UConn’s marketing Ph.D. focuses on two broad areas: consumer behavior and marketing science.

Students in consumer behavior learn the fundamentals of cognitive and social psychology and experimental research to examine to examine how social, cognitive, context, individual, and cultural factors affect consumer behavior. This includes behavioral decision theory, context-dependent choice, decision processes, information search, memory, attitudes, persuasion, learning and expertise, group and interpersonal influence.

Students in marketing science learn the fundamentals of microeconomics, industrial organization, and econometrics to examine topics involving the mathematical and statistical modeling of consumer and firm behavior. This includes modeling consumer choice; hierarchical modeling; accounting for endogeneity, heterogeneity, and learning; new media and spatial modeling; analytic and dynamic structural models.

Students may also examine the links between marketing science and consumer behavior by combining psychological and/or economic theory and methods to gain deeper insights into consumer and firm behavior.

Students take a series of marketing Ph.D. seminars and are expected to develop expertise in a core social science discipline (economics, psychology, sociology) as well as appropriate analytical skills (experimental design and analysis, econometrics, statistics, qualitative approaches) to address research questions in these fields. Students choose an area of focus and develop a plan of study that trains them to conduct cutting-edge research in that area.

In addition to required and recommended coursework, Ph.D. students write a qualifying paper (due at the beginning of the second year), complete a general exam paper (due at the beginning of the third year), and complete and defend a doctoral dissertation.