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Emphasis in Marketing

Program Overview

The Marketing Ph.D. program is centered around three core areas: consumer behavior, marketing management and strategy, and marketing models and quantitative methods. Faculty conduct research in each of these areas while contributing to the advancement of topics in the broader research community. The program is consistently noted for productivity and the achievements of its faculty members. Learn more about the Core Areas of Marketing and Research Achievements of our Faculty.


Coursework requirements for the marketing program consist of marketing research, consumer behavior, marketing management, and marketing models, which are designed to ensure that all students have breadth in marketing as a discipline. You will also take courses for greater depth in one of three core areas associated with the program. These courses may be offered within the department or by related disciplines including economics, statistics, and psychology.

Areas of Study

  • Consumer Behavior: focuses on developing theories to understand consumer behavior, drawing upon a blend of literature in marketing and psychology including cognitive and social psychology.
  • Marketing Management and Strategy: focuses on developing theories to understand firms and markets, with an emphasis on managerial and strategic issues, and draws upon theories and methods from industrial economics, strategic management, political science, and organizational behavior.
  • Marketing Models and Quantitative Methods: uses techniques from statistics, economics, management science, and operations research to develop quantitative models to solve marketing problems.

About the Marketing Department

The Smeal Marketing Department is noted for its productivity, the achievement of faculty members, and its service to the broader research community. The department is consistently ranked among the top 20 Marketing Departments in the world in terms of research productivity, and prides itself on having one of the best marketing faculties in the country. Focusing on the core areas of consumer behavior, marketing management and strategy, and marketing models and quantitative methods, the scholarship of the department’s faculty has been recognized by leading journals and associations such as the American Marketing Association and Marketing Science Institute.

Marketing Department Frequently Asked Questions.

Learn more about the Smeal Marketing Department.


For more information on the Smeal Ph.D. Emphasis in Marketing, contact:

Dr. Lisa Bolton
Ph.D. Program Coordinator
Department of Marketing
Smeal College of Business
The Pennsylvania State University
441 Business Building
University Park PA 16802-3603
Telephone: 814-865-4175
Fax: 814-865-3015