Research in marketing utilizes methods from psychology, economics, and statistics to study how consumers and businesses interact in the marketplace. Researchers delve into how customers make decisions and how organizations serve their needs.

Marketing Strategy

  • New product design processes
  • Marketing communication
  • Distribution-channel strategies
  • Strategic-pricing decisions
  • Improving marketing effectiveness

Consumer Psychology

  • Understanding customer choices
  • The role of emotion on customer behavior
  • Analyzing brand success and predicting innovation success in technology-intensive markets
  • The internet and the marketing landscape

Dissertation Research First

The aim of the PhD program in marketing at USC is to develop top-notch researchers for productive careers in academia. Students have opportunities to engage in research from the first year and receive constant mentoring throughout their study. They are encouraged to develop their own research program and are given the freedom to pursue their own ideas. Resident faculty with international reputations provide training and guidance on the student’s dissertation research.

Faculty Coordinator

Sha Yang, Professor of Marketing

Learn More

Learn more about marketing program requirements, research, placements, and students.

Marshall Spotlight

Young Jee Han

"Marshall allows Ph.D. students to work with a variety of faculty and to observe and explore the connections between their own research interests and those of faculty. Through this, many Ph.D. students change their intended concentration areas after joining the program, and Marshall offers the flexibility to do so. Marshall’s atmosphere is also highly collaborative, both among doctoral students and between students and faculty. I have gained lifelong friendships with the peers in my cohort as well as deep professional relationships with the professors in the program."


—Young Jee Han, Student, Marketing Ph.D. Program