PhD Marketing

The course

Full-time, Part-time
Course type
Entry date



The main mission of our Marketing subject research group is to advance and disseminate knowledge in the important field of marketing. Our approach is interdisciplinary since the marketing discipline draws on knowledge from many other fields (e.g. psychology, sociology, anthropology). Our group works with PhD scholars in the following areas: cultural heritage and tourism, sustainable consumption, consumer research and consumer psychology, digital marketing, and financial services marketing. This list is not exhaustive, however, and we would encourage students with excellent records of achievement (particularly self-funded) to contact us. 

We are proud of our record in graduating PhD scholars who have contributed to important debates by producing research of a high international standard. Being part of a diverse School of Social Science gives our scholars access to supervision by experts in core marketing disciplines such as Psychology, Economics and Cultural Studies. This further enhances the quality of our scholars’ research and academic skills. As part of a University with campuses in Scotland, United Arab Emirates and Malaysia, we can also offer international opportunities, further enriching our scholars’ career prospects. 

Programme duration

Normally 3 years.


Marketing Group research project 1

Considering the international response to climate change, consumer research is required upon which to base adaptation strategies, in addition to those aiming for mitigation.  This PhD will focus on consumption moderation by examining domain-specific processes used to adjust the utility gained from consumption (anticipated, experienced and remembered).  This work will contribute to sustainability, obesity and memory research.

Potential supervisors: 

Marketing Group research project 2

There is a growing concern that online game gambling present significant potential harm for some individuals and society. This study explores consumers’ online gaming addiction and influence of potential mediating and contextual factors on their post consumption by employing marketing and psychological theories (e.g., attributional and guilt) in leisure industry.

Potential supervisors:

Marketing Group research project 3

First Scottish University Credit Union (First Scottish) is about to receive regulatory approval to offer services to students and graduates.  This PhD will utilise emergent Transformative Service (TS) Marketing Theory to explore to this context. It will evaluate how provision of financial services through First Scottish might improve individual and societal well-being, and will engage with ongoing policy initiatives to widen access and improve retention within Scottish HEIs.

Potential supervisors:

Marketing Group research project 4

The existing literature on the measurement and management of quality in B2C (and to a large extent in B2B) predominantly on the dyadic relationship between buyer and seller (or buyer/seller and intermediary). With increasing emphasis being placed on the use of social media to facilitate relationship development and maintenance and the emergence of the concept of Social CRM, more research is needed to understand how the wider network of relationships within which focal dyads are embedded (including networks of influencers) affect the measurement and management of relational quality.

Potential supervisors:

  • Paul Hopkinson
  • Kathryn Waite

Entry requirements

Academic degree

To apply to study a PhD in Marketing, please select 'PhD Management' in the application form's drop-down menu.

All applications will be reviewed within the relevant department with a shortlisting decision made based on qualifications, the research proposal and the availability of a supervisory team.  Shortlisted applicants must have the equivalent of a 1st class honours undergraduate degree, or a Masters degree with an average mark of 65% or higher and a dissertation mark of 65% or higher.  Applicants who are unsure if their qualifications meet the minimum criteria should contact  Please note that possession of the minimum qualifications does not guarantee shortlisting for interview.

English Language requirements

If you have not already studied a degree programme that was taught and examined in the medium of English we require evidence of language proficiency. For IELTS: the minimum overall IELTS score is 6.5 with no score lower than 6.0 in Reading, Writing, Speaking and Listening.  

Further information can be found on the UK Government's Knowledge of English web pages.

Research proposal

The research proposal should contain as much as possible of the following:

  • an introduction or outline of the proposed topic;
  • a statement of objectives and/or specific research questions;
  • a summary of some of the relevant literature which supports the research objective(s);
  • an indication of the intended research methodology;
  • an indication of the theoretical structure and/or conceptual outline;
  • a provisional timetable of the major phases of the research process;
  • results expected from the research e.g. practical value of the research or possible contributions to knowledge or policy or methodology.

At this stage we are not looking for a definitive document but merely an indication that you have thought through most of the above issues. Please note that work submitted may be subject to screening via plagiarism software.


If you have references available these should be submitted with your application.  If they are not currently available please ensure that you provide the names and contact details, including email addresses, of two academic referees on the application form.

Candidates may also submit a Curriculum Vitae.

Queries may be directed to


Tuition fees for entry
Status Full-time Part-time
Overseas £ 19056 £ 9528


  1. Your residency 'status' is usually defined as the country where you have been ordinarily resident for the three years before the start of your course. Find out more about tuition fees.
  2. Overseas includes applications from European Union countries who do not hold Pre-Settled or Settled status in the UK. Read more about the application process for EU nationals.

Additional fees information


We welcome self-funded PhD research candidates from around the world. The majority of academic supervisors are open to applications from self-funding students and potential candidates should match their application to the research expertise and interests of the Business Management department. If you are interested in research areas that are not advertised here then please look at our research web pages and contact staff working in your area of interest. We also welcome good quality self-funded research projects from industry. For self-funded research from industry, we may be able to cover a percentage of the fee via a scholarship. Queries may be directed to Dr. Babak Taheri

Scholarships and bursaries

We aim to encourage well-qualified, ambitious students to study with us and we offer a wide variety of scholarships and bursaries to achieve this. Over £6 million worth of opportunities are available in fee and stipend scholarships, and more than 400 students benefit from this support.

View our full range of research scholarships.

Additional scholarship information

The Business Management Department offers a number of scholarships every year. These opportunities are advertised on our Postgraduate Research Scholarships page the period from January to April.

Shortlisted candidates are then interviewed, and those awarded the scholarships would normally start in September or early October.