Marketing Programs Overview

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 is committed to creating a practical and applied learning environment for the study, research and practice of marketing. The school has designed a number of courses to meet the needs of students who choose general management careers as well as those who choose a marketing concentration.

The school’s marketing faculty are highly regarded as experts in marketing science, which is an approach to marketing characterized by an analytical orientation and employing quantitative methods to solve practical problems.

Bachelor of Science in Marketing

The BS in Marketing program features 12 hours of marketing core courses including Product and Brand Management, Market Research, Personal Selling and Sales Management and the capstone course which offers a marketing simulation experience. Students may specialize by taking three additional marketing-guided electives such as Advertising, Consumer Behavior or Digital Direct and Social Media Marketing.

The BS in Marketing program offers four tracks to choose from:

  • Advertising and Digital Marketing
  • Brand Management
  • Sales and Business Development
  • Marketing Research and Analytics

Students are encouraged to participate in internships and student chapters of the American Marketing Association and the American Advertising Federation, which will help them develop skills needed in their future careers.

For further details and course information, view Undergraduate Marketing degree program. For admission information, view the UT Dallas Course Catalog.

Master of Science in Marketing

The UT Dallas MS in Marketing program is a 36–hour program designed to meet the needs of students seeking to enter into marketing, pursue higher level positions in marketing or for those interested in advancing their marketing knowledge. Classes are in the evening, making them especially suitable for students working full or part-time jobs.

The MS in Marketing program offers five tracks to choose from:

  • Advertising and Brand Management
  • Digital Advertising & Branding
  • Marketing Analytics
  • Marketing Management
  • Product Management

At least 36 semester credit hours of coursework are required, including 9 hours of business core courses, 9 hours of marketing core courses and 18 hours of marketing focused core courses and/or electives depending on the track chosen.

For further details and course information, view Master of Science in Marketing degree program. For admission information, view the UT Dallas Course Catalog.

MBA Degree with a Focus in Marketing

Graduate students pursuing an MBA degree may have a focus area in marketing. Focus areas are informal collections of courses that fit a student’s educational goals and are often aligned with functional area specialties. Students may choose a focus area within the 21 hours of electives, but are not required to do so.

For further details and course information, view graduate degree programs. For admission information, view the UT Dallas Course Catalog.

PhD in Management Science with Concentration in Marketing

The PhD degree in Management Science provides the opportunity to conduct research in a functional business area and contribute intellectual content or professional practice in that field. The course of study for the PhD degree program consists of three phases:

  • Attaining a background in business concepts
  • Requirements for doctoral proficiency
  • Dissertation

The purpose of the PhD program in Management Science with a concentration in marketing is to train researchers to deal with the most advanced issues, both theoretical and applied, in the field of marketing. Marketing science is an approach to marketing characterized by an analytical orientation, usually quantitative, that is strongly rooted in applications. It is also applied since marketing decisions cannot be improved without knowledge of management and buyer behaviors. Universities, as well as major companies with a marketing orientation, aggressively recruit PhDs with strong theoretical and research training in marketing.

For further details and course information, view graduate degree programs. For admission details, view the UT Dallas Course Catalog.