10 Best Online PhD in Marketing Degree Programs [2024 Guide]

Explore online PhD in marketing degrees for 2024. Compare online doctoral programs in marketing, career paths, salaries, and degree options.

If you’re ready to take your education to the next level, an online PhD in marketing can teach you many real-world skills in business, finance, administration and research methods. It can also help prepare you for high-level careers in management positions.

Best of all, since it’s delivered online, you may earn your degree from home without any need to step on a college campus.

Online PhD in Marketing Degrees

The first thing to know about marketing degrees is that there are multiple kinds. On the doctorate level, students usually choose between two tracks:

• Doctor of Philosophy (PhD) in Marketing
• Doctor of Business Administration (DBA) with an emphasis in Marketing

These degree programs are quite similar, and they typically hold the same weight with employers. It’s just a matter of choosing the one that best suits your interests. If you’re still considering careers outside of marketing, for example, you might want a broad-spectrum DBA that can be applied to many different business jobs.

Once you’ve picked a degree track, it’s time to decide whether or not to specialize. Do you want to study marketing on a general level, or would you prefer to focus on something specific? Depending on your university, you could have quite a few options:

• Market Research and Analysis
• Digital/Internet Marketing
• International or Cross-Cultural Marketing
• Social Media Marketing
• Brand Management

Many of these concentrations have overlapping subjects. For example, social media marketing can play a big role in Internet marketing, so their lectures and seminars might cover some of the same ground. However, many schools will still consider them separate disciplines.

PhD in Marketing Curriculum & Courses

As a graduate student in marketing, you’re expected to know the basics already. You probably won’t see any “Principles of Marketing” courses in a PhD program.

Instead, you’ll likely take an in-depth look at things like consumer behavior and data analytics and learn how to integrate business, finance, psychology, technology and economics into advertising lessons. In many programs, you’ll also learn leadership skills that can help prepare you for managerial jobs.

Here are a few names that you might see in a course catalogue for a marketing PhD:

• Multinational Marketing: Technology is erasing barriers left and right, and these courses in “international marketing” or “cross-culture marketing” can help teach you how to confront advertising challenges a global scale.
• Digital Marketing: Even if you aren’t specializing in the subject, web-based marketing is such a driving force in today’s businesses that you’ll be expected to know its key concepts and strategies.
• Statistics: Some data-based marketing programs will ask for math and economics classes. Statistics is a common requirement, and you might have options for things like econometrics and statistical modeling as well.
• Quantitative Research Methods: You’ve probably studied research methods before, but doctorate-level classes dive even further into mining, organizing and analyzing data.
• Communications: Communication is one of the building blocks of advertising, so prepare to take high-level courses in media, language, communication theory, social interaction and more.
• Organizational Behavior: This is a common class for future business leaders, so if you’re considering a DBA with an emphasis in marketing, it might check off certain credit requirements for graduation.
• Traditional Marketing: Though it’s less common now, traditional marketing is still taught alongside its tech-based cousin.
• Pricing Strategy and Analysis: If you’re studying operations or supply chain management as part of your marketing degree, these classes can be crucial.
• Advanced Studies in Consumer Behavior: Once you’ve taken the basic, entry-level courses in consumer behavior, you should be ready for advanced research into how and why people shop.
• Special Topics in Marketing: These are special courses for contemporary marketing subjects. They might cover everything from current trends and technological breakthroughs to cultural conversations and shifting consumer expectations.

Depending on your online marketing degree program, you might also take courses in things like finance, technology, psychology or business administration. Choosing a marketing specialization, like an online digital marketing degree, will focus more on the specialization rather than generic marketing classes.

Marketing Careers & Salaries

According to the Center on Education and the Workforce, on average, those with a master’s degree in marketing and marketing research earned $81,000 per year, while those with a bachelor’s degree earned $63,000 annually.

While these degrees aren’t the same as an online doctorate in marketing, they can provide a scale for the kind of salary increase that you can expect as you earn higher and higher credentials.

As for the jobs themselves, you’ll have options in just about any industry that you care to name. Everyone needs marketing experts, so whether you’re interested in business, education, healthcare, fashion, technology or retail, you can find marketing jobs in those markets.

Some careers in the marketing field, according to the Bureau of Labor Statistics, include:

As you can see, there are six-figure possibilities after you obtain a PhD in marketing online. They aren’t a guarantee, of course, but the first step to climbing the corporate ladder is to have the right credentials under your belt.

Admissions Requirements

Every university has their own admissions process. For example, some will require a “pre-candidacy” phase for their PhD students while others will accept PhD candidates into degree programs right away. Some will have a standard formula that adds together test scores and GPAs; others will review applicants on an individual basis.

There’s no way to guess what kind of process that your chosen university will have, so you’ll need to look for specifics on their website.

As for submitting your application, here are a few of the most common requirements:

• Transcripts and test scores: You’ll need a bachelor’s and master’s degree from an accredited university. You might also need GRE or GMAT scores.
• Letters of recommendation: Most colleges will want 2 – 3 letters of recommendation from people in positions of authority.
• Resume or CV: If you’ve already entered the workforce, submit a resume. If you’ve spent your time in academia, submit a CV.
• Statement of purpose: This is basically a college essay for graduate students. It can be used to detail your interests, career goals, educational achievements, work experiences and more.

If you enter a pre-candidacy program, you might be asked to complete a certain amount of coursework before you’re able to submit an application to the marketing department.

Accreditation

Accreditation is a process that proves the educational value of a university or university program. It’s so strict that there are oversight agencies for the accrediting boards themselves. You might be familiar with the most famous: The Council for Higher Education Accreditation (CHEA).

There are three types of accreditation:

• Regional accreditation is offered by several accrediting boards in the United States. They divide the country into regions, which is why they’re named things like “New England Commission of Higher Education” and “Southern Association of Colleges and Schools.”
• National accreditation is for trade and technical schools. It’s also standard for religious colleges because of the separation of church and state.
• Programmatic accreditation is for specific departments and degree programs. Rather than being given to an entire college, it’s awarded by industry-specific organizations for their areas of expertise.

If you want to know if your university is accredited, there are several online databases where you can simply plug in your school’s name and bring up a list of its credentials. This should be an important step to take when researching any type of degree program, especially if its for a graduate level program like a master’s in marketing or a PhD in marketing.

Marketing Professional Organizations

A professional organization is a group that offers resources to students, teachers, executives, advisors and vendors within a specific field. They can be a great way to network with others, especially if you’re a graduate student earning a marketing doctorate online.

You might like to supplement your digital learning experience with real-world contacts and events.

• American Marketing Association: As one of the largest organizations of its kind, the AMA can be a great starting point for marketing students. It even offers discounted rates for members who are still in school.
• Association of National Advertisers: The ANA is for marketers and advertisers of all types. They have events, awards, committees, workshops, webinars, certification programs and more.
• Interactive Advertising Bureau: The IAB is devoted to digital marketing. If you’re specializing in web-based promotional tactics, their organization can be a great place for education and advocacy.

These are just a few organizations that welcome marketing students. There are many more, so don’t feel limited by the suggestions on this list. Keep looking until you find an organization that aligns with your unique goals and interests.

Marketing Licensing and Certification

In a competitive job market, a PhD isn’t always enough. You might want further qualifications to really stand out from the crowd. Here are a few options that can complement a marketing doctorate online.

• American Marketing Association PCM Marketing Management: The Professional Certified Marketer (PCM) can be earned for several specialties, including digital marketing, content marketing and marketing management. There are no eligibility requirements. Anyone can take the exam.
• Interactive Advertising Bureau Digital Ad Operations Certification: As the only certification for Advertising Operations, this one-of-a-kind program is available to both individuals and teams. It requires two years of experience in a professional environment and passing an exam.

For further certification options, reach out to professional marketing associations. Many of them offer training programs and learning certificates that can be added to your CV.

Financial Aid & Scholarships

You’ve probably heard of fully-funded PhD programs. They’re the holy grail of financial aid: They completely waive your graduate school tuition in exchange for working on campus as a researcher, gopher, assistant or student teacher. Some of these programs even offer a stipend to cover your living expenses.

These programs are real, but they’re extremely selective, so it isn’t a good idea to count on them. You might not even be eligible for a fully-funded program as an online student. It depends on your school.

Here are a few other financial aid options that you can explore:

• FAFSA. The Free Application for Federal Student Aid will automatically determine your eligibility for grants, loans and work-study programs. There’s even a Direct PLUS Loan meant specifically for grad students.
• Scholarships. You might be eligible for a variety of merit- and need-based scholarships. Some are meant just for marketing students, including the Marketing EDGE Scholarship Award.
• Apprenticeships. You’ll need to live near your campus for this one, but it’s quite common for PhD students to take on apprenticeships to offset some of their program costs.
• Private aid. There are many loans, grants, internships, fellowships and tuition reimbursement programs that are offered by private organizations.

Reach out to your college’s financial aid office to learn more about your options.

What is a PhD in Marketing?

Marketing degrees are available at every level from associate to doctorate. When you pursue a PhD, however, you’re committing yourself to an advanced level of study with in-depth research into marketing tactics and strategies.

It will take a lot of hard work, and it can’t be completed in just a semester or two. This is why PhD titles are so prestigious. They represent years of effort.

How Long Does it Take to Get a PhD in Marketing

PhD programs typically take anywhere from 3 – 8 years to complete. Since the coursework is so intensive, many grad schools have a limit to the number of credits that you can take per semester, so you can’t rush through them.

Even full-time students usually require three years or more. Part-time students will require longer.

What Can I Do With a Marketing Doctorate Degree?

Marketing degrees can be quite versatile. Depending on your interests, a PhD might qualify you for any number of careers:

• Brand manager
• Media planner
• Marketing director
• Search engine optimization (SEO) specialist
• Market research manager
• Data analyst

Demand is on the rise, too. According to the U.S. Bureau of Labor Statistics, advertising and marketing managers are expected to see a six percent growth rate in the next decade. That translates to thousands of new jobs in just one sector of the marketing industry.

How Much Does a Doctorate in Marketing Cost?

The cost of your doctorate degree will depend on your school. Not only do they have different tuition rates, but on the graduate level, they have different ways of charging students.

For example, while some PhD programs charge by the credit, others charge by full- or part-time status or by the student’s current year of study. Discounted rates might be available for students who have been studying longer.

Another thing to consider is whether you’re getting your doctorate online. In some cases, distance learners can save money since they don’t have to pay for things like parking and housing. In other cases, distance learners will pay more since they can’t offset their costs with things like apprenticeships.