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The Current State of Marketing Doctoral Programs: Trends, Challenges, and Opportunities

O. C. Ferrell et al.

Journal of Marketing Education2025https://doi.org/10.1177/02734753251346813article
AJG 2ABDC B
Weight
0.50

Abstract

Marketing doctoral programs have evolved to sustain and improve the contributions of the marketing discipline. This research reviews the state of marketing doctoral programs and reports the results of a survey of marketing doctoral directors. The global survey of 251 directors provides a benchmark for describing and evaluating the composition of doctoral programs. Reporting the number of methodology courses and substantive marketing seminars in programs provides the opportunity to reflect upon the importance of each area in preparing students to make a contribution to the discipline. Consumer behavior is the dominant area of concentration with digital marketing and marketing strategy a distant second. The results provide an important foundation in assessing current doctoral programs for directors and all stakeholders to evaluate their program content relevant to the findings.

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https://doi.org/https://doi.org/10.1177/02734753251346813

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@article{o.2025,
  title        = {{The Current State of Marketing Doctoral Programs: Trends, Challenges, and Opportunities}},
  author       = {O. C. Ferrell et al.},
  journal      = {Journal of Marketing Education},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/02734753251346813},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.