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.
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.
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.
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 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.
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.
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.
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.
Alumni Spotlights
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.
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.
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.
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.
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.
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.
What Is Marketing Automation?
Marketing Career Focus: Marketing Automation
Overview of needed skills for marketing automation careers and how these map to the courses offered at the MS Marketing at UT Dallas. Our program is one of the few in the nation to offer a specific course in marketing automation and campaigns.
JSOM Internship Expo Creates Opportunities for Students and Employers
The Jindal School’s Undergraduate Internship Expo brought together 1,500 students and recruiters from more than 50 companies. The expo helped students practice networking skills, and it helped employers find students to fill internships.
Super Bowl Ad Trends to Expect this Year
On Super Bowl Sunday, whether the game’s a good one or a great one, make sure you don’t miss the real game within the game — the commercials. Prof. Biswas gives us a sneak peek of what Super Bowl ad trends to expect this year.
UT Dallas, Jindal School Featured Prominently on List of Young Innovators
A Jindal School graduate and two current students have been named to 2019NTX Inno Under 25, a list of young leaders and entrepreneurs in North Texas under the age of 25. In all, nine of the 14 honorees have UT Dallas ties.
DFW Retail Innovation Panel Foresees a Future Mix of Tech and Tradition
Marketing, product and technology experts discussed retail innovation in Dallas-Fort Worth at an event presented by the Naveen Jindal School of Management in partnership with the DFW chapter of the American Marketing Association.
Jindal School Students Earn Scholar Award for ‘Rolling with the Punches’
Three Jindal School students have been named recipients of $15,000 Texas Business Hall of Fame Foundation Scholarships.The students as well as the foundation have had to make pandemic-related adjustments to doing business.
Powering Through JSOM as a Working Student Part I
Whether you are new to being a working student or have been doing it for quite some time now, read the helpful tips on how you can make the most of your time in graduate school.
Recent Jindal School Graduate Named to Selective Postgraduate Program
A recent Jindal School graduate will pursue his interest in nuclear security and diplomacy in the Schwarzman Scholars, a postgraduate program in Beijing to train global leaders while building relationships between China and the world.
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.
How To Excel At Showing Your Skills
If you’re an undergraduate student, you’ve probably thought once or twice about what you’ll do when you’re ready to apply for internships. Haven’t gotten there yet? Read Prithvi’s interview to gain insight.
JSOM Student Wins Marketer of the Year Award for Impactful Class Project
A Jindal School marketing student won the DFW American Marketing Association’s 2019 Collegiate Marketer of the Year Award. Shannon Cotts’ success marks the sixth time since 2012 that a JSOM student has won.
What Exactly Is E-Commerce?
Marketing Career Focus: E-Commerce
Overview of skills needed for e-commerce 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, campaign management lab, and marketing web analytics and insights, plus 9 electives.
Jindal School Inaugurates Undergraduate Deans Conference
The Jindal School recently held a new conference convening assistant and associate deans of undergraduate business school programs. More than 80 universities were represented, and the deans discussed ways to improve programs and student experiences.
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.
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.
Phi Beta Lambda Turns in Strong Performance at Texas State Leadership Conference
Based in the Naveen Jindal School of Management, the UT Dallas chapter of the student organization Phi Beta Lambda brought home 26 first-, second, and third-place awards from the Texas State Leadership Conference.
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 Assistant Dean Awarded Congressional Veteran Commendation
The head of the Jindal School’s Career Management Center has been recognized for his service in the military and as a veteran. Assistant Dean Tom Kim earned a commendation from the Texas 26th Congressional District, where he grew up and now resides.
Maximize Your JSOM Marketing Experience: Check Out These Clubs and Organizations
Dallas-Fort Worth clubs and national marketing organizations that marketing students should consider attending or joining. If you at the graduate level, networking with industry professionals should be one of your top priorities.
What Does a Marketing Manager Do?
Overview of skills needed for marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The marketing manager occupies a generalist’s role.
Read more Masters in Marketing Blogs and News Stories
See all MS Marketing Career Focus Blogs
Student Testimonials
Jerry Hao, MS’14
Data Scientist, Amazon
The MS in Marketing director and faculty changed my career trajectory to that of a data scientist. Thanks to the high level analytics courses and career-placement opportunities, I was able to get my foot in the door at a prestigious marketing agency, Brierley + Partners, followed quickly by opportunities at Hewlett-Packard, AT&T and Amazon.
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.
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.
Rahul Rai
My trajectory will always be changed by my time at UTD Naveen Jindal School of Management MS Marketing program. It surpassed all expectations and provided me with unique insight. I’m aware that investing in myself by enrolling in this program has been and will continue to be among the best choices I’ve ever made.
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.
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!
Musa Ato, BS’12
Managing Director, Adolfin Group
The UTD Marketing program was my foundation in crafting the League of Rebels brand.
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.
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.
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.
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.
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.
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.
Tim Nguyen, BS’19
Sales Development Associate, WESCO Distribution
The UTD marketing program provided me the resources and experiences that I was able to apply to my now ongoing career path.
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.
Matthew Hong, BS’20
Associate I, Analyst Development Program at Liberty Mutual Insurance
The UT Dallas Marketing program has been invaluable in the pursuit of my career by providing me with a solid marketing foundation that enables me to stand out from and collaborate with my peers.
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.
Holly Lynn
UT Dallas has helped me immensely by giving me the tools and knowledge to start a career path in the world of marketing right here in my hometown. I have grown with confidence to become a leader thanks to the many ways of communicating that have opened up to me, meaning things that were learned will not be forgotten!
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.
Lauren Sparger, BS’20
Sports Marketing Graduate Program, Red Bull
During my time as a student, the BS in Marketing program allowed me numerous opportunities to gain real life marketing skill sets and business acumen.
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.