the UCL School of Management PHD Program PKU briefing What is marketing?

UCL SoM PhD Briefing Page 2 marketing RESEARCH: METHODLOGY

▪ Consumer Behavior — psychology ▪ Quantitative marketing — Modeling research: model driven ▪ game theory and analytical modelling — Empirical research: data driven ▪ Applied microeconomics, especially IO and consumer theory ▪ Applied econometrics ▪ Statistical modelling ▪ Machine learning

UCL SoM PhD Briefing Page 3 UCL & ucl sOM

UCL SoM PhD Briefing Page 4 UINVERSITY College

▪ UCL is a world top research university based in . ▪ UCL is constantly ranked in the top 20 of the world’s best universities. ▪ UCL econ, , computer science and many other disciplines are among the best worldwide.

UCL SoM PhD Briefing Page 5 UCL School of management

▪ The UCL School of Management is a young based in London with a strong emphasis on research. ▪ The School’s research was ranked second among UK business schools in the most recent REF (Research Excellence Framework). ▪ Four areas — Operation & Technology — Marketing & Analytics — Strategy & Entrepreneurship — Organizations & Innovation

UCL SoM PhD Briefing Page 6 Marketing & analytics

▪ 6 faculty members — All extremely well trained marketing/management researchers from top universities ▪ UCLA, UC Berkeley, Duke, Northwestern, OSU — Focus on main stream quantitative marketing research — Very diverse research topics ▪ Digital marketing ▪ Online and TV Advertising ▪ Healthcare ▪ Demand estimation ▪ Entrepreneurial operations ▪ Operations and technology management ▪ New product and innovation management

UCL SoM PhD Briefing Page 7 Phd @ UCL SOM

UCL SoM PhD Briefing Page 8 PhD Program structure

▪ 5-year duration — 1 year MRes + 4 year PhD ▪ 1st Year — Take courses on economics, statistics and marketing — Deliver a first-year research project ▪ 2nd – 5th Year — By mid year 3, finish a developed research paper — Finish the job market paper by the end of year 4. — Finish the dissertation, by year 5. — Exchange opportunity

UCL SoM PhD Briefing Page 9 Admission ▪ Small-sized and elite PhD program ▪ Admission is very selective — Strong econ/stat/math background — Interested in quantitative research — Highly self-motivated ▪ English requirement — GRE or GMAT — TOEFL or IELTS ▪ TOEFL 92, 24 in reading and writing, 20 in listening and speaking ▪ IELTS 6.5, 6.0 in each of the sub-tests ▪ Deadline: February 2020

UCL SoM PhD Briefing Page 10 Application materials

▪ CV ▪ Official transcripts ▪ A 2-3 page personal statement or research statement — The area you are interested in — Your motivation to do a PhD — Your general research interest and topics — Potential faculty members that you may want to work with ▪ GRE/GMAT and TOEFL/IELTS scores

UCL SoM PhD Briefing Page 11 Support

▪ Full scholarship for all admitted students — Tuition + tax-free £21,700 annual stipend ▪ Research budget — £2,000 per year for the purchase of computer, ipad and travelling for conferences

UCL SoM PhD Briefing Page 12 whY ucl? Why London?

UCL SoM PhD Briefing Page 13 Why UCL?

▪ London is a great city to study and live — Culturally extremely diverse — Immigration friendly — International hub city ▪ Superb training and supervision at UCL — Excellent economics and quantitative training — Numerous resources within and outside UCL — Young and very active supervisor team ▪ World class support and facilities — Generous research support — Level 38 in the heart of London financial centre

UCL SoM PhD Briefing Page 14 Presentation Title Page 15