PhD in digital marketingIn 2018, I completed a PhD in digital marketing at Salford Business School, University of Salford. This page outlines my journey and how you could also do a DBA or PhD in digital marketing online or face to face. Read on to find out how.

I have been interested in online, Internet based communities since the mid 1990’s in my BSc in Electronic Imaging and Media Communications at Bradford University, UK. When I graduated in 1997, I went to work at Salford University, developing a new business online community called The Virtual Chamber and helping Manchester to get online.

At that time, the web was quite new and social media and smartphones as we know them today, did not exist. SEO used meta keywords to try and improve performance in Yahoo (as there was no Google yet). Online communications were confined to things like Internet Relay Chat (IRC), Multi-User Dungeons (MUD’s) and forums. As time went on, we started to use forums and programming our own online community games such as a Fantasy Band League. I had a career as a web developer and programmer, but I never lost my love of virtual communities and network games, reading and writing. I created an online forum for my friends, pre-Facebook and as more people got broadband, we then moved on to new and exciting social media platforms.

How can I do a PhD in digital marketing?

The web has become more social and with the global rise of smartphones, this provides an excellent opportunity to explore the power of social media for digital marketing. My PhD in digital marketing focussed on social media and football. These days, I am a lecturer in digital business and teacher in digital marketing. I also run a professional development course at MediaCityUK called Search and social media marketing.

I would be more than happy to talk to you about my PhD in digital marketing and what is involved in doing a PhD. We sometimes have some funded PhD’s at Salford Business School, which might mean, we can pay you to do a PhD in digital marketing. There is also our new DBA (Professional Doctorate) or the Online PhD. The best place to start is by writing a great proposal, take a look at our PhD proposal guide. You can also see our online PhD or standard PhD routes here. 

Choosing a digital marketing PhD topic

Your PhD topic should be of interest to you and hopefully fill a gap in knowledge (both from the marketing industry of practitioners and academic theory). Try reading some recent digital marketing books such as this one , digital transformation books such as this one and journal papers and articles such as these and then based on your experience, formulate a question which you believe will create a unique contribution to knowledge. You might pay special attention to the final section of recent digital marketing journal papers which call for further research in a theme that you’re interested in. From there, you should write a proposal and then send that to the relevant organisations or academics in your area which are accepting new PhD or DBA students.

Please drop me a line for more information on this or see this page for more details.


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