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Grand Canyon University


Doctor of Business Administration - Data Analytics - Qualitative Research - Bridge (Online)

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.

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.

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