Specialization Overview

The domain marketing examines issues relating to how businesses identify, attract, capture, service and retain customers. Organizations today are complex, comprising of multiple product lines and operating in multiple industry categories. They not only need a 360 degree view of customers, they also have to use customer information for designing integrated marketing programs across the enterprise.

Consistent with its domain, the PhD program in marketing will focus on areas such as consumer behavior, marketing strategy, development of marketing strategy and its implementation, relationship marketing, campaign management, data mining and warehousing and marketing technologies and tools.

Marketing Courses

The Ph.D. program in Business and Technology with a marketing major is a 56 credit (minimum) curriculum designed around four inter-related areas--Core, Marketing major, Minor, and Research Methods—and dissertation. The focus of the major will be on marketing issues—selection of target customers, design of individualized customer programs, maximizing satisfaction, loyalty and retention and getting the maximum ROI out of customer investments. 

Students are required to take 14 credits of course work in the major—8 credits of core and 6 credits of electives courses. The core courses include two seminars and two research practicums. The electives include six credits of course work that can be taken within the college or outside from other related departments.