A PhD will take three years full-time or you can study an MPhil over one year.
You can study for your choice of degrees within any of our research areas:
These research areas cover all fields of marketing including consumer behaviour, strategic marketing, international marketing, services marketing, sales marketing, e-marketing.
Take a look at the recent PhD theses that have been supervised in the Department of Marketing.
We welcome proposals on the above topics in areas of the marketing of culture, heritage and the arts in both critical and/or operational levels; the promotion of tourism destinations in international markets and the management of tourism resources at destination level.
For the academic year 2025-2026, the St Andrew's Society for the State of New York is offering two scholarships to Scottish students wishing to study for a postgraduate Masters in the United States. Each studentship will have a maximum value of $45,000 USD.
Preference will be given to candidates who have no previous experience of the United States and for whom a period of study there can be expected to be a life-changing experience. Selection will be based on an all-around assessment, including character, experience academic achievement, and need.
The selection process is conducted by the Scholarship Committee of the Saint Andrew’s Society of the State of New York.
John Anderson Research Studentship Scheme (JARSS) doctoral studentships are available annually for excellent students and excellent research projects.
There are two main sources of funding:
The JARSS 2025/26 competition will open in October 2024 and students successful in this competition will commence studies in October 2025. Faculties will set their own internal deadlines for the competition.
Academics/Supervisors make the applications for this scheme and there are various deadlines across Departments and Faculties, therefore, in the first instance, all interested students should contact the Department where they would like to carry out their research.
We offer an excellent academic environment where you can pursue your research degree. As a postgraduate research student, you're required to:
You'll have access to computing/hot-desking, printing, email and kitchen facilities. You're expected to be in the Department on a regular basis. You'll also attend the Department's research seminar series as well as other occasional workshops.
You'll have hot-desking facilities giving you regular access to the Department and helping you integrate with other students and staff. You're required to attend the Department for at least 10 days per year. This is in addition to the Research Methodology Programme.
Potential applicants should note that there is no dedicated distance-learning programme.
All fees quoted are per academic year unless otherwise stated.
Entrants may be subject to a small fee during the writing up period.
Fees may be subject to updates to maintain accuracy. Tuition fees will be notified in your offer letter.
All fees are in £ sterling, unless otherwise stated, and may be subject to revision.
Students on programmes of study of more than one year (or studying standalone modules) should be aware that the majority of fees will increase annually. The University will take a range of factors into account, including, but not limited to, UK inflation, changes in delivery costs and changes in Scottish and/or UK Government funding. Changes in fees will be published on the University website in October each year for the following year of study and any annual increase will be capped at a maximum of 10% per year.
| Scotland | £4,786 |
|---|---|
| England, Wales & Northern Ireland | £4,786 |
| Republic of Ireland |
If you are an Irish citizen and have been ordinary resident in the Republic of Ireland for the three years prior to the relevant date, and will be coming to Scotland for Educational purposes only, you will meet the criteria of England, Wales & Northern Ireland fee status. For more information and advice on tuition fee status, you can visit the UKCISA - International student advice and guidance - Scotland: fee status webpage. Find out more about the University of Strathclyde's fee assessments process. |
| International | £19,600 |
| Funding | Take a look at our funding your postgraduate research web page for funding information. You can also view our scholarships search for further funding opportunities. |
| Postgraduate research opportunities | Search for all funded and non-funded postgraduate research opportunities. |
| Additional costs | Placements & field tripsThe cost of fieldwork or research trips would usually be met by the student. Students can apply for funding to cover conference participation in their second and third year. Study abroadIf a student chooses to study overseas, the costs would be met by the student. This is not a requirement for our programme. International studentsInternational students may have associated visa and immigration costs. Please see student visa guidance for more information. Anything else
|
Please note: the fees shown are annual and may be subject to an increase each year. Find out more about fees.
If you are interested in the challenge of doing academic research that makes difference in the world the University of Strathclyde is the right place.
The place of useful learning’ I love this sentence and it’s definitely true. I enjoy the campus location, it’s near everything in Glasgow.
I like the student-centred approach in the PhD structure, and I greatly appreciate the supportive environment. Moreover, I like that the campus lies in the heart of the city centre where everything is within a walking distance.
| Name | Areas of Expertise |
|---|---|
| Dr Matthew Alexander |
Research methodologies & approaches used – case study; experimental research; various qualitative approaches; mixed methods design Current PhD student topics – Customer Engagement Marketing; Transformative Service Research in Mundane Service Settings; Marketing Automation and Customer Engagement in B2B settings; Real-time marketing and customer engagement; Engagement and Food Waste Reduction; AI-Enabled Customer Experiences in Tourist settings; Service Inclusion and Religion: exploring Halal Tourism |
| Dr Derek Bryce |
Research methodologies & approaches used – qualitative methods in general; historical approaches; discourse analysis; semiotics; textual analysis (including written, visual, online or video texts) Current PhD student topics – Sustainable Marketing of Cultural Heritage; Relationship between Religious and Heritage Tourism; Nation Branding and the Stateless Nation; Fakes in Luxury Consumption; Theorising Risk in Tour Guiding; Augmented Reality at Museums and Heritage Sites |
| Professor Iain Davies |
Research methodologies & approaches used – Mixed-methods approaches, case studies and interpretive qualitative methods preferred but can supervise some quantitative areas. However, a focus on macro social & environmental issues is preferred to micro studies Current PhD student topics – market change towards sustainability; social enterprise and hybrid business models; sustainable marketing; particularly with a focus on food, fashion, luxury and technology markets |
| Dr Andrew Davis |
Research methodologies & approaches used – qualitative methodologies; interpretive methodologies; mixed methodologies Current PhD student topics –consumer identity; festivals and events; place marketing; tourism |
| Professor Anne Marie Doherty |
Research methodologies & approaches used – qualitative methods: case study; interview; historical method; archival research Current PhD student topics – retail FDI, emerging markets, export branding, market system dynamics, institutional logics, sustainable fashion markets, market entry methods |
| Professor Spiros Gounaris |
Research methodologies & approaches used – mixed methods, quantitative data approaches including modelling, SEM, as well as fsCQA Current PhD student topics – B2B Exporting & Branding, B2B Customer Experience; Customer Contact Point Optimisation; Internal Marketing and Family Work Balance; Innovation in Service Dyads |
| Professor Kathy Hamilton |
Research methodologies & approaches used – qualitative research including both traditional and innovative methods e.g. ethnography; netnography; interviews; arts-based research Current PhD student topics –consumer vulnerability; marketplace stigma; taste, consumption and markets; consumer identity narratives; consumer research with social impact (e.g. food insecurity; coping with poverty in consumer culture); consumer opposition/resistance |
| Dr Michael Harker |
Research methodologies & approaches used – qualitative and quantitative research methodologies Current PhD student topics – marketing and HR – services management |
| Dr Paul Hewer |
Research methodologies & approaches used – ethnographic approaches; virtual ethnographies; critical visual analysis; semiotics & visual consumption; interpretive consumer research Current PhD student topics –Consumer tribes; Consumption Spaces; Celebrity branding; Liquid Modernity; Vintage Consumption, Critical Marketing |
| Dr Aliakbar Jafari |
Research methodologies & approaches used – qualitative research methods including ethnography; netnography; grounded theory; phenomenology; visual ethnography; and historical research Current PhD student topics – market studies (market system dynamics, market (trans)formation), multicultural marketplaces, well-being in business, customer/consumer engagement, marketplace activism |
|
Research methodologies & approaches used –Qualitative approaches including interviews, focus groups, observation and case studies Current PhD student topics – Sustainable supply chain digitalisation; Fashion communications |
|
| Dr Graeme McLean |
Research methodologies & approaches used – quantitative; qualitative; experimental; and mixed methods research methodologies Current PhD student topics – the role of Chatbots in service provision; augmented reality in marketing; marketing automation; real-time marketing; online/offline customer experience; customer journey; consumer confusion |
| Dr Samantha Murdy |
Research methodologies & approaches used – quantitative methodologies (including structural equation modelling), repertory test interviews Current PhD student topics – authenticity, dark service experiences, customer engagement |
| Dr Keith Pyper |
Research methodologies & approaches used – Quantitative and qualitative methodologies; mixed-method research design Current PhD student topics – International/Global Branding; International Business Theory; Country Specific Advantages (CSAs) and Firm-Specific Advantages (FSAs); Global Governance Strategies; Business-to-Business (B2B) Exporting; Intellectual Property; Artificial intelligence in the B2B domain |
| Dr Andrea Tonner |
Research methodologies & approaches used – interpretive consumer research, narrative inquiry, phenomenology, arts-based qualitative methods, ethnography, netnography Current PhD student topics – urban exploration, experiences of food poverty, social enterprise approaches to health inequalities, strategic resources in farm diversification, expertise in hedonic consumption, beach body image |
| Dr Eleni Tsougkou |
Research methodologies & approaches used –quantitative and qualitative methods Current PhD student topics – international marketing management and branding; (international) omnichannel marketing; tourism branding; Augmented Reality (AR) creation and cocreation; spiritual consumption |
| Professor Beverly Wagner |
Research methodologies & approaches used – case study, qualitative approaches, action research Current PhD student topics – supply chain; closed loop supply chains; supply chain resilience; disruptive technologies; dynamic capabilities; innovation management; innovation processes; open innovation; frugal innovation; innovation platforms; sustainability; circular economy |
| Dr Juliette Wilson |
Research methodologies & approaches used – qualitative and quantitative methods; mixed methods research; case study methods; experimental research; participatory research methods Current PhD student topics – small business marketing strategy; social enterprise and hybrid business models; sustainable and green marketing; transformative service research; research in the food and drink sector |
As part of your PhD degree, you'll be enrolled on the Postgraduate Certificate in Research Methodology for Business and Management.
This certificate is designed to support you by developing your skills as a researcher. Your researcher training will provide you with the intellectual foundations that you will need for your journey into either the higher-level learning needed for advanced postgraduate research degrees or to work in a range of research focussed roles within organisational settings.
Course highlights:
Most students complete the PgCert in their first year but you can take courses throughout your degree.
The University Careers Service can help you with everything from writing your CV to interview preparation.
From financial advice to our IT facilities, we have a wide range of support for all students here at Strathclyde. Get all the information you need at Strathlife.
Being a PhD supervisor is probably the most rewarding part of my role. It’s a unique relationship in the academic world as you are simultaneously teacher, mentor and colleague to a student.
We take part in research that improves our understanding of organisations, consumers, business relationships and networks within dynamic, international settings.
For entry onto our postgraduate research programmes, we normally look for a first-class or upper second-class UK Honours degree, or overseas equivalent, in a relevant business or social science related subject. For PhD applications, we also normally expect a Masters degree, or overseas equivalent, although there are often exceptions. When reviewing your academic achievements, we're particularly interested in grades which relate to independent research (for example, a research project or dissertation). A strong score in these elements may allow us to consider entry with a lower degree classification.
Strathclyde Business School is committed to supporting a diverse and inclusive postgraduate research population. We make decisions on entry by assessing the whole person and not relying solely on academic achievements. On that basis, please ensure that your application (via your CV and covering letter) can evidence your resourcefulness, commitment and resilience as demonstrated by broader professional and life experiences. This evidence should be centred on your ability to undertake and complete a PhD and contribute to a positive PhD community.
You can prove your knowledge of English by:
When preparing your research proposal please use the following template:
1. Working title
2. Layman’s summary of proposed research [max. 250 words]
Give us a brief summary of your proposed research project written for members of the public, rather than researchers or professionals. Why is this research important? What global/societal issues does it solve? What impact could it have on business and management in the future.
3. Research aim and objectives (or question(s)) [max. 500 words]
What’s the question you want to answer? How will you attempt to answer this question?
4. Literature review [max. 500 words]
Provide a brief overview of relevant literature to indicate any debates the research aims to engage with; any gaps or problems that have been identified; or what models the project hopes to explore or test.
5. Methodology [max. 300 words]
Provide an outline of the proposed research methodology.
6. Timeline [max. 300 words]
A PhD is 36 months minimum study (full time). In 6 months increments, indicate what you think the main activities will be. This is important as we need to assess the achievability of your proposal. This should be presented in tabular format.
6. References
Please use Harvard referencing throughout.
Read our help on how to choose references and what the referees need to supply.
During the application you’ll be asked for the following:
By filling these details out as fully as possible, you'll avoid any delay to your application being processed by the University.
If your chosen supervisor is available to work with you, they'll confirm this and nominate a potential second supervisor. As soon as a second supervisor is confirmed, an offer of study will be sent to you through Pegasus, our online application system.
When you accept our offer, you'll receive a full offer in writing via the email address you provide.
If you're applying as a UK or EU student, you'll then be issued with your registration documentation.