Marketing is fundamental to the success of any business.
Become a marketing expert by joining our bachelor’s, master’s or PhD programs.
Bachelor’s, Master’s or PhD in Marketing?
Bachelor’s Degree Program
Build your understanding of marketing fundamentals and learn skills in communication, branding, analytics and more.
BS in MarketingMaster’s Degree Programs
Master the skills that empower you to understanding customer needs and the competitive environment.
MS in Marketing
PhD with Marketing Concentration
Develop strong research skills that are especially relevant for students interested in an academic career.
PhD in Marketing
What Is Marketing?
Marketing is essential to running a business or a non-profit organization with a focus on the customer and the firm’s objectives. Good marketing decisions are made by understanding customer needs and the competitive environment. The field of marketing is vital for careers in general management. Further specializations include strategic marketing, product management, retailing, advertising and market research. A more recent phenomenon, the growth of E-commerce, has posed a different set of challenges to marketing.
The marketing academic area in the Naveen Jindal School of Management offers the following Marketing degrees:
- Bachelor of Science in Marketing
- Master of Science in Marketing
- MBA Degree with a Focus in Marketing
- PhD in Management Science with Concentration in Marketing
Marketing Resource Articles
Learn more about specific areas of marketing and specific career paths and opportunities available to you. The authors of these articles include marketing students, faculty, and staff.
Research Isn’t Just for Science Majors — It’s for Marketing Majors, Too!
While a BS in Marketing program student, Claudia Kwee had a chance to conduct a research project and present it at an educators’ conference in Houston.
Now Is a Good Time to Help a Nonprofit Organization
By being part of the UT Dallas community, we know we are blessed with support, resources and connections — but most of all hope.
What Does a Brand Manager Do?
Marketing Career Focus: Brand Management
A brand manager is responsible for the overall image of a product or person. Key elements of the job are researching the marketplace to determine where the product or client fits in.
Capstone Senior Projects Provides Real-World Solutions for an Array of Clients
The Professional Program in Marketing (PPM) is a program that provides supplemental workshops and professional opportunities while also encouraging participation in rigorous courses. This elite program was the brainchild of a past Capstone Senior Project Marketing (MKT 4395) course.
What You Learn From Capstone Senior Projects
Capstone Senior Projects give students a taste of real-world situations. Students gain experience working with corporations in the community, showcasing their expertise and professionalism.
Students’ Work Played a Part in a Corporate Acquisition
In May 2019, Shannon Cotts won the DFW AMA Collegiate Marketer of the Year award for her outstanding data analysis provided to startup business Fixd, a Dallas-based home warranty and service repair business.
How Our Marketing Students Land Over 150 Internships Every Year
The BS in Marketing program’s required internship is important for acquiring needed experience to land that first job. It’s also a crucial part of our trilogy experience, which includes completion of an internship, 100 hours of community engagement experience and a capstone senior project course.
Alumni Spotlights
Mindy Tiu, BS’14
GE, Commercial Leadership Program
Mindy Tiu, now living in Stamford, Conn, fully embraced her time at UT Dallas by taking part in a broad range of campus activities.
Chanel Ebanks-Texada, BS’16
Watson Customer Engagement Account Executive, IBM
Ebanks-Texada has launched her career at IBM, where she is prospecting and generating business in the public sector.
Randall Tan, BS’13
Key Account Manager at Softlayer, An IBM Company
Randall Tan had plenty of success before launching his academic career at The University of Texas at Dallas.
Kate Reagan, BS’15
Assistant Vice President, Business Development, Texas Capital Bank
In Reagan’s role at Texas Capital Bank, she leans on both degrees she earned at Jindal School – a bachelor’s degree in accounting and marketing.
Paulina Jesionek, BS’13, MS’15, MBA’15
Marketing Program Specialist, UT Southwestern Medical Center
Jesionek graduated cum laude in Fall 2013 with two undergraduate degrees – Global Business and Marketing. She delivered the commencement address that year.
Matthew A. Thompson, BS’12
Automation Marketing Manager, StructuredWeb
Matthew A. Thompson, who majored in marketing, moved to New York City soon after graduation. Once there, he landed a job at ALM, a specialized business news and information company largely focused on the legal community.
Glenn D. Lovelace, BS’81
CEO, Peñasco Valley Telephone Cooperative, Inc.
Lovelace graduated from what was then the School of Management with a marketing degree and minors in computer science and finance.
Marketing Faculty Research
We are committed to creating a practical and applied learning environment for the study, research, and practice of marketing. Our series of courses has been designed to meet the needs of students who choose general management careers as well as those who choose to study marketing.
See recent research highlights from our marketing facultyMarketing Blogs & News
Find advice and resources you need as a current or prospective student in marketing.
Top Sales Student Transformed Adversity into Opportunities
One of the top students in the Professional Sales Concentration has had an extreme past but is transforming adversity into opportunity. Rising star, Kathryn McCord, will surprise you with her story.
Professional Sales Concentration Prepares Students with Real-World Scenarios
Jindal School sales students launched the fall with a Speed Sell competition followed by a presentation from renowned sales expert and author Mark Hunter. Events like these reinforce classroom teachings and introduce students to potential employers.
Welcome Back: Be Sure to Raise Your (Virtual) Hand
Welcome to fall semester, Jindal School students. You have many options to learn and many opportunities to shine. Whether in class in person or attending online, Senior Associate Dean Monica Powell encourages your participation.
What Is Digital Marketing?
Marketing Career Focus: Digital Marketing
Overview of skills needed for digital marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The digital marketing track has 4 core courses covering interactive and digital marketing, digital sales strategy, marketing automation and campaign management, marketing web analytics and insights, plus 12 electives
What Does an Advertising Professional Do?
Overview of skills needed for advertising professionals and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas.
Senior Wins Student Entrepreneur and Collegiate Marketer of the Year Awards
A marketing senior recently brought home two major competition awards, one from Dallas Startup Week for her entrepreneurship and one from the DFW chapter of the American Marketing Association, which named her Collegiate Marketer of the Year.
JSOM to Prepare for Sales and Lead Development Jobs
For business school students, insight on the future of the job market is helpful, and we have the scoop. Entry-level sales roles are on the rise. Learn more about what you need to get one of these roles post-graduation.
Student Spotlight: Sabrina Castillo
Sabrina Castillo is pursuing her Bachelor of Science in Marketing at the Naveen Jindal School of Management and she is expected to graduate in May 2025.
What is Social Media Marketing?
Marketing Career Focus: Social Media Marketing
Overview of skills needed by social media marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. Our program not only offers in-depth courses in social media but also in related areas.
Marketing Career Focus: Product Management
What does a product manager do? In his book, Inspired, Marty Cagan, software engineer and founder of the Silicon Valley Product Group, defines the job of the product manager as “to discover a product that is valuable, usable and feasible.”
Sales Students Benefit From Artificial Intelligence Tools
Students in Jindal School of Management sales courses are reaping rewards from artificial intelligence technology that can analyze their sales calls and role-plays.Their efforts are to be featured in a video by the company that makes the technology.
Reverse Career Fairs: All you need to know
We’ve all heard about regular career fairs, where you go to meet the recruiting coordinators from different companies, but have you heard of a reverse career fair? Instead of students wandering around waiting to talk to a recruiter, it’s switched.
2019 Scholarship Breakfast: Former Dallas Mayor Emphasizes Need for Education
Former Dallas Mayor Mike Rawlings tied education to economic viability in a keynote conversation at the Jindal School’s major annual fundraiser, the Scholarship Breakfast. The event raised enough to provide scholarships for more than 40 students.
What Does a Product Manager Do?
Overview of skills needed for product managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The job of the product manager is to discover a product that is valuable, usable and feasible.
A Message from Jindal School Dean Hasan Pirkul
Jindal School Dean Hasan Pirkul reaches out to students, faculty, staff, alumni and supporters with an update on the state of the school as classes resume following spring break and during the coronavirus outbreak.
Jindal School Researcher Joins Theoretical With Practical to Help Businesses
Jindal School Professor Özalp Özer brings theoretical and practical research to his efforts to help businesses solve their problems. This approach often leads to answers — as well as new research avenues to explore.
Marketing Student Turns Strawberry Beauty Hack Into Hot-Selling Serum
Fragrant strawberries mean the sweet smell of success for a JSOM marketing student who developed a sellout skin-care serum using the aromatic fruit. Using marketing and innovation skills learned at UT Dallas, she already is working on new ideas.
Mentoring Sparks Undergrad’s Research Efforts
Positive mentoring experiences sparked a Jindal School marketing major’s curiosity and opened the door to her research. Since winning a UT Dallas Undergraduate Research Award, she has refined her work and presented her findings on and off campus.
Comets Shine at the Phi Beta Lambda National Leadership Conference
UT Dallas student competitors scored a record number of first-place finishes at the Phi Beta Lambda National Leadership Conference. All 10 UTD contestants placed in the top 10 in every event they entered.
Sales Students Score Top Wins at Annual Competition
The 2020 International Collegiate Sales Competition won the case-management contest and placed second in the World Cup of Sales.
Read more Masters in Marketing Blogs and News Stories
See all MS Marketing Career Focus Blogs
Student Testimonials
Liquin Luo, MS’17
Data Scientist, Apple
The MS in Marketing program gave me sophisticated marketing analytic knowledge and the ability to think as a thoughtful marketer. The career center at JSOM accelerated my career potential, helping me land a job at Apple.
Amber Quach, BS’20
Class of 2020
The UT Dallas Marketing program has given me the ability to merge my strengths as a business-minded individual and also as a creative through their program.
Hema Shesha Sai Ganta, MS ’22
MS in Marketing at UTD is an incredible program. I thoroughly enjoyed pursuing the Marketing Analytics and Customer Insights track. The courses and unparalleled knowledge of professors helped me gain a better understanding of analytical applications in a real-world business setting. I highly recommend this program to anyone who is passionate about marketing.
Musa Ato, BS’12
Managing Director, Adolfin Group
The UTD Marketing program was my foundation in crafting the League of Rebels brand.
Mao Li, MS’14
Senior Manager of Competitive Intelligence, Health System, Marketing Insights and Analytics, Philips
The MS in Marketing program is a well-organized program with agile setup. It has different tracks to choose to fit your career direction. I highly recommend the program for further development in the marketing industry.
Pratiksha Tonpe, BS’21
Class of 2021
The MS in Marketing program in the JSOM has offered so many fantastic opportunities where I could learn more about the industry and meet professionals.
Brandon Borick, BS’20
Class of 2020
The UT Dallas BS in Marketing program has helped me pursue my interests in entertainment marketing by shaping its coursework to my own needs.
Kyana Shamloo, BS’15
Product Marketing Manager, Freeman Company
I really enjoyed the marketing program at UT Dallas because they made it a point to have your class requirements be in various subjects.
Varika Pinnam, BS’20
Class of 2020
I chose to attend UTD because I felt I had found a community here before I ever even moved to Texas. I decided upon the Marketing program in particular because I wanted to be a part of a fast-paced, impactful business world but work creatively and be able to generate and implement new ideas rather than work in a rigid structure.
Jo-Annie Au, BS’20
Class of 2020
Through the UTD Marketing program, I’ve been able to fuel my passion for advertising and content creation. The program has given me the opportunity to learn from professionals while also getting to work with real clients and local companies.
Ada (Zhu) Choi, BS’14, MS’15
Retail Strategy Manager, Samsung Electronics America
The MS in Marketing prepared me to face real-world challenges through very applicable courses and ample networking opportunities. The professors and courses gave me deeper knowledge. If you crave intellectual stimulation and growth, I’d highly recommend the master’s program at UTD.
Rebecca Sollars, BS’20
B2B Client Solutions Executive, AT&T
I’m about to graduate, and I have secured a job with a Fortune 10 company, AT&T. I would never have been able to accomplish this without the help of UTD!
John Walling, BS’21
Class of 2021
Being a part of the BS in Marketing program at UTD has been an enjoyable and adventurous experience for me.
Ana Corona, BS’16
Assistant Brand Marketing Manager, Daltile
I was fortunate enough to have been included in high-visibility projects, some of which involved our company’s executive team.
Mike Hart, MS’14
Vice President of Sales, Lennox Industries
The UTD Marketing master’s program was a great experience. The networking opportunities were excellent, and the quality of the students added to the overall value of the program. I would recommend this program to anyone who wants to gain a deeper knowledge of marketing principles as they apply to the real world of business.
Michelle Bassil, MS ’22
The MBA & Master of Science in Marketing programs have provided me with the opportunity to gain a vast amount of relevant knowledge that is applicable to real-world business problems. I am grateful to have had the opportunity to further my education in a way that allowed me to pursue multiple interests simultaneously!
Mahesh Jajoo
This program has helped me grow in different domains of marketing. It is one of the only programs worldwide that allows you to choose multiple courses between tracks. The amount of research that goes into preparing the material for the course is amazing, keeping the teaching material up to date with the changes in the marketing field. It also has taught me the best marketing principles and lessons through its core courses, which I will use throughout my marketing career. Overall, a program that has taken care of all the ever-changing dynamics of marketing that I was looking for and helped me grow as a marketer.
Christian de Lara, BS’17
Enterprise Business Development Representative, Salesforce
I believe that the UTD Marketing program has given me an incredible foundation to develop my professional brand.
Brandon Borick, MS ’22
The M.S. in Marketing Fast Track Program was one of the most valuable opportunities I was able to take advantage of during my time at UT Dallas. In five years, I was able to attain both a bachelor’s and a master’s degree, which has opened opportunities many entry-level business professionals don’t often receive.
Andrew Franco, BS’12, MS’12
Andrew Franco, JSOM graduate with BS’12 and MS’12, shares how completing his MS in Marketing enabled him to move his career forward.
Marketing Program Resources at the Jindal School
Academic Programs – Primary
The Marketing academic area offers one bachelor’s, one master’s and one PhD program.
Online Degrees
Academic Programs – Additional
The Marketing area also offers accelerated pathways to adding more degrees as well as professional programs and concentrations.
Faculty and Advisory Board
Discover how Marketing area faculty are researching, publishing, speaking and engaging in the business community.
Community Activity
Marketing area students, faculty and staff are engaged in the community through center activity, events and more.