Marketing

Wharton’s Marketing faculty, the most published and cited in the world, are leaders in developing new knowledge in marketing and related core disciplines.

Overview

The Wharton doctoral program offers students an unmatched interdisciplinary environment within which to generate creative ideas and hypotheses and to develop the analytic skills to evaluate them.

Faculty members are active in diverse research areas that connect to initiatives and centers both within Wharton more broadly, and other departments within the university. Recent research topics include such areas as: cognitive processes of consumers; consumer preference measurement; marketing decision support systems; design and adoption of new products and services; and social media and consumer inter-dependencies.

The Marketing Program requires students to have a basic knowledge of various business areas, computer programming, calculus, and matrix algebra.

Sample Schedule

Years 1 and 2
  • Coursework
  • Examination
  • Research Papers
  • Research Activities
  • Completion of Other Requirements by Field
YEAR 1 – Quantitative Track

Fall: MKTG 942; MKTG 943; MKTG 950; MKTG 973; ECON 681; STAT 550

Spring: MKTG 940; MKTG 941; MKTG 952; MKTG 954; MKTG 955; MKTG 956; MKTG 957; STAT 551

Summer: Marketing Preliminary Exam, First Year Research Paper

YEAR 2 – Quantitative Track

Fall: MKTG 971, Electives, Research Paper

Spring: MKTG 972, MKTG 974, ECON 682, Electives, Research

Summer: Second Year Research Paper

YEAR 1 – Consumer Behavior Track

Fall: MKTG 942; MKTG 943; MKTG 950; MKTG 951; MKTG 971; STAT 550

Spring: MKTG 940; MKTG 941; MKTG 952; MKTG 953; MKTG 954; MKTG 956; MKTG 972; STAT 501

Summer: Marketing Preliminary Exam, First Year Research Paper

YEAR 2 – Consumer Behavior Track

Fall: MKTG 973, BEPP 950; Electives, Research Paper

Spring: MKTG 974, Electives, Research

Summer: Second Year Research Paper

Years 3
  • Directed Reading & Research
  • Admission to Candidacy
  • Formulation of Research Topic
Dissertation proposal defense MKTG 955
Years 4 and 5
  • Continued Research
  • Oral Examination
  • Dissertation
Final dissertation defense MKTG 995

Marketing Courses

The PhD program in Marketing is based on the completion of the dissertation as well as a minimum of 17 graduate-level courses in the following categories:

  • Major Field Courses – Marketing: 7 credit units of marketing seminars
  • Basic Courses – consisting of a statistics and economics course sequences: 3 or 4 credit units
  • Courses in a Related Field: 2 to 3 credit units
  • Electives: 4 to 5 credit units

These courses assume that the student has a basic knowledge of various business areas, computer programming, calculus, and matrix algebra.

Major Field Courses

The Marketing Department requires that students take seven credit units (cu) of Ph.D. seminars.

  • Students can select the Quantitative Track or the Consumer Behavior Track when choosing which marketing seminars to take, according to their research interests
  • If a required Marketing Seminar is not offered, students may submit a request to the Marketing Department’s Doctoral Committee for a course substitution.
  • Of the 17 courses, a maximum of 4 can consist of transfer courses for graduate work at other universities with approval of the Department’s PhD Coordinator. In addition, only 2 of the 17 courses can be independent study courses.

The required seminars are:

Consumer Behavior Track: 3 cu’s as follows

  • MKTG 950 (0.5 cu) AND MKTG 951 (0.5 cu)
  • MKTG 952 (0.5 cu) AND MKTG 953 (0.5 cu)
  • MKTG 954
  • MKTG 956

OR

Quantitative Track: 3 cu’s as follows

  • MKTG 954 (0.5 cu) AND MKTG 955 (0.5 cu)
  • MKTG 956 (0.5 cu) AND MKTG 957 (0.5 cu)
  • MKTG 950 (0.5 cu)
  • MKTG 952 (0.5 cu)

AND

Seminars required for all students: 4 cu’s

  • MKTG 940 and 941 (1.0 cu total)
  • MKTG 942 and 943 (1.0 cu total)
  • MKTG 971 and MKTG 972 (1.0 cu total)
  • MKTG 972 and MKTG 974 (1.0 cu total)

This link to the Course Sequence Sample illustrates when students typically take the Marketing seminars. List of Courses

BASIC COURSES

Economics Requirement
Students are required to take one of the following three Economics sequences:

  • ECON 701 and ECON 703 (Microeconomic Theory I & II) OR
  • ECON 681 (Microeconomic Theory) and ECON 682 (Game Theory and Applications) OR
  • BEPP 950 (Managerial Economics)

Statistics Requirement
According to the requirement established by the Wharton Faculty, Wharton doctoral students must demonstrate competency in statistics. Students are required to demonstrate proficiency in the material covered in one of the following course combinations:

  • STAT 500 and 501 or PSYC 611 or and 612
  • STAT 520 and 521
  • STAT 510 and 520
  • STAT 550 and 551
  • ECON 705 and 706
  • SOCI 536 (Quantitative Methods in Sociology II) and STAT 501
  • STAT 503 may be taken first and paired with one of the following courses: STAT 500, 501, 510, 512, 520, 521, 550, or 551

*Non-statistics Wharton PhD students may take STAT 541 and STAT 542 as an elective only after fulfilling one of the required course combinations listed above. In addition, students who would like to take STAT 541 are required to ask for an interview with the instructor and receive his/her permission.

COURSE IN A RELATED FIELD

Students also complete course units in related fields. A partial list of possible related fields includes:

  • Communications Research
  • Decision Processes
  • Econometrics
  • Economics
  • Information Systems
  • Operations Research
  • Psychology
  • Sociology
  • Statistics

Joint Degree in Marketing and Psychology

The Joint Doctoral Degree in Marketing and Psychology is a program offered between the Marketing Department in Wharton and the Psychology Department in the School of Arts and Sciences. The aim of the program is to build on shared research interests between the two groups, improve students’ learning, and expand career opportunities after graduation.

This degree provides a unique opportunity for students to gain rigorous training across two departments and have a competitive advantage on the job market. For consumer researchers, psychology is one of the foundational disciplines that comprise the field of marketing. For psychologists, the marketplace is filled with questions and insights about human cognition and behavior. Thus, for students with a background in either discipline, the joint degree is a way to systematically become an expert in the intersection of these fields.

Admissions and Funding

Prospective students should apply to either department as their home department following the admissions procedures of that department. If admitted to either department, the student will then have the option to apply for the joint degree.

Funding, office space, and teaching requirements will be based on the policies of the home department.

Program Requirements

4 credit units of Marketing courses

  • 1 cu of Quantitative Marketing courses (2 of the following: MKTG 954, 955, 956, 957)
  • 1 cu of Consumer Behavior courses (2 of the following: MKTG 950, 951, 952, 953)
  • 1 cu of Research Methods (MKTG 942 and MKTG 943)
  • 1 cu of Measurement and Data Analysis in Marketing (MKTG 940 and MKTG 941)

3 cu of Supervised Research in Psychology (PSYC 699) – taken in 2 consecutive semesters

3 Psychology Proseminars

2 Statistics Classes – 1 must be PSYC 611 (cross-listed with STAT 501)

Marketing Qualifying Exam

PSYC 699 Research Paper – to be completed in conjunction with the PSYC 699s.*

Psychology Qualifying Exams—consisting of two research papers and an oral defense

2 Research Papers for the Marketing degree**

Teaching Assistant responsibilities in accordance with departmental requirements

Dissertation with at least one dissertation committee member from each department.

*May be used to satisfy marketing requirements if it meets the marketing department expectations.

**These papers may be used to satisfy psychology requirements if they meet the psychology department expectations.

Get the Details.

Visit the Marketing website for details on program requirements and courses. Read faculty and student research and bios to see what you can do with a Marketing PhD.

Contact


Marketing Program Doctoral Coordinator

Prof. Deborah Small
Laura and John J. Pomerantz Professor of Marketing, Professor of Psychology
Email: deborahs@wharton.upenn.edu
Phone: (215) 898-6494

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