DBA in Marketing Online
Elevate Your Skills in Marketing and Consumer Behavior
Forward-thinking business leaders and executives understand the importance of applying data-driven marketing strategies to achieve business growth objectives. Grand Canyon University’s Doctorate of Business Administration (DBA): Marketing (Quantitative Research) blends theory with practical application so executives and those in leadership roles could advance their company’s competitive edge in the marketplace.
Offered by the College of Doctoral Studies, the DBA in Marketing is designed for current and aspiring business leaders within profit and nonprofit industry sectors. It is expected that program applicants hold a master’s degree in business or a related field and have a certain amount of business experience. However, if you do not have this level of business experience, we offer a bridge program with a marketing emphasis that is designed to equip you with the essential skills and knowledge needed to move into the main DBA program.
Earn Your Doctorate Online¹
Learners can benefit from the curriculum with its embedded research skills, integrated dissertation process with systematic feedback and the biblically rooted foundation. This program features a multi-year programmatic business case to enable learners to apply their current knowledge of business theories within a practical scenario.
Doctoral learners will progress through a rigorous curriculum designed to sharpen analytical and reasoning skills. Learners have opportunities to demonstrate progress in academic research, writing and verbal communication. GCU’s online DBA program affords working professionals the flexibility to learn from anywhere at any time.1 Using the intuitive learning portal, learners will engage in intellectually stimulating exchanges with instructors and peers who bring diverse perspectives to the digital classroom.
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Specialize in Consumer Segments, Behaviors and Trends
In courses such as approaches to research design and data analysis, consumer behaviors in global marketing and data-driven marketing management, learners can acquire the following core competencies:
- Analyze the complexities of a global integrated enterprise, propose methods to expand business perspective beyond profit and incorporate ethical considerations when evaluating complex business decisions
- Critically appraise and synthesize existing research
- Analyze and apply sound research principles in the design of ethical original and independent research
- Acquire and harness data and information for decision making throughout the marketing management process
- Evaluate the implementation of marketing solutions and the related cultural considerations with an eye toward competitive advantage
The dissertation process is integrated in the curriculum from the beginning. Even though this is an online DBA in Marketing program, learners are expected to participate in two in-person residency experiences. These are conducted on or near GCU’s vibrant campus to benefit learners with networking opportunities, peer feedback and intensive mentorship from faculty members. During the first residency, learners can acquire advanced skills in academic research that will provide the framework for their dissertation. During the second residency, learners are expected to present their scholarly work and show progress on their dissertation.
GCU alumni enrolling in a doctoral program for the first time may be eligible for a $2,000 scholarship.§
Executive-Level Career Paths in Business or Higher Education
This degree is the pinnacle of academic achievement for business leaders. Graduates may be prepared to pursue high-level executive and consulting positions. Some roles that may be related to this degree may include the following:
- Chief executive officer
- General manager
- Operations manager
- Sales manager
- Facilities manager
- Industrial production manager
- Human resource manager or specialist
- Training and development manager
- Entertainment and recreation manager
- Management analyst
Graduates who possess this degree may also decide to pursue positions at postsecondary education institutes. There, they may advance the overall knowledge of the field while instructing the next generation of business leaders.
Earn Your Degree at an Accredited University
GCU is institutionally accredited by the Higher Learning Commission (HLC) and has maintained its accreditation with the HLC since 1968. In addition to this, GCU holds specific accreditations, approvals and authorizations for many of its degrees and programs. This includes our ACBSP accredited DBA programs, which ensure the quality and integrity of our business degree programs.
Frequently Asked Questions
During this program, you will have the opportunity to learn communication skills and engage in research at the highest academic level. Here are a few frequently asked questions to help you determine if this path in planning, executing, and evaluating marketing strategies aligns with your career goals.
A quantitative doctorate teaches skills in the creation of a sampling plan and the collection of data. This degree also focuses on analyzing events by interpreting numeric data, whereas GCU’s qualitative DBA focuses on analyzing events by gaining insight into how and why people think, believe and behave the way they do.
Pursuing a DBA in Marketing depends on your long-term career goals and interest in research or academic roles. A marketing degree could open doors to creative, intellectual roles such as marketing manager, market research analyst, digital marketer and brand manager at startups or global organizations. This versatility allows you to find a niche that suits your interests and strengths.
The highest degree in marketing is a doctoral degree. A doctorate is a type of graduate degree that represents the highest level of academic achievement in a field. At GCU, you can earn this degree with the Doctor of Business Administration: Marketing program.
The duration of a doctoral program can vary significantly. The exact length depends on the institution and the specific program, as well as the student's schedule. Fill out the form on this page to speak to a university counselor to better understand how long it takes to earn your degree.
Elevate your career and deepen your expertise with an advanced DBA in marketing online.
§ MOU-Alumni 2000 Doctoral-Dec2024: The Alumni Scholarship for Doctoral Programs is only valid for those applicants who submit a complete application and begin a Doctoral program in December 2024. This scholarship cannot be used in conjunction with any other GCU scholarship or awards and only applies to online and evening programs. Please speak to a university counselor for complete details.
1 This program has residencies that take place on or near GCU's campus.
Time to Completion and Dissertation Process
To learn more about time to completion and the dissertation process at GCU, visit our doctoral page.
Core Courses
Course Description
This course introduces doctoral learners to the principle elements of research, scholarly writing, and effective argumentation. Learners are made aware of the dispositions and expectations of doctoral researchers as well as the University’s overarching values and beliefs regarding research and the responsibility of scholars to contribute new knowledge to their respective fields of study. Learners begin the process of identifying a researchable dissertation topic and are acquainted with appropriate scholarly resources that support the development of the dissertation.
Course Description
In this course, learners are introduced to the critical reading of scholarly qualitative and quantitative literature at the doctoral level. Learners also explore the concept of synthesizing the scholarly literature to identify problems and problem spaces that emerge to form a researchable topic of study. The application of scholarly argumentation from the extant literature to defend the need for a research study is discussed.
Course Description
This course explores the theories and frameworks that drive financial decision making in organizations today. Students focus on issues facing administrators in the changing business environment.
Course Description
The course explores the theoretical foundations and supporting research of marketing history and philosophy. Legal and ethical considerations and emerging marketing strategies are addressed in their historical and philosophical context.
Course Description
In this course, learners are introduced to key components of qualitative and quantitative research designs and the means to critically appraise the application of research designs as observed in the scholarly literature. The University's core research designs are presented. Consideration is given to the initial selection and defense of a research design to address a problem that emerged from the extant literature.
Course Description
This residency allows learners to continue developing their skills as academic researchers. Learners will have hands-on experience applying quantitative and qualitative design principals to develop the foundational elements for their potential dissertation studies. Prerequisite: RES-850, RES-825, RES-831, or RCS-831.
Course Description
This course provides an introduction to the sampling, data collection, and data analysis methods employed in qualitative and quantitative research designs. Learners explore the alignment of sampling, data collection, and data analysis methods to the research topic, research questions, and research design. The course positions learners to select qualitative or quantitative designs for their dissertation studies. Prerequisite: RES-831.
Course Description
This course explores current practices in digital communications in the context of integrated marketing communications. Learners will interact with a multi-year integrated business case as a means of exploring applications of marketing.
Course Description
The course discusses the importance of acquiring and harnessing data and information for decision making throughout the marketing management process. This discussion includes the ethical application of data to the creation and evaluation of marketing plans leading to competitive advantage.
Course Description
This course provides the student with the skills and competencies needed to be able to apply microeconomic principles to the solution of business problems. Specifically, the course examines the four market structures focusing on competition and utilizes microeconomic theory to provide solutions to business problems.
Course Description
In this course, learners explore the basic components of quantitative research design. Attention is given to variables, instrumentation, and sources of data. Reliability and validity of instrumentation is discussed in the context of GCU core quantitative research designs.
Course Description
In this course, learners interact with statistical tests and statistical analysis software in the context of designing a quantitative research study. Alignment of statistical tests to research questions, hypotheses and design is stressed as is determining the feasibility of a quantitative research study. Ethical aspects of research are discussed. Prerequisite: RES-842.
Course Description
This course examines organizational sustainability through the lenses of competitive advantage and innovation. It addresses the leadership skills and capabilities required to foster, lead, and sustain innovation in organizations, and it explores how these ideas can be applied to create competitive advantage leading to a sustainable organization.
Course Description
In this residency, learners orally present and defend an expanded design of their preliminary dissertation research from RSD-851. Emphasis is placed on developing the quantitative dissertation. Practicum/field experience hours: None. RES-844.
Course Description
Business is routinely using marketing strategies to create competitive advantage. This course addresses the complexity of implementing marketing solutions and the related cultural considerations. Learners will interact with a multi-year integrated business case to experience the complex interactions associated with conducting marketing research and exploiting marketing strategies for competitive advantage.
Course Description
In this course, learners apply the skills of the practitioner-scholar. They are self-motivated and committed to reflective practice. They actively seek input from other scholars while continuing to design independent research under the guidance of the dissertation committee. Prerequisite: RES-871 or RES-885 or RSD-883 or RSD-884.
Course Description
In this course, learners focus on data collection, data preparation and management, and the analysis of quantitative data to produce written research findings, results, and implications. Learners continue to work with their respective dissertation chairs and apply information from this course to move ahead in the dissertation process. Prerequisites: RES-844 and one of the following: DBA-955 or DIS-955 or DHA-955 or PSY-955 or PCE-955 or TLC-955.
Course Description
In this course, learners apply the skills of the practitioner-scholar. They are self-motivated and committed to reflective practice. They actively seek input from other scholars while continuing to design and/or conduct independent research under the guidance of the dissertation committee. Prerequisite: DBA-955.
Course Description
In this course, learners focus on the interpretation of quantitative data to produce written research findings, results, and implications. Learners continue to work with their respective dissertation chairs and apply information from this course to move ahead in the dissertation process. Prerequisites: RES-874 and one of the following: DBA-960 or DIS-960 or DHA-960 or PSY-960 or PCE-960 or TLC-960.
Course Description
In this course, learners apply the skills of the practitioner-scholar. They are self-motivated and committed to reflective practice. They actively seek input from other scholars while continuing to design and/or conduct independent research under the guidance of the dissertation committee. Prerequisite: DBA-960.
Continuation Courses
The course identified above represent the minimum academic course requirements only. Most students will also need to take one or more of the following Research Continuation Courses to complete a dissertation. Research Continuation Courses are 3-credit courses charged at the standard doctoral per credit rate.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-965.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-966 or DBA-966E.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-967 or DBA-967E.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-968 or DBA-968E; RSD-951.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-969 or DBA-969E.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-970 or DBA-970E.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-971E.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-972E.
Course Description
This course emphasizes the finalization of the dissertation and provides learners with individualized support for completing their dissertation journey. Learners continue to work directly with their dissertation chair and committee members based on their individual progress plan for completing their dissertation. Prerequisite: DBA-973E.
- GCU cannot and will not promise job placement, a job, graduate school placement, transfer of GCU program credits to another institution, promotion, salary, or salary increase. Please see the Career Services Policy in the University Policy Handbook.
- Please note that this list may contain programs and courses not presently offered, as availability may vary depending on class size, enrollment and other contributing factors. If you are interested in a program or course listed herein please first contact your University Counselor for the most current information regarding availability.
- Please refer to the Academic Catalog for more information. Programs or courses subject to change
Pursue a next-generation education with an online degree from Grand Canyon University. Earn your degree with convenience and flexibility with online courses that let you study anytime, anywhere.
Grand Canyon University’s evening programs cater to the demands of working professionals who prefer an in-person learning environment. Our night classes meet just once per week and offer the interaction and discussion of a typical college classroom.