Doctorate in Marketing (Bridge) – Qualitative

Bridge (Doctor of Business Administration: Marketing Qualitative Research)

Offered By: College of Doctoral Studies

At Grand Canyon University, the bridge to the Doctor of Business Administration with an Emphasis in Marketing (Qualitative) 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 online doctorate in marketing bridge program provides the strong foundation necessary for engaging in doctoral-level business studies.

What You’ll Learn

This pathway will prepare you to enroll in the Doctor of Business Administration with an Emphasis in Marketing (Qualitative) program, where students acquire research skills enabling the application of data-driven marketing management strategies to achieve competitive advantage. Areas of focus include:

  • Influences of digital technologies on consumer behaviors and marketing theories
  • Consumer marketing segments vs. mass marketing
  • Marketing strategies aligned with global/country opportunities, cost and culture

An example of a qualitative marketing study might include the design and execution of focus groups to better understand those factors, other than price, that influence consumer product decisions. Based on the results of this study, the student would provide commentary on how the results compare with previous studies and offer specific recommendations for future studies.

Why Choose a Qualitative Doctorate in Marketing Bridge Program?

Students pursuing their bridge DBA with an Emphasis in Marketing (Qualitative) gain in-depth insights into how and why people think, believe and behave a certain way. Through independent research, they will acquire an in-depth understanding of the experiences, phenomena and context behind consumer decisions.

In contrast, students pursuing their quantitative bridge doctorate in marketing examine and analyze events by interpreting numeric data using statistical techniques to clean, describe, assess, summarize, compare and predict outcomes.

What Makes GCU a Leader in Online Doctorate in Marketing Programs

GCU has redesigned its online DBA programs to focus instruction on the execution of sound research studies while offering a more profound knowledge of qualitative and quantitative research methodologies. Students will understand what makes a researchable topic, learn the role of a researcher, compare and contrast study design, learn how to read and write research as well as prepare argumentation.

As a private, faith-based school, GCU encourages learners to study the curriculum through the lens of the Christian worldview. There is an emphasis on the role of ethical decision making and the principles of servant leadership for current and aspiring business leaders. Learners will benefit from polishing their communication skills, critically analyzing data and integrating systematic feedback to achieve programmatic competencies.

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Total Credits: 16
Online: 8 weeks
[More Info]
Up to 12 credits or 1/3 of the total program requirements in transfer (whichever is less)
Online: $655 per credit
[Tuition, Fees and Financial Aid]

Cost of Attendance

Course List

16 credits
Degree Requirements:
16 credits

Core Courses

Course Description

This course is designed for students who are preparing for more advanced coursework in business but who have not had accounting in undergraduate work. Topics covered include the principles and practices of financial accounting, including the fundamentals of revenue recognition, the components of the balance sheet, and financial statement analysis. ?The course explores accounting theories using publicly traded companies and case studies.

Course Description

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.

Course Description

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.

Course Description

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.


GCU Online Student

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.

* 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.