Focus in Marketing

Due to the large number of lecturers in the Marketing specialization, PhD students in this track have the opportunity to conduct research in a wide range of topics: Marketing Management, Customer Insight or Consumer Behavior, Retail Management, Service Management and Tourism, Sustainability Management, Media and Communication Management are just a few of them.

Most dissertations in Marketing are empirically oriented, using a wide range of methods. Qualitative methods such as case studies or ethnographic research are used as well as quantitative research methods such as field and laboratory experiments, surveys, observations or panel studies. In principle, conceptual work is also possible.

At the University of St.Gallen (HSG), the focus is on combining academic rigor with application-oriented relevance, which means that focusing on Marketing within the PMA in addition to being taught reflective fundamental scientific-theoretical concepts and a solid, appropriate and sound research methodology, PhD students are also trained to independently take charge of innovative and empirical projects.

Our goal is for PhD students to successfully present at international conferences, build a strong network within the international marketing research community, and successfully publish in top-tier journals - or position themselves in the field through proven expertise in their specific discipline.

In addition to strong perseverance, PhD students focusing on Marketing should have a keen interest in researching consumer behavior and/or relevant, market-oriented topics in Marketing, as well as the ability to think analytically and systemically.

Focus-specific courses and seminars are offered in English and German.