Texas Tech University

PhD in Business Administration Specialization in Marketing

Marketing involves creating and exchanging valuable information to fulfill human and social needs. The field of marketing delves into the methods of generating, communicating, and providing value while also overseeing customer relationships in a manner that advantages both the organization and its stakeholders. Key areas of focus within marketing include marketing theory, strategic marketing, consumer behavior, research techniques, and measurement/research design.

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Program Requirements

Completion of the program requires a minimum of 60 semester credit hours beyond a bachelor's degree, not including dissertation hours from BA 8000. Students with a limited background in business will also be required to take additional leveling courses. Required coursework includes core marketing seminars and research method courses/seminars.

Typically, students complete all credit hours in residence at Texas Tech. Twenty-one semester credit hours must be taken in residence during a 12-month period. Most students take nine semester credit hours in the fall and spring semesters and three semester credit hours in one of the two summer sessions. Generally, only nine credit hours from outside institutions (provided there is an equivalent course at Texas Tech) may be counted toward the required 60 credit hours, if approved by the area's doctoral coordinator. There is no foreign language requirement.

As part of the required 60 credit hours, students must fulfill a mathematics competency requirement and complete Advanced Statistical Methods (ISQS 5347) and Practicum in Higher Education for Business (BA 5395).

Program Overview

To excel in the Area of Marketing, students must possess scholarly competence and actively contribute to the advancement of the marketing field through research efforts. This implies a broad knowledge of the subject and its literature, as well as a detailed understanding of current research in a specific sub-area of marketing. Students will complete both core marketing courses and specialized courses, which can be tailored to meet individual objectives and interests with the guidance of a faculty advisor.

All students are expected to have adequate familiarity with marketing basics. These are defined by the following courses:

MKT 6310            Marketing Theory

MKT 6310            Marketing Strategy

MKT 6310            Consumer Behavior

With the consent of their faculty advisors, students can choose a content-area concentration that matches their interests and career aspirations, such as getting hired, promoted or tenured. Typical concentrations include marketing strategy and consumer behavior. Marketing seminar courses will touch each of these content areas depending on the particular specializations of each faculty member teaching the course.

To ensure advanced development of analytical and research skills, students must pursue research methods as a supporting field. A minimum of nine credit hours (three courses) of supporting field coursework in research methods is required.

ISQS 5349             Regression Analysis

ISQS 6348             Applied Multivariate Analysis

BA 6300                Advanced Business Research Methods; Structural Equation Modeling (SEM)

MGT 6381            Qualitative Methods & the Philosophies of Science

MGT 6381            Publishing Empirical Research and Scholarly Writing

BA 7000                Special Topics on Research Methods and Analysis

To reach the 60-hour requirement, students will work with faculty to determine the appropriate mix of elective and/or independent research coursework. Enrollment in these courses is associated with a student's preparation for their doctoral dissertation proposal or other research projects. Because doctoral proposals and other independent research require substantial faculty resources, enrollment will reflect the time required of faculty.

Students must complete and present two solo-authored summer research papers. The first paper is prepared during the summer following the first year of residence. Students prepare their second paper during the spring of their second full year of residence.

Faculty evaluate each student on how well their papers were developed and written (the manuscript grade), as well as how well they verbally presented their paper and answered questions (the presentation grade). Students must receive passing grades for both the manuscript portion and the presentation portion of the academic exercise.

Upon completion of coursework, students are prepared for intensive examinations. The Comprehensive Exam will cover material from all doctoral seminars, research seminar series and may also include material from the supporting fields. Students are expected to go beyond courses through intensive self-study of the research literature.

After successfully completing the comprehensive examination, students are admitted to candidacy.The dissertation represents the culmination of the doctoral program in which a student learns and demonstrates the ability to conduct independent research.

Students should select a Doctoral Dissertation Committee as early as possible during their studies. Generally, most dissertation committees are composed of three or four total faculty members. The committee must include a chair who is typically chosen before the completion of coursework once the student has identified an area of interest. The committee chair may assist in refining a topic, suggesting potential committee members, and establishing a timeline and structure for the dissertation. Additionally, the committee must include one additional tenured or tenure-track faculty member from the Area of Marketing and a tenured or tenure-track faculty member from another academic area.

Key milestones in the dissertation process, include the (1) formal selection of a dissertation chair and committee members, (2) selection of a research topic, (3) dissertation proposal defense (written document and oral presentation), (4) formal approval of dissertation proposal, (5) completion of dissertation research, (6) final dissertation defense (written document and oral presentation), and (7) final decision by dissertation committee (e.g., accepted as presented, accepted with minor changes, accepted with significant changes, or not accepted). The student's dissertation chair and the Marketing PhD Program Advisor will guide the student through the process.


Our program aims to cultivate scholars who can conduct significant research in their chosen field. To enhance their research skills and develop strong competencies for conducting state-of-the-art research, students work closely with faculty in small classes, colloquiums, departmental workshops and seminars.

Students are also encouraged to interact with the professional community by attending and presenting papers at professional meetings. When possible, the Area of Marketing will provide financial support for this purpose.

Recent Graduate Placements

Our alumni have secured competitive faculty positions at prestigious institutions across the globe.

The following is a detailed list of the initial placements and dissertation topics of our recent doctoral graduates over the last five years.

Current Students