Master of Science in Marketing


Master of Science in Marketing
Masters Degree in Marketing
MS in Marketing

The Master of Science in Marketing (MS Marketing) is a 36 semester credit hours degree program (12-18 months) that is designed to prepare students seeking higher level positions in marketing or pursuing a graduate program to further advance their marketing knowledge.

The University of Texas at Dallas is located in the greater Dallas area, home or an important base to many leading marketing–driven companies and advertising agencies such as American Airlines, AT&T, The Container Store, Dr Pepper, Fossil, Frito–Lay, Kimberly–Clark, KBM–Wunderman, JC Penney, Pizza Hut (YUM brands), MARC Research, Mary Kay, Razor, The Richards Group, Savitz Research, Southwest Airlines, TargetBase and Tracy Locke.

In addition, the Telecom Corridor of high–tech business that surrounds UT Dallas is also home to several companies including Alcatel, Cisco, Ericsson, McAfee, Nokia, Texas Instruments and Samsung which require professionals proficient in marketing analytics, business development, digital marketing and product management.

The Marketing Industry Advisory Board has assisted with the program design and continually monitors the course work to ensure the curriculum is both relevant to commercial enterprises and generates future industry leaders with successful career paths. The local chapters of the American Marketing Association and American Advertising Federation are actively involved with our marketing programs and advisory board.

MS in Marketing at UT Dallas To apply for this degree program, an undergraduate business degree is not required (all undergraduate majors welcome).

MS Marketing Program Highlights

  • No prerequisites required
  • Marketing focused: take 11 of the required 12 courses in a marketing area
  • Previous work experience is desirable but not required
  • Financial aid available for domestic students and scholarships

MS Marketing Tracks

  • Advertising and Brand Management
  • Business Development and Sales
  • Digital Advertising & Marketing
  • Marketing Analytics and Market Research
  • Marketing Management
  • Product Management
  • Connect with the Director
  • Degree Plan
  • Student Testimonials
  • Students’ Profile

Marketing is experiencing change due in great part to the growth of behavioral targeting, social media and mobile marketing. Driving the explosive growth and interest for these areas (as well as the more “mature” digital areas such as search and E-commerce) is the fact that companies can now determine the exact ROI of a campaign due to the availability of all kinds of data. We are both proud and excited to introduce our digital marketing track.

The Master of Science in Marketing program prepares students for these growth areas, as well as traditional areas, by emphasizing a proficiency in quantitative skills such as statistics, databases and market research as well as qualitative skills such as consumer behavior. Regardless of the graduate marketing track you pursue, these skills will be what can set you apart from other “marketers” when competing for a job or advancing in your career.

Specialization is also critical in today’s marketplace and our MS in Marketing program allows you to take twice the number of marketing courses than other degree programs. Learn more by attending one of our info sessions or our marketing events.

For the status of your application or questions about the documentation required or status such as your transcript, required exams please contact advising at som-grad@utdallas.edu or msmartketing@utdallas.edu

Alexander Edsel

Director, MS Marketing Programs

Classes are offered on-campus in the evening (some are available online) and are especially suitable for students working full-time or part-time jobs. Work or educational experience in marketing is desirable but not required. The degree plan includes nine semester credit hours of business core courses, nine semester credit hours of marketing core courses and 18 semester credit hours of marketing focused core courses and/or electives depending on the track chosen.

Business Core Courses (9 Semester Credit Hours)

Marketing Core Courses (9 Semester Credit Hours)

Printer Friendly 2015 MS in Marketing Degree Plan

Six MS Marketing Tracks

  • Advertising & Branding

    The world of advertising is undergoing significant changes with the shift of ad spending from traditional media such as television to digital media (i.e. search engines and social media). While traditional media spending is forecasted to grow 2.9% per year between 2010 and 2014, digital media is projected to grow at over 10% per year during this same period. The core courses offered in this track, such as advertising & promotional strategy, advertising research, brand management and digital marketing, emphasize principles applicable to both traditional and digital media. Frequently, digital media practitioners are adept at using the tool of the day but lack the necessary marketing and strategic framework to ensure that their efforts are profitable and/or integrate with the rest of the marketing mix. This track also offers electives in areas such as social media, digital marketing lab and web analytics.

    Core Courses (12 SCH)

    Electives (6 SCH)

  • Business Development & Sales

    Core Courses (12 SCH)

    Electives (6 SCH)

  • Digital Advertising & Marketing

    A 2011 report by Forrester Research forecasted that the U.S. interactive marketing spend would reach $76.6 billion by 2016, equal to TV spending in 2011 accounting for 35% of all advertising.(vs the current 19% digital spending today).

    Search and display advertising will continue to be the biggest pieces of the interactive spending pie, at 44% and 36%, respectively, mobile paid advertising and search will experience astronomic growth and are surpassing email and social this year, according to the report. Due to these trends and resulting hiring opportunities for marketing professionals, we have added this track which consists of 4 highly specialized courses and numerous digital marketing and ecommerce electives. The track contains a course in digital and interactive marketing, a foundation Advertising and Promotions course, a Web Analytics course (Google Analytics) and a digital lab course where our students can obtain hands on experience creating a WordPress site with plugins, using social media listening platforms, data visualization software for management and client presentations, YouTube, Augmented Reality, Mobile QR codes & apps, Paid Search campaigns (i.e. Google AdWords) and many more.

    Core Courses (9 SCH)

    • MKT 6321 Interactive and Digital Marketing
    • MKT 6365 Marketing Digital Applications
    • MKT 6332 Advertising & Promotional Strategy

    Electives (9 SCH)

  • Marketing Analytics

    Companies have witnessed an exponential growth in customer data generated from store scanners and from web transactions, navigation, search, and more recently, social media. Companies are therefore seeking trained professionals who have the skills to analyze the data to help managers make better marketing decisions. There is a shortage of qualified candidates with the right combination of marketing and analytical skills. Often companies hire students trained in the statistical or quantitative side who use different packages such as SAS or SPSS to create marketing decision models. Such hires often lack an understanding of marketing decision making and of the key drivers of consumer purchase behavior.

    The Marketing Analytics & Market Research track seeks to fill this void by offering core courses that provide an introduction to basic marketing principles such as consumer behavior, segmentation, targeting, positioning, market research and digital marketing along with quantitative courses in marketing analytics using SAS and database marketing. Numerous and highly relevant electives such as new technology forecasting, data warehousing, spreadsheet modeling, business intelligence, web analytics or more SAS based courses are available for this track, including an optional data mining certificate.

    Core Courses (12 SCH)

    Electives (6 SCH)

  • Marketing Management

    This track is designed for those students who are either undecided about the functional area they wish to specialize in within marketing or who might be performing a broad range of marketing functions or are in general marketing management. It is also a good option for students pursuing a dual MBA or master’s degree who wish to leverage some of their previous coursework. Please check with the advising office for the requirements for dual degrees. For these students, we offer this general and balanced track that gives them exposure to numerous areas such as market research, advertising, sales, channel/distribution management, strategy and a broader range of electives to choose from. For example, if a marketing professional works for a small or medium sized company and is responsible for many different functional areas, this might be the best track for their professional environment.

    Marketing Area Core Courses

    Other Area Electives

  • Product Management

    The Product Management discipline or profession is one that involves both product specific knowledge and a highly specialized set of marketing and business skills. The product specific knowledge is often either learned on the job (i.e. for consumer packaged goods such as potato chips) or attained in some industries and products by having a technical background or degree (i.e. engineers for telecommunications, scientists and pharmacists in drug companies, etc). In the technical field, many managers are often promoted into a product management role and are unfamiliar with the business and marketing skill sets this new role entails. Often they attend seminars and short courses which vary in quality and duration.

    Product managers involved with consumer or other non–technical products often come from a very diverse set of educational backgrounds. While some have a business/ marketing degree many others have a liberal arts or some other non–business degree. However, even those with bachelor’s degrees in business who took marketing courses probably did not take courses in product management because they are not commonly offered in undergraduate programs.

    We are excited to offer this track which contains a set of highly specialized core courses critical for product management success: new product development, product management (managing the product throughout the different stages of its lifecycle), pricing and brand management. Among the electives for this track are highly relevant courses such as new technology forecasting, competitive strategy, channels and retailing, marketing engineering and project management.

    Core Courses (12 SCH)

    Electives (6 SCH)

Domestic students













International students







We are proud of our MS in Marketing management students. They come from a wide variety of backgrounds and experience and represent an array of races, gender, geography and cultures.

Fall 2013 Student Profile

Class StatisticsPercentage or Number
International65%
Canada, China, India, Mexico, Taiwan, Turkey, Venezuela, and the USA
Women67%
Domestic minorities: Hispanic, African American8%
Average GMAT635
Average TOEFL (iBT)84
Average Work Experience*1.5 years
Median Age23
Average Undergraduate GPA3.5
Average Graduate GPA3.4
Typical Undergraduate Degrees**Communications, Business, Liberal Arts
Internships/Job Placements100% for domestics seeking a paid internship. 60% for international but not always paid-this statistics is highly correlated to your written and verbal proficiency in English, if you have a high Toefl of 95 or greater, then a 90% placement rate

* Work experience is not required for joining the MS Marketing program. However, prior working experience is highly considered.

** The amount of work experience greatly determines your earning potential when you graduate, 3-4 years of relevant experience is the best minimum to leverage your Master’s degree.

Average Salaries Full Time Jobs

Experience Salary
No experience Approx. $54,000
3-5 years relevant experience $68,000
5 or more years and in a high demand area such as digital or analytics >$80,000

Helps with career advancements of our domestic graduates have been promoted to Director or VP positions.

National statistics show a Master’s degree on average can increase salaries for working graduates by 15%.

The following 2015 salary survey was conducted by the National Association of Colleges and Employers, and highlights the demand for marketing talent. The average starting salary is $77,955. This is more likely to happen in growth areas such as digital, marketing analytics and product management and if you come in with some work experience.

Top-paid business majors at the master’s level

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