The Wisconsin PhD Program in Marketing is designed to prepare students for academic careers at top universities. A career as a marketing faculty member offers a high degree of intellectual stimulation, creative freedom, and the opportunity to develop and disseminate new knowledge via research and teaching.

Core Areas of Research

Student research is supported by faculty in three core areas:

  • Quantitative Modeling
  • Consumer Behavior
  • Marketing Strategy

Our faculty members contribute to significant advancements in the theory and practice of marketing, as evidenced by our recently published journal articles.

Academic Requirements

All students must meet the general PhD requirements of both the UW–Madison Graduate School and the Wisconsin School of Business. Prospective students should possess:

  • A bachelor's degree in accounting, finance, management, economics, or operations and information management OR
  • A minimum of four courses from two or more of the following areas: accounting, finance, management, economics, and operations and information management

  • Competency at an intermediate level of statistics

Program Coursework

Students complete four PhD seminar courses in marketing from the core areas of research: quantitative modeling, consumer behavior, and marketing strategy. These seminar offerings vary from year to year.

Students complete four courses at the graduate level, either inside or outside the Wisconsin School of Business, including at least one course in the methods of data collection and at least one in the methods of data analysis.

See Guide for all course requirements.

Faculty Research Interests

Neeraj Arora

Research interests:
  • Choice models
  • Experimental design
  • Big data analytics
  • Machine learning
  • Bayesian statistics

Kevin YC Chung

Research interests:
  • Quantitative marketing
  • Empirical industrial organization
  • Choice models
  • Endorsement marketing
  • Emerging markets
  • Credence goods

Amber Epp

Research interests:
  • Understanding collective phenomena, including the interplay of relational identities, collective goals, and network agency
  • Group decision-making

Jan Heide

Research interests:
  • Channels of distribution
  • Strategic partnerships
  • Interorganizational relationships
  • Marketing strategy

Paul Hoban

Research interests:
  • Consumer response to advertising and promotion
  • Online marketing and electronic commerce
  • Word of mouth
  • Firm decision-making under competition
  • Bayesian methods
  • Structural econometrics
  • Empirical games

Qing Liu

Research interests:
  • Quantitative modeling of marketing data
  • Bayesian methods
  • Experimental design
  • Conjoint analysis
  • Consumer choice
  • Big data analytics

Paola Mallucci

Research interests:
  • Behavioral and experimental economics
  • Social preferences
  • Pricing and contractual choices
  • Corporate social responsibility and public good creation

C. Page Moreau

Research interests:
  • Consumer learning and knowledge transfer
  • New product development and acceptance
  • Creativity and design

Thomas O’Guinn

Research interests:
  • Sociology of consumption
  • Brands
  • Commercial communication
  • Advertising and visual communication
Joann Peck
Research interests:
  • Haptics
  • Interpersonal touch
  • Non-verbal behaviors more broadly
  • Psychological ownership
  • Individual difference measures

Evan Polman

Research interests:
  • Consumer and managerial decision-making
  • Creativity
  • Ethics
  • Emotions
  • Psychology experiments

Robin (Rob) Tanner

Research interests:
  • Nonconscious influences on consumer choice and optimism
  • Implications of selective processing for consumer choice

J. Craig Thompson

Research interests:
  • Philosophy of science
  • Postmodern culture
  • Consumer lifestyles and motivations
  • Gender issues and consumption

Liad Weiss

Research interests:
  • Marketing and consumer behavior
  • Judgment and decision-making
  • Social cognition
  • Self-concept
  • Categorization

Connect with Current Students

We encourage you to contact our doctoral students in marketing to hear their perspectives on the Wisconsin PhD Program.

View current student profiles

See Our Placement Results

Graduates of our PhD specialization in marketing have accepted tenure-track positions at top research universities.


View recent placements