The PhD (Marketing) Programme (N/342/8/0187)(MQA/FA8646)(09/21) prepares candidates to advance knowledge on the relationship between consumers and markets. Candidates will be able to practice their researchskills on topics such as branding and social media, consumption-based effect regulation and consumer psychology on judgement and decision-making.

This programme is designed to help candidates establish a rigorous thinking process, gain a deeper understanding of management and advanced research approaches, and improve analytical abilities so they can address complex organisational issues.

Candidates are expected to have strong theoretical and research methodological foundations and be able to conduct their research fairly independently.

Disclaimer: PBS reserves the right to change all information at any time without prior notice

Admission Requirements

To qualify for either one of the Doctor of Philosophy (Finance, Marketing, Accounting & Management) programmes, applicants must possess one of the following qualifications:

  • A Master’s Degree [Level 7, Malaysian Qualifications Framework (MQF)] in related fields as accepted by the PBS Senate; or
  • A Master’s Degree (Level 7, MQF) in non-related fields as accepted by the PBS Senate, subject to having relevant working experience and rigorous internal assessment; or
  • A Master’s Degree (Level 7, MQF)  in non-related fields as accepted by the PBS Senate and without relevant working experience, subject to passing pre-requisite courses; or
  • Other qualifications equivalent to a Master’s Degree (Level 7, MQF) recognised by the Malaysian government.

Note: In compliance with the latest regulatory requirements ( – please refer to pages 38 & 39) students are required to complete a Pre-Requisite Course (PRC). It is compulsory for students to attend and pass this course before/while pursuing their studies at PBS. The purpose of this course is to equip the students with basic business knowledge in order to prepare them for the programme and students are required to pay a fee of RM 500.00 before registering for PRC. Applicable to those who do not have a business or management background. (Not applicable to exchange students).


Programme Structure


The coursework is mandatory. Each student must attain an overall CGPA of 3.00 before he/she is allowed to proceed with his/her research in Phase II.

Three core courses (9 credit hours)

  • Research Methodology
  • Research Analysis
  • Advanced Research Methodology

Exemption to certain courses may be given to a student who has taken the equivalent courses before his/her enrollment into the PhD programme.


Each student must publicly present and defend his/her PhD research proposal. The assessment at the PD stage involves evaluation of the student’s knowledge of the extant literature in his/her area of research, his ability to integrate the theories pertinent to the research in formulating the appropriate research framework and his/her ability to adopt the appropriate research design.
The student is only allowed to continue with his/her research to Phase III upon passing of the defence of his/her proposal.


The student proceeds to continue with his/her data collection, data analysis and thesis writing.


After submission of the thesis, the student is required to attend a viva-voce to orally defend his/her thesis.
The assessment at the viva voce involves evaluation of the student’s knowledge and ability to complete his/her research study to the satisfaction of the panel of three independent examiners.


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