The Marketing Concentration
Philosophy and Objectives
The primary feature distinguishing the Doctor of Philosophy is the ability to make original and innovative contributions to a field of study through one's research efforts. The Ph.D. program in Marketing at the University of Massachusetts is designed to generate productive research scholars and excellent teachers. Our faculty believes that quality teaching demands a dedication to ongoing research and does not simply rest on the application of existing knowledge and theory. Thus, the goal of a Ph.D. degree candidate in Marketing is to make scholarly contributions to the field and to disseminate this knowledge through teaching and publication.
The Ph.D. program in Marketing provides a framework for reaching these scholarly goals. The program consists of courses and related experiences, which provide the knowledge base in marketing theory, research methods, and related disciplines necessary to design and complete a research project. In addition, the marketing faculty fosters a professional academic climate, which facilitates the development of research acumen and teaching skills.
Degree Requirements
The program of study is generally completed within four years, and is comprised of course work, a summer research project, doctoral examination and the completion of a doctoral dissertation.
The purpose of the program of study is to foster development in the areas of teaching and research selected by each student. The minimum coursework requirements are as follows:
First Year Courses
| Fall Semester SOM 804 - Research & Design EDUC 771 - Multivariate Statistics SOM 851 - Theory in Research SOM 892F - Proseminar | Spring Semester SOM 892C - Research Process in Marketing SOM 892A - Topics in Marketing I SOM 805 - Applied Multivariate Statistics or Minor area courses SOM 892F - Proseminar |
Second Year Courses
| Fall Semester SOM 892B - Topics in Marketing II Minor area course Research Methods elective 892F - Proseminar | Spring Semester Research Methods Elective Minor area course SOM 805 - Applied Multivariate Statistics or Minor area course* SOM 892F - Proseminar |
* Minor fields are within the University but traditionally outside the School of Management and augment the Marketing field in preparation for the dissertation research. Such areas might include, but are not limited to economics, anthropology, industrial engineering, law, mathematics, public health, political science, computer science, psychology or sociology.
Other Requirements
Examinations: Students must pass a qualifying examination at the end of the first year of course work. In addition, after satisfactory completion of all course work, students must pass a comprehensive examination.
Summer Research Project: During the second summer, the student will complete a self-directed empirical research project. A presentation of this work will be made to the faculty during the fall semester.
Dissertation: After successfully completing the comprehensive examination, the student must propose, conduct, and defend a piece of original research, under the guidance of a dissertation committee. The committee is typically comprised of four professors with a record of scholarly publication in an area relevant to the student's dissertation. A student first submits a dissertation proposal to the committee. Once the proposal is approved, the student conducts the research and defends the completed dissertation before the committee.
Titles of recent dissertations include "Measuring Reverse Cannibalization: Strategic Implications for Category and Product Line Management," "Managing the Retail Sales force for Superior Service Quality," "Strategic Alliance Outcomes: The Role of Strategic Fit," "Product Complexity and Customer Satisfaction," "Managerial Perceptions of Corporate Environmentalism: Antecedents, Consequences, and Implications for Marketing Strategy," "The Effect of Ambient Scent on Consumer Behavior: Implications for Retail Atmospherics," "An Investigation Into the Impact of Human Age on Persuasion and Advertising."