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, professors 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
- B2B and B2C relationships
- Big data and social media
- Marketing metrics
- Radical innovations
- Psychology of money
- Decision making
- Political marketing
- Marketing strategy
The doctoral program in Marketing is designed for those interested in pursuing academic careers in marketing at top business schools. Typical courses in the first two years are listed below.
Students have program requirements, put into place by the PhD office, and discipline requirements, which are governed by the student’s respective area group. On a case by case basis, some students may be able to waive out of particular required courses or substitute others. Such a course of action must be approved by the PhD director
All PhD students must complete the following requirements.
- Attend “stats boot camp” (end of August at start of Year 1).
- Pass 9702 Multivariate Analysis in Year 1.
- Pass 9712 Special Topics in Statistics before end of Year 2.
*The content of this course varies by year. Students are encouraged to take the course twice.
- Pass 9704 Research Methods in Year 1.
- Earn 80% or more on 9723 Summer Research Paper before start of Year 2 - Direct Entry Admissions only (i.e. admitted with only an undergraduate degree)
- Pass at least two PhD-level courses outside of Ivey before the end of Year 2 or before taking comprehensive exams, whichever is first. It is strongly recommended that at least one of these courses is an econometrics course.
- Shadow an Ivey professor for an entire undergraduate or MBA course. The associated professor must agree to make this a learning experience for the student (e.g. have conversations about pedagogy, be available for questions about curriculum etc.) and to provide written confirmation to the PhD office of attendance; OR
- Complete at least 20 hours of courses, workshops etc. at Western’s Teaching Centre.
*In consultation with the student, the respective PhD coordinator shall determine which option better suits the student's needs.
All to be completed before the comprehensive exam:
- Earn 80% or more on 9764 Research Paper (equivalent to 9723 for DE students; due August 1 of Year 1).
- 9804 Theories of Marketing
- 9814 Decision-Making
- 9824 Experimental Design
- 9834 Consumer Behaviour
- Presentation: upon passing comps, students must make a formal presentation of their general dissertation-related research idea to faculty and students. This presentation must be completed by the end of September (For students take comps outside the June 1 – July 15 window, they should complete this presentation within 2 months of passing comps).
*If further development is identified in any area, students may be required to take additional courses as requested by the student’s supervisor or the PhD coordinator. PhD students do not formally name their supervisor until they have passed their comprehensive exams. A doctoral student becomes a doctoral candidate only upon passing comps.
This exam will be completed within 22 months of entering the program (normally written between June 1 and July 15 of Year 2). If the student fails this exam, he or she has up to one year to retake the exam. A second failure will result in being withdrawn from the program.
A student will chose a supervisor within one month of passing the comprehensive exam and will communicate the choice in writing to both the PhD coordinator and the PhD office, copying the supervisor.
Between passing comps and sitting the Thesis Proposal Exam (below), the student must form a Thesis Supervisory Committee (commonly referred to as the Proposal Committee). This committee consists of a supervisor and at least two additional faculty members who may or may not be in the student's program. Each must have SGPS membership and a majority of this committee must be composed of faculty who have doctoral-level membership with SGPS. The members of this committee must be confirmed by Dec. 31 of Year 3 (or no more than 6 months from passing comps, whichever is first). This committee “assists in the development of the candidate's research plan and thesis proposal, provides advice and criticism on the planning and writing of the thesis…” (more)
This exam is sometimes referred to as the proposal defense. Students must pass this exam within by August 31 of year 3.