PhD in Business Administration - Marketing in Honolulu United States | University of Hawaii at Manoa

Welcome to the Marketing Department within Shidler College of Business at the University of Hawaii at Manoa. The American Marketing Association (AMA) defines marketing as the strategic activities, institutional frameworks, and systematic processes involved in developing, sharing, delivering, and trading valuable offerings for customers, clients, business partners, and the broader community. This discipline centers on fostering mutually beneficial relationships between organizations and their diverse stakeholders.
Our marketing curriculum equips students with skills to strategically manage key elements of the marketing mix: product development, pricing strategies, distribution channels, and promotional activities. The program features specialized courses in areas like market research, consumer psychology, digital marketing strategies, sales techniques, entrepreneurial marketing, data-driven marketing analysis, retail management (both physical and digital), global marketing approaches, and sustainable business practices. Graduates with a marketing major gain versatile knowledge applicable to various career paths, such as: brand management, product innovation leadership, sustainability coordination, media strategy (both digital and traditional), and market analysis roles.
Beyond the Bachelor of Business Administration (BBA), our department now provides a Master of Science in Marketing Management (MSMM). Shidler marketing undergraduates can enroll in our accelerated 4+1 program to begin MSMM coursework during their BBA studies. The program also welcomes non-Shidler marketing majors, offering a one-year MS degree path after completing prerequisite courses. Additional details can be found by selecting the Academics section on this page.