Field of Marketing

The doctoral program in the field of Marketing is aimed at both master’s graduates interested in an academic career and candidates who demonstrate scientific curiosity and aim for professional development by deepening their marketing knowledge, in order to apply them in the organizational environment.

The program is designed to provide doctoral students with a solid training, both theoretical and empirical, that will allow them to carry out research with significant impact, both academically and in practice.

The research topics proposed to candidates are aligned with the priority directions formulated by prestigious professional organizations in the field, such as the Marketing Science Institute, the American Marketing Association, the Association Française du Marketing, etc.:

• The adoption of new digital technologies by companies and marketing performance;
• Theoretical and practical perspectives on sustainable marketing;
• The determinants of engagement on social media platforms and its consequences on consumer decisions and on strategic and operational decisions in marketing of companies;
• Consumer-brand relationships in the physical and online environment and brand performance;
• Antecedents of the adoption of artificial intelligence (AI) in marketing processes and consequences on company performance;
• Antecedents and consequences of the adoption of artificial intelligence (AI) on customer experience;
• Consumer perceptions and attitudes towards the use of generative artificial intelligence, conversational artificial intelligence and recommendation systems;
• Cognitive processes, affective processes and consumer memory. Exploratory and experimental comparative studies on the emergence of new types of decision-making processes in the context of the adoption of digital technologies (artificial intelligence, augmented reality, virtual reality, etc.);
• Contributions of neuromarketing to the development of marketing performance of organizations;
• Determinants of consumer orientation towards sustainability (personal, social, cultural values, social influences, self-identity, etc.) and its implications on company marketing;
• Marketing Analytics in the context of transformations in business and marketing practice (development of artificial technologies, orientation towards sustainability and social responsibility, fragmentation of markets and audiences, globalization – integration of analytical and predictive artificial intelligence, marketing models, indicators and measurement methods, strategies, tactics, communication models and channels.
• The impact of fake news-reviews on social media platforms on the behavior of consumers, companies and society.

The doctoral supervisors in the field of Marketing have published articles in prestigious scientific journals, such as Journal of Business Research, Psychology & Marketing, European Journal of Marketing, Marketing Intelligence & Planning or Journal of Consumer Behavior, which is a guarantee of providing qualified and consistent academic support throughout the entire doctoral internship.

The admission process for doctoral studies consists of an entrance exam, during which the candidate presents a scientific research project (Annex 9 of the DSEBA Doctoral Admission Regulations).

The main components of the research project are as follows:

• the title of the scientific research project (which must correspond to a topic announced by the doctoral supervisor for admission),
• a summary of the project (in Romanian and English or French),
• the content of the scientific research project,
• the objectives and research activities within the project,
• a plan for dissemination of doctoral research results,
• and a description of the candidate’s previous scientific research experience.

Candidates may choose to prepare and present the scientific research project either in Romanian or in an internationally used language.

Candidate evaluation during the admission exam will be carried out based on the criteria and indicators included in the evaluation grid for doctoral admission in the field of Economic Sciences (Annex 10 of the DSEBA Doctoral Admission Regulations).

The weighting of each evaluation criterion in the final score is as follows:

• 50% for the evaluation of the research project
• 50% for the evaluation of the candidate’s prior academic and scientific background

For more details regarding the application file, the admission calendar, and the organization of the admission process within the Doctoral School of Economics and Business Administration, please consult the DSEBA Doctoral Admission Regulations and the UVT Doctoral Admission Methodology.