Download detailed information about the nine-month + four-year programme structure & content.
To start on the Marketing pathway you must take one of the following nine-month masters programmes:
Marketing is the study of how organisations interact with customers (and vice versa). As such, it focuses on how organisations create value for customers and capture value from customers in return. The academic discipline of Marketing is divided into three broad areas or sub-fields: marketing strategy, marketing modelling and consumer behaviour.
Research in the marketing strategy field considers a firm’s interactions with its customers (and external stakeholders more generally) from the perspective of the firm’s managers. Through the quantitative analysis of empirical data, researchers in this sub-field address questions that link a firm’s performance with its actions and those of its managers vis-à-vis external stakeholders.
The marketing modelling sub-field involves economically analysing the interactions between firms and consumers. Researchers in this field use analytical modelling with a game theory approach, the econometric analysis of empirical data and experimental economics methods to address their research questions.
Research into consumer behaviour considers the psychology of how consumers think, feel and reason as well as choose between different marketplace alternatives. Here, researchers draw heavily upon the theories and methodologies of experimental psychology and experimental social psychology in particular.
In the Marketing Group you’ll find scholars from each of these sub-fields, including marketing strategy (Ahmed Khwaja, Jaideep Prabhu, Eden Yin), marketing modelling (Ahmed Khwaja, Dominique Lauga, Shasha Lu), and consumer behaviour (Dominique Lauga, Vincent Mak). Our group members publish in leading international journals in areas such as marketing and innovation in emerging markets, experimental economics, econometrics, game theory and industrial organisation, innovation, unstructured and big data, and behavioural decision making.
As such, the context for study within the Marketing pathway is broad. To give you more of a taste, the phenomena and research questions currently being investigated by our faculty and PhD students include:
- The marketing practices of micro-entrepreneurs in low-income economies
- The extent to which consumers are able to wait strategically for future price markdowns and how this is affected by product scarcity
- How moral identity impact preferences for donating time vs money to charity
Ahmed Khwaja researches marketing strategy; health care markets, innovation and market entry; customer and employee relationship management in service industries; pharmaceutical R&D and retail chain expansion and growth. Methodological interests include dynamic strategic games; consumer choice dynamics; asymmetric information and incomplete markets; and simulation-based econometric methods.
Dominique Lauga researches marketing modelling and behavioural economics. Research interests centre on strategic interactions between firms and consumers, with a special focus on product development, pricing, advertising and product reviews.
Shashu Lu researches marketing modelling and customer analysis using unstructured data (e.g. images, videos). Her research combines machine learning and computer vision techniques with marketing models to improve business practice in the digital age. Research interests include: artificial empathy, digital advertising, visual content and visual product design and optimisation, visual data privacy, visual-based data mining and marketing strategies. The context of her research involves a range of industries such as fashion, online dating, interior design, entertainment, and advertising.
Vincent Mak researches how people and firms make strategic decisions as they interact with each other, and what economic and psychological factors influence those decisions. Research interests cover pricing, search decisions, decisions in networks and queues, decisions in competitive environments, competitive strategies, game theory, and experimental economics. He typically employs the insights and methods of experimental economics, psychology, and game theory to investigate his research questions.
Jaideep Prabhu researches international business, marketing, strategy and innovation. Specific interests include: cross-national issues concerning the antecedents and consequences of radical innovation in high-technology contexts such as banking, pharmaceuticals and biotechnology; the role of firm culture in driving innovation in firms across nations; how multinational firms organise their innovation activities worldwide; the forces that drive R&D location decisions and the factors that influence the performance implications of these decisions; the internationalisation of firms from emerging markets; and innovation in emerging markets.