Earn the most prestigious title in your career and develop leadership skills suited to today’s global business challenges. This online DBA program empowers you to innovate and lead at the highest levels.
Doctorate
Mar 31, 2025
36 Months
This course was designed to empower experienced professionals with advanced knowledge and research skills to enable them to drive innovation. Upon completion, learners will be awarded an DBA degree from Euro Asian, Geneva.
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Doctor Degree in Business Administration
1. Marketing Theory
Learn how marketing theories evolved from production and sales orientation to relationship and societal marketing. Understand key paradigms, including the shift from transactional to value-driven marketing. Analyze contributions from scholars, the influence of consumer behavior research, and how evolving technology and globalization reshape modern marketing thought and academic inquiry.
Learn key modern frameworks like relationship marketing, service-dominant logic, brand equity theory, customer experience, and value co-creation. Understand how these theories explain evolving consumer behavior, digital transformation, and strategic marketing practices. Focus on applying and critically evaluating them in research to address complex marketing and consumer behavior challenges.
In thiscontext, study Relationship Marketing's theories, trust and commitment models, customer lifetime value, loyalty programs, CRM strategies, and long-term buyer-seller dynamics. Explore its psychological and emotional drivers, empirical measurement, and role in B2B/B2C contexts. Examine its impact on consumer behavior, retention, satisfaction, and business performance.
Strategic Marketing Perspectives involves understanding how firms create value through market-driven strategies, segmentation, positioning, branding, and competitive advantage. Ph.D. students should explore strategic decision-making, long-term planning, marketing's role in firm performance, and the integration of consumer insights into strategy to drive sustainable growth and innovation in dynamic markets.
2. Consumer Behaviour
Learn key psychological concepts such as perception, motivation, learning, memory, attitudes, and personality. Understand how these factors influence consumer decision-making, preferences, and brand interactions. Focus on applying psychological theories to predict and influence buying behavior, enabling more effective marketing strategies and consumer engagement in diverse market contexts.
Study how culture, subculture, social class, family, and reference groups shape consumer attitudes, values, and purchasing behavior. Understand cross-cultural differences, social identity theory, norms, and rituals to analyze consumer decision-making. Focus on applying sociological and anthropological concepts to marketing strategies in diverse cultural and social environments.
Study cognitive and emotional factors influencing consumer choices, including heuristics, biases, risk perception, and decision-making models. Understand how context, motivation, and individual differences affect purchase decisions. Learn to design experiments and analyze behavior to predict and influence consumer actions, aiding strategic marketing and personalized consumer engagement.
Study the psychological processes behind attitude formation, including beliefs, feelings, and behavioral intentions. Understand models like the ABC model, ELM (Elaboration Likelihood Model), and cognitive dissonance. Explore how marketing messages influence attitude change, the role of persuasion, message framing, source credibility, and consumer resistance to change.
3. Quantitative Research Methods
Learn to summarize and interpret data using measures like mean, median, and standard deviation (descriptive). Understand hypothesis testing, confidence intervals, t-tests, chi-square, ANOVA, and regression (inferential) to make predictions and generalize findings from sample data—essential for analyzing consumer behavior and testing marketing research hypotheses in your Ph.D. work.
In a Ph.D. in Marketing & Consumer Behaviour, regression analysis helps model relationships between consumer variables. Learn types (linear, logistic), assumptions, interpretation of coefficients, model fit (R², adjusted R²), multicollinearity, interaction effects, and diagnostics. It’s essential for analyzing consumer trends, predicting behavior, and testing marketing hypotheses.
In a Ph.D. in Marketing & Consumer Behaviour, learn Multivariate Analysis to interpret complex consumer data. Focus on techniques like factor analysis, cluster analysis, discriminant analysis, and SEM to uncover patterns, segment markets, and test behavioral models—essential for theory development, advanced research, and evidence-based marketing strategies.
In a Ph.D. in Marketing & Consumer Behaviour, you should learn SEM to analyze complex relationships among observed and latent variables, validate theoretical models, test mediation/moderation effects, and ensure measurement reliability. It's essential for understanding consumer behavior patterns and testing hypotheses with advanced statistical rigor in marketing research.
4. Qualitative Research Methods
In Marketing & Consumer Behaviour, learning Case Study Analysis involves understanding real-world marketing challenges, analyzing consumer insights, evaluating strategic decisions, identifying behavioral patterns, and applying theoretical frameworks. It sharpens critical thinking, enhances problem-solving skills, and helps connect academic concepts with practical marketing and consumer behaviour applications.
In Marketing & Consumer Behaviour, learn Grounded Theory to systematically develop theories from qualitative data. Focus on coding techniques, constant comparison, theoretical sampling, and memo writing. It helps uncover deep consumer insights, behavior patterns, and emergent themes, essential for building theory grounded in real-world marketing contexts.
Learn how to deeply understand consumer culture, behaviors, and motivations through immersive observation. Focus on fieldwork, participant observation, contextual interviews, and thematic analysis. Ethnographic research reveals the “why” behind consumer actions, offering rich insights for branding, product development, and marketing strategies that go beyond what surveys and experiments can uncover.
Focus groups and in-depth interviews help explore consumer motivations, attitudes, and perceptions in detail. For a Ph.D. in Marketing & Consumer Behaviour, you should learn how to design, conduct, analyze, and interpret qualitative data to uncover insights, develop theories, and support or refine marketing strategies based on human behavior.
5. Behavioral Science in Marketing
Learn how consumers perceive, process, and recall information, make decisions under uncertainty, and are influenced by biases and heuristics. Focus on attention, memory, emotion, and judgment to understand consumer behavior. Apply insights from cognitive psychology and behavioral economics to improve marketing strategies, pricing, branding, and communication effectiveness.
Study how brain functions influence consumer choices, focusing on emotions, memory, attention, and reward systems. Learn neuroimaging tools like fMRI and EEG, and how they reveal unconscious preferences. Understand how neuroscience can optimize marketing strategies, enhance branding, and predict consumer behavior beyond traditional self-report methods.
Study how emotions influence consumer decisions, brand attachment, and satisfaction. Explore experiential marketing strategies, sensory branding, and the role of nostalgia, pleasure, and affective responses. Understand how emotional experiences shape consumer loyalty, storytelling, and co-creation of value in marketing to build deeper customer connections and long-term brand engagement.
Study how consumers form, interpret, and emotionally connect with brand perceptions. Analyze cognitive and emotional drivers of brand loyalty, measurement techniques, brand equity impact, and how trust, satisfaction, and consistency foster long-term relationships. Explore branding strategies across cultures, digital platforms, and evolving consumer expectations.
6. Marketing Models
In Choice Modeling, you learn how consumers make decisions among alternatives, using statistical techniques like conjoint analysis and discrete choice models. Focus areas include preference estimation, utility theory, model design, and applications in product design, pricing, and segmentation to predict and influence consumer behavior effectively.
Study CLV’s strategic role in customer segmentation, retention, and profitability. Understand models to calculate CLV, its application in resource allocation, long-term marketing ROI, and predictive analytics. Explore behavioral drivers, data integration, and ethical considerations in leveraging CLV for customer-centric marketing strategies.
Understand how innovations spread among consumers over time, the roles of adopter categories (innovators to laggards), and factors influencing adoption (relative advantage, compatibility, complexity, trialability, observability). Analyze models like Bass Diffusion and apply them to predict product uptake, guide marketing strategies, and influence consumer behavior in innovation contexts.
Learn Conjoint Analysis to understand how consumers value different product attributes. Focus on designing studies, analyzing trade-offs, interpreting part-worth utilities, segmenting preferences, and applying findings to product design, pricing, and positioning decisions, especially in complex, multi-attribute choice environments.
7. Digital & Social Media Marketing
Study how digital environments shape consumer decisions, including the influence of online reviews, personalization, social media, and mobile usage. Understand digital touchpoints, real-time data analytics, privacy concerns, and the psychology behind online engagement to uncover patterns in digital consumer journeys and behavior for strategic marketing insights.
Study the psychological and social drivers behind influencer impact, mechanisms of message virality, trust and authenticity in influencer-consumer relationships, network effects, content strategies, and digital engagement metrics. Focus on how consumers process, share, and act on influencer content, and its implications for brand perception, purchase decisions, and long-term loyalty.
Understand how consumers express opinions, emotions, and trends online. Learn tools for data collection (e.g., sentiment analysis), analyze conversations across platforms, and interpret insights to influence brand strategy, customer engagement, and predictive consumer behavior modeling. Focus on ethical data use too.
Learn how to collect, analyze, and interpret social media data to understand consumer behavior, brand sentiment, and engagement patterns. Focus on tools like sentiment analysis, text mining, and network analysis to uncover insights for strategic marketing decisions and research in digital consumer psychology.
8. Seminar in Marketing Strategy
In Competitive Positioning, you study how brands differentiate themselves in the market, create value propositions, analyze competitors, and align strategies with consumer perceptions and behavior. Emphasis is on understanding positioning frameworks, perceptual mapping, and psychological drivers influencing customer choice, loyalty, and brand preference within dynamic competitive environments.
Learn how content aligns with consumer behavior, builds brand trust, and drives engagement. Focus on strategic planning, audience segmentation, content creation, and performance metrics. Understand psychological triggers, storytelling, and digital platforms' roles in influencing decisions. Analyze consumer data to optimize content strategies for targeted, impactful marketing.
RBV in marketing by exploring how firms gain competitive advantage through unique, valuable, and inimitable resources. Focus on brand equity, customer relationships, and market knowledge as strategic assets. Understand how these resources influence consumer behavior and long-term marketing performance.
Study the strategic differences in buyer behavior, decision-making processes, relationship dynamics, and value propositions between B2B and B2C markets. Focus on how organizational vs. individual consumers behave, the role of emotions vs. logic, long-term relationships, and digital transformation impacts in shaping marketing strategies and consumer responses across both contexts.
Conduct original research to address a real-world business problem. Learn to formulate research questions, apply theoretical frameworks, and contribute to academic and professional knowledge. Every Learner will go through these following six simple steps to complete their Thesis with the help of a Professional Expert.
What Our Learners Have To Say About Us
Pursuing my Doctorate in Business Administration was more than just an academic pursuit—it was a transformational journey. The research support and global exposure helped me establish myself as a thought leader in strategic management.
Analyze how Amazon or Netflix navigated shifting market conditions through strategic foresight, innovative thinking, and effective change management. Examine key decisions, adaptations to technology and consumer behavior, and leadership in driving transformation. Highlight lessons in resilience, long-term vision, and innovation that enabled sustained competitive advantage.
Analyze Satya Nadella’s transformational leadership at Microsoft, focusing on how his leadership style influenced employee motivation and drove cultural change. Examine key initiatives, communication strategies, and leadership behaviors that reshaped the company’s vision, collaboration, and innovation. Evaluate outcomes through performance improvements, employee engagement, and organizational culture transformation.
Analyze how Apple maintained supply chain resilience during COVID-19, focusing on logistics optimization, risk management strategies, and supplier relationship management. Examine disruptions faced, Apple’s response, and lessons learned. Highlight how Apple adapted operations, diversified suppliers, and leveraged technology to ensure continuity and meet global demand during the pandemic.
In this case study, analyze Tesla’s approach to raising capital and taking financial risks. Evaluate its valuation methods, capital structure decisions, and strategic financial choices. Assess how these influenced growth, investor confidence, and market positioning, while considering implications for long-term sustainability and competitive advantage in the electric vehicle industry.
In this case study, analyze how Airbnb achieved rapid growth through disruptive innovation. Focus on its unique business model, how it scaled operations globally, and secured funding to fuel expansion. Examine key strategies, challenges faced, and the impact of innovation on the hospitality industry’s traditional dynamics.
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Analyze how Coca-Cola tailors its branding and marketing strategies to different regions using consumer psychology insights and data-driven approaches. Examine specific regional campaigns, cultural adaptations, and how consumer behavior influences branding decisions. Highlight the effectiveness of personalized marketing and the role of data in shaping Coca-Cola’s global yet local brand presence.
Analyze the Volkswagen emissions scandal by examining the ethical lapses, failures in compliance, and the role of the board. Evaluate how decisions were made, who was responsible, and how stronger governance could have prevented it. Recommend strategies to enhance ethical decision-making, regulatory compliance, and board accountability in corporate settings.
Frequently Asked Questions
This is a doctoral-level program for professionals who want to lead through research and
innovation. It blends academic depth with real-world impact, helping you turn workplace
challenges into meaningful, research-driven solutions.
Yes, absolutely. It's built with your schedule in mind. You can pursue this PhD alongside your
job, with flexible study hours and a structure that respects your work-life balance.
This is a blended program, primarily conducted online. You'll learn through a mix of live virtual
sessions, recorded lectures, guided mentorship, and independent research. No campus visits
required—unless you choose to attend optional events.
You’ll learn from globally recognized faculty—experienced researchers, tenured professors, and
industry experts. They’ll not only teach you but guide your research journey with real insight and
personalized attention.
Instead of a traditional thesis, you’ll work on a Practicum Research Project. It’s based on a real
issue from your work or industry. With your advisor’s help, you’ll research it rigorously and may
even publish it, depending on your goals.
Not at all. This PhD is designed for professionals, not career academics. You’ll be supported
through every research step—from forming questions to analyzing data—with practical
guidance tailored to your experience level.
Most learners complete the program in about 2.5 to 3 years, depending on how much time you
dedicate. The flexible design means you can move at your own pace, balancing study with your
personal and professional life.
Yes. The degree is awarded by Euro Asian University in Estonia, a recognized institution within
the European Higher Education Area. It holds academic value across Europe, the U.S., and
beyond.
Publishing is not required but highly encouraged. If your work has practical or academic value,
your advisor can guide you in submitting it to journals or presenting it at conferences.
The cohort includes senior executives, consultants, educators, entrepreneurs, and mid-career
professionals. Everyone brings unique experiences, making for rich peer discussions and
networking opportunities.
Whether you want to teach, lead strategic transformation, consult, or start your own research
firm, this PhD helps position you as a subject matter expert and decision-maker in your domain.
The application is simple. Share your academic and professional background, express your
research interests, and have a short conversation with our admissions team. From there, we’ll
guide you through every step
Our advisors are available around the clock to answer questions and support your educational journey. Connect with us today to explore how upGrad can help you meet your career goals.
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