Marketing
The Kellogg Marketing doctoral program provides rigorous training in the skills required for success as a world-class marketing researcher. This is achieved via coursework, close collaboration with faculty, and intellectual exchange in a department known for its research culture. Our program offers two different tracks in training marketing scholars: a consumer behavior (sometimes called “CB”) track, and a quantitative marketing (sometimes called “Quant”) track. Both tracks focus on understanding the impact of marketing activity on consumers and firms. However, they differ in terms of the theories and methods used to analyze data. Consumer behavior researchers tend to focus on the psychological aspects of a consumer’s decision-making process and analyze data collected through laboratory studies and field experiments. Quantitative marketing researchers often draw on theories of behavior from related social sciences (e.g., economics, psychology, sociology), use data from observational and archival sources and field experiments, and analyze the data using advanced statistical and econometric techniques.
Consumer Behavior
This program provides training in all the skills and perspectives necessary for success as a researcher in marketing and consumer behavior. Our program provides a unique emphasis on the fundamental building blocks of theory and how best to advance scientific knowledge via a principled, systematic approach. You not only learn extant theories but work extensively in designing and refining cutting-edge conceptual tools. You also gain deep experience in the identification, development, and implementation of research ideas that advance theory and practice. We empower you to become one of the theoretical and empirical thought leaders of tomorrow.
Quantitative Marketing
This program provides excellent training in all the skills and perspectives necessary for success as an academic researcher. Starting with a rigorous foundation in economics and statistics, you learn how to identify, develop, and implement research ideas that advance theory and practice. The goal is to empower you to become a successful and independent quantitative researcher.
Active research areas
Brand management; competitive advantage; data analytics and analysis; pricing and promotion; channel management; statistical learning; digital marketing; uncertainty, motivation, and consumer identity characteristics; judgment and decision making; trust and deception in market exchanges; neuro-marketing.
Please note: Applicants to economics-based Ph.D. programs, such as Quantitative Marketing, may opt-in to have their application considered by Weinberg's Economics Ph.D. program. More information about this option is available on The Graduate School website.
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Kellogg’s faculty and doctoral graduates have been among the most influential researchers in the field of marketing. Kellogg faculty members actively publish in the top marketing and business journals, as well as top journals in other disciplines such as economics, psychology, and statistics. This intellectual diversity provides doctoral students with the opportunity and guidance to pursue research that interests them. Marketing faculty members work closely with doctoral students to develop and publish top research papers, adopting a mentorship model that familiarizes students with successful publishing strategies. We have published scholarly articles in, and serve on the editorial boards of leading journals, such as the Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, and Marketing Science.
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Our program focuses on creating scholars who have the desire and capacity to contribute to the academy through the dissemination of knowledge. A master’s degree is not required, but about half of our matriculating students have a graduate degree.
Our Consumer Behavior program seeks students with strong statistical skills with evidence of quantitative thinking and a good understanding of central concepts of probability and statistics. Prior research experience is not required.
Our Quantitative Marketing program requires solid training in mathematics, statistics, or a related quantitative field. Recommended coursework includes calculus, real analysis, linear algebra, optimization, probability, and statistics. Prior research experience is not required.
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Coursework
Behavioral doctoral students take a total of 18 classes or three courses per quarter (fall, winter, and spring), including four doctoral-level courses offered within Marketing each year. This rigorous commitment to coursework gives you an opportunity to build your expertise in key social science approaches and theories and allows you to take advantage of the instruction available via the many excellent Northwestern doctoral programs beyond marketing (for example, psychology, organizational behavior, and sociology). Because additional coursework may prove helpful in accomplishing these research goals, you can take more classes as desired or needed after your first two years.
Qualifying exam
You will take a comprehensive qualifying (“prelim”) exam during June of your first year. The exam is comprised of several questions, based on material learned during the marketing doctoral seminars that you take during your first year.
Paper requirement and candidacy
In your first and second year you are required to submit a research paper by the end of each academic year. You are also required to present summaries to the faculty and other Ph.D. students in early September.
Research, proposal and dissertation
The main activity in your third year and afterward is research toward a thesis, under the direction of one or more faculty advisors. A thesis proposal must be presented to the department by the end of year three, prior to the beginning of fall classes. In your final year in the program, you must complete a dissertation demonstrating original and significant research and pass a final oral examination on your dissertation.
Teaching requirement
To promote engagement with faculty and integration with the intellectual life of the department, students serve as research and teaching assistants during years two, three, and four, including summers. Research assistantships (RAs) are an excellent lead-in to research; teaching assistantships (TAs) prepare you for teaching after obtaining you Ph.D.
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Coursework
During the first two years of the program, quantitative doctoral students take a mix of courses in marketing, economics, and statistics. In addition to the five Marketing quantitative Ph.D. courses, you receive rigorous theoretical and empirical training through the microeconomics and econometrics sequences. Elective courses allow you to develop specialized skills to advance your specific research interests. Because additional coursework may prove helpful in accomplishing these research goals, you can take more classes as desired or needed after your first two years.
Qualifying exam
You will take a comprehensive qualifying (“prelim”) exam during June of your first year. You are expected to answer a series of questions, which are typically written by the Marketing faculty who taught you during the year.
Paper requirement and candidacy
In your first and second year you are required to submit a research paper by end of each academic year. You are also required to present a summary of your first and second-year papers to the faculty and other Ph.D. students in early September.
Research, proposal and dissertation
The main activity in your third year and afterward is research toward a thesis, under the direction of one or more faculty advisors. A thesis proposal must be presented to the department by the end of year three, prior to the beginning of fall classes. In your final year in the program, you must complete a dissertation demonstrating original and significant research and pass a final oral examination on your dissertation.
Teaching requirement
To promote engagement with faculty and integration with the intellectual life of the department, students serve as research and teaching assistants during years two, three, and four, including summers. Research assistantships (RAs) are an excellent lead-in to research; teaching assistantships (TAs) prepare you for teaching after obtaining your Ph.D.