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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
  • Gambling
  • Experiential consumption and emotions
  • Social influence
  • Big data and machine learning
  • B2B and B2C relationships
  • Branding
  • Marketing strategy
  • Addiction
  • Temporal perception and consumption
  • Self-control and consumption
  • Political marketing 
  • Charitable behaviour

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., Kersi Antia, June Cotte, Rod Duclos, Prashant Rajaram, Guneet Kaur Nagpal, Miranda Goode, Mengxia Zhang, 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. Peter Nguyen (2019 PhD)

Assistant Professor, Miami University in Ohio

PhD Dissertation:

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. In Essay 1, I study why and how the expertise of consumers in generating reviews systematically shapes their rating evaluations and the downstream consequences this has on the aggregate valence metric... Read more about this thesis


Dr. Vivek Astvansh (2018 PhD)

Assistant Professor, Indiana University

PhD Dissertation:

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. My thesis seeks to address these two areas of improvement... Read more about this thesis

Discipline Coordinator

Miranda R. Goode

Miranda Goode is an Associate Professor of Marketing at the Ivey Business School and holds the StarTech Professorship in Customer Insights. Dr. Goode's research focuses on consumer learning, emotions, and well-being in domains related to money, consumer debt, experiential consumption, and new products. Her research has been awarded over $680,000 in external funding and her work has been published in Journal of Marketing ResearchJournal of Consumer PsychologyScience, Current Directions in Psychological Science, Psych & Marketing and has been featured in media outlets worldwide including The New York Times, Boston Globe, The Star Tribune, CBC Radio, and TV.

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