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PhD in Marketing

  • Dubai Business School
  • Phd

PhD in Marketing



Full time

Study Mode

60 hours

Total Credit Hours

4 Years




Table of Contents

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A Ph.D. in Marketing is a doctoral program that focuses on advanced research and scholarship in the field of marketing. It is designed to develop students’ expertise in marketing theory, research methodologies, and their application to real-world marketing problems. Here’s an overview of what you can expect in a Ph.D. program in Marketing:
  1. Program Structure: Ph.D. programs in Marketing typically span 4-5 years and are structured to provide a combination of coursework, independent research, teaching experience, and dissertation writing.
  2. Coursework: In the initial years of the program, you will take a series of advanced courses that cover various topics within marketing, such as consumer behavior, marketing strategy, marketing research methods, quantitative analysis, and marketing theory. These courses are designed to build a solid foundation of knowledge in the field.
  3. Research: The core component of a Ph.D. program is conducting original research. You will work closely with faculty advisors to identify research areas of interest, develop research questions, and conduct empirical studies. The research may involve data collection, statistical analysis, and the development of theoretical frameworks.
  4. Teaching Experience: Many Ph.D. programs require students to gain teaching experience by serving as teaching assistants or instructors for undergraduate marketing courses. This provides an opportunity to develop pedagogical skills and gain practical teaching experience.
  5. Seminars and Workshops: Doctoral programs often organize seminars and workshops where students present their research findings, discuss relevant literature, and receive feedback from faculty and peers. These events foster intellectual exchange and help refine research ideas.
  6. Comprehensive Examinations: Typically, Ph.D. programs include comprehensive examinations to assess students’ knowledge of marketing theory and research methods. These exams may be written or oral and are designed to evaluate your readiness to conduct independent research.
  7. Dissertation: The culmination of a Ph.D. program is the completion of a dissertation, which is an original and substantial research contribution to the field of marketing. It involves conducting in-depth research, analyzing data, and presenting findings in a coherent and scholarly manner.
  8. Conferences and Publications: Throughout your Ph.D. journey, you will be encouraged to present your research at academic conferences and submit papers to reputable marketing journals. These activities help establish your presence in the academic community and contribute to the advancement of marketing knowledge.
  9. Collaboration and Networking: Ph.D. programs often provide opportunities for collaboration with faculty members and fellow students, fostering a supportive academic environment. Building a professional network within the marketing community can be beneficial for future career opportunities.
Upon completion of a Ph.D. in Marketing, graduates are prepared for careers in academia as professors and researchers, as well as research-oriented positions in industry, consulting firms, or governmental organizations. They contribute to the advancement of marketing knowledge through their research and help shape the future of the field.

Admission Requirement

Each year, candidates are admitted as a cohort limited to a maximum of 10. Candidates must demonstrate the potential for sustainable success in the PhD program. The admission process consists of four phases – eligibility, application, assessment and registration, and orientation.
CGPA English Other
Master’s degree with a minimum CGPA of 3.0 on a 4.0 scale in a discipline appropriate for the doctoral degree, or academic distinction in a discipline appropriate for the doctoral degree at the baccalaureate degree with a CGPA of at least 3.5 on a 4.0 scale EmSAT 1400 or Academic IELTS 6.0 or TOEFL (PBT 550 or lBT 79 or CBT213) A master’s degree from a recognized and accredited university An equivalency letter from MoE (degrees not from UAE)

Who is the program for?

A Ph.D. in Marketing program is typically designed for individuals who have a strong interest in conducting advanced research and contributing to the academic field of marketing. The program is suitable for those who aspire to pursue careers in academia as professors, researchers, or scholars, as well as for individuals seeking research-oriented positions in industry or consulting firms. Here are the key groups of individuals for whom the program is relevant:
  1. Academics and Researchers: The program is well-suited for individuals who have completed a master’s degree or an undergraduate degree in marketing or a related field and wish to deepen their knowledge and expertise in marketing theory, research methodologies, and scholarship. They are interested in conducting original research, publishing academic papers, and contributing to the development of marketing knowledge.
  2. Marketing Professionals: Individuals with industry experience in marketing who desire to transition into academia or research-oriented roles can benefit from a Ph.D. program in Marketing. This program allows them to develop advanced research skills, gain a deeper understanding of marketing theory, and apply their industry expertise to research problems in marketing.
  3. Those with a Passion for Research: The program is suitable for individuals who have a strong passion for research and a desire to investigate marketing phenomena in a systematic and rigorous manner. They are interested in exploring new ideas, generating knowledge, and contributing to the academic discourse in marketing.
  4. Aspiring Consultants and Analysts: The program can be valuable for individuals who aspire to work in consulting firms, market research organizations, or governmental agencies where a deep understanding of marketing theory, consumer behavior, and research methods is essential. A Ph.D. in Marketing equips them with the necessary skills to conduct in-depth market analysis, understand consumer insights, and provide evidence-based recommendations.
  5. Future Marketing Educators: Individuals who aspire to become marketing professors and educators can benefit from a Ph.D. program in Marketing. The program provides opportunities to develop teaching skills, gain experience as teaching assistants, and acquire knowledge in instructional design and pedagogical methods.
It is worth noting that the specific requirements and prerequisites for Ph.D. programs in Marketing may vary among universities. Some programs may require a master’s degree in a relevant field, while others may accept applicants with a bachelor’s degree. Additionally, universities may have specific criteria for admission, such as standardized test scores, letters of recommendation, and a statement of purpose.

Career Opportunities

Earning a Ph.D. in Marketing opens up various career opportunities in academia, research, industry, and consulting. Here are some of the potential career paths for individuals with a Ph.D. in Marketing:
  1. University Professor: Many Ph.D. graduates in Marketing pursue careers as professors in universities and colleges. They conduct research, publish scholarly articles, and teach undergraduate and graduate courses in marketing. As professors, they contribute to the academic field by advancing marketing knowledge and mentoring the next generation of marketing professionals.
  2. Researcher: Ph.D. graduates can work as researchers in academic institutions, think tanks, or research organizations. They engage in independent research, lead research projects, and contribute to the development of marketing theories and practices. They may focus on specific areas such as consumer behavior, marketing strategy, branding, or market analytics.
  3. Market Research Analyst: With their advanced knowledge of research methodologies and consumer behavior, Ph.D. graduates can work as market research analysts. They help organizations understand consumer preferences, market trends, and competitive landscapes. They design research studies, analyze data, and provide strategic insights and recommendations to support marketing decision-making.
  4. Marketing Consultant: Ph.D. graduates can work as marketing consultants, either as independent consultants or within consulting firms. They provide expertise in marketing strategy, market analysis, consumer insights, and branding. They assist businesses in developing effective marketing plans, conducting market research, and making informed marketing decisions.
  5. Industry Researcher: Ph.D. graduates may find opportunities to work as researchers within industry settings, such as research and development departments of large corporations or market research divisions of companies. They conduct research to understand consumer behavior, evaluate marketing campaigns, and develop innovative marketing strategies.
  6. Government and Nonprofit Organizations: Ph.D. graduates can work in governmental organizations, such as economic development agencies or regulatory bodies, where they contribute their expertise in market analysis, consumer protection, or policy research. They can also work with nonprofit organizations, conducting research to support their marketing initiatives and social impact programs.
  7. Entrepreneurship and Innovation: Some Ph.D. graduates choose to apply their marketing knowledge and research skills to entrepreneurial ventures. They may start their own businesses or work in startups, using their expertise to develop innovative marketing strategies, understand customer needs, and drive business growth.
  8. Executive Leadership: Ph.D. graduates with extensive industry experience and a deep understanding of marketing can pursue executive leadership positions within organizations. They may assume roles such as Chief Marketing Officer (CMO), Vice President of Marketing, or Director of Marketing, where they provide strategic direction, oversee marketing initiatives, and drive business growth through effective marketing strategies.
It’s important to note that career opportunities can vary depending on individual interests, specialization areas, geographic location, and market conditions. Networking, publishing research, and staying updated with the latest developments in marketing can enhance career prospects for Ph.D. graduates.

Estimated salary range

The salary range for individuals with a Ph.D. in Marketing in the UAE can vary based on several factors, including the specific industry, organization size, level of experience, and job responsibilities. It’s important to note that the figures provided below are approximate and can vary significantly.
  1. Academia/University Professor: The salary range for university professors in the UAE can vary depending on the institution, rank, and experience. On average, entry-level assistant professors can earn around AED 180,000 to AED 300,000 per year. Associate professors may earn between AED 250,000 to AED 500,000 per year, while full professors can earn AED 400,000 or more annually.
  2. Researcher in Academic or Government Organizations: Research positions in academic or government organizations can offer salaries ranging from AED 150,000 to AED 300,000 per year, depending on the level of experience and the organization’s budget.
  3. Industry Researcher/Market Research Analyst: Salaries for industry researchers or market research analysts can vary based on the company’s size, sector, and location. Entry-level positions may offer salaries ranging from AED 120,000 to AED 200,000 per year, while experienced professionals can earn between AED 200,000 to AED 400,000 per year or more.
  4. Marketing Consultant: Salaries for marketing consultants in the UAE can vary based on their experience and the nature of the consulting firm. Entry-level consultants may earn around AED 150,000 to AED 250,000 per year, while senior consultants or partners can earn AED 300,000 or more annually.
  5. Industry Positions (Marketing Manager, Director, etc.): Salaries in industry positions can vary significantly based on the size and type of organization, as well as the level of responsibility. Marketing managers in the UAE can earn anywhere between AED 180,000 to AED 400,000 per year, while marketing directors or senior marketing executives can earn AED 400,000 or more annually.
It’s worth noting that these figures are approximate and subject to change. Additionally, the cost of living and other factors in the UAE should be considered when evaluating salary ranges. It is advisable to research specific job positions and consult with relevant industry sources or recruitment agencies for the most up-to-date and accurate salary information.

Study Plan

Core Courses
 No.  Course code  Credit  Course title  Requisite 
1  MGM 700  3  Evolution of Management Thought  None 
2  STA 701  3  Business Statistics  None 
3  MKT 710  3  Marketing Management  None 
4  RES 712  3  Qualitative Research Methods  None 
5  RES 708  3  Quantitative Research Methods  STA 701 
6  BECON 702  3  Business Economics  None 
8  RES 704  3  Advanced Quantitative Analysis  None 
9  FIN 714  3  Empirical Finance  None 
10  SCL 716  3  Operations and Supply Chain Management  None 
10  BUS 718  3  Business Strategy  None 
 Thereafter students choose ONE of Four Specializations 
Marketing Specialization
 No.  Course code  Credit  Course title  Requisite 
1  MKT 735  3  Marketing Strategy  MKT 710 
2  MKT 740  3  Consumer Behavior  MKT 710 
3  MKT 745  3  Current Issues in Marketing  MKT 710 
4  MKT 750  3  Services Marketing  MKT 710 
 No.  Course code  Credit  Course title  Requisite 
1  PhD 755  0  PhD Comprehensive exam  42 Ch 
PhD Thesis
No. Course code  Credit  Course title  Requisite 
1  DISS 760  18  Doctoral Dissertation  PhD Comprehensive exam 

Course Descriptions

Core Courses MGM 700       Evolution of Management Thought

This course focuses on critical and analytical review of the management theories over the years from pre-Scientific Management era, to the present day. Students are encouraged to compare and contrast management theories and to examine them critically in light of their environmental context.

STA 701        Business Statistics

In this course students will learn statistical concepts used in business research situations. It is well known that any academic career involves research based on data analysis or empirical work. In today’s knowledge society there are huge amount of data and available information that can be used as part of the research process. But it is crucial to use data intelligently and correctly and extract from them significant information. During this course student will examine the most important and fundamental statistical techniques and tools that are required to support the research process. Topics include descriptive statistics and numerical measures, statistical inferences, hypothesis testing, analysis of variance, regression models, and forecasting models.

MKT 710    Marketing Management

The course focuses on understanding, implementing and critically evaluating the marketing concepts. The objective is to provide comprehensive explanation of the marketing concepts including target marketing, segmentation, positioning, and the marketing strategy encapsulating product, promotion place, and price strategies, and implement them in the UAE context. The core focus of the course is to develop students’ skills in critically evaluate the existing literature, identify gaps and develop conceptual framework.

RES 712    Qualitative Research Methods

The purpose of this course is to provide doctoral students with an understanding about the conceptual foundations of qualitative research methods in business studies. In this course students will be prepared in obtaining the skills, techniques and knowledge necessary to undertake an independent research in qualitative business research.

RES 708    Quantitative Research Methods

This course will cover the fundamental concepts and theories of quantitative research methods as applicable to the investigation of organizational phenomena. The students will critically evaluate the various models, designs, principles and statistical skills necessary to independently perform an empirical study. Upon completion of the course, students will gain critical skills relevant to research methodologies applied in business administration research as well as being able to differentiate between a variety of models and statistical methods used in business studies.

BECON 702     Business Economics

In this course provides deeper insights in macroeconomic theories and how to apply it in current macroeconomic problems in the UAE or GCC countries. The main topics covered in this course include income determination, determination of employment and price; fiscal and monetary policies; various theories of business cycles and economic growth. At the end of this course, students should have more understanding of macroeconomic theories and how macroeconomists address the country’s economic issues from a policy perspective.

RES 704        Advanced Quantitative Analysis

This course prepares students to gain advanced quantitative skills necessary to analyze research data. It helps students grasp a multitude statistical models that are tailored to answer particular research question. After introducing these advanced techniques such as 2SLS, time series analysis, panel data analysis, forecasting and programing models, the course will focus to provide the students with the ability to evaluate recent empirical studies and develop practical skills which are necessary to perform independent research using statistical packages such as STATA and Smartplus.

FIN 714       Empirical Finance

The course provides a comprehensive introduction to empirical finance and financial markets landscape, instruments, structure, and valuation. The essential topics of the course include portfolio selection, equilibrium asset pricing, stock valuation, arbitrage pricing, fixed-income securities, derivatives, and foundations of behavioral finance. The classes will cover the central themes of modern finance including individual investment decisions under uncertainty. Upon completion of this course, students should have a clear understanding of the major concepts in finance and financial economics. The relevant tools for problem-solving will be developed and practiced in the homework assignments. All the models considered have immediate applications for real-world finance and investment decisions. The course will focus on empirical evidence and research applications and could be utilized and extended in future studies.

SCL 716      Operations and Supply Chain

The main purpose of this course is to help students gain knowledge in the theoretical and substantive areas of operations and supply chain management in order to develop mastery of rigorous methods of reasoning and experimentation, to understand and evaluate the scientific literature related to its research project, and to contribute to the advancement of theoretical and applied knowledge. In sum, this course provides an introduction to the key conceptual skills and methods of supply chain management which involves the application of frameworks and mathematical modelling tools to supply chain management problems.

BUS 718     Business Strategy

In this course students will learn the core elements of Business Strategy with the underlying theoretical rigor of economic theories. Competition lies at the heart of business, and doctoral students after studying this course will have the knowledge to undertake research in areas related to businesses conducted locally, regionally or globally. A selection of key areas on which students could focus their research themes for doctoral thesis could be: entry and exit strategies in a variety of markets, sources and strategies to cope with competitors, sources of competitive advantages and their sustainability, links between the strategy and structure of firms, and conducting industry analysis. This Course will also expose students to the elements of game theory principles of modern global business.

Specialization in Marketing 

MKT 735        Marketing Strategy

This seminar helps students understand the role of marketing within the organization, its business strategy, and its success. It exposes students to the literature in marketing strategy and helps them critically evaluate fundamental ideas, research design, results, and possible advancements.

MKT 740       Consumer Behavior

This seminar exposes students to research issues in consumer behavior. It develops students’ skills of identifying the research question, how it was studied, what we have learned to date, what are the gaps in existing knowledge, and possible new avenues for future research.

MKT 745       Current Issues in Marketing

This seminar reviews and evaluates special issues in marketing such as product positioning, product line design, pricing strategy, advertising decisions, distribution channel design, and promotion decisions.

MKT 750      Services Marketing

This seminar is designed to provide doctoral level coverage of both current and emerging research work carried out in services marketing. It exposes students to contemporary marketing and management issues faced by organizations competing in the service sector. By examining various points of views, students will be able to develop a better understanding of the knowledge gaps which currently exist in this important field of study. The course focuses on four themes: Customer behavior in a service context; Customer equity / Lifecycle management; Customer satisfaction and service quality; and striving for service leadership.

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