Doctor of Business
Administration (DBA)
in Strategic Marketing

In this course, you’ll be introduced to the applied business doctoral academic journey. You’ll explore what it means to become an academic learner while you compare and contrast applied and research degrees to determine which is applicable in different environments. You’ll also discuss the use of conceptual research frameworks and be introduced to scholarly writing and reference management. The course concludes with your development of an applied business research question and a brief research plan.

Students will analyze and apply knowledge in twelve different varieties of business-related situations. The focus is on demonstrating core proficiencies in the following business areas: marketing, business finance, accounting, management, legal environment of business, economics, business ethics, global dimensions of business, information systems, quantitative techniques and statistics, leadership, and business applications. The intent is not to introduce these core business concepts, but rather to verify a graduate-level competency in each. The course includes a comprehensive case study that allows you to demonstrate your capabilities in all twelve components.

* Required course for Evaluation Track students.

In this course you’ll explore the ideas and methods for encouraging innovation as part of successful strategic planning. You’ll use organizational assessment tools to evaluate a company’s human resource practices and assess how strategic planning includes elements of technology and sustainability to ensure competitive advantage in global markets.

Organizations can no longer ignore ethics and social responsibility. Ethics are required by local, state, and federal legislation, and now more than ever, organizational stakeholders are being held accountable for actions that lead to societal harm. This course takes academic integrity from the classroom to the boardroom. Through a case-study format, you’ll explore current laws, their applications to business, and how to maintain an ethical perspective within the context of a global framework.

This course engages you in the process of scholarly literature reviews and academic writing. You’ll focus on (a) conducting effective literature searches, specifically in preparation for the dissertation, (b) developing a plan for writing critical, comprehensive, research literature reviews, and (c) critically reviewing and writing about theory/conceptual frameworks as a foundation for your own future research. The goal is for you to conduct an exhaustive search of peer-reviewed research literature on your chosen topic and identify potential areas of inquiry for your dissertation.

This course focuses on the statistical mindset and skills needed to perform and interpret univariate inferential statistics. The course builds your statistical confidence and abilities in assessing and performing statistics. You’ll explore univariate parametric and non-parametric statistical tests, interpretation of statistical output, and how to select statistical tests based on quantitative research questions.

This course teaches you how to design quantitative studies, analyze the data collected, and interpret the results of data analyses. The goal is to explore designs and statistical techniques to use with your envisioned dissertation research.

An examination of qualitative methods for studying human behavior, including grounded theory, narrative analysis, ethnography, mixed methods, and case studies. The objective is to explore designs and methodologies to use with your envisioned research.

The Pre-Candidacy Prospectus is intended to ensure you’ve mastered your discipline prior to candidacy status, and that you’ve demonstrated the ability to design empirical research before moving on to your dissertation coursework. You’ll demonstrate your ability to synthesize empirical, peer-reviewed research to support all course assignments. The Pre-Candidacy Prospectus is completed only after all foundation, specialization, and research courses have been completed.

Students in this course will be required to complete chapter 1 of their dissertation proposal, including the following: a review of literature with substantiating evidence of the problem, the research purpose and questions, the intended methodological design and approach, and the significance of the study. A completed, committee-approved chapter 1 is required to pass the course. If you don’t receive approval to minimum standards, you’ll be able to take up to three supplementary 8-week courses to finalize and gain approval of chapter 1.

In this course, you’ll work on completing chapters 1-3 of your dissertation proposal and receiving committee approval for the dissertation proposal (DP). Chapter 2 consists of the literature review, while chapter 3 covers the research methodology and design, including population, sample, measurement instruments, data collection and analysis, limitations, and ethical considerations. Completed, committee-approved chapters 2 and 3 are required to pass the course, as is a final approved dissertation proposal. If you don’t receive approval to minimum standards, you’ll be able to take up to three supplementary 8-week courses to finalize and gain approval of these requirements.

In this course, you’ll prepare, submit, and obtain approval of your Institutional Review Board (IRB) application. You’ll also collect data and submit a final study closure form to the IRB. If you’re still collecting data at the end of the 12-week course, you’ll be able to take up to three supplementary 8-week courses to complete data collection and file your IRB study closure form.

In this dissertation course, you’ll work on completing chapters 4, 5, and your final dissertation manuscript. Specifically, you’ll complete your data analysis, prepare your study results, and present your findings with an oral defense and a completed manuscript. A completed, committee-approved dissertation manuscript and successful oral defense are required to complete the course and graduate. If you don’t receive approval for either or both, you can take up to three supplementary 8-week courses to finalize and gain approval.

In this doctoral course, you’ll examine and synthesize foundational concepts of leadership, disruptive innovation, change management, and marketing theory to become a more effective marketing leader. Your studies will then explore how these attributes are built around environmental research, strategic differentiation, the product life cycle, segmentation strategies, the marketing mix (4 Ps), and the new product cycle.

This course incorporates product and brand strategies into a comprehensive management platform to gain an understanding of how to create the best marketing plan with the optimal marketing mix. Brand development will focus on image and equity coupled with product management. You’ll learn to apply best practices, a strategic marketing plan, and brand requirements to create new concepts and constructs that yield optimal marketing results.

The emerging fourth industrial revolution (4IR) is expanding greatly as a result of platform technologies. As a result, modern marketing managers need to develop a more scientific data perspective when evaluating strategic planning and execution imperatives in the ever-changing global marketplace. This course analyzes the interaction between technical, business, and human elements of personalized marketing that are driven by artificial intelligence. You’ll also explore the cultural, diversity, ethical, and legal responsibilities of marketing managers who possess ever-greater amounts of personalized data on consumers.

This course examines strategic integrated marketing communication (IMC) programs and processes. You’ll focus on social media as an IMC tool in conjunction with influential advertising, promotion, and public relations. You’ll also develop dynamic strategic marketing communications by analyzing the elements and impact of IMC, including current trends, technology, and other macro-environmental issues.

Product management is a critical activity that helps develop winning products, increase market share, improve customer appeal, and beat the competition. This course provides the marketing foundations required to develop a global product marketing strategy utilizing various analytical tools and cultural assessment. You’ll develop sound product strategies and an effective marketing plan through a series of exercises performed from a global perspective.