- Course Information
It doesn’t matter how great a product or service is if it can’t be communicated in a way that translates to sales. The NCU online PhD in Marketing specialization develops your skills in sales, research and promotional techniques that can be applied to virtual, global or domestic markets. You will explore strategies for a sound, systematic, ethical and legal approach to contemporary marketing practices and research theory. You will also learn how to assess and evaluate buyer needs and wants and construct advertising strategies geared toward establishing quality goods or services and driving customer loyalty. NCU graduates pursue professional opportunities in leadership, consulting and teaching.
“Northcentral University was one of the few universities that had a distance program with a doctorate in marketing. They were one of the first ones that had it. They're kind of an innovator in the field. That was a big decision-maker for me.”
—Douglas Nash, DBA, Marketing
General Degree Requirements
Admission to a doctoral program at NCU requires a master's degree from an accredited institution.
The PhD program may be completed in 60 credits. Up to an additional 15 credit hours will be allowed as needed to complete dissertation research. The University may accept a maximum of 12 semester credit hours in transfer toward the doctoral degree for graduate coursework completed at an accredited college or university with a grade of "B" or better.
Completion Period for Doctoral Degrees
Northcentral University allows 7 years to complete all doctoral programs of 60 credits or less. Normal time to complete varies depending upon course take rate and credits transferred.
Foundational Competencies for DBA Programs
- Graduate-Level Research Methods Competency - PhD students are required to complete BTM8102, BTM8103, BTM8104, BTM8106, BTM8107, BTM8108 and BTM8109 at Northcentral.
- Graduate-Level Statistics Competency - PhD students are required to complete BTM8107 Statistics II at Northcentral.
- Computer Competency - Doctoral students are required to have computer skills necessary for completing a dissertation. Students must be able to prepare documents using advanced word processing skills (e.g., creation of tables and figures, headers and footers, page breaks, tables of contents, hanging indents). Students must use computer programs for the statistical analysis of data (e.g., SAS). Students must produce a computer-based presentation (e.g., PowerPoint) for their dissertation oral defense.
We examine the comprehension, evaluation, and synthesis of concepts that are the underlying foundation of marketing theory built around environmental research, marketing strategy differentiation, the product life cycle, segmentation strategies, the marketing mix (4 P's), and the new product cycle.
Strategic Service Marketing
This Doctoral level course will prepare students in the understanding of service marketing theory. These concepts provide the foundation necessary to examine the components of formulating service dominant logic. Through investigative research, aspects of theory development are identified and new theories are formulated. The research work developed through this course is suitable for an initial concept paper, research study, or for journal publication in order to further prepare the doctoral student.
Strategic Sales Force Management
This doctoral course explores how to define consumer responses to fit market targets and investigates market segmentation to improve overall goal performance. The role of the sales force is expanding greatly as a result of economic and competitive pressures and social and cultural changes in markets. Salespeople are often engaged in consultative relationships with their customers. The student will explore strategic sales force management issues, organizing, staffing, and training a sales force, directing sales force operations, including the analysis of motivational issues, sales planning, and evaluating sales performance. In addition, the ethical and legal responsibilities of sales managers will be covered. A variety of learning methods, including case studies will prepare students for career opportunities in sales force management.
Customer Relationship Management Strategies
The manner in which a company develops and manages customer relationships has evolved over the past two decades. This Doctoral level course explores strategies to develop and align customer, channel, brand, and relationship strategies to ensure that Customer Relationship Management (CRM) projects are effectively managed. Customers needs, preferences, and behavior are analyzed so that the insight gained can be utilized to design better ways of interacting with customers or market segments. CRM strategies in communications, government, manufacturing, resources, and retail are examined. CRM processes are analyzed to determine the impact on the overall profitability of the company.
Advertising and Promotion Strategies
Changes in industry, business operations and consumer behaviors lead to transformations in advertising and promotion. This course focuses on the effective use of integrated marketing communications programs and processes. Students will analyze the communications process, evaluate objectives and budgeting for promotional programs, explore creative strategies for planning and developing advertising, measure the effectiveness of promotional programs, and examine regulatory issues and the social, ethical, and economic aspects of advertising and promotion. A variety of learning methods including case studies, research papers, and promotion plans prepares students for numerous career opportunities in marketing communications and advertising
Consumer Behavior Theory and Practice
This doctoral course explores how to define consumer responses to fit market targets and investigates market segmentation to improve overall goal performance. Customer behavior theory examines the applications of creating theoretical constructs incorporating marketing dominant logic, customer lifetime value models, and new analytical methods to develop and design consumer response systems. Customer loyalty and satisfaction are measures to help assess impacts of various new marketing strategies using techniques and scales to create improved consumer results. Developing new promotional methods for practical customer practice provides marketing professionals advanced tools to design enhanced service performance and tangible sales programs.
Brand and Product Management
This Doctoral level course incorporates product and brand strategies into a comprehensive management platform for understanding how to create the best marketing plans using an optimal marketing mix. Brand development focuses on image and equity coupled with product management. Creating new concepts and constructs requires best practices and a balance between plan requirements and brand needs in order to develop optimal marketing results. This course provides a new learning experience for marketing professionals in need of current methods to develop product designs and implement comprehensive marketing strategies.
Advanced Ethical and Legal Cases and Applications in Marketing
Using research methods for defining and analyzing marketing characteristics, this course provides a review of techniques to define and identify best qualitative research measures. Using Excel-based tools can help provide results through heuristic investigation. Aspects of social research along with an introduction of text analysis offers training in refining specific research targets and creating rationale for further investigation into product, promotion, place and price decisions. Qualitative research creates face validity to explaining marketing phenomena worthy of further pursuits. This course reviews both techniques and theory to create best planning assumptions and cases needed for marketing implementation.
Qualitative Marketing Research Theory
Using research methods for defining and analyzing marketing characteristics, MKT7105 provides a review of techniques to define and identify best qualitative research measures. Using Excel based tools can help provide results through heuristic investigation. Aspects of social research along with an introduction of text analysis offers training in refining specific research targets and creating rationale for further investigation into product, promotion, place and price decisions. Qualitative research creates face validity to explaining marketing phenomena worthy of further pursuits. MKT7105 review both techniques and theory to create best planning assumptions and cases needed for marketing implementation.
Quantitative Marketing Research Methods and Techniques
Marketing Research requires using quantitative tools that identify growth opportunities, utilize scarce resources efficiently, determine best segments, optimally position products, and create new products that fit customer demand. New marketing initiatives need economic justification that enable professionals to clearly make strategic decisions offering best choice options for improved performance. The student will use a series of analytical tools to solve various decision problems using a unique software product to pinpoint better decision frameworks.
At Northcentral University, we pride ourselves in being completely transparent when it comes to tuition and fees. If a cost is not included in our Cost Per Course Tuition Rate, we let you know up front. Currently, the only additional cost above your program rate* is books. Learn more about the NCU’s PhD in Business Administration costs below:
- Per credit cost: $1,129
- Per 3 credit course cost: $3,387
- Program cost: $68,090 - $71,477
- Average book cost per course: $110
- Application Fee: $0
- Learning Management Fee (one-time per program): $350
- Registration Fee: $0
Click here to learn more about payment and financing options.
*Program rates are subject to change and generally increase at the start of each calendar year.
Total program costs reflected are calculated based on standard degree program credits exclusive of the program’s potential evaluation track. The actual cost of a program is determined based upon the program and track the student enters, transfer credits if any, and other unique student factors. For more information: please contact Admissions or refer to the catalog.
If there’s one thing we’ve learned about our students, it’s that they are motivated and ambitious—but they are also busy! At Northcentral University, we’ve designed our education experience to work with you, not against you, so you can achieve your academic goals without sacrificing the quality, flexibility and support you need to be successful.
- Regionally Accredited
- No Physical Residency Requirements
- One-to-One Teaching
- 100% Doctoral Faculty
- Flexibility of Online Learning
- University Resources
To learn more, request information or call 1-866-776-0331 to speak with an enrollment advisor today. We offer new courses every Monday of the year so you can get started when it’s best for you.