Ph.D. Courses in Marketing

3.0 Credits
Special Research Topics in Marketing
This course acquaints students with the current research areas and specific research topics being conducted by Stern Faculty. It has a pro-seminar format where different faculty members present their areas of research to students every week. Students need to come up with idea papers based on the different topics being presented in class. The course is coordinated by the PhD coordinator and taught by Marketing Faculty. It is offered every two years, in the Spring term.
3.0 Credits
Research Implementation
Students define and investigate a research interest and complete a publishable paper. Students define the problem, formulate hypotheses, develop a research methodology to test hypotheses, specify an analytical design, and propose possible implications of the research.
3.0 Credits
Behavioral Applications in Marketing I
This course is designed to provide a strong foundation for critical thinking in the area of consumer behavior. It examines topics primarily in area of social psychology that have marketing applications. The primary focus is on how consumers process and integrate information such as advertising to form or change attitudes. The goal of this course is not only to impart knowledge about a body of research but also to help the individual develop his or her own interests and preferences in consumer behavior-related issues.
3.0 Credits
Behavioral Applications in Marketing II
This course provides students with a solid foundation for critical thinking and research on the judgment, decision-making and choice aspects of consumer behavior, marketing, and business in general. The course focuses on how people process information when making judgments and choices. It also covers how the processes of judgment and choice might be improved. Although the course will address the normative issue of how decisions should be made, the main focus is on the descriptive issue of how decisions are actually made. Topics of discussion include rationality, judgment under uncertainty, judgment heuristics and biases, risk-taking, dealing with conflicting values, framing effects, prospect theory, inter-temporal choice, preference formation, and the psychology of utility. This seminar complements the Behavioral Applications in Marketing I seminar, which emphasizes memory, learning, attitudes, and the persuasion aspects of consumer behavior.
3.0 Credits
Design and Analysis of Experiments
This course is intended for Ph.D. students who want to design and analyze behavioral experiments. The course has three objectives: to learn how to test research ideas with rigorous, experimental designs, to learn how to analyze these designs (using SAS), and to learn how to interpret and evaluate experimental work by other researchers. The topics covered include between subjects, within-subject, and mixed designs, effect sizes and power analysis, contrast and trend analysis, decomposing interactions, analysis of covariance, spotlight analysis, mediation, and mediated moderation. Please keep in mind that this course is not a statistics course. While we will cover some of the calculations behind the analyses, the emphasis is on learning to use the techniques and interpreting applications.
3.0 Credits
Quantitative Applications in Marketing I
The purpose of this doctoral seminar is to provide students with some exposure of empirical modeling in marketing. After reviewing the theory & applications of linear models (regression) and generalized linear models (poisson & logit regression), we provide an introduction of several important concepts in empirical modeling in marketing. This includes probability models, hidden markov models (HMM), Bayesian models, and issues surrounding causal inference such as endogeneity and sample selection bias. Finally, we go over a few new data opportunities in marketing in the areas of moment-to-moment data and textual analysis.
3.0 Credits
Quantitative Applications in Marketing II
Acquaints students with the state of the art in mathematical marketing models. The focus is on managerial models of advertising allocations, channel design, sales force allocations, sales promotion, pricing, product design, test markets, and competitive positioning. The readings are mainly drawn from leading marketing journals. Students develop their own models and papers on a topic of interest.
3.0 Credits
Advanced Empirical Methods
This course covers various advanced quantitative methods with applications in marketing and economics. Topics include simulation-based estimation, dynamic decision processes, and other advanced topics relating to empirical models of demand and supply. The course stresses the conceptual understanding and application of each technique. Students will learn to apply these techniques using Matlab or an equivalent language. The first half of the semester will include weekly problem sets and part of each class will be devoted to actual implementation of the methods in a hands-on environment. In the second half of the class, students will advance their own research agenda using methods taught in the class.
MKTG-GB.9901-0018 (B70.9901-0018)
3.0 Credits, Open Only to Ph.D. Candidates
Ph.D. Dissertation Seminar
Individual meetings with the dissertation adviser and members of the dissertation committee.
3.0 Credits
Research Methods Seminar
This course acquaints incoming students in Marketing, Management, and Information Systems with the basics of research methodology. Starting with the Philosophy of Science and Falsifiability, it moves to a deep dive into validity in all its forms (nomological, internal, external, construct, discriminant, convergent, trait, face, etc.). Reliability and questionnaire design are examined in the context of survey methodology more generally. The course then goes into the theory of experimental methods: designs, measures, manipulations, exogenous variables, confounds, covariates, moderators and mediators. There are sessions on qualitative methods as well as field experiments with large data and multi-method enquiry as well as meta-analyses. The course concludes with a discussion on the ethics of research methods. Students are required to complete a research project (with data collected and analyzed) at the end of the term. They are encouraged to use a multi-method approach and combine analyses of secondary data with surveys and experiments. It is offered every year in the Fall.