Online PhD in Business Marketing: Doctorate Program Overview

Dec 03, 2019

Learn about online Doctor of Business Administration in Marketing programs. Get an overview of the program types, requirements and course descriptions available for this field.

Essential Information

Online doctoral degree programs in business marketing are available as Doctor of Business Administration programs with a marketing concentration. These programs allow for online coursework but generally require a small number of campus visits. Admissions requirements include 3-5 years of relevant work experience and a master's degree in business or marketing with a 3.0 GPA.

Doctor of Business Administration in Marketing

An online Doctor of Business Administration (DBA) in Marketing program is available to working business professionals who want to enhance their career positions and earn higher salaries. Enrollees receive the same training as those pursuing a traditional DBA, but also study in-depth concepts in market segmentation, marketing channels, product development, consumer behavior and integrated marketing. Prospective students need to have completed a master's degree in business or marketing with a 3.0 GPA; they must also have 3-5 years of professional business experience.

Information and Requirements

The typical length of a DBA in Marketing program is between 56 and 60 credit hours. Because students can schedule their workload according to their availability, the length of time needed to complete the degree program may vary greatly. Programs can be completed completely online; however, students must attend residencies on campus a few times per year to consult advisors, network with peers and attend conferences.

Students must have access to a computer with high-speed Internet and a printer. Course material is available completely online, semester workloads can fit almost any professional lifestyle. Participants communicate with professors and peers via online discussion forums and e-mail, and can often reach advisors and tutors 24 hours a day.

Common Doctor of Business Administration in Marketing Courses

In addition to accessing course material through websites, students can also participate in faculty-guided discussions through online forums. They generally need to devote 10-20 hours per week to online study in order to adhere to their coursework schedule.

Marketing Research

This course teaches the investigation of consumer markets based on consumer behavior and empirical research. Through the study of current and historical journal articles, students learn marketing research methods and their relationship to business strategy. Topics include domestic and international data-gathering variance, public databases, consumer behavior patterns and futures research.

Consumer Branding Theory

The primary focus of this course is to identify branding issues that challenge marketing firms. Concepts include anticipating of branding strategies, building brand equity, communicating effectively in a digital marketplace, tailoring global brands for regional markets and building consumer relations in a global marketplace. Students then learn to incorporate these concepts into short and long-term business strategies.

International Marketing

Students focus on the multitude of factors that influence the decision-making process for international marketing firms, including business objectives and policies, global market selection, product lines for specific populations, distribution channels, communication barriers and variances in cultural business practices.

Business-to-Business Marketing

Students analyze the issues facing business-to-business marketing managers. These issues generally take place in the online environment; they include promotions, advertising and business-to-business communication channels. Enrollees consult both current and classic case studies through business journals and papers.

Career Information

Graduates of a Doctor of Business Administration in Marketing are well-prepared for careers in consulting, teaching postsecondary education and serving as top marketing executives. The median annual wage for marketing managers was $134,290 as of May 2018, according to the U.S. Bureau of Labor Statistics ( The same source states that the top-paying employers for this occupation are security and commodity exchanges.

Rather than earning a Ph.D. in Business Marketing, students can pursue a Doctor of Business Administration fully online, with infrequent campus visits. Courses that are studied in these programs include international marketing and business-to-business marketing, and graduates may enter academic and executive roles.

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