DBA in Marketing
Earn Your Doctor of Business Administration (DBA) 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 Doctor of Business Administration 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 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 in Marketing program features a three-year programmatic business case to enable learners to apply their current knowledge of business theories within a real-world scenario.
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. The Doctor of Business Administration in Marketing, online at GCU, 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, and 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. In addition, DBA learners are expected to participate in two or three five-day residency experiences. These are conducted on 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
The Doctor of Business Administration 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 Director
- Chief Innovation Officer
- Senior Management Consultant
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.
Program Core Courses
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.