MRes Marketing in Glasgow United Kingdom | University of Strathclyde

Earning a PhD typically requires three years of full-time study, while MPhil or MRes programs can be completed in one year. Students may pursue these degrees across our diverse research specializations: Consumption, markets & society; Business innovation & networks; Services marketing; or Strategic marketing & analytics. These domains encompass all marketing disciplines, from consumer psychology to digital marketing strategies.

Our interdisciplinary research team investigates how marketplace cultures influence consumers, organizations, and society. Specializing in Interpretive Consumer Research, we utilize both traditional and cutting-edge qualitative methodologies to advance theories about modern consumption patterns. Our toolkit includes ethnographic techniques (digital ethnography, interviews, participant observation), poetic analysis, discourse studies, semiotic analysis, historical research, and visual ethnography.

Current research focuses on market formation processes, equitable innovation models, and sustainable development. We examine market relationships, niche economies, global marketing strategies, collaborative innovation, and innovation ecosystems. Our Digital Marketing, Tourism, and Customer Research cluster advances service science through specialized studies of value creation. Key areas include customer engagement dynamics and non-transactional behaviors that influence business ecosystems. We're particularly investigating emerging technologies' transformative effects on digital marketing and service delivery, including blockchain applications for customer retention and wellness. Tourism research explores place branding strategies, travel patterns, and sustainable tourism practices.

Marketing's fundamental purpose involves creating enduring organizational value through strategic frameworks informed by relationship marketing principles, customer equity models, resource allocation theories, and organizational dynamics.