Den studerende skal udvikle anvendte og højt specialiserede kompetencer og praktiske færdigheder til erhvervelse, fortolkning, forståelse og anvendelse af marketingstyringsprincipper. Gennem doktorafhandlingen, hvor kvalifikationen kulminerer, ville en kvalificerende studerende vise bevis for uafhængigt og originalt videnskabeligt arbejde.

The PhD is a programme of independent, self-directed academic research degree, supported by a team of supervisors that makes an original contribution to knowledge written up in a publishable dissertation. The PhD programme also supports the development of research and generic skills to equip you to operate successfully as a professional researcher in any setting. The essential requirement of a PhD is the creation of new knowledge. Being a researcher means developing new ideas and improving understanding through the creation of new knowledge.