The Marketing concentration focuses on two broad areas: consumer behavior and marketing science. Students in consumer behavior learn the fundamentals of cognitive and social psychology and experimental research to examine how social, cognitive, contextual, individual, and cultural factors affect consumer behavior. Students in marketing science learn the fundamentals of microeconomics, industrial organization, and econometrics to address topics involving the mathematical and statistical modeling of consumer and firm behavior. UConn faculty work closely with doctoral students to publish articles in the top marketing journals.

Research Topics

  • Consumer judgment
  • Consumer attitudes and inferences
  • Information search
  • Cross-cultural consumer behavior
  • Brands and branding
  • Buyer-supplier relationships
  • Digital and social media marketing and analytics
  • Online retailing and channel design
  • Competitive marketing strategy
  • Network effects
  • Pricing dynamics
  • Customer relationship management
  • Cross-category and cross-media marketing
  • Social interactions and peer effects


Graduates have accepted faculty positions at Georgia State University, New York Institute of Technology, University of Massachusetts-Dartmouth, University of North Carolina, Western University (Ivey), and Wright State University.

Marketing PhD Faculty

Weining Bao
Assistant Professor
PhD, Johns Hopkins University
Research Interests: Digital Marketing, Information Asymmetry and Incentives, Competitive Marketing Strategies, Financial Services Markets, Education Markets, Emerging Markets, Empirical Industrial Organization, Applied Econometrics.

Robin Coulter
Professor of Marketing & Marketing Department Head
VOYA Financial Fellow
PhD, University of Pittsburgh
Research Interests: global and local citizenship and cross-cultural consumer behavior, brands and branding in developed and emerging markets, consumer-based marketing strategy

Jane Gu
Associate Professor of Marketing
PhD, New York University
Research Interests: digital marketing and analytics, online retailing, social media, behavioral economics, competitive marketing strategies

Kelly Herd
Assistant Professor of Marketing
PhD, University of Colorado at Boulder
Research Interests: product design, creativity, identity, emotions

Stefan Hock
Assistant Professor
PhD, Virginia Tech
Research Interests: consumer decision-making and well-being, firm performance and marketing strategies

Christina Kan
Assistant Professor of Marketing
PhD, University of Colorado at Boulder
Interests: Consumer financial decision making, budgeting, price perceptions, sales promotions

Nicholas Lurie
Professor of Marketing
VOYA Financial Professor
PhD, University of California at Berkeley
Research Interests: digital marketing, consumer decision making, social media, information search

Debanjan Mitra
Professor of Marketing
VOYA Financial Chair
PhD, New York University
Research Interests: innovation, quality, customer satisfaction, new product development, brand management, marketing analytics, marketing-finance interface, marketing strategy

Joseph Pancras
Associate Professor of Marketing
PhD, New York University
Research Interests: mobile and digital marketing, retailing, customer relationship management, marketing analytics, marketing media, competitive marketing strategy

Girish Punj
Professor of Marketing
PhD, Carnegie-Mellon University
Research Interests: digital marketing, consumer decision making in web-based environments, marketing analytics, cognitive computing systems, big data

Narasimhan Srinivasan
Associate Professor of Marketing
PhD, State University of New York at Buffalo
Research Interests: survey research, consumer research, cross-cultural research, global/international issues

Quick Facts

Program Entry


Length of Program

4-5 years

Number of Alumni


Percentage Women


Financial Support

100% (including tuition waiver, assistantships)


Subsidized health insurance, conference travel funding

Summer Support

Available (competitive)

Research Resources

Behavioral Laboratory, Experimental Subject Pool Availability, Research Seminar Series, Brown Bag Discussions, Writing Support, Econometrics Consultation

Student Profile (2018-2020)

Acceptance Rate


Average Graduate GPA


Average Undergraduate GPA


Apply Online

Business PhD applications are accepted from September until the fall cohort is complete.