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Ph.D. in Business Administration - Marketing Concentration

Concentration Overview

The objective of the Marketing Concentration is to train students in the theories and methods necessary to conduct substantive research in areas including marketing strategy, consumer behavior, new product and service development, social media, digital marketing, and retailing. Strong emphasis is given to providing the students with the skills to contribute to extant knowledge in the marketing discipline as well as the flexibility to customize the program based on their interests and career goals.

Course Work

Five Required Foundation Courses (Common To All Ph.D. Concentrations) 

  • Research Design Methods I 
  • Statistics 
  • Econometrics I 
  • Microeconomic Theory 
  • Managerial Research Seminar (non-credit) 

Two Required Advanced Research Design/Methods Courses

  • Research Design Methods II
  • Econometrics II OR Multivariate Statistical Methods

Six Concentration Courses

  • Seminar in Innovation and New Product Development
  • Seminar in Marketing Strategy
  • Seminar in Consumer Behavior
  • Seminar in Business-to-Business Marketing
  • Two Approved Doctoral level electives
And complete all dissertation credits and requirements.
For more Ph.D. program information, visit the Ph.D. in Business Administration page.
M. Berk Talay is an Associate Professor in the Manning School of Business - Marketing Entrepreneurship and Innovation Department at UMass Lowell.

Concentration Coordinator

Berk Talay, Ph.D.
Faculty Profile
Associate Professor
Phone: 978-934-2810