The marketing program offers two broads areas of research: marketing science and consumer behavior.
In the marketing science track students are exposed to the fundamentals of economics (microeconomics, industrial organization, econometrics, etc.) and on how to use them to address marketing problems such as mathematical modeling of buyer-seller interactions, consumer choice processes, the allocation of marketing resources into components of the marketing mix, and product development.
In the consumer behavior track students are exposed to the fundamentals of psychology (cognitive psychology, social psychology, and behavioral decision theory) and experimental research and on how to use them to address marketing problems, such as consumer judgment and decision making and the role of the multiple variables influencing this process (e.g., attitudes, emotions, motivation, individual differences, perception, social influence, etc).
Alternatively, students may focus on the interplay between these two broad areas (marketing science and consumer behavior) and how the economics and psychology interface can help researchers better understand and predict marketing phenomena.
In order to cope with these expanding horizons, the program is designed to provide a broad exposure to the advanced literature in each field. The program includes a series of marketing PhD seminars, the development of expertise in a particular social science discipline (economics and/or psychology), and technical skill appropriate to the analysis of the problems to be studied. Students select an area for intensive study and develop a program that trains them to comprehend and perform cutting-edge research in that field.