Marketing

  • 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.

Career Opportunities

  • Placement of Recent Graduates

    • Amanda Earley – University of Leicester
    • Andrew Smith – Merrimack College, Girrard School of Business
    • Kamila Sobol – Alfred University
    • Aron Darmody – Suffolk University
    • Eric Li – University of British Colombia
    • Daiane Scaraboto – Pontificia Universidad Católica de Chile
    • Sutapa Aditya – Long Island University
    • Ahir Gopaldas – Fordham University
    • Sara Wilner – Wilfrid Laurier University
    • Brynn Winegard – Ryerson University, Ted Rogers School of Management

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

2015 Pierre-Yann Dolbec and Eileen Fischer “Re-fashioning a Field? Connected Consumers and Institutional Dynamics in Aestheticized Markets”, Journal of Consumer Research, 42 (April).

2014 Kozinets, Robert V., Pierre-Yann Dolbec and Amanda Earley, “Netnographic Analysis: Capturing and Interpreting Culture through Websites, Blogs, Tweets, Facebook Posts, Virtual Worlds and Other Social Media Data,” in Uwe Fleck, Ed., The Sage Handbook of Qualitative Data Analysis. Sage: London.

Presentations

2014 Pierre-Yann Dolbec, “The Dynamics of Taste: Niche Fields and the Evolution of Taste Regimes,” presented at the 2014 Association for Consumer Research, Baltimore: MD.

2014 Castilhos, Rodrigo, Pierre-Yann Dolbec and Ela Veresiu “Conceptualizing the Space of Markets: How Spatiality Influences Market Dynamics,” presented at the 2014 Association for Consumer Research, Baltimore: MD.

2014 Pierre-Yann Dolbec “How Does Taste Change? A Field-level Analysis of the Dynamics of Field-specific Cultural Capital,” presented at the 2014 Consumer Culture Theory Conference, Helsinki: Finland.

2014 Pierre-Yann Dolbec “How do Global Aesthetic Markets Evolve? The Translation of Local Actors to Global Markets during Transcendent Events,” presented at the 2014 Consumer Culture Theory Conference, Helsinki: Finland.

2014 Zhennan Wang “Location Strategies of Firms from Emerging Economies: The Impact of Country-level and Firm-level Factors” presented at the Academy of International Business Conference 2014 in Vancouver.

Recent Dissertation Topics

  • 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
  • 2013 Kamila Sobol – Goal Disengagement Via “Vicarious Affect”: Why Visualizations of an Ideal Self Demotivate Consumer Behavior
  • 2013 Aron Darmody – Place, Meeting and Sociality: Exploring Fullness in the Themed Retail Environment
  • 2012 Eric Li – The Production and Consumption of Ethnicity in a Multi-Cultural Marketplace: A Case Study of Chinese-Canadian in Toronto
  • 2012 Daiane Scaraboto – From Co-Creation to Cultures of Circulation: Understanding Markets Dynamics in Value-Creating Networks
  • 2011 Sutapa Aditya – To Tell The Truth; It Doesn’t Really Matter: The Role of Entertainment in Propagating Unlikely Brand Rumours
  • 2011 Ahir Gopaldas – Essays on Consumption
  • 2011 Sarah Wilner – Can I See Some Identification? An Examination of Product Development Managers’ Relationships with their Imagined Consumers
  • 2011 Brynn Winegard – Knowledge Creation in New Product Development Teams: A Contingency Theory of the Effectiveness of Knowledge Integration Mechanisms

Current Students

  • Arundhati Bhattacharyya
  • Pierre-Yann Dube Dolbec
  • Zhennan Wang
  • Tatiana Astray
  • Luciana Araujo
  • Mariam Humayun
  • Sean Hingston
  • Justin Mcmanus

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

  • Specialization Requirements

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    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.

    Core Course Requirements

    an ANOVA/regression course taken at Master’s or PhD level

    • CONSUMER RESEARCH A
    • CONSUMER RESEARCH B
    • MARKETING STRATEGY A
    • RESEARCH PAPER FORMATION
    • APPLIED RESEARCH METHODS
    • INTRODUCTION TO APPLIED STATISTICS
    • LOGICS OF SOCIAL RESEARCH
    • RESEARCH DESIGN
    • QUALITATIVE RESEARCH METHODS

    Elective requirements:

    Two electives in a Minor Field (may be taken outside of the Schulich School of Business). To browse all of our course offerings, please visit our Course Catalog.

Research Seminar Series

Friday May 6, 2016

“Professional Contests and the Emergence of Social Media as an Institutional Field”
with Ashlee Humphreys, PhD
Associate Professor
Medill School of Journalism, Media, and Integrated Marketing Communication
Northwestern University, Evanston, IL
a-humphreys@northwestern.edu
1:00pm to 2:30 pm  Room N201
To RSVP, e-mail ssinclair@schulich.yorku.ca

View Event

Faculty

  • 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: