Marketing

The University of Iowa offers a comprehensive undergraduate program in Marketing designed to equip students with the essential skills and knowledge needed to excel in the dynamic field of marketing and business. This program provides a solid foundation in key areas such as consumer behavior, marketing strategy, digital marketing, market research, branding, and sales. Students will learn how to analyze market trends, develop effective marketing campaigns, and utilize modern technologies and data analytics to reach target audiences efficiently. The curriculum combines theoretical concepts with practical applications, giving students opportunities for hands-on projects, internships, and collaboration with industry professionals. Emphasizing critical thinking, creativity, and ethical practices, the program prepares graduates for diverse careers in marketing, advertising, brand management, and related fields. The faculty members are experienced professionals and researchers dedicated to mentoring students and fostering an interactive learning environment. With access to state-of-the-art facilities and resources, students can gain real-world experience and develop essential skills such as communication, teamwork, and problem-solving. Graduates of the Marketing program at the University of Iowa are well-prepared to enter the workforce, pursue advanced degrees, or start their own businesses. The university’s strong connections with industry partners and active alumni network provide valuable opportunities for internships, networking, and career advancement. This program is ideal for students interested in understanding consumer needs, innovative marketing techniques, and strategic decision-making crucial for success in today's competitive global marketplace.

The PhD in Marketing requires 72 semester hours of credit, in addition to a dissertation. The typical time to complete the degree is five years. Most successful students remain in residence all five years.

The required Seminars in Marketing are designed to get you quickly up to speed on past and current research in specific areas, and introduce you to the background skills needed to successfully complete top-tier academic research in marketing. The topics alternate between consumer behavior, quantitative modeling, and marketing strategy.

Academic tracks

Your curriculum will vary based on which track you choose: Quantitative Modeling (QM), Consumer Behavior (CB), or Marketing Strategy (MS). All students must meet the 72 semester hour requirement and complete the doctoral seminars and econometrics sequence. Beyond that, the program allows a fair amount of freedom based on your research interests.

Year 1

• Required coursework common to all tracks: seminars in marketing, econometrics I and II, statistics
• Elective coursework:
  • QM & MS: Additional statistics and economics
  • CB: Cognitive or social psychology

Year 2

• Completion of required and elective coursework, additional coursework related to research interest area
• Determine subject and conduct original research for second-year paper
• End of year: Presentation of second-year paper to faculty; admitted to PhD candidacy when successfully completed

Year 3

• Coursework if needed/desired for your research interest
• End of year 3/beginning of year 4: Propose dissertation topic

Year 4

• Fall semester: Continued progress toward dissertation proposal
• Spring semester:  Oral defense of dissertation proposal
• End of year 4: Enter job market

Year 5

• Defense of completed dissertation

Requirements

• An undergraduate degree in marketing is not required, but historically, most successful applicants have an MBA or a graduate degree in psychology, econ, or stats.
• The minimum GPA is 3.0 on a 4.0 scale. We consider both undergrad and graduate GPA, as well as the rigor of your undergrad or master's institution(s). You should have at least two semesters of calculus and one semester of linear algebra.
• Admits typically have GMAT scores that average 650+, with quant scores at the 90th percentile and above.
• Statement of purpose
• While it's not a requirement, successful students often choose to gain work experience in the private sector before pursuing their PhD.
• International students need significant proficiency in English. We accept TOEFL (recommended score is 100 iBT/600 CBT) or IELTS (7.0 with no subscore <6.0). We'll also review your GMAT or GRE Verbal (80th percentile or higher is recommended) and accumulated years of graduate study in English. Because graduate students at Iowa also teach, international students need to pass a two-part English proficiency evaluation. We may also ask you to take additional communication courses to prepare you for teaching.

Financial support

We guarantee funding for four years, with fifth-year funding available in the majority of cases. Funding continues past year four provided you're making progress toward degree completion. Our financial aid package includes:

• All tuition payments
• A 12-month stipend for living expenses (approximately $21,800)
• Health and dental insurance

PhDs earn the stipend by serving as research or teaching assistants. 

Other benefits

Marketing provides funding in the form of fellowships or teaching/research assistantships. Other financial benefits include:

• Summer funding for one year (summer funding during subsequent years is often available)
• Graduate College Fellowships that release you from teaching for two semesters (one is usually summer) to focus on research
• Other summer support for outstanding students
• University fellowships for outstanding students
• Funding for travel to academic conferences to present your research

The Bachelor of Business Administration (BBA) in Marketing at the University of Iowa is designed to prepare students for dynamic careers in the ever-evolving field of marketing. The program provides a comprehensive curriculum that covers fundamental marketing principles, including market research, consumer behavior, advertising, digital marketing, brand management, and sales strategies. Students gain practical skills through project-based learning, case studies, and internships, enabling them to apply theoretical knowledge to real-world scenarios. The coursework emphasizes both quantitative analysis and creative thinking, fostering a balanced skill set essential for success in marketing roles across diverse industries.

Students have access to state-of-the-art facilities and resources, including computer labs equipped with industry-standard software, and join a vibrant community of faculty and peers dedicated to innovative marketing practices. The program also offers opportunities for specialization in areas like digital marketing, retail management, or international marketing, allowing students to tailor their education to specific career goals. The university leverages its strategic location and strong industry connections to facilitate internships and cooperative education experiences that enhance students’ employability after graduation.

Additionally, the program emphasizes ethical and sustainable marketing practices, preparing graduates to navigate the complex ethical considerations in modern marketing campaigns. The curriculum is regularly updated to reflect current trends and technological advancements, ensuring that students remain competitive in a rapidly changing marketplace. Graduates of the marketing program at the University of Iowa are well-equipped to pursue careers in marketing management, advertising, brand development, data analytics, and other related fields. Many alumni have achieved notable success in various companies, reflecting the program’s commitment to excellence and practical relevance. The university’s career services and alumni networks provide ongoing support, mentorship, and job placement assistance to students and graduates alike, reinforcing the program’s focus on career readiness and lifelong learning.