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 OptionsView details Hide details
CoursesView details Hide details
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
- MKTG 7980 3.00 CONSUMER RESEARCH A
- MKTG 7981 3.00 CONSUMER RESEARCH B
- MKTG 7985 0.00 RESEARCH PAPER FORMATION
- MKTG 7986 3.00 APPLIED RESEARCH METHODS
- DCAD 7060 3.00 INTRODUCTION TO APPLIED STATISTICS
- DCAD 7100 3.00 LOGICS OF SOCIAL RESEARCH
- DCAD 7250 3.00 RESEARCH DESIGN
- DCAD 7400 3.00 QUALITATIVE RESEARCH METHODS
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.
FacultyView details Hide details
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
Russell W. Belk
Professor of Marketing; Kraft Foods Canada Chair in MarketingView profile
Associate Professor of Marketing; Director, MBA ProgramView profile
Professor of Marketing; Director, PhD ProgramView profile
Professor of Marketing; Associate Dean, Research; Anne & Max Tanenbaum Chair in Entrepreneurship and Family EnterpriseView profile
Professor of MarketingView profile
Associate Dean Programs; Director of the MBA in India Program; Associate Professor of MarketingView profile
Associate Professor of MarketingView profile
Theodore J. Noseworthy
Associate Dean, External Relations; Canada Research Chair (Tier II); Professor of MarketingView profile
Program Director, Master of Marketing; Associate Professor of MarketingView profile
Professor of Marketing and International BusinessView profile
M. David Rice
Associate Professor of Marketing; Area Coordinator, MarketingView profile
Ajay K. Sirsi
Associate Professor of MarketingView profile
Associate Professor of MarketingView profile
Dean, Professor of Marketing, Tanna H. Schulich Chair in Digital Marketing StrategyView profile
Career OpportunitiesView details Hide details
Placement of Recent Graduates
Sean T. Hingston – Western University, Canada
Leah Schneider – University of Oregon, USA
Arundhati Bhattacharyya – Indian Institute of Management Udaipur, India
Zhennan Wang – Syracuse University, USA (post doc)
Pierre-Yann Dolbec – Concordia University, Canada
Amanda Earley – University of Leicester, UK
Andrew Smith – Merrimack College, USA
Kamila Sobol – Concordia University, Canada
Aron Darmody – Suffolk University, USA
Eric Li – University of British Columbia-Okanagan, Canada
Daiane Scaraboto – Pontifical Catholic University of Chile
Sutapa Aditya – Long Island University, USA
Ahir Gopaldas – Fordham University, USA
Sarah JS Wilner – Wilfrid Laurier University, Canada
Brynn Winegard – Ryerson University, Canada
Andrew Wilson – Saint Mary’s College of California, USA
Marie-Agnes Parmentier – HEC Montreal, Canada
Student ResearchView details Hide details
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.
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.
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 SeriesView details Hide details
“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
Event open to Faculty and PhD