Doctorate in Marketing Program Guide

If you’re passionate about understanding market trends and helping companies reach their target customers, consider a Ph.D. in marketing. This advanced degree can equip you with specialized knowledge, expand your employment prospects, and increase your earning potential. If business isn’t your first preference for a career path, you can use a marketing doctorate to snag a position in research and development or higher education.

Marketing is a growing field, especially as companies increase their online presence. The U.S. Bureau of Labor Statistics (BLS) projects that marketing manager jobs will grow 7% between 2023-2033, compared to the 3% projected growth rate for all occupations in the same period. Jobs in academia are also projected to grow faster than average.

This program guide explores the requirements of most doctoral marketing programs and the concentrations they may offer. You’ll also learn what you can do with a Ph.D. in marketing and what career paths are available for people with this credential.

Pursuing a doctorate in marketing requires a big commitment. The degree can take 3-7 years to complete and features a great deal of research and work.

Professional opportunity awaits graduates of doctorate in marketing programs. The BLS projects 8% job growth for postsecondary teachers. If you choose to join the private sector instead, the BLS projects 6% job growth for marketing managers and public relations managers and 13% growth for market research analysts between 2022 and 2032.

While graduate degrees in marketing can lead to significant employment opportunities and financial rewards, these programs can be challenging. Since many employers still value professional experience, students can consider working while they study, which means a very busy schedule for an extended period of time.

To keep their skills updated, marketing professionals and postsecondary teachers may need to continue their training after graduation. Some employers may even want to see additional credentials, such as vendor-specific marketing certifications. As a result, prospective students should be willing and prepared to continue their education long into their professional careers.

Prospective students can choose between two major tracks for their doctorate in marketing: a Ph.D. and a doctorate in business administration (DBA). The research and theoretical emphasis of a Ph.D. typically leads to academic and research careers, whereas the business and practical focus of the DBA prepares graduates for business-related careers.

In a Ph.D. program, students choose their own research topics and the courses that complement that exploration. DBA programs, conversely, feature more rigid curricula, including courses like strategic management, marketing promotions, business-to-business (B2B) marketing, and marketing innovation. Both degree pathways provide advanced research, writing, and management skills, along with concentration options for students to further specialize.

Prospective marketing students should consider several factors, including their own educational and career goals. Some other important considerations include accreditation, degree type, concentrations, and practical components. For an online doctorate in marketing, applicants should think about program delivery, schedules, and residency requirements.

Prospective students should always verify their school holds regional accreditation prior to enrolling. Business-related programs may also receive programmatic accreditation from various organizations, such as the Association to Advance Collegiate Schools of Business or Accreditation Council for Business Schools and Programs. Accreditation can help ensure that students qualify for financial aid, employment, transfer credits, and future certifications.

Admission requirements for a doctorate in marketing vary by school and program, but prospective students typically need a marketing-related master’s degree and recommendation letters. Some schools require GMAT or GRE scores, and some competitive programs require a 3.0 undergraduate GPA.

Additionally, prospective DBA students may need relevant professional experience. Prospective Ph.D. students may need to submit a research proposal or a statement of interest. Some programs also require interviews.

Professionals with a doctorate in marketing can pursue careers in business, management, research and development, and academia. Graduates can pass their knowledge on in college and university classrooms, influence marketing practices with their research, and help organizations reach their customers in new ways and places.

Graduates gain specialized skills and advanced knowledge that position them to take advantage of a growing field with exceptional salary potential. For example, the BLS projects the addition of more than 1.1 million management occupations between 2022 and 2032, a sector that pays median annual wages of nearly $117,000.

The list below highlights common career paths available to graduates.

Note: The insights on this page — excluding school descriptions — were reviewed by an independent third party compensated for their time by BestColleges. Page last reviewed June 10, 2024.