Prepare for Executive Leadership in Marketing
At Grand Canyon University, the Bridge (Doctor of Business Administration With An Emphasis in Marketing) program is your introduction to an exciting executive and academic journey. Designed for aspiring marketing doctoral learners who have earned a master’s degree in a field other than business administration, this bridge online DBA program provides the strong foundation necessary for engaging in business doctoral level study.
What You Will Learn
In this bridge to marketing doctoral program, you will complete the introductory courses required for all graduate-level business learners at Grand Canyon University. This includes coursework in accounting, finance, statistics and marketing. In addition to providing best practices for research, operations and management, the bridge online DBA program courses offer an introduction to foundational content in the area of business management.
Your Next Degree
The Doctor of Business Administration with an Emphasis in Marketing prepares experienced leaders to apply data-driven marketing management strategies in achieving competitive advantage. Areas of focus include influence of digital technologies on consumer behaviors and marketing theories, consumer marketing segments vs. mass marketing, and marketing strategies aligned with global/country opportunities, cost and culture.
Program Core Courses
This course is designed for individuals who are preparing for more advanced coursework in accounting and for students who have not had accounting in undergraduate work. Topics covered include the principles and practices of financial accounting and the fundamentals of managerial accounting, such as cost behavior and budgeting. The course covers accounting theories using computational examples, and homework is problem solving.
This course is designed for individuals who are preparing for more advanced coursework in accounting and is designed for students who have not had finance in undergraduate work. Topics covered include financial analysis, financial planning, asset evaluation, capital structure, and working capital management.
The purpose of this course is to prepare students in mathematical, probability, and statistical concepts for their upcoming studies in quantitative methods. The course is intended for those students who have not had any prior statistical education, although students who have had statistics should also consider taking the course as a refresher.
Management of the marketing function, market environmental analysis, and marketing planning, strategy, and control are fundamentals of marketing management. The course examines the marketing process, marketing research, product development innovation and diffusion, pricing strategy, distribution value drain, advertising and promotion, and strategic marketing issues. Emphasis is placed on case study analysis and current academic research with a marketing plan as a significant curriculum component.