PhD in Marketing

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EUR 7,899.00
EUR 7,250.00

About this course

General Information  
The PhD in Marketing program at Girne American University (GAU) is designed to foster scientific development and cultivate a new generation of highly skilled professionals equipped to tackle diverse challenges in the business world. The program’s primary aim is to develop exceptional educators who are proficient in advanced scientific research methodologies, analytical thinking, and specialized marketing expertise. By encouraging critical thinking, problem-solving, and innovation, the program empowers students to analyze and interpret significant social and cultural shifts, enabling them to generate effective, forward-thinking solutions to the multifaceted challenges faced in today’s ever-evolving marketing environment.

Through a comprehensive and rigorous curriculum, the program provides both theoretical knowledge and practical insights, ensuring that graduates are well-prepared for academic careers and industry roles. The emphasis on real-world application equips students with the ability to bridge the gap between academic theory and practical marketing practices, making them valuable contributors to both academic research and the dynamic marketing industry.



Degree Awarded
The PhD in Marketing program at GAU offers a distinguished third-cycle degree in Business and Economics, with a specialized focus on Marketing. The program is designed to award 240 ECTS credits, which are indicative of the comprehensive and intensive nature of the coursework and research involved. Upon the successful completion of the program and the demonstration of advanced competencies in both academic research and marketing practices, students are awarded the prestigious title of Doctor of Philosophy (PhD) in Marketing.

This degree represents the culmination of years of rigorous academic training and research, positioning graduates as leaders in the marketing field. The title of PhD in Marketing emphasizes the students' expertise in the discipline and highlights their capacity to contribute meaningful insights to both academia and the marketing industry, ensuring that they are prepared to meet the evolving demands of the business world.



Research Areas  
The PhD in Marketing program at GAU provides students with the opportunity to engage in specialized research across various critical areas of contemporary marketing. These research domains include, but are not limited to:

- Branding Strategies: Exploration of how brands are created, developed, and managed to maintain strong customer relationships and competitive advantage in the market.

- B2B Marketing Methodologies: Investigation of marketing practices and strategies used by businesses to engage with other businesses, focusing on long-term relationships and strategic alliances.

- Consumer Behavior: In-depth analysis of the psychological, social, and cultural factors that influence consumer decisions and behaviors, and how businesses can leverage this knowledge to enhance marketing strategies.

- Customer Relationship Management (CRM): Research into strategies for managing customer interactions and experiences across multiple touchpoints to foster loyalty and enhance lifetime value.

- Customer and Behavioral Decision-Making: Examination of the processes by which consumers make decisions, including the factors influencing their choices and how businesses can tailor marketing strategies accordingly.


These research areas not only reflect the current and future trends in the marketing field but also provide candidates with the opportunity to contribute to the development of knowledge in these specialized areas. By focusing on these critical aspects of marketing, the PhD program prepares students to engage with and address the complex challenges faced by marketers today, ensuring they are well-equipped to make significant contributions to both academia and industry.

FAQ

The program typically spans 3 to 4 years, depending on the student's research progress and completion of the dissertation.

The program focuses on advanced research in marketing, including consumer behaviour, branding, digital marketing, and market analytics. It aims to prepare students for academic roles or leadership positions in the industry.

Most PhD programs span 3 to 4 years, depending on the research progress and completion of the dissertation.

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The Organizational Theory course explores the evolution and application of organisational frameworks and models, providing students with a deep understanding of the structures and dynamics that shape modern organisations. The course begins by examining classical theories, such as scientific management and bureaucracy, then transitions into human relations, behavioural theories, and modern approaches to organisational design and structure. By engaging with a variety of case studies, students will gain practical insights into the challenges of managing and leading organisations in a dynamic global business landscape. The course also encourages students to critically assess the relevance and application of traditional organisational theories in contemporary business contexts, enabling them to design effective organisational systems that foster collaboration, innovation, and high performance.


Learning Outcomes


Upon completion of this course, students will be able to:


1. Understand and apply classical, behavioural, and contemporary organisational theories.


2. Analyse how organisations adapt to environmental changes and optimise their structure.


3. Evaluate the role of leadership, culture, and communication in shaping organisational effectiveness.


4. Design organisational systems and structures that improve efficiency and support strategic goals.


5. Navigate the complexities of managing diverse teams and organisational dynamics in real-world settings.

This course delves deeper into the complexities of modern business environments, equipping students with advanced knowledge and research capabilities to address real-world challenges. It encompasses a comprehensive understanding of organizational behaviour, strategic thinking, and integrating sustainable practices into management. By combining theoretical frameworks with practical case studies, the course prepares future leaders to drive innovation, build resilient organizations, and influence global business landscapes. Topics include cross-cultural management, financial decision-making in uncertain environments, and leveraging data-driven strategies for competitive advantage.


Learning Outcomes


Upon completing the course, students will be able to: 


1. Critically Analyse Theories: Evaluate traditional and contemporary management principles to address complex business challenges. 


2. Strategic Leadership: Design and implement strategic plans to drive organizational success.


3. Innovation and Change: Apply innovative strategies to manage change and maintain competitiveness.


4. Global Business Insights: Assess the impact of globalization, technology, and cultural diversity on decision-making.


5. Sustainability and Ethics: Lead organizations ethically and sustainably to meet societal and environmental responsibilities.

This module prepares candidates for advanced academic and practical research in business management, focusing on quantitative, qualitative, and mixed-method methodologies. Students explore hypothesis formulation, research design, and data collection techniques. Quantitative approaches include statistical analysis, regression models, and survey methods, while qualitative methods cover case studies, thematic analysis, and ethnographic research. The module emphasises the use of software tools such as SPSS, NVivo, and MATLAB for data analysis. Students also develop expertise in literature review, research ethics, and crafting high-quality academic proposals that contribute to the advancement of business research.


Learning Outcomes


Upon completing the course, students will be able to:


1. Design robust research frameworks using advanced quantitative, qualitative, and mixed-method approaches.


2. Develop hypotheses and create effective research designs tailored to specific business problems.


3. Utilise statistical tools and software like SPSS, NVivo, and MATLAB to analyse complex datasets.


4. Conduct comprehensive literature reviews and synthesise findings to inform research objectives.


5. Evaluate ethical considerations in conducting high-quality academic and applied research.

This module critically examines the evolution of marketing theories and their applications in a dynamic, competitive business environment. It explores contemporary issues such as consumer behavior, relationship marketing, branding, and marketing analytics. Students are introduced to concepts like digital marketing, service marketing, and global marketing strategies. The module emphasizes the integration of marketing with organizational strategy to create sustainable competitive advantage. Through critical analysis and practical examples, students gain insights into how marketing theories address changing consumer expectations, technological advancements, and social responsibility in global markets.

Learning Outcomes

Upon completing the course, students will be able to:

1. Analyze the evolution of marketing theories and their relevance to modern business environments.

2. Evaluate consumer behavior and its impact on marketing strategies.

3. Design relationship marketing and branding initiatives to foster customer loyalty and brand equity.

4. Utilize marketing analytics to interpret data and drive informed decision-making.

5. Develop digital, service, and global marketing strategies tailored to contemporary challenges.

This module provides an advanced understanding of decision-making theories, focusing on both rational and behavioral approaches. Students explore classical decision theories, including cost-benefit analysis and utility-based models, alongside modern frameworks that address cognitive biases and heuristics. The course examines tools such as decision trees, game theory, and multi-criteria decision analysis, which are essential for navigating complex business scenarios. Additionally, ethical and moral considerations are emphasized, equipping students to balance economic objectives with organizational and societal responsibilities.


Learning Outcomes


Upon completing the course, students will be able to:


1. Apply classical decision-making theories, including cost-benefit analysis and utility-based models, to business scenarios.


2. Analyze behavioral decision-making frameworks, recognizing the influence of cognitive biases and heuristics.


3. Utilize decision-making tools such as decision trees, game theory, and multi-criteria decision analysis for complex problem-solving.


4. Evaluate the ethical and moral implications of decision-making in organizational contexts.


5. Integrate rational and behavioral approaches to make balanced and informed decisions.


This module examines the structure and functioning of financial markets, focusing on various financial instruments such as bonds, equities, derivatives, and commodities. Students analyze market dynamics, pricing mechanisms, and the role of financial intermediaries in facilitating capital flows. The course explores risk management strategies, regulatory frameworks, and the impact of global economic conditions on financial markets. Emphasis is placed on understanding the interplay between financial instruments and their applications in corporate finance, investment, and hedging strategies. Real-world examples illustrate how financial markets operate in different economic scenarios.

Learning Outcomes

Upon completing the course, students will be able to:

1. Analyze the structure and dynamics of financial markets, including pricing mechanisms.

2. Evaluate the characteristics and functions of financial instruments such as bonds, equities, derivatives, and commodities.

3. Assess the role of financial intermediaries in facilitating capital flows and market stability.

4. Apply risk management strategies to address uncertainties in financial markets.

5. Interpret the impact of global economic conditions on financial market operations.

This module explores the principles of monetary theory, focusing on policies that influence economic stability and growth. Students analyze the role of central banks and the application of monetary tools, such as interest rates, open market operations, and reserve requirements, in addressing economic challenges. Emphasis is placed on understanding the interplay between monetary policy, inflation control, unemployment, and overall economic performance. Through case studies and real-world examples, students gain insights into how monetary policies shape economies and respond to global economic dynamics.


Learning Outcomes

Upon completing the course, students will be able to:


1. Explain the principles of monetary theory and their relevance to economic stability and growth.


2. Analyze the role and functions of central banks in modern economies.


3. Evaluate the effectiveness of monetary tools, including interest rates and open market operations, in addressing economic challenges.


4. Examine the relationship between monetary policy and key economic indicators such as inflation, employment, and GDP.


5. Assess the impact of monetary policies on economic performance in global and domestic contexts.

This module addresses advanced financial management practices in the context of global business operations. Students explore international financial markets, foreign exchange risk, and cross-border investment strategies. Topics covered include capital budgeting, global financial instruments, hedging techniques, and international monetary policies. Emphasis is placed on managing financial risks and optimizing financial decisions for multinational corporations. Through case studies, students analyze the implementation of financial strategies in a dynamic global economic environment, balancing profitability, risk, and sustainability.

Learning Outcomes

Upon completing the course, students will be able to:

1. Analyze the structure and functioning of international financial markets.

2. Assess the impact of foreign exchange risks on multinational business operations.

3. Develop cross-border investment strategies that optimize financial outcomes.

4. Apply advanced capital budgeting techniques to evaluate global investment opportunities.

5. Utilize global financial instruments and hedging techniques to manage financial risks.
The Strategic Marketing Communications course focuses on developing cohesive marketing campaigns that align messaging across multiple channels. It emphasizes the importance of strategic communication in crafting and delivering consistent brand messages to target audiences. The course covers the key principles of integrated marketing communications (IMC), which ensures that all promotional efforts—whether digital, print, social media, or traditional advertising—work together to strengthen the brand’s position and resonance with consumers.
Through practical applications, students will develop the skills necessary to create integrated marketing campaigns that effectively reach and engage target audiences, reinforcing brand identity and driving business growth.

Learning Outcomes

Upon completion of this course, students will be able to:

1. Design and implement cohesive marketing campaigns that align messaging across multiple channels.

2. Understand the role of strategic communication in building strong and memorable brands.

3. Apply integrated marketing communication (IMC) principles to ensure consistency in brand messaging.

4. Utilize data and analytics to measure the effectiveness of marketing communications and adjust strategies accordingly.

5. Create marketing strategies that engage diverse consumer segments and support long-term brand success.

The Integrated Marketing Communication Strategies course delves into the development of cohesive marketing strategies across multiple channels to achieve effective brand communication. The curriculum emphasizes creating unified messaging that aligns with organisational objectives while resonating with diverse target audiences.

Key topics include message design, media planning, brand positioning, and the integration of traditional and digital marketing channels. The course bridges theoretical concepts with real-world applications, enabling students to design impactful campaigns that drive engagement and reinforce brand identity.

Learning Outcomes

By the end of this course, students will be able to:

1. Develop integrated marketing communication plans that unify messaging across channels.

2. Analyze and apply media planning techniques to optimize campaign reach and impact.

3. Craft compelling brand positioning strategies tailored to specific market segments.

4. Align communication strategies with broader organisational goals.

5. Evaluate the effectiveness of integrated campaigns through metrics and feedback.

The Contemporary Marketing Challenges and Trends course explores the evolving landscape of marketing, focusing on the latest challenges and trends shaping the industry. This course examines the impact of digital transformation, the shift towards consumer-centric strategies, and the rise of new technologies and platforms that are reshaping how businesses engage with their audiences.

Key topics include the growing influence of digital marketing, data-driven decision-making, social media strategies, and personalized consumer experiences. The course encourages students to critically assess emerging opportunities and potential risks in the rapidly changing marketing environment. Through case studies and practical applications, students will explore the strategies that successful organizations are using to stay ahead of the curve, adapting to new consumer behaviors and market dynamics.

Learning Outcomes

By the end of this course, students will be able to:

1. Understand and evaluate the current trends and challenges in the marketing industry.

2. Analyze the role of digital transformation in shaping marketing strategies.

3. Assess the importance of consumer-centric approaches and personalization in modern marketing.

4. Identify emerging opportunities and risks in the marketing landscape.

5. Develop critical thinking skills to adapt marketing strategies to evolving trends.

The Advanced Report Writing in Social Sciences course focuses on equipping students with the skills and methodologies necessary to produce high-quality academic and research reports in the social sciences. This course is designed to help students master the art of structuring, organizing, and presenting research findings effectively, adhering to international academic standards.

Key topics include various academic writing styles, conducting comprehensive literature reviews, citation techniques, and the use of both qualitative and quantitative data. The course places a strong emphasis on critical analysis, developing well-supported arguments, and ensuring academic integrity in every aspect of the writing process. By engaging in practical exercises, students will enhance their ability to write clear and impactful research reports, journal articles, and theses. They will also develop the necessary skills to present complex ideas coherently and convincingly, contributing significantly to the body of knowledge in their respective fields.

Learning Outcomes

By the end of this course, students will be able to:

1. Structure and organize research reports, journal articles, and theses with clarity and coherence.

2. Use appropriate academic writing styles and citation techniques effectively in their research.

3. Conduct thorough literature reviews and incorporate existing research into their own work.

4. Apply both qualitative and quantitative research data in their writing and analysis.

5. Develop critical arguments and analyses that support research findings.

This module is designed to guide students in developing their doctoral research proposals. Students refine their research questions, conduct an extensive literature review, and finalize their methodological approach under the supervision of experienced faculty. Emphasis is placed on identifying research gaps, framing a strong research hypothesis, and selecting appropriate data collection and analysis methods. Throughout the course, students are required to present their progress in seminars, receiving critical feedback to ensure their research proposals are methodologically sound, well-structured, and aligned with their research objectives.

Learning Outcomes

Upon completing the course, students will be able to:

1. Develop clear and focused research questions that address significant gaps in the existing literature.

2. Conduct an extensive literature review to contextualize research within the field.

3. Formulate a strong research hypothesis based on theoretical frameworks and empirical evidence.

4. Select and justify appropriate research methodologies, including data collection and analysis techniques.

5. Present research proposals effectively and engage in constructive feedback to refine ideas.
The Advanced Marketing Research Seminar serves as a platform for discussing cutting-edge marketing research and emerging trends within the field. This course provides an interactive environment where students present their research work, receive constructive feedback from peers and faculty, and engage in critical debates on contemporary marketing issues. Through this dynamic seminar format, students refine their ability to communicate complex ideas, defend their research findings, and engage in intellectual discussions that challenge traditional marketing perspectives.

Students will have the opportunity to explore and analyze the latest trends, theories, and methodologies in marketing research, enabling them to stay at the forefront of the field. The course encourages collaboration and fosters an environment where innovative thinking thrives. By presenting their research in a seminar format, students will also enhance their presentation and public speaking skills, preparing them for high-level academic and professional settings.

Learning Outcomes

Upon completion of this seminar, students will be able to:

1. Present and defend their marketing research findings in a professional and structured manner.

2. Engage in critical discussions and debates on advanced marketing topics and emerging trends.

3. Provide and receive constructive feedback that contributes to the improvement of research quality.

4. Develop and refine their presentation and communication skills for academic and professional contexts.

5. Foster a collaborative research environment and think innovatively about solving contemporary marketing challenges.

This module is designed to guide students in developing their doctoral research proposals. Students refine their research questions, conduct an extensive literature review, and finalize their methodological approach under the supervision of experienced faculty. Emphasis is placed on identifying research gaps, framing a strong research hypothesis, and selecting appropriate data collection and analysis methods. Throughout the course, students are required to present their progress in seminars, receiving critical feedback to ensure their research proposals are methodologically sound, well-structured, and aligned with their research objectives.

Learning Outcomes

Upon completing the course, students will be able to:

1. Develop clear and focused research questions that address significant gaps in the existing literature.

2. Conduct an extensive literature review to contextualize research within the field.

3. Formulate a strong research hypothesis based on theoretical frameworks and empirical evidence.

4. Select and justify appropriate research methodologies, including data collection and analysis techniques.

5. Present research proposals effectively and engage in constructive feedback to refine ideas.
The qualification exam is a rigorous assessment designed to evaluate the candidate’s knowledge of core concepts, theories, and methodologies in business management. It serves as a crucial milestone to determine the student’s readiness to advance to the research and thesis phase. The exam includes both written and oral components, requiring students to demonstrate their mastery of coursework, their ability to synthesize knowledge, and their readiness to contribute original research to the field.

Learning Outcomes

Upon completing the qualification exam, students will be able to:

1. Demonstrate a deep understanding of core business management concepts, theories, and methodologies.

2. Synthesize knowledge from various areas of business management to formulate cohesive arguments.

3. Apply theoretical frameworks and methodologies to solve complex business problems.

4. Communicate complex ideas effectively in both written and oral formats.

5. Exhibit the critical thinking and analytical skills necessary to contribute original research to the field of business management.
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