Programs & Courses › Specializations

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.

Specialization Details by Category

Study Options

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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

Courses

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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
  • 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.

 

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.

Faculty

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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

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Career Opportunities

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  • Placement of Recent Graduates

    2018

    Sean T. Hingston – Western University, Canada

    2017

    Leah Schneider – University of Oregon, USA

    2016

    Arundhati Bhattacharyya – Indian Institute of Management Udaipur, India

    Zhennan Wang – Syracuse University, USA (post doc)

    Pierre-Yann Dolbec – Concordia University, Canada

    2014

    Amanda Earley – University of Leicester, UK

    Andrew Smith – Merrimack College, USA

    2013

    Kamila Sobol – Concordia University, Canada

    Aron Darmody – Suffolk University, USA

    2012

    Eric Li – University of British Columbia-Okanagan, Canada

    Daiane Scaraboto – Pontifical Catholic University of Chile

    2011

    Sutapa Aditya – Long Island University, USA

    Ahir Gopaldas – Fordham University, USA

    Sarah JS Wilner – Wilfrid Laurier University, Canada

    Brynn Winegard – Ryerson University, Canada

    2010

    Andrew Wilson – Saint Mary’s College of California, USA

    2009

    Marie-Agnes Parmentier – HEC Montreal, Canada

Student Research

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  • 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

    2019 Nukhet, Taylor and Theodore J. Noseworthy (2020), “Compensating for Innovation: Extreme Product Incongruity Encourages Consumers to Affirm Unrelated Consumption Schemas,” Journal of Consumer Psychology, Forthcoming.

    2018 Nükhet Taylor, Theodore J. Noseworthy, and Ethan Pancer, “Supersize My Chances: Promotional Lotteries Impact Product Size Choices,” Journal of Consumer Psychology, Forthcoming.

    2017 Luciana Velloso and Mirabel Suarez, “Social Representation of Cigarettes in Brazillian Popular Culture,” Revista Interdisciplinar de Marketing, Vol. 7, 1.

    2017 Angela da Rocha, Beatriz Kury, Rodrigo Tomassini, Luciana Velloso, “Strategic Responses to Environmental Turbulence: A Study of Four Brazilian Exporting Cultures,” Journal of Regional Research.

    2016 Maribel Suarez, Roberta Dias Campos, Leticia Moreira Casotti, Luciana Velloso, “So Hard to Say Goodbye? An Investigation into the Symbolic Aspects of Unintended Disposition Practices,” Journal of Consumer Behaviour, Vol. 15, 5, 420-429.

    Selected Presentations

    2019 Gülay Taltekin Güzel and Eileen Fischer, “Scarcity Research: History, Typology and Future” presented at Consumer Culture Theory (CCT) Annual Conference, Montreal, Canada.

    2019 Gülay Taltekin Güzel and Eileen Fischer, “Exploring The Cooptation of a Feminist Discourse” presented at Lazaridis Marketing Symposium, Waterloo, Canada.

    2018 Gülay Taltekin Güzel and Eileen Fischer, “Single Ladies, Buy Condos and Get Liberated!!: Exploring The Cooptation of a Feminist Discourse” presented at Gender, Marketing and Consumer Behavior (GENMAC) Annual Conference, Dallas, TX, USA.

    2019 Nukhet Taylor and Theodore J. Noseworthy, “When in Doubt, Buy American! How Extreme Innovations Spur Ethnocentric Preference,” presented at Association for Consumer Research (ACR) North American Conference, Atlanta, GA.

    2018 Nukhet Taylor, Theodore J. Noseworthy, and Ethan Prancer, “Uncertain Reward Campaigns Impact Product Size Choice,” presented at Association for Consumer Research (ACR) North American Conference, Dallas, TX.

    2018 Nukhet Taylor and Theodore J. Noseworthy, “Supersize My Chances: Promotional Lotteries Impact Product Size Choices,” presented at Southern Ontario Behavioural Decision Research (SOBDR) Conference, Ted Rogers School of Management, Ryerson University.

    2018 Gülay Taltekin Güzel and Eileen Fischer, “When a House Can’t Be Your Home: How Markets Manage Supply Scarcity,” presented at Consumer Culture Theory (CCT) Annual Conference, Odense, Denmark.

    2017 Luciana Velloso and Eileen Fischer, “Where Do We Go From Here? Consumer-Brand Relationships After Brands Do Bad,” presented at Association for Consumer Research (ACR) Annual Conference, San Diego, CA.

    Recent Dissertation Topics

    • 2019 Mariam Humayun – An Ethnographic and Netnographic Study of the Bitcoin/Blockchain Community
    • 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 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
    • 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 Market 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 JS Wilner – Can I See Some Identification? An Examination of Product Development Managers’ Relationships with there Imagined Consumers
    • 2011 Brynn Winegard – Knowledge Creation in New Product Development Teams: A Contingency Theory of the Effectiveness of Knowledge Integration Mechanisms
    • 2010 Andrew Wilson – The Defensive Trust Effect: Consumers’ Use of Belief in a Just World to Cope with Consumption Threat
    • 2009 Marie-Agnes Parmentier – Consuming and Producing Human Brands: A Study of Online Fans of Reality TV

    Current PhD students in the Marketing Area:

    as of August 2019

    • Luciana Araujo (Velloso)
    • Mohammad Kermani
    • Nukhet Taylor
    • Sabrina Spence
    • Gulay Taltekin Guzel

Research Seminar Series

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  • “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 6th, 2019
    10:30am to 12:00 noon
    Room N201

    RSVP:     ssinclair@schulich.yorku.ca

    Event open to Faculty and PhD