Grand Canyon University

D.B.A. with an Emphasis in Marketing (Qualitative Research)


3300 W Camelback Rd

Phoenix, AZ 85017

United States



Program Information

Degrees Offered:

D.B.A. with an Emphasis in Marketing (Qualitative Research)

Format: Online

Program Description:

Advance Your Career in Marketing With a Doctorate Degree

Grand Canyon University’s Doctor of Business Administration (DBA) with an Emphasis in Marketing program focuses on integrating the history, philosophy and theories of marketing, assessing the influence of digital technologies, evaluating data-driven marketing management strategies and analyzing the complexities of global marketing. This program utilizes qualitative methodology and prepares students to create and manage data-driven marketing in a variety of industries with the intent to secure competitive advantages.

Choosing to Specialize in a Qualitative DBA With an Emphasis in Marketing

Through GCU’s qualitative DBA with an Emphasis in Marketing online or evening program, students will learn to employ qualitative methodology to design, as well as collect and analyze information in alignment with conducting a scholarly dissertation. Students will do this by creating a sampling plan, designing and field testing research tools, collecting data and conducting a deep analysis of the data using a systematic approach. This differs from GCU’s quantitative DBA with an Emphasis in Marketing, which focuses on examining and analyzing events by interpreting numeric data. Students enrolled in both of these programs are required to draft a written dissertation detailing their findings.

Sharpen Your Market Research Skills and Data-Driven Management

GCU’s DBA with an Emphasis in Marketing program was created by the College of Doctoral Studies to help marketing professionals expand their knowledge and experience, set themselves apart from the competition and further their careers. In this program, students will learn the importance of acquiring and harnessing data and information for decision making throughout the marketing management process. Additionally, they will develop the skills and competencies needed to apply microeconomic principles to the solution of business problems. Other areas explored include components of GCU’s qualitative core research designs, qualitative data collection techniques, the complexity of implementing marketing solutions, the related cultural considerations and more.

Students will take courses including:

    Complexity of marketing

    Data-driven marketing management

    Designing a qualitative study

    Economics of business decisions

    Emerging issues in financial management

    Qualitative data analysis, results and findings

    The history and philosophy of marketing

In addition to completing a minimum of 60 credits, students must participate in two or three five-day residency experiences on GCU’s vibrant campus in West Phoenix.

Career Paths for Marketing Doctorates

GCU’s DBA with an Emphasis in Marketing prepares graduates for high-level executive and consulting positions, as well as positions at postsecondary education institutes. Graduates may go on to become:

    Chief executive officers

    Chief innovation officers

    Chief marketing officers


    Market research analysts

    Market research directors

    Marketing professors

    Senior management consultants


North Central Association of Colleges and Schools, The Higher Learning Commission

Facts & Figures

Classification: Master's College or University I

Loans Offered: Perkins Loan, Stafford Student Loans, PLUS Loans, Leveraging Educational Assistance Partnership (LEAP) State Grant, Arizona Post-Secondary Education Voucher Program State Grant, Federal Pell Grant, Supplemental Educational Opportunity Grant (SEOG)

Locale: Large City

Size & Settings: 0-999

Find Schools