been published in Journal of Market Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Retailing, etc.

Eligibility  

Students should have showcased a flawless academic record with a minimum of 3.0 out of 4.0 on the University of Alberta grading scale in the last two years of their full-time study. Moreover, in GMAT and GRE, scores above the 90th percentile are required. The applicants should also provide proof of their proficiency in the English language. A statement of purpose, a strong CV, and three letters of reference are also required.

The tuition fee comes out to be roughly about CAD$8,500 for international students enrolled in the PhD in Marketing course. 

The university ensures that through its comprehensive and holistic PhD in Marketing, it is making its students the ideal recruit for many top recruiters. The alumni go on to work in many sectors in Canada and abroad and are regarded as experts in their area of specialization in marketing. 

The decision to do a PhD in Marketing in Canada, if followed through, will bring brighter opportunities in a student’s life. The country has many opportunities to grow professionally, especially for international students in the field of marketing. So, make sure that you explore all these universities in detail and choose your best pick to help you complete your PhD in Marketing.

Does Canada pay for PhD?

Some universities offer their PhD students a complete tuition waiver with an additional stipend to help them focus only on their research work during the course duration. However, the universities that do not do so still offer a myriad of funding opportunities to their PhD students that often help them to manage their finances while studying abroad in Canada.

How much does a PhD cost in Canada?

Many times, the PhD costs close to nothing to an accomplished student who shows an excellent academic track record. But, to have a general idea, most PhD programs in Canada can cost anywhere from CA$2,500 per year to CA$17,000 annually. The cost largely depends on the university and the course duration.

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Behavioral Marketing

The PhD degree in Behavioral Marketing is a research degree that prepares students for academic positions at top research universities. Students choose the behavioral marketing track if they are interested in the psychological aspects of consumer behavior.

The Ph.D. in Behavioral Marketing

Faculty interests cover a variety of topics including Judgment and Decision-Making, Heuristics and Biases, Attitudes and Persuasion, Motivation, Goals, Cognition, and Emotions. A small number of students are accepted into the PhD Program in Behavioral Marketing each year. Students are encouraged to pursue research collaborations with multiple faculty, and to tailor their program of study to match their own unique interests.

The PhD in Behavioral Marketing is a research degree that prepares students for academic positions at top research universities. The program has an excellent placement record for PhD students, many of whom have gone on to secure tenure-track positions at top research institutions including Stanford, Northwestern, and Columbia.”

New joint concentration in Marketing and Psychology

PhD students admitted to the Behavioral Marketing program can apply to pursue a joint doctoral concentration in Psychology and Marketing. The primary expectation of Ph.D. students admitted to the program is that they (in collaboration with faculty members from both the Department of Psychology and Marketing group) develop a project spanning topics in Psychology and Consumer Behavior.

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Consumer behavior in Canada - statistics & facts

Consumers in canada and the united states, how is inflation impacting canadians, key insights.

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Brand awareness by category in Canada 2023

Sources of information about products in Canada 2023

Most common second-hand purchases by category in Canada 2023

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Current statistics on this topic.

Stores shoppers normally visit for Canada Day in Canada 2023

How much Canadians planned to spend for Victoria Day 2023

Digital Shopping Behaviour

Foreign countries where Canadian shoppers last bought online 2023

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Canada: sales of retail trade 2012-2022

Sales of retail trade in Canada from 2012 to 2022 (in billion Canadian dollars)

Canada: retail trade sales 2012-2021, by region

Sales of retail trade in Canada from 2012 to 2021, by region (in billion Canadian dollars)

Canada's retail trade GDP 2015-2022

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Monthly sales of retail trade in Canada from January 2014 to October 2022 (in billion Canadian dollars)

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Retail e-commerce revenue in Canada from 2017 to 2028 (in billion U.S. dollars)

Consumer behavior

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Spending behaviors that make consumers uncomfortable in Canada as of January 2023, by activity

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Purchase intention by category in Canada as of December 2023

Sources of information about products in Canada as of December 2023

Most common second-hand purchases by category in Canada as of December 2023

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Online shopping behavior

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Number of users of e-commerce in Canada from 2020 to 2029 (in millions)

E-commerce penetration rate in Canada 2020-2029

Penetration rate of e-commerce in Canada from 2020 to 2029

Leading reasons for online shopping in Canada 2022

Leading factors for online purchase among online shoppers in Canada as of March 2022

Intended e-commerce spend share in Canada 2022, by category

Intended online spending share among consumers in Canada in August 2022, by category

Number of monthly visits to leading e-commerce websites in Canada 2022

Average number of monthly visits to leading e-commerce websites in Canada in 2022 (in millions)

Leading issues impacting shopping behavior among Canadian consumers 2022

Leading issues impacting online and offline shopping behavior among consumers in Canada in 2022

Cart abandonment rate in Canada 2023, by device

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Holiday season shopping

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Share of holiday shopping in-store and online in Canada 2018-2022

Distribution of in-store and online holiday shopping budget among consumers in Canada from 2018 to 2022

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Planned holiday gift spending among consumers in Canada from 2022 to 2023 (in Canadian dollars)

Canadian spending during the holidays by generation 2023

Projected average holiday season spend among consumers in Canada in 2023, by generation (in Canadian dollars)

Consumer shopping plans for deals Black Friday and Cyber Monday Canada 2020-2023

Share of consumers planning to shop on Black Friday, Cyber Monday, and Boxing Day in Canada from 2020 to 2023

Share of consumers saving money for holiday gifts in Canada 2019-2022

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Preferred methods to avoid financial difficulties during the holidays in Canada 2023

Measures consumers in Canada would use to avoid financial difficulties during the holiday season in 2023

Impact of inflation

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Monthly inflation rate in Canada 2019-2022

Monthly inflation rate in Canada from January 2019 to December 2022

Perceived inflation rate among consumers in Canada 2014-2022, by quarter

Perceived inflation rate among consumers in Canada from the fourth quarter of 2014 to the fourth quarter of 2022

Perceived inflation rate among consumers in Canada by quarter 2014-2022, by income

Perceived inflation rate among consumers in Canada from the fourth quarter of 2014 to the fourth quarter of 2022, by income

Perceived inflation rate among consumers in Canada by quarter 2014-2022, by age

Perceived inflation rate among consumers in Canada from the fourth quarter of 2014 to the fourth quarter of 2022, by age group

Inflation trend expectations among consumers in Canada 2014-2022, by quarter

Expectations regarding future inflation trends among consumers in Canada from the fourth quarter of 2014 to the fourth quarter of 2022

Impact of inflation on households in Canada 2022, by age group

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Extent to which Canadians feel household income has followed inflation 2022, by age

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Comparison with the U.S.

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U.S. monthly inflation rate 2024

Monthly 12-month inflation rate in the United States from February 2020 to February 2024

Most common offline purchases by type in the U.S. 2023

Most common offline purchases by type in the U.S. as of December 2023

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Brand awareness by category in the U.S. as of December 2023

Purchase intention by category in the U.S. 2023

Purchase intention by category in the U.S. as of December 2023

Penetration rate of e-commerce in the U.S. 2020-2029

Consumer spending cut intention during holiday season in North America 2022

Spending cut intentions among consumers during Black Friday and holiday season in North America in 2022

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Bank of Canada maintains policy rate, continues quantitative tightening

The Bank of Canada today held its target for the overnight rate at 5%, with the Bank Rate at 5¼% and the deposit rate at 5%. The Bank is continuing its policy of quantitative tightening.

The Bank expects the global economy to continue growing at a rate of about 3%, with inflation in most advanced economies easing gradually. The US economy has again proven stronger than anticipated, buoyed by resilient consumption and robust business and government spending. US GDP growth is expected to slow in the second half of this year, but remain stronger than forecast in January. The euro area is projected to gradually recover from current weak growth. Global oil prices have moved up, averaging about $5 higher than assumed in the January Monetary Policy Report (MPR). Since January, bond yields have increased but, with narrower corporate credit spreads and sharply higher equity markets, overall financial conditions have eased.

The Bank has revised up its forecast for global GDP growth to 2¾% in 2024 and about 3% in 2025 and 2026. Inflation continues to slow across most advanced economies, although progress will likely be bumpy. Inflation rates are projected to reach central bank targets in 2025.

In Canada, economic growth stalled in the second half of last year and the economy moved into excess supply. A broad range of indicators suggest that labour market conditions continue to ease. Employment has been growing more slowly than the working-age population and the unemployment rate has risen gradually, reaching 6.1% in March. There are some recent signs that wage pressures are moderating.

Economic growth is forecast to pick up in 2024. This largely reflects both strong population growth and a recovery in spending by households. Residential investment is strengthening, responding to continued robust demand for housing. The contribution to growth from spending by governments has also increased. Business investment is projected to recover gradually after considerable weakness in the second half of last year. The Bank expects exports to continue to grow solidly through 2024.

Overall, the Bank forecasts GDP growth of 1.5% in 2024, 2.2% in 2025, and 1.9% in 2026. The strengthening economy will gradually absorb excess supply through 2025 and into 2026.

CPI inflation slowed to 2.8% in February, with easing in price pressures becoming more broad-based across goods and services. However, shelter price inflation is still very elevated, driven by growth in rent and mortgage interest costs. Core measures of inflation, which had been running around 3½%, slowed to just over 3% in February, and 3-month annualized rates are suggesting downward momentum. The Bank expects CPI inflation to be close to 3% during the first half of this year, move below 2½% in the second half, and reach the 2% inflation target in 2025.

Based on the outlook, Governing Council decided to hold the policy rate at 5% and to continue to normalize the Bank’s balance sheet. While inflation is still too high and risks remain, CPI and core inflation have eased further in recent months. The Council will be looking for evidence that this downward momentum is sustained. Governing Council is particularly watching the evolution of core inflation, and continues to focus on the balance between demand and supply in the economy, inflation expectations, wage growth, and corporate pricing behaviour. The Bank remains resolute in its commitment to restoring price stability for Canadians.

Information note

The next scheduled date for announcing the overnight rate target is June 5, 2024. The Bank will publish its next full outlook for the economy and inflation, including risks to the projection, in the MPR on July 24, 2024.

Monetary Policy Report – April 2024

Monetary policy is working to reduce inflationary pressures and inflation is coming down, although it will take more time to see if this progress proves durable. The Bank projects that inflation will stay around 3% into the second quarter of 2024, ease below 2.5% in the second half of the year and return to target in 2025.

Press Conference: Monetary Policy Report – April 2024

Release of the Monetary Policy Report  – Press conference by Governor Tiff Macklem and Carolyn Rogers, Senior Deputy Governor (10:30 (ET) approx.).

Monetary Policy Report Press Conference Opening Statement

Governor Tiff Macklem discusses the Monetary Policy Report and the key issues involved in the Governing Council’s deliberations about the policy rate decision.

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