DBA in Marketing - Quantitative

Doctor of Business Administration: Marketing (Quantitative Research)

Offered By: College of Doctoral Studies

Earn Your Doctor of Business Administration (DBA) With an Emphasis in Marketing

Forward-thinking business leaders and executives understand the importance of applying data driven marketing strategies to achieve business growth objectives. Grand Canyon University’s DBA with an Emphasis in Marketing program blends theory with practical application so executives and those in leadership roles can advance their company’s competitive edge in the marketplace.

Offered by the College of Doctoral Studies, the DBA with an Emphasis 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.

Learners benefit from the scaffolded curriculum with its embedded research skills, the integrated dissertation process with systematic feedback and the values-based transparent curriculum. The DBA with an Emphasis in Marketing program features a multi-year programmatic business case to enable learners to apply their current knowledge of business theories within a real-world scenario.

What Is a Quantitative DBA With an Emphasis in Marketing?

In GCU’s quantitative DBA with an Emphasis in Marketing, students will develop expertise in the creation of a sampling plan and the collection of data. Students pursuing this degree will focus on analyzing events by interpreting numeric data, while students pursuing GCU’s qualitative DBA will focus on analyzing events by gaining insight into how and why people think, believe and behave.

Specialize in Consumer Segments, Behaviors and Trends

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 DBA with an Emphasis in Marketing online program affords working professionals the flexibility to learn from anywhere at any time. Using GCU’s intuitive learning portal, learners will engage in intellectually stimulating exchanges with instructors and peers who bring a diversity of perspectives to the digital classroom.

In courses such as approaches to research design and data analysis, consumer behaviors in global marketing and data-driven marketing management, learners will 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. Additionally, DBA learners are expected to participate in two or three five-day residency experiences. These are conducted on GCU’s vibrant campus to allow learners to benefit from networking opportunities, peer feedback and intensive mentorship from faculty members. During the first residency, learners acquire advanced skills in academic research that will provide the framework for their dissertation work. During the second residency, learners are expected to present their scholarly work and to be making progress on their dissertation.

Prepare for an Executive-Level Career in Business or Higher Education

GCU’s quantitative DBA with an Emphasis in Marketing degree is the pinnacle of academic achievement for business leaders. With a DBA in marketing, graduates are 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
  • Chief marketing officer
  • Market research directorChief innovation officer
  • Senior management consultant
  • Entrepreneur

Graduates who possess a DBA 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.

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TOTAL PROGRAM CREDITS & COURSE LENGTH:
Total Program Credits: 60
Online: 8 weeks
[More Info]
TRANSFER CREDITS:
Up to 9 doctoral credits
PROGRAM TUITION RATE:
Online: $695 per credit [More Info]

Course List

Major:
60 credits
Total Degree Requirements:
60 credits

Program 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.

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.

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. Prerequisite: RES-844.

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. Prerequisite: RES-874.

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.

Program Locations

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.

GCU Evening Student


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.

* Please note that this list may contain programs that are not presently offered as program availability may vary depending on class size, enrollment and other contributing factors. If you are interested in a program listed herein please first contact your University Counselor for the most current information regarding availability of the program.

Program Domains

* Please refer to the Academic Catalog for more information. Program subject to change.

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