PhD, MPhil Marketing
ApplyResearch opportunities
A PhD will take three years full-time or you can study an MPhil over one year.
You can study for your choice of degrees within any of our research areas:
- Consumption, markets & society
- Business innovation & networks
- Services marketing
- Strategic marketing & analytics
These research areas cover all fields of marketing including consumer behaviour, strategic marketing, international marketing, services marketing, sales marketing, e-marketing.
Recent doctoral awards
Take a look at the recent PhD theses that have been supervised in the Department of Marketing.
Strathclyde Business School
We offer an excellent academic environment where you can pursue your research degree. As a postgraduate research student, you're required to:
- attend the Strathclyde Business School Faculty Research Methodology Programme, achieving a minimum of Certificate level; it comprises four modules over two to three days each; if you're part-time, you'll spread these over two years
- ensure regular meetings and contact with your supervisors
Full-time students
You'll have access to computing/hot-desking, printing, email and kitchen facilities. You're expected to be in the Department on a regular basis. You'll also attend the Department's research seminar series as well as other occasional workshops.
Part-time students
You'll have hot-desking facilities giving you regular access to the Department and helping you integrate with other students and staff. You're required to attend the Department for at least 10 days per year. This is in addition to the Research Methodology Programme.
Potential applicants should note that there is no dedicated distance-learning programme.
Fees & funding
All fees quoted are per academic year unless otherwise stated.
Entrants may be subject to a small fee during the writing up period.
| Scotland | £4,596 |
|---|---|
| England, Wales & Northern Ireland | £4,596 |
| International | £16,400 |
| Funding | Take a look at our funding your postgraduate research web page for funding information. You can also view our scholarships search for further funding opportunities. |
| Postgraduate research opportunities | Search for all funded and non-funded postgraduate research opportunities. |
| Additional costs | Placements & field tripsThe cost of fieldwork or research trips would usually be met by the student. Students can apply for funding to cover conference participation in their second and third year. Study abroadIf a student chooses to study overseas, the costs would be met by the student. This is not a requirement for our programme. International studentsInternational students may have associated visa and immigration costs. Please see student visa guidance for more information. Anything else
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Please note: the fees shown are annual and may be subject to an increase each year. Find out more about fees.
Triple-accredited business school
What our students think
Supervisors
| Name | Areas of Expertise |
|---|---|
| Dr Matthew Alexander |
Research methodologies & approaches used – case study; experimental research; various qualitative approaches; mixed methods design Current PhD student topics – Customer Engagement Marketing; Transformative Service Research in Mundane Service Settings; Marketing Automation and Customer Engagement in B2B settings; Real-time marketing and customer engagement; Engagement and Food Waste Reduction; AI-Enabled Customer Experiences in Tourist settings; Service Inclusion and Religion: exploring Halal Tourism |
| Dr Derek Bryce |
Research methodologies & approaches used – qualitative methods in general; historical approaches; discourse analysis; semiotics; textual analysis (including written, visual, online or video texts) Current PhD student topics – Sustainable Marketing of Cultural Heritage; Relationship between Religious and Heritage Tourism; Nation Branding and the Stateless Nation; Fakes in Luxury Consumption; Theorising Risk in Tour Guiding; Augmented Reality at Museums and Heritage Sites |
| Professor Iain Davies |
Research methodologies & approaches used – Mixed-methods approaches, case studies and interpretive qualitative methods preferred but can supervise some quantitative areas. However, a focus on macro social & environmental issues is preferred to micro studies Current PhD student topics – market change towards sustainability; social enterprise and hybrid business models; sustainable marketing; particularly with a focus on food, fashion, luxury and technology markets |
| Dr Andrew Davis |
Research methodologies & approaches used – qualitative methodologies; interpretive methodologies; mixed methodologies Current PhD student topics –consumer identity; festivals and events; place marketing; tourism |
| Professor Anne Marie Doherty |
Research methodologies & approaches used – qualitative methods: case study; interview; historical method; archival research Current PhD student topics – retail FDI, emerging markets, export branding, market system dynamics, institutional logics, sustainable fashion markets, market entry methods |
| Professor Spiros Gounaris |
Research methodologies & approaches used – mixed methods, quantitative data approaches including modelling, SEM, as well as fsCQA Current PhD student topics – B2B Exporting & Branding, B2B Customer Experience; Customer Contact Point Optimisation; Internal Marketing and Family Work Balance; Innovation in Service Dyads |
| Professor Kathy Hamilton |
Research methodologies & approaches used – qualitative research including both traditional and innovative methods e.g. ethnography; netnography; interviews; arts-based research Current PhD student topics –consumer vulnerability; marketplace stigma; taste, consumption and markets; consumer identity narratives; consumer research with social impact (e.g. food insecurity; coping with poverty in consumer culture); consumer opposition/resistance |
| Dr Michael Harker |
Research methodologies & approaches used – qualitative and quantitative research methodologies Current PhD student topics – marketing and HR – services management |
| Dr Paul Hewer |
Research methodologies & approaches used – ethnographic approaches; virtual ethnographies; critical visual analysis; semiotics & visual consumption; interpretive consumer research Current PhD student topics –Consumer tribes; Consumption Spaces; Celebrity branding; Liquid Modernity; Vintage Consumption, Critical Marketing |
| Dr Aliakbar Jafari |
Research methodologies & approaches used – qualitative research methods including ethnography; netnography; grounded theory; phenomenology; visual ethnography; and historical research Current PhD student topics – market studies (market system dynamics, market (trans)formation), multicultural marketplaces, well-being in business, customer/consumer engagement, marketplace activism |
|
Research methodologies & approaches used –Qualitative approaches including interviews, focus groups, observation and case studies Current PhD student topics – Sustainable supply chain digitalisation; Fashion communications |
|
| Dr Graeme McLean |
Research methodologies & approaches used – quantitative; qualitative; experimental; and mixed methods research methodologies Current PhD student topics – the role of Chatbots in service provision; augmented reality in marketing; marketing automation; real-time marketing; online/offline customer experience; customer journey; consumer confusion |
| Dr Samantha Murdy |
Research methodologies & approaches used – quantitative methodologies (including structural equation modelling), repertory test interviews Current PhD student topics – authenticity, dark service experiences, customer engagement |
| Dr Keith Pyper |
Research methodologies & approaches used – Quantitative and qualitative methodologies; mixed-method research design Current PhD student topics – International/Global Branding; International Business Theory; Country Specific Advantages (CSAs) and Firm-Specific Advantages (FSAs); Global Governance Strategies; Business-to-Business (B2B) Exporting; Intellectual Property; Artificial intelligence in the B2B domain |
| Dr Andrea Tonner |
Research methodologies & approaches used – interpretive consumer research, narrative inquiry, phenomenology, arts-based qualitative methods, ethnography, netnography Current PhD student topics – urban exploration, experiences of food poverty, social enterprise approaches to health inequalities, strategic resources in farm diversification, expertise in hedonic consumption, beach body image |
| Dr Eleni Tsougkou |
Research methodologies & approaches used –quantitative and qualitative methods Current PhD student topics – international marketing management and branding; (international) omnichannel marketing; tourism branding; Augmented Reality (AR) creation and cocreation; spiritual consumption |
| Professor Beverly Wagner |
Research methodologies & approaches used – case study, qualitative approaches, action research Current PhD student topics – supply chain; closed loop supply chains; supply chain resilience; disruptive technologies; dynamic capabilities; innovation management; innovation processes; open innovation; frugal innovation; innovation platforms; sustainability; circular economy |
| Dr Juliette Wilson |
Research methodologies & approaches used – qualitative and quantitative methods; mixed methods research; case study methods; experimental research; participatory research methods Current PhD student topics – small business marketing strategy; social enterprise and hybrid business models; sustainable and green marketing; transformative service research; research in the food and drink sector |
Support & development
Postgraduate Certificate (PgCert) in Research Methodology for Business & Management
As part of your PhD degree, you'll be enrolled on the Postgraduate Certificate in Research Methodology for Business and Management.
This certificate is designed to support you by developing your skills as a researcher. Your researcher training will provide you with the intellectual foundations that you will need for your journey into either the higher-level learning needed for advanced postgraduate research degrees or to work in a range of research focussed roles within organisational settings.
Course highlights:
- course can be studied as a blended or fully online programme depending on your circumstances
- course is ideally suited to part-time students juggling studies with other work
- strong practical focus including training in software and advanced quantitative and qualitative methods
- rich and diverse learning environment where you will study with students from around the world and studying a range of postgraduate research degrees
- opportunity to learn from academics who are leaders in their field and working at the cutting edge of business research
Most students complete the PgCert in their first year but you can take courses throughout your degree.
Careers
The University Careers Service can help you with everything from writing your CV to interview preparation.
Student support
From financial advice to our IT facilities, we have a wide range of support for all students here at Strathclyde. Get all the information you need at Strathlife.
Being a PhD supervisor is probably the most rewarding part of my role. It’s a unique relationship in the academic world as you are simultaneously teacher, mentor and colleague to a student.
Associate Dean for Postgraduate Research
Our research
We take part in research that improves our understanding of organisations, consumers, business relationships and networks within dynamic, international settings.
Find out more about our research
Interested in undertaking a postgraduate research degree at Strathclyde?
Download our step-by-step guide on how to submit your application.
Apply
Entry requirements
For entry onto our postgraduate research programmes, we normally look for a first-class or upper second-class UK Honours degree, or overseas equivalent, in a relevant business or social science related subject. For PhD applications, we also normally expect a Masters degree, or overseas equivalent, although there are often exceptions. When reviewing your academic achievements, we're particularly interested in grades which relate to independent research (for example, a research project or dissertation). A strong score in these elements may allow us to consider entry with a lower degree classification.
Strathclyde Business School is committed to supporting a diverse and inclusive postgraduate research population. We make decisions on entry by assessing the whole person and not relying solely on academic achievements. On that basis, please ensure that your application (via your CV and covering letter) can evidence your resourcefulness, commitment and resilience as demonstrated by broader professional and life experiences. This evidence should be centred on your ability to undertake and complete a PhD and contribute to a positive PhD community.
If English isn't your first language, you'll need an IELTS score of 6.5 or equivalent with no individual element below 5.5.
Before you apply
Writing your research proposal
When preparing your research proposal please use the following template:
1. Working title
2. Layman’s summary of proposed research [max. 250 words]
Give us a brief summary of your proposed research project written for members of the public, rather than researchers or professionals. Why is this research important? What global/societal issues does it solve? What impact could it have on business and management in the future.
3. Research aim and objectives (or question(s)) [max. 500 words]
What’s the question you want to answer? How will you attempt to answer this question?
4. Literature review [max. 500 words]
Provide a brief overview of relevant literature to indicate any debates the research aims to engage with; any gaps or problems that have been identified; or what models the project hopes to explore or test.
5. Methodology [max. 300 words]
Provide an outline of the proposed research methodology.
6. Timeline [max. 300 words]
A PhD is 36 months minimum study (full time). In 6 months increments, indicate what you think the main activities will be. This is important as we need to assess the achievability of your proposal. This should be presented in tabular format.
6. References
Please use Harvard referencing throughout.
Notes:
- please use Times New Roman 12 pt font
- 1.5 line spacing
- 2.5cm margin all round
- hard return between paragraphs
Getting a reference
Read our help on how to choose references and what the referees need to supply.
The application
During the application you’ll be asked for the following:
- your full contact details
- a copy of an up-to-date CV
- academic transcripts for both your degrees which clearly show the modules studied and the grades gained for each module
- proof of English language proficiency, less than two years old, if English isn't your first language
- two references, one of which must be academic – the references should focus on your academic and research skills, as well as your suitability to undertake PhD level study
- funding or scholarship information
- research proposal, clearly demonstrating the potential contribution both in theory and practice; please use our guidance above and attach this with your application
By filling these details out as fully as possible, you'll avoid any delay to your application being processed by the University.
Accepting an offer
If your chosen supervisor is available to work with you, they'll confirm this and nominate a potential second supervisor. As soon as a second supervisor is confirmed, an offer of study will be sent to you through Pegasus, our online application system.
When you accept our offer, you'll receive a full offer in writing via the email address you provide.
UK or EU students
If you're applying as a UK or EU student, you'll then be issued with your registration documentation.
Start date: Oct 2022 - Sep 2023
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Start date: Oct 2023 - Sep 2024
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Start date: Oct 2023
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