Research course

Marketing

Institution
University of Portsmouth · Department of Marketing
Qualifications
MPhilPhD

Entry requirements

A good honours degree in a relevant subject, or master's in a relevant subject. Equivalent professional experience and/or qualifications will be considered. All shortlisted applicants are subject to interview.

English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

Months of entry

February, October

Course content

If you're ready to take your existing expertise in Marketing into a postgraduate research degree qualification, Portsmouth is the perfect place to do it.

Our Marketing research covers advertising, branding, digital marketing, tourism marketing, marketing & society and related disciplines such as computing, economics, psychology and statistics – and when you study with us for a postgraduate research degree, you'll play your part in transforming our expertise into action.

We analyse both existing and emerging business models and consumer segments, help businesses to better understand their markets and consumers, and regularly collaborate with businesses on research projects so they can use our insights to directly improve their marketing. We're also exploring how disruptive technology, the digitalisation of retail process and access to big data is shaping today's markets and businesses.

We apply quantitative research methods such as experiments, regressions and structural equation models to measure causal effects on variables relevant to our research. We also use qualitative research techniques such as ethnography and storytelling to explore consumer decision processes at a detailed level.

Current Research

Disruptive technology is having a heavy impact on business, consumers and the marketing industry. Businesses can now access big data that reveals how customers make buying decisions, while new business models, such as the digitalisation of retail processes (the so-called ‘sharing economy’), have reshaped markets and business processes.

Our marketing research analyses existing and emerging business models and consumer segments. We provide businesses with better insights about their markets and how consumers buy products and services, allowing them to reach more customers and increase customer retention. Our research covers advertising, branding, digital marketing, tourism marketing and related disciplines such as anthropology, economics, psychology and statistics.

We apply quantitative research methods such as experiments, regressions and structural equation models to measure causal effects on variables relevant to our research. We also use qualitative research techniques such as ethnography and grounded theory to explore consumer decision processes at a detailed level.

We publish our findings in national and international journals such as the Journal of Service Research, Industrial Marketing Management, Journal of Interactive Marketing, Journal of Management Studies, Journal of Public Policy & Marketing, Tourism Management, Journal of Advertising, Psychology & Marketing, Annals of Tourism Research, Journal of Business Research, Journal of Travel Research, and the European Journal of Marketing.

We collaborate with businesses on research projects so they can use our insights to improve their marketing. We've worked with big names including Airbnb and Uber.

We access big data resources such as STR Global’s database of 6.8 million hotel rooms. This high quality data is valuable for our research in services marketing and tourism, and helps us to understand competitor advantage and competitor reaction. We've used this data to study dynamic pricing variability, using hotel data from several European capital cities.

Our four areas of expertise are:
  • Advertising and Branding
  • Digital Marketing
  • Services Marketing and Tourism
  • Marketing and Society

What can a postgraduate research degree do for my career?

Once you complete your postgraduate research degree, you'll be a highly-skilled researcher with the knowledge and skills to make an impact in many different industries. Your postgraduate research qualification demonstrates to potential employers that you're an intelligent, capable and motivated person, with provable abilities and experience in critical thinking, problem-solving, project management, communication, leadership and creativity.

You'll also learn subject-specific skills, with practical applications – such as how to investigate relevant marketing ideas and apply rigorous methods.

After researching with us, our successful postgraduate research candidates have gone on to impressive positions in a variety of fields, within both academia and industry.

Information for international students

English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

Qualification, course duration and attendance options

  • MPhil
    part time
    48 months
    • Campus-based learningis available for this qualification
    full time
    24 months
    • Campus-based learningis available for this qualification
  • PhD
    part time
    72 months
    • Campus-based learningis available for this qualification
    full time
    36 months
    • Campus-based learningis available for this qualification

Course contact details

Phone
023 9284 4032