Doctor of Philosophy in Business with a Specialization in Marketing

University of Alberta

In the broadest sense, marketing encompasses the entire system for bringing goods and services to actual and potential users. It includes understanding customer desires and then designing, distributing and informing potential customers of the means to satisfy these desires. Research in marketing may examine how a market operates from a socioeconomic viewpoint, or it may look at how consumers (either individual or institutional) respond to the marketing activities of suppliers. This leads to questions of how to manage these activities and better serve suppliers or the community. PhD in Marketingniusha-marketing-16x9.jpgIn the broadest sense, marketing encompasses the entire system for bringing goods and services to actual and potential users. It includes understanding customer desires and then designing, distributing and informing potential customers of the means to satisfy these desires. Research in marketing may examine how a market operates from a socioeconomic viewpoint, or it may look at how consumers (either individual or institutional) respond to the marketing activities of suppliers. This leads to questions of how to manage these activities and better serve suppliers or the community.The study of consumer behaviour includes modeling individual and group perceptions, preferences, judgments and choices. Research in marketing management may focus on product and service design, sales response function modeling, marketing strategy, pricing, measuring the effectiveness of communications efforts, and incentive and control mechanisms for managing channel relationships. Marketing research methods seek to improve study design as well as data collection and analysis to further organizational objectives.

Alberta School of Business