Marketing PhD

As a doctoral researcher, you’ll sharpen your ability to work with diverse data—qualitative and quantitative, primary and secondary—while mastering the theories and methods that drive developments in social sciences and business research. You’ll leave with both depth and versatility: the tools to explain complex ideas, design rigorous studies, and contribute to global knowledge.

You’ll grow as both a scholar and a professional—refining your data analysis and peer reviewing skills, contributing to academic debate, and pushing the discipline forward through innovative, boundary-breaking research.

Our PhD in Marketing is designed to transform your future by:

• Mastering Expertise – Build deep, specialised knowledge in marketing theory and practice while gaining advanced research skills.
• Expanding Career Horizons – Launch into impactful roles across academia, government, marketing, and multinational corporations.
• Growing Your Network – Collaborate with internationally recognised scholars and connect with a diverse peer community.
• Shaping the Discipline – Drive fresh insights that influence both policy and practice, leaving a mark on the field.

Our PhD in Marketing includes a short taught component followed by a longer research phase. Taught modules allow you to broaden, as well as deepen, your knowledge of research methods whilst undertaking your own research and developing a set of transferable professional skills.

You will also have two academic supervisors who will work with you in their areas of expertise.

If you want to pursue your own research project, you can apply to our research programmes to propose this. This is self-funded, although scholarships are available.

Our research is organised into three key groups, with each group focused around specific themes.

Culture and Consumption

The Culture and Consumption Research Group explores how people and organizations make decisions about consumption and innovation. Their work blends psychology and marketing to understand consumer behavior, and applies marketing theories to drive innovation. The group is committed to improving well-being across the marketing ecosystem, with research topics ranging from responsible decision-making and big data to eco-innovation and social entrepreneurship. Sustainability and ethical business practices are central to their approach. They aim to produce practical, research-based solutions and actively collaborate with businesses and policymakers to create positive change. Interested partners are encouraged to contact the group leads.

Consumer Science and Marketing Innovations

The Consumer Science and Marketing Innovations Research Group applies psychological and marketing theories to address key challenges in modern business decision-making, with a strong focus on supporting the United Nations Sustainable Development Goals. Their work aims to enhance well-being for all participants in the marketing ecosystem. Drawing on expertise from across the marketing field, the group concentrates on sustainability, innovation, and technology. Their research spans innovative marketing practices, digital and technological developments, and methodological advancements in marketing. A central part of their approach is using psychological theory to better understand consumer behavior and decision-making.

Responsible and Critical Marketing 

The Responsible and Critical Marketing group focuses on several key research areas, promoting responsible strategies that benefit society. Their work explores how marketing can enhance consumer well-being and examines its role in fostering sustainable consumption and production. By challenging traditional marketing theories, they aim to develop more inclusive and equitable approaches.

Additionally, they analyse the impact of digital technologies on marketing practices and consumer behavior. Overall, our research seeks to create a more responsible and critical approach to marketing that benefits both businesses and society.

Find a supervisor

Our supervisory expertise includes a wide range of theoretical interests, research areas and methodological approaches. Applicants are recommended to study the profiles of individual staff and contact appropriate supervisors directly before they apply.

When considering potential supervisors avoid generic emails to everyone in the department or research group as such approaches seldom attract interest. It is advised to email potential supervisors where you see a direct link to your proposed area of study and/or methods. Try to read some of the work written by potential supervisors and when you contact them, explain how your ideas fit with their existing research and/or stated areas of interest.

The Marketing department encourages PhD applications that align with one of the three research groups below, which have a vibrant mix of researchers, all driven by real questions that face business and society. However, all interesting projects will be considered. 

Find an Advertised PhD

Find a PhD project that suits your interests by using our FindAPhD tool.

Research proposal

If you are proposing your own research topic, you will need to submit a research proposal. It’s a key part of your application, so take your time. Your potential supervisors will use it to decide if your research is something they can support.

Your proposal should be a clear and concise summary of your research. It generally consists of an outline of your proposed research project, including your main research questions and the methods you intend to use.

You should also comment on the potential impact and importance of your intended research and on how your work would interact with current trends in your academic field. It should illustrate the relevance of your topic to the research interests and expertise of the staff within your chosen department.

English language requirements

If you are an international student, you will need to demonstrate you have a suitable level of English proficiency, usually through the form of an IELTS or equivalent qualification or a Presessional English course.

For this course we require IELTS 7.0 with no less than 6.5 in any band, which is equivalent to:

• TOEFL: 95 overall with no less than 22 in any component
• Pearson Test of English (PTE): Academic 76 with no less than 67 in all four skills
• Cambridge English: C1 Advanced or C2 Proficiency - minimum overall score of 185, with no less than 176 in any component
• LanguageCert ESOL SELT (UKVI): C1 'Expert' with no less than 25 in each skill

Funding options

Apply for a PhD that already has funding attached

These are most common in STEM (Science, Technology, Engineering and Medicine) subjects, but they can sometimes be available for pre-defined research projects in the arts, humanities or social sciences. These may be advertised as fully funded (with fees and a stipend) or competition funded, meaning the projects compete against other projects at each institution.

Self-fund, or search for funding or a studentship

You devise your own PhD topic, find and consult with a potential supervisor, explore funding opportunities, write a research proposal and apply to the relevant programme. Our Postgraduate Scholarships and Funding database lists all available funding.

A limited number of scholarships and studentships may be available to outstanding applicants. For further information, please explore our scholarships and funding database.

If you are applying to an ‘advertised PhD’, please check the details of the specific research project for application deadlines.

If you are submitting your own research proposal, applications are accepted all year round. However, if you wish to start in September, we would encourage you to apply by 1 June. Whilst you are still welcome to apply after this date, it is important to allow time for us to review your application.

If you are seeking funding, please be aware that the majority of funding opportunities have deadlines in early spring so we would encourage you to apply as early as possible.

We have put together some helpful information on the research programme application process and supporting documents on our how to apply page. Please read this information carefully before completing your application.

Careers Network

At Birmingham, we prepare our researchers to make an impact across every sector of society. Our PhD graduates are global change-makers: advancing knowledge, shaping policy, leading industries, and educating future generations.

You'll benefit from dedicated careers support tailored to your unique paths. Our expert team of Careers Advisers, including a dedicated postgraduate research adviser, offer one-to-one guidance to help researchers navigate career decisions both within and beyond academia.

Whatever you plan to do after your degree, the Careers Network offers a range of events and support services including networking opportunities, career coaching, one to one guidance, careers fairs and links with leading graduate recruiters.

We also offer subject specific careers consultants and a dedicated careers website for international students.

Our bustling campus with its beautiful grounds, friendly community and excellent facilities will quickly make you feel at home. We offer you a huge variety of accommodation options in the UK’s second city, exciting activities to get involved in outside your studies, as well as all the support and advice you need.