Doctor of Business Administration with an Emphasis in Marketing

Offered By: College of Doctoral Studies


Learn the Art and Science of Business Marketing

The Doctor of Business Administration (DBA) with an Emphasis in Marketing teaches learners to apply data-driven strategies to creating competitive advantage across a variety of business disciplines. Designed for executive and aspiring leaders, the marketing doctorate degree program empowers you with the theoretical and practical expertise to deliver next generation leadership and teaching while cultivating your own research and innovation.

Step into an advanced learning environment where faculty and advisors are deeply invested in your success. DBA learners at Grand Canyon University (GCU) engage in the dissertation process from the very first course as part of a uniquely integrated approach, while also enjoying frequent feedback and mentoring. Participate in in two unique four-day residencies conducted onsite with faculty and fellow learners, a prime opportunity to strengthen your studies and expand your network.

Degree Outcomes

Specialize in Consumer Segments, Behaviors and Trends

This marketing doctoral program trains you to assess consumer behaviors, refine market research and propose savvy strategies for business success. Enhance your analytical skills while learning to utilize the latest technology tools for best-in-class business decision-making. Whether leading a complex multinational business or training the next generation of business innovators, this marketing doctorate degree program will position you for the leading edge.

What You Will Learn

Understand the Foundations of Strategy and Analysis

Learners within the Doctor of Business Administration with an Emphasis in Marketing study the following competencies:

  • Research and scholarly writing
  • Financial management and decision-making
  • Digital and integrated marketing communications
  • Microeconomic theory and application
  • Qualitative and quantitative data collection and analysis
  • Global and cultural factors in consumer behavior

Career Outcomes

Develop Powerful and Effective Business Strategies

Provide savvy business leadership as a graduate of the DBA program at GCU. Whether developing market-driven strategy or expanding definitions and perceptions of various market segments, your insight will drive effectiveness to new heights. Graduates of this program are well-prepared for executive-level roles as well as careers in higher education.

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Total Program Credits: 60
Online: 8 weeks [More Info]
Up to 9 doctoral credits

Online: $650 per credit [More Info]

Course List

The programs offered at Grand Canyon University may vary by content and course length. You are currently viewing the program version available in Arizona. For information about specific course content, credit length and VA approval in your state, please contact a counselor at 1-855-GCU-LOPE or click here to request more information.
60 credits
Total Degree Requirements:
60 credits

Program Core Courses

Course Description

This course introduces students to the principal elements of research and scholarly writing. Learners explore approaches to synthesizing literature and the application of the major components of APA form and style, and learn to coordinate literature searches. Furthermore, they learn how to discern principal arguments, analyze research questions, and clearly identify the key scholarly attributes to journal articles and other sources of scholarly data. This course also introduces learners to the University’s overarching values and beliefs regarding research and the responsibility scholars have in continuing a tradition of contributing to an ever-growing body of knowledge.

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

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

This course provides a broad overview of foundational elements for conducting independent, original research. Qualitative, quantitative, and mixed research methods are introduced and applied. The template for developing a research prospectus is also introduced, with emphasis on identifying a researchable topic related to the learners’ degree specialization. Prerequisite: RES-811.

Course Description

This residency allows students to begin developing their skills as academic researchers. Residency sessions address topics such as research question development, design, item generation, subscale development and analysis, and basic hypothesis testing. Students have hands-on experience with quantitative and qualitative analysis software.

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 is designed to train learners in the conduct of a systematic literature review related to their research topic. Emphasis is placed on creating structure for reading, analyzing, synthesizing, and organizing prior research necessary for drafting the first iteration (draft) of Chapter 2 of the dissertation. Learners use the research prospectus template to guide the development of their Chapter 2. Prerequisite: RES-850 or MGT-810 or RES-825.

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

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

This course provides learners with an overview of qualitative, quantitative, and mixed methods approaches with emphasis on conceptual and practical aspects of data collection, management, and analysis. Learners use their research prospectus to align the research question(s) and variables of interest with the appropriate data collection and analytical techniques. Prerequisite: RES-861.

Course Description

This course provides a study of theories of probability, descriptive and inferential analyses of data, and testing of statistical hypotheses. Practical experience is provided in the application of statistical methods.

Course Description

This residency prepares students to present their scholarly work and to thoughtfully critique the work of others. Students orally present papers developed in their own classes and respond to questions from colleagues. Students are further prepared to become active members in academic communities by learning how to review papers and provide comments.

Course Description

This course develops a global approach to the ideas and practices of marketing and marketing research by considering factors that affect consumer behavior. Attention is given to addressing the research surrounding culture as a factor in consumer behavior.

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

Learners complete a cogent research prospectus as the foundation for their dissertation research proposal. Emphasis is placed on fully articulating a study design and methodology that is aligned with the research questions and developing the first iteration (draft) of Chapter 3 of the dissertation. Prerequisite: RES-855 or RES-866.

Course Description

In this course, learners formalize their research proposal specific to their topic. Emphasis is placed on fully developing Chapter 1 and incorporating Chapters 2 and 3 (drafts) from previous research courses. This proposal becomes the first three chapters of the dissertation upon approval of the final draft by the College of Doctoral Studies. Prerequisite: RES-880.

Course Description

One of the most essential aspects of bringing research findings to the scholarly community is mastering the discipline of approaching this task in an unbiased, benign manner. This course emphasizes the steps scholars must take in taking their findings and establishing a reporting mechanism that presents the outcomes of the research in a way that clearly articulates the fruits of the researcher’s labors without distracting or misinforming the audience. This work is typically done in chapter 4 of a dissertation. Also included in this content is the organization of data sets and the application of tables, charts, and graphs.

Course Description

While chapter 4 focuses on the benign presentation of results, chapter 5 of the dissertation seeks to make sense of these findings in relationship to the overarching body of work that currently exists. Reflections include the synthesis of findings, comparing those findings to previous work done in the area; consideration of issues related to the research process used and the potential challenges and advantages of the approaches used; and thoughts on implications of these findings on the current body of work. In addition to this course content, students learn to present the opportunities for further research that might have emerged as a result of this work and the potential that lies ahead for others to follow. Prerequisite: DBA-955.

Course Description

This course emphasizes the finalization of the dissertation and provides learners guidance for finding the appropriate venues and approaches in publishing their research findings. This includes the final steps necessary in pulling together what might have been earlier versions of chapters 1, 2, and 3, as well as the proofing and dissertation editing strategies that are required and the steps scholars can take to make sure their results are, in fact, shared with other scholars. This includes an exploration of writing research articles and preparing to present scholarly papers, as well as other publication venues. Prerequisite: DBA-960.

Program Locations


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 offers the most experienced leadership in delivering online degree programs. Full-time faculty members and fully trained adjunct instructors, equipped with strong academic backgrounds and practical experience in their fields, support you every step of the way. Designed with the career-oriented professional in mind, our online classes provide an intimate environment that stimulates engaging and challenging discussions. Choose from programs across our distinct colleges, in high-demand employment areas. Classes begin frequently.


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. Night classes are designed for a specific number of students, providing a warm and nurturing environment that supports an engaging experience. In an evening cohort, you will progress through your degree program with the same career-minded classmates, providing an opportunity to network and forge relationships that go beyond the classroom. Classes begin frequently at various locations, including our main campus.

* 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

* The Department of Education defines how an institution must calculate a program's On-Time Completion rate for federal disclosure purposes. The On-Time Completion rate is based on a program's published required number of months to complete all degree requirements as provided in the institution's catalog. Completion statistics are updated every January and are based on the cohort of students who started the program in the same year and then graduated within the published program length.

Online and Evening program disclosures (39 months) Additional Disclosures

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