A Ph.D. is the beginning of a lifelong journey of learning. It helps a student develop a rigorous way of thinking about theoretical problems. The student will learn to conceptualize abstract information, critique and synthesize what students learn, develop a comprehensive understanding of issues pertinent to marketing, and integrate that knowledge into areas of cutting edge research. While the focus of a Master’s program is in solving practical problems faced by one company at one point in time, a doctoral program trains student to think about problems faced in marketing by several companies across time horizons. The Ph.D. program also instills in the student the ability to enjoy learning and pursue learning as a goal for the rest of career.