What’s your reason for wanting to do a marketing PhD. Why? Because it will come up again and again–your statement of purpose, school interviews, and countless casual conversations about what you’ve decided to do with your life and the next 4-5 years.
It’s particularly important to establish your motivation before applying because that motivation will guide your performance during the admissions process and later. Schools want to make sure that they’re not getting someone who doesn’t have the intrinsic drive needed to cut it in a doctoral program.
What Motivates?
Some applicants are motivated solely by the letters “PhD” and have visions of fame to be had on the other side. Some are motivated by the uncertainty of leaving school and having to make it as a “real marketer.” Some do it just because they can and think that somehow not trying would be a source of future regret.
One motivation that gets some applicants in trouble (but has probably been the spark for many academics) is the aspiration to be in a college classroom–to teach the future leaders of the world. Yes, teaching marketing classes is part of the academic job description. And it’s a wonderful, fulfilling part of that lifestyle. But marketing PhD programs are looking at applicants as an investment–as potential researchers, able to make an impact through scholarly publications, which will bring credibility back to the school and program. They may never say it vocally, but the top programs want their students to get PhDs and go on to get jobs at research institutions. Marketing is an awesome subject to teach, but there are faster, easier ways to get into a classroom (an MBA or teaching degree, for example). Be prepared to focus on research as the primary function of academic life that you’re excited about, especially if you are pitching yourself to a more prestigious school.
The funny part about marketing academia is that there is plenty to love about it, but not all of these should be the focus in your application:
- Large amounts of independence
- Get paid to research interesting questions and expand marketing knowledge
- Get paid to teach and influence young people
- Get paid for “academic service” (committees, recruiting, curriculum development, etc)
- Good job prospects and salaries
- Flexible hours
- Really smart coworkers
- Plenty of speaking and writing opportunities
- Travel opportunities
- A safe environment to wear your collection of bow ties
Good Reasons To Do A Marketing PhD
Do a PhD if you’re avidly curious about marketing, relationships between organizations and consumers, and the way consumers behave. Do a PhD if you love research, if you have insightful observations worth studying and just need the structure and training to pursue those questions. Do a PhD if the idea of being an “intellectual entrepreneur” appeals to you–working with just enough of a structured reward system, but having complete freedom to create your own success and impact the way marketing is done around the world.
My own experience with motivation is a bit boring. Motivation, for me, has been the result of a cumulation of reinforcing experiences: working with a marketing professor (introduced me to the idea that it was even an available option), working in digital marketing and social media (gave me an area of marketing that I loved enough to want to study for life), writing and blogging (forced me to think creatively about theoretical and managerial contributions), guest lecturing and presenting (gave me a love of speaking and working with students).