PhD Marketing

Staff research interests in this group cuts across four main domains including, marketing strategy and performance; product development and innovation; buyer behaviour; and the management of supply (value) chains and market delivery systems.

Overview

Projects cover a wide range of themes ranging from the marketing department’s influence on organisational performance, determinants of marketing innovation, brand and product development success, and pricing, advertising and distribution effectiveness, to marketing information/decision-support systems utilisation, value co-creation by open innovation, and consumer evaluation and processing of product communications.

The group has a long tradition in its sectoral focus on the food industry which has complemented its aim of promoting empirical, international and interdisciplinary research to enhance marketing theory and practice. Ongoing and future projects will continue to extend its sectoral foci to emerging market economies, high-technology and new (social and digital) media environments. In addition, the group’s empirical and policy-oriented work is supported by the strong links with industry and an international network of research partners.

Careers

The KBS PhD programme is designed to provide a thorough training for research careers in academia or industry. Our students generally take up academic appointments in UK or international higher education institutions or work in policy or industry settings.