University of British Columbia

What you'll study

The PhD emphasises rigorous empirical and theoretical research in marketing and behavioural science. Early years combine coursework to develop core skills with a focus on independent research that culminates in a doctoral dissertation. Typical topics include consumer decision-making, behavioural interventions and nudging, causal inference, field and laboratory experiments, behavioural modelling, and the interface between marketing and public policy.

• Core research methods: experimental design, advanced econometrics, Bayesian methods, and causal inference techniques used to isolate causal effects in observational and experimental data.
• Marketing theory and seminars: micro-level consumer behaviour, brand and advertising effects, pricing and choice architecture, and theory seminars that survey contemporary literature and methods.
• Behavioural science specialisations: cognitive and social psychological foundations of decision-making, bounded rationality, heuristics and biases, and the design and evaluation of behavioural interventions.
• Computational and data skills: programming for data analysis, machine learning methods for causal and predictive tasks, and large-scale data handling common in marketing analytics.
• Research apprenticeship: supervised research with faculty, participation in research groups and lab-based experiments, teaching or tutoring undergraduate courses, and preparing working papers for conferences and journals.

Programme structure typically includes a combination of graduate-level coursework, comprehensive examinations or major paper requirements, a research proposal stage, and the writing and defence of a dissertation. Students are expected to engage in seminars, present work in progress, and contribute to the research community.

Entry requirements

Applicants normally hold a relevant master's degree (e.g., MBA, MA, MSc) with strong academic performance; exceptional applicants with a strong honours bachelor's degree and significant research experience may also be considered. Admissions emphasise demonstrated research potential rather than coursework alone.

• Academic record: high grades in previous post-secondary study, especially in quantitative courses (statistics, microeconomics, research methods).
• Research experience: evidence of independent research such as a thesis, publications, research assistantships, or closely related work in experimental or empirical settings.
• Supporting materials: a statement of research interests outlining intended research topics and methodology, a sample of academic writing (e.g., master's thesis or research paper), and three strong letters of recommendation from academic referees familiar with the applicant's research potential.
• Standardised tests and language: the programme may consider GRE or GMAT scores where provided; proof of English language proficiency is required for applicants whose first language is not English.
• Supervisor fit: a clear match between the applicant's research interests and available faculty supervisors is important; prospective applicants are encouraged to review faculty profiles and contact potential supervisors with a concise research outline before applying.

Career prospects

Graduates typically pursue research-intensive careers. Common pathways include tenure-track academic positions in marketing, behavioural science, or related business departments; research scientist roles in industry focusing on marketing analytics, consumer insights, or product strategy; leadership roles in behavioural insights teams within government, NGOs, or consultancies; and senior positions in market research and strategy firms.

PhD training also prepares graduates for roles where advanced quantitative and causal-inference skills are required, such as data science and advanced analytics groups, policy labs designing and evaluating behavioural interventions, and R&D teams in consumer-facing firms.

Why study at University of British Columbia

The University of British Columbia's Sauder School of Business offers a research-intensive environment with access to experienced faculty in marketing and behavioural science, strong methodological training, and collaborative ties across campus. Students benefit from dedicated experimental facilities and opportunities for interdisciplinary work with departments such as psychology, economics and computer science.

UBC’s location in Vancouver provides access to a diverse population for field research and to an active business community that includes technology, consumer goods and public-sector organisations. The school supports doctoral students through mentorship, research funding opportunities, seminar series, and a culture that emphasises publishing in top journals and preparing candidates for successful academic and research careers.