Marketing degrees are extremely popular amongst students. This is probably influenced by the very high salaries one can earn and also by the increasing number of positions in this industry. But to be a high earner, you really need a graduate degree. Marketing doctoral programs prepare graduates for a range of careers in the field of marketing management, and enable you specialize in your chosen sector.
This page gives more details of the programs – both PhDs and professional doctorates – provides links to suitable schools where they can be taken and outlines the prospects for the future. The admission requirements do vary depending upon the school or college, but you would usually need to have acquired a master’s degree in a related field.
What do the programs cover?
Doctoral programs emphasize the development of new knowledge through both theory and applied research for application in the global environment, and prepare students for a variety of careers in the field. It is possible to take marketing at doctoral level as a PhD or a professional doctorate – for example as a specialization in a Doctor of Business Administration (DBA). The Doctor of Business Administration Degree provides experienced business professionals with the skills to apply business/management theories, methods, and research to dynamically improve the organizations and communities they serve. It is also possible to take a PhD in Business Administration with a specialization in Marketing, which focuses on marketing management and research.
The content of a doctoral program in marketing may include modules on decision-making, leadership skills, effective communication, pricing theories, market segments, advertising techniques, retailing, strategic and campaign planning, the principles behind market research, international marketing, and the use of IT in the global business management environment. The program will also require that students undertake a research project that puts into practice the theoretical knowledge of the program, and contributes to the profession in the form of new knowledge or applications.
What are the career prospects?
With a marketing doctorate under your belt, there is a range of stimulating careers you could take up. Traditional profiles relate to advertising, market research, brand management, public relations, and the following job titles are within reach:
- Account executive: middleman between a company hierarchy and their advertising department, they are responsible for developing new contacts and accounts, and maintaining the current business relationships.
- Public relations specialist: called upon to interact with the media and create press releases and speeches.
- Marketing manager: expected to take command of the overall advertising and promotional strategy, this would involve identifying markets, understanding demand, and the promotion of service and products.
The career outlook for individuals in this sector is positive. The number of marketing degree jobs (i.e., in advertising, marketing, public relations, and promotions) is expected to rise, according to the US Bureau of Labor Statistics. This trend will be in part due to the increase in the amount of goods and services available to consumers, especially in the online world.
The salary on offer to graduates in this sector is extremely rewarding. The median salary for a manager is over $100,000, whereas for a public relations specialist it is over $90,000. The best packages were available to those individuals working in IT companies.