Marketing Programs at UT Dallas

Jindal School bachelor's in marketing graduate on a beautiful, sunny Commencement Day

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 Marketing

Master’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:



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.

Shannon Cotts, Collegiate Marketer of the Year

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.

Tom Henderson, article author

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.

Jindal School undergraduate interns

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.

Julie Haworth

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.

Marketing student organization meeting

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 is brand management

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.

Julie Haworth and Claudia Kwee

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.

See all Resource Articles

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.

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.

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.

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.

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.

See All Alumni Spotlights

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 faculty

Marketing Blogs & News

Find advice and resources you need as a current or prospective student in marketing.

ut-dallas-big-idea-competition-sharpens-students-entrepreneurial-mindsets-featured

UT Dallas Big Idea Competition Sharpens Students’ Entrepreneurial Mindsets

The annual UT Dallas Big Idea Competition awarded a service that helps applicants align their résumés to keywords in job postings the $25,000 grand prize in an event that showcased five other contenders and gave $40,000 in prizes.

JSOM Marketing student, Varika Pinnam, on the UT Dallas campus

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.

Top Sales Student

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.

Digital Marketing professional at work

Job Analysis for Digital Marketing – Mobile Marketing

Overview of skills needed for mobile marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The mobile marketing professional must understand the web and app ecosystems.

sales-program-earns-high-honors-at-first-international-competition-featured

Sales Program Earns High Honors at First International Competition

Jindal School sales students made a notable first foray into competing abroad this spring, placing first and third in the speed-sell contest and second in role-play at the 2019 UK University Sales Competition in Edinburgh, Scotland.

A lady

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.”

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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.

Jindal School Collegiate World Cup of Sales team

Go, Pro Sales Team! Winning at the Collegiate World Cup of Sales

Our very own UTD Sales team placed in multiple challenges and earned the new top honor, the Collegiate World Cup of Sales. The UT Dallas Sales Team is part of The Professional Sales Concentration, an academic specialization offered by JSOM.

Web Analytics marketers having a coffee meeting

Web Analytics as a Key Skill or Profession for Marketers

Overview of skills needed for web analytics managers and how these map to the courses offered at the MS or Master of Science in Marketing, Digital track. Our web analytics course covers all the basics of web analytics using the Adobe and Google analytics platforms.

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.

Marketing meeting about social media

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.

mentoring-sparks-undergrads-research-efforts-featured

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.

handshake over a business development deal

Business Development: Demand Generation

Business development is a process that helps your company establish and maintain relationships with prospects, learn about your buyer’s personas, increase brand awareness and more.

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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.

sales-students-benefit-from-artificial-intelligence-tools-featured

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.

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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.

Digital marketing meeting

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

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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.

jsom-students-bring-home-collegiate-world-cup-of-sales-featured

JSOM Students Bring Home Collegiate World Cup of Sales

Jindal School sales students scored the most points overall at the annual International Collegiate Sales Competition recently, an achievement that led them to win a new team event and bring home the inaugural Collegiate World Cup of Sales.

Dinesh Pandian and Vartika Varshney

Student Group Shows Top Hosting, Competing Skills at State Leadership Conference

All UT Dallas business contest competitors al Phi Beta Lambda Texas State Leadership Conference qualified to compete at the National Leadership Conference in June. The UTD chapter also hosted the state leadership conference this year.

Read more Marketing Blogs and News Stories Read more Bachelor’s in Marketing Blogs & News Stories
Read more Masters in Marketing Blogs and News Stories
See all MS Marketing Career Focus Blogs

Student Testimonials

Rahul Rai

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.
Mahesh Jajoo

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.
Mao L

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.
Hema Sheasha Sai Ganta

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.
Christian de Lara

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. 
Liquin L

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.
Allison Lutz Waldon

Allison Lutz Waldon

The MBA/M.S. Marketing program has allowed me to build and develop skills that I’ve been able to apply to projects in my current role. The flexible degree plan allows me to take classes while working full-time in marketing.
Matthew Hong

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 F

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.

Mike H

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.
Kyana Shamloo

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. 
Amber Quach

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.
Jerry H

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.
Ada Z

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.
Jo-Annie Au

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.
Musa Ato

Musa Ato, BS’12

Managing Director, Adolfin Group

The UTD Marketing program was my foundation in crafting the League of Rebels brand. 
Rebecca Sollars

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!
Pratiksha Tonpe and friends

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. 
Varika Pinnam

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.
Tim Nguyen

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. 
See all Testimonials

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.