Marketing and Retail

Research in Marketing and Retailing explores consumption and consumer behaviour in a changing social landscape and specific contexts, with an emphasis on the inter-relationships between consumers and society reflected through changes in consumption and retailing.

Our research

Consumers, Cultures and Societies

Consumers Cultures and Societies research explores the ethical (or unethical) aspects of everyday consumer behaviour, consumer responses to corporate social responsibility and the formation of consumer communities, tribes and subcultures in specific consumption contexts.


Retailing research examines the impacts of structural and behavioural change on market structures and behaviours. This includes retail internationalisation; retail ‘spaces’ and communities; and supply chain relationship power dynamics.

PhD opportunities in Marketing and Retail

The PhD in Marketing and Retail enables students to undertake research in a broad range of topics. Students often conduct their research in collaboration with industry, charities, and governmental bodies with a view to using the findings of their research to improve some aspect of the organisation’s operation. The PhD programme is accredited by the Economic and Social Research Council and is affiliated with the prestigious Business and Management Pathway of the Scottish Graduate School. The Marketing and Retail division has particular strengths in consumer culture and society and retail studies, as well as brands and branding, corporate social responsibility, and marketing in the small and medium sized enterprise. Whether your career aim involves a research or teaching orientated academic career, working in a charity or NGO, or a career in business, the PhD in Marketing can help you achieve your goals.

Read more about how to apply and see entry requirements What's the difference between a PhD and an MPhil?