Curriculum – MS in Marketing (STEM)

Flexible class offerings ensure you can complete your master’s.

The MS in Marketing STEM-designated degree offers flexible class offerings to ensure you can complete your master’s in a reasonable time frame. Our classes are offered on-campus in the evening (many are available online and the entire degree can be completed 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. Students are encouraged to review the UT Dallas Graduate Catalog for the most updated curriculum details.

Fall 2023 Degree Plan Online MS in Marketing Course Descriptions Compare Key Courses Earn a Double MS Degree Job Skills to Course Mapping Grid

Degree Plan Highlights – Master’s in Marketing (STEM)

“SCH” indicates “semester credit hours.

15SCH

Core Courses for the M.S. in Marketing*

15 semester credit hours

21SCH

Specialized Tracks*

21 semester credit hours

Prerequisite*

MKT 6102 Professional Development

6Tracks

Tracks are for informational and guidance purposes only and do not appear on your degree. You may switch from one track to another as long as you follow our degree plan. When you are not able to strictly follow one of the first (5) specialty tracks listed below, you should make sure that you, at a minimum, meet the criteria of the Marketing Management track, which acts as a self-guided track and gives you the most flexibility. MS Marketing is a STEM program. All tracks in our program are STEM.

6 Specialty STEM Tracks

This track offers courses for those interested in pursuing careers in advertising or branding. To see the job and careers this track prepares you for, please visit our career and track page.

Core Courses – 12 semester credit hours
Elective Courses – 9 semester credit hours

See Advertising and Branding information in the catalog.

Consumer & Shopper Insights is an emerging area for marketing professionals who are not modelers, statisticians, or data scientists. They often work more on the analysis and recommendation side of the profession. One who can connect the dots and tell stories — unlike most data scientists, who have never taken a consumer behavior course is needed for this job. To see the jobs and careers this track prepares you for, please visit our career and track page.

Core Courses – 6 semester credit hours
Elective Courses – 15 semester credit hours

See Consumer and Shopper Insights information in the catalog.

The shift of advertising and marketing budgets and jobs from offline to online venues is addressed by this track, which teaches topics such as marketing automation, mobile marketing, search engine optimization, web analytics and more. To see the job and careers this track prepares you for, please visit our digital track career page.

Core Courses – 12 semester credit hours
Elective Courses – 9 semester credit hours

See Digital Advertising and Marketing information in the catalog.

This track prepares students for a career in this high-growth and well-paying area with courses in statistics, data analysis, segmentation, and skills such as data visualization. Please visit the Marketing Analytics career page.

Core Courses – 6 semester credit hours
Elective Courses – 15 semester credit hours

See Marketing Analytics information in the catalog.

This track prepares students to manage and launch new and existing products with coursework in market research, consumer behavior, forecasting, project management, pricing and other topics. To see the job and careers this track prepares you for, please visit our product management career page.

Core Courses – 9 semester credit hours
Elective Courses – 12 semester credit hours

See Product Management information in the catalog.

This is our generalist track, which provides students with the widest range of options; students can pick courses from any other of our tracks or create their own selections based on specific needs. This track is suitable for those doing double degrees or those working in small- or medium-sized companies and responsible for many different marketing roles. To see the skills and careers this track prepares you for please visit the Marketing Management career page.

Elective Courses – 21 semester credit hours; at least nine (9) hours must be from the marketing area and have an MKT prefix in the course number.

See Marketing Management information in the catalog.

*These details apply to the 2023 catalog. Catalogs from previous years are available online at the main UT Dallas Catalog page. Please contact the JSOM Academic Advising Office if you have further questions. See catalog for course requirements.

Marketing Functional Job Areas

There are many roles in a traditional advertising or marketing agency, including media planners and buyers, creatives (writers, art directors, broadcast producers, media buyers, print production managers, and more. Let’s focus on the advertising account executive, or “AE,” since he or she plays a key role in the agency. In addition, AE jobs are often the most common way to move into advertising account management and from there to other areas of the advertising and marketing business. There is a growing convergence to digital.

Learn more about Advertising
Advertising Information
Average years of experience Average salaries Size of the job market Software commonly used
1-2 years $42k – $121k (with more than 3 years) 15,116 Google Analytics, Microsoft Excel, Google and Facebook ads, MOZ for SEO
Advertising Skills and Courses
Top Skills Listed Courses Offered
Manage all advertising promotion management & logistics MKT 6332 Advertising & Promotional Strategy
Knowledgeable about market strategies, concepts, and practices MKT 6301 Marketing Management, MKT 6339 Capstone Marketing Decision Making
Ensure brand message is consistent at all customer touchpoints including digital and social MKT 6330 Brand Management, MKT 6321 Interactive & Digital Marketing, MKT 6343 Social Media Marketing & Insights, MKT 6349 MarTech Ecosystem
Deep understanding of effective advertising and digital marketing campaigns from social media to broadcast MKT 6343 Social Media Marketing & Insights, MKT 6332 Advertising & Promotional Strategy; MKT 6321 Digital & Interactive Marketing
Google Analytics Certification MKT 6352 Marketing Web Analytics & Insights; MKT 6384 Advanced Marketing Web Analytics & Insights
Advanced Microsoft Excel skills OPRE 6332 Spreadsheet Modeling & Analytics
Research & Data analysis MKT 6353 Customer Analytics & Insights; MKT 6309 Marketing Data Analysis & Research
SEM/SEO MKT 6321 Interactive & Digital Marketing-Google and Facebook ads, MOZ SEO
Project management OPRE 6362 Project Management

A brand manager is responsible for the overall image and positioning of a product or company. Key elements of the job are researching the marketplace to determine where the product or client fits in (i.e., analyzing competitive positioning, products, brands and spending); developing marketing and advertising strategies and managing those budgets; helping create designs and layouts for print and digital advertising concepts signage and collateral; overseeing promotional activities; analyzing pricing and sales; and (re)evaluating how the brand can appear to a wider consumer base.

Learn more about Brand Management
Brand Management Information
Average years of experience Average salaries Size of the job market Software commonly used
1-4 years experience $33k – $135k (with more than 4 years) 9,890 NetBase, Crimson, Sprout Social, Asana, Hubspot, Talkwalker, Hootsuite
Brand Management Skills and Courses
Top Skills Listed Courses Offered
Take ownership of the brand, brand image, and future strategic positioning; deep understanding of marketing fundamentals MKT 6330 Brand Management, MKT 6301 Marketing Management
Use consumer/marketplace data to understand demographics, psychographics, and behavioral drivers of customers MKT 6309 Marketing Data Analysis & Research; MKT 6310 Consumer Behavior Science & Practice; MKT 6310 Consumer Behavior Science & Practice
Marketing strategy experience MKT 6339 Capstone Marketing Decision Making or MKT 6350 Competitive Marketing Strategy & Game Theory Framework
Experience dealing with data, analytical tools & consumer insights MKT 6353 Customer Analytics & Insights
Expertise in data analysis, translating data into insights; strong analytical skills OPRE 6301 Statistics & Data Analysis; MKT 6353 Customer Analytics & Insights
Monitor the marketplace to determine brand positioning esp. against competitors MKT 6309 Marketing Data Analysis & Research, MKT 6353 Customer Analytics & Insights

Business Development professionals are responsible for the identification of profitable market segments, as well as the strategies and tactics to market and sell to them.

Learn more about Business Development
Business Development Information
Average years of experience Average salaries Size of the job market Software commonly used
1-3 years $36k – $135k (with more than 3 years) 12,834 Salesforce, SaaS software
Business Development Skills and Courses
Top Skills Listed Courses Offered
Experience with Salesforce & data analytics tools MIS 6378 CRM; MKT 6309 Marketing Data Analysis & Research
Identify areas for improvement in sales MKT 6334 Digital Sales Strategy
Manage relationships with current & new customers OB 6332 Negotiation & Dispute Resolution
Improve performance with A/B testing BUAN 6392/MIS 6392 Causal Analytics & A/B testing
Manage SEO/SEM optimization and PPC strategy MKT 6352 Marketing Web Analytics and Insights
Experience in MarTech, CRM, lead generation, ROI MKT 6349 MarTech Ecosystem

Consumer & Shopper Insights is an emerging area for marketing professionals who are not modelers, statisticians or data scientists. They often work more on the analysis and recommendation side of the profession. One who can connect the dots and tell stories — unlike most data scientists, who have never taken a consumer behavior course so they often lack the connect-the-dots abilities needed for this job.

Learn more about Consumer & Shopper Insights
Consumer & Shopper Insights Information
Average years of experience Average salaries Size of the job market Software commonly used
3-5 years $60k – $115k (with more than 3 years) 34,999 MS Power BI, Datastudio, Spotfire, Tableau, R, SQL
Consumer & Shopper Insights Skills and Courses
Top Skills Listed Courses Offered
Provide actionable customer findings based on data analysis MKT 6353 Customer Analytics & Insights; MKT 6337 Predictive Analytics Using SAS
Conduct/supervise customer-focused research MKT 6309 Marketing Data Analysis & Research
Identify customer trends and patterns MKT 6310 Consumer Behavior Science & Practice
Familiarity with programming languages (R, Python, SQL) MKT 6373 Introduction to Programming for Analytics (Python & R) For SQL: MIS 6320 Database Foundations
Perform in-depth statistical analysis on large datasets BUAN 6346 Big Data Analytics
A/B test measurement BUAN/MIS 6392 Causal Analytics & A/B testing
Understanding of e-Commerce, logistics, & CRM data MKT 6374 eCommerce Strategy, Marketing & Operations

Search Engine Marketing (SEM) – Digital marketing, also called online or internet marketing, is mainly focused on promoting the website through the use of search engine optimization, usability, pay per click ads on search, display and social media. Successful SEM professionals also conduct split testing, Conversion rate optimization and analyze web analytics data. Depending on the company size, many also conduct emails and push/SMS text initiatives.

Learn more about Digital Marketing
Digital Marketing Information
Average years of experience Average salaries Size of the job market Software commonly used
3 or more $35k – $90k 18,500 MOZ, Google Analytics, Firebase, Facebook Ads, Google Ads (Display, Search, YouTube) LinkedIn (InMail, Sponsored Content, Video)
Digital Marketing Skills and Courses
Top Skills Listed Courses Offered
Customer Behavior MKT 6310 Consumer Behavior Science & Practice
PPC/SEO MKT 6321 Interactive & Digital Marketing
Email campaigns MKT 6374 eCommerce Strategy, Marketing, and Operations has several modules
Web analytics MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights
User engagement/UX basics and audits MIS 6396 User Experience Design and MKT 6321 Interactive & Digital Marketing
Cross-platform management Platforms – Marin, Kenshoo, Campaign Manager MKT 6349 MarTech Ecosystem
HTML, CSS Not covered by any course offered at JSOM- we have in newsletter some suggested resources for this

Wide range of possible roles from creating to managing and promoting an ecommerce website. Professionals in ecommerce are responsible for conversion optimization, split testing, content and pricing management and User experience. Beyond these skills, it is essential for these professionals to also have a strong understanding of the web analytics software that tracks the success and conversion rates of a website.

Learn more about E-Commerce
E-Commerce Information
Average years of experience Average salaries Size of the job market Software commonly used
3 or more $70k – $100k 27,160 Google Analytics, Keyword Planner, Facebook Insights, Magento, Shopify, WordPress, Big Commerce
E-Commerce Skills and Courses
Top Skills Listed Courses Offered
Data manipulation – Excel is critical! SQL very useful but not as widespread Excel: OPRE 6332 Spreadsheet Modeling & Analytics; for SQL MIS 6320 Database Foundations
User engagement/UX design MIS 6396 User Experience Design and MKT 6321 Interactive & Digital Marketing
Campaign management/email/push notifications using automation Customer journey maps MKT 6321 Interactive & Digital Marketing; MKT 6341 Marketing Automation and Campaign Management has been phased out and 1/3 content in new course MKT 6374 eCommerce Strategy, Marketing, and Operations
E-commerce management and related platforms/skills – WordPress, Shopify MKT 6374 eCommerce Strategy, Marketing, and Operations
Web analytics (Adobe, Google analytics, Coremetrics) MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights

Analytics managers are responsible for coordinating analytics tasks for their organization, including creating effective strategies to collect data, analyze information, conduct research, and implement analytics solutions for their products or services. Marketing analytics professionals spend approximately 70% of their time on statistical modeling efforts and the rest on applying business/marketing principles

Learn more about Marketing Analytics
Marketing Analytics Information
Average years of experience Average salaries Size of the job market Software commonly used
1 to 3 years $55k – $150k (with more than 3 years) 19,804 Top 3: Python, SQL, R and SAS
Other common tools: Excel- Solver, MS Power BI, Apache Spark, Hadoop
Marketing Analytics Skills and Courses
Top Skills Listed Courses Offered
Perform data analyses MKT 6309 Marketing Data Analysis & Research , MKT 6353 Customer Analytics & Insights, MKT 6352 Marketing Web Analytics & Insights
Quantitative skills and understanding of statistical methods OPRE 6301 Statistics & Data Analysis but we recommend taking OPRE 6359 Advanced Statistics for Analytics
Query data leveraging tools including SQL Developer & SAS For SQL: MIS 6320 Database Foundations; for SAS: MKT 6337 Data Analytics Using SAS
Python and R MKT 6373 Introduction to Programming for Analytics; BUAN 6341 Applied Machine learning
Dashboard development & data visualization MIS 6380 Data Visualization
Identify & develop innovative solutions leveraging advanced analytics to support personalization programs and customer strategies MKT 6353 Customer Analytics & Insights; MKT 6345 Quantitative Marketing Decision Making; MKT 6349 MarTech Ecosystem;
Utilize modeling software, data management, and predictive model output integration into business systems MKT 6337 Predictive Analytics Using SAS; OPRE 6398 Predictive Analytics; OPRE 6332 Spreadsheet Modeling & Analytics; MECO 6312 Applied Econometrics & Time Series Analysis
Techniques: Experiment design, Response models, Logit models, Clustering, Segmentation, Behavioral Targeting, Times series forecasting, Regression, Neural Nets/Deep Learning MKT 6337 Predictive Analytics Using SAS; OPRE 6398 Predictive Analytics; MECO 6312 Applied Econometrics & Time Series Analysis, MKT 6353 Customer Analytics & Insights

Marketing automation refers to software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, text message and push notifications sent out based on certain demographic traits of the user (insurance policyholder with upcoming expiration date), actions on the website (form submission, abandoned shopping cart) and other website actions. The technology of marketing automation makes these tasks easier and at scale (e.g., if a company sends one thousand messages out per day, this is difficult for one human employee to accomplish).

Learn more about Marketing Automation
Marketing Automation Information
Average years of experience Average salaries Size of the job market Software commonly used
1 – 2 $70k – $90k 14,500 Hubspot, Acoustic, Salesforce – Pardot, Adobe Marketo, HTML, SQL, Salesforce Pardot Marketing Cloud, Google web analytics
Marketing Automation Skills and Courses
Top Skills Listed Courses Offered
Marketing automation software knowledge: landing pages, split testing, dynamic and personalization emails MKT 6374 eCommerce & Marketing Automation
Campaign management – personas, processes, return on promotion MKT 6321 Interactive & Digital Marketing; MKT 6374 eCommerce & Marketing Automation
Database marketing MKT 6353 Customer Insights & Analytics; Excel: OPRE 6332 Spreadsheet Modeling & Analytics; for SQL MIS 6320 Database Foundations
Web analytics MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights

Marketing management is a functional area where the professional is responsible not for any one speciality area but for a wide range of initiatives and platforms. A marketing manager may oversee or conduct market research, digital marketing and advertising initiatives and data analysis. This is more common in small to medium size companies where they do not have enough marketing employees to allow for specialization.

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Marketing Management Information
Average years of experience Average salaries Size of the job market Software commonly used
1-5 years experience $40k – $135k (with more than 3 years) 40,797 Varies greatly depending on specific job duties, some are more focused on digital, others on print media etc.
Marketing Management Skills and Courses
Top Skills Listed Courses Offered
Develop marketing & pricing strategies; Develop strategic marketing plans MKT 6301 Marketing Management, MKT 6339 Capstone Decision Making; ; MKT 6336 Pricing Analytics
Demonstrated expertise with Google Analytics MKT 6352 Marketing Web Analytics & Insights; MKT 6384 Advanced Marketing Web Analytics & Insights
Experience with data visualization software MIS 6380 Data Visualization
Proficiency in advanced Excel skills OPRE 6332 Spreadsheet Modeling & Analytics
Monitor results of digital marketing & social media campaigns MKT 6343 Social Media Marketing & Insights; MKT 6334 Digital Sales Strategy; MKT 6321 Digital & Interactive Marketing
Marketing automation experience MKT 6374 eCommerce & Marketing Automation
Gathers & analyzes information to identify new markets & customers MKT 6309 Marketing Data Analysis & Research; MKT 6352 Marketing Web Analytics & Insights; MKT 6384 Advanced Marketing Web Analytics & Insights; MKT 6353 Customer Analytics & Insights; MKT 6339 Capstone Decision Making;
Execute strategic & tactical plans among business units MKT 6330 Brand Management; MKT 6339 Capstone Marketing Decision Making
Project management expertise; manage project timelines and deliverables to ensure that key project timelines are met. OPRE 6362 Project Management; MIS 6360 Agile Project Management (software industry)
Strong understanding of brand development and omnichannel marketing concepts MKT 6330 Brand Management; MKT 6349 MarTech Ecosystem; MKT 6374 eCommerce Strategy, Marketing, & Operations

Mobile marketing professionals determine how to leverage and create mobile-friendly content. This area may include overseeing mobile app development, content management, social media marketing, digital advertising and especially push and SMS promotions. The role of the mobile marketing manager is to market products and services on digital devices of all kinds – not just smartphones, but ANY portable digital device that has connectivity to the web.

Learn more about Mobile Marketing
Mobile Marketing Information
Average years of experience Average salaries Size of the job market Software commonly used
3 or more $82k – $104k mobile marketing manager – 5700 Push notifications, SMS, App Builders, wire framing software, Adobe and Google analytics
Mobile Marketing Skills and Courses
Top Skills Listed Courses Offered
Data manipulation/analysis SQL often mentioned Excel: OPRE 6332 Spreadsheet Modeling & Analytics; for SQL MIS 6320 Database Foundations
User engagement/UX design MIS 6396 User Experience Design and MKT 6321 Interactive & Digital Marketing
Campaign Management/email/push notifications using marketing automation MKT 6374 eCommerce & Marketing Automation
Mobile marketing basics: Knowledge of strategies such as Push Notifications, Geo-fencing and In-App Messaging MKT 6321 Interactive & Digital Marketing
Leverage Mobile Advertising to drive App installs through various Mobile Ad formats Not that specific but basics covered in MKT 6321 Interactive & Digital Marketing
Web analytics MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights
Mobile analytical tools such as Localytics, Appboy, Mixpanel No specific course on only this but these 3 courses cover this to a great extent MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights and to a lesser degree MKT 6321 Interactive & Digital Marketing

Product Management involves the launch of new products or managing of existing products or services through their life cycle. The product manager often has P&L responsibilities.

Learn more about Product Management
Product Management Information
Average years of experience Average salaries Size of the job market Software commonly used
1-3 years experience $61k – $160k (with more than 4 years) – requires industry experience 17,398 Intermediate Microsoft Excel skills; MS Project Management
Product Management Skills and Courses
Top Skills Listed Courses Offered
Develop long-term product strategies to achieve business goals MKT 6339 Capstone Decision Making; MKT 6330 Brand Management, MKT 6345 Quantitative Marketing Decision Making
Experience launching new products, product enhancements, and product pricing MKT 6380 Market Entry Strategies; MKT 6336 Pricing Analytics; ENTP 6375 Technology & New Product Development; ENTP 6388 Managing Innovation within the Company
Gather market data to set sales targets MKT 6309 Marketing Data Analysis & Research
Work with UI/UX designers MIS 6396 User Experience Design; MKT 6321 Interactive & Digital Marketing
Agile Scrum Project Management & product development-mainly in software/tech industries MIS 6360 Agile Project Management
Proficiency in advanced Excel skills OPRE 6332 Spreadsheet Modeling & Analytics
Project management expertise; manage project timelines and deliverables to ensure that key project timelines are met. OPRE 6362 Project Management

Social media professionals create, manage and monitor content across multiple social media platforms. It allows companies to engage with existing customers, conduct market research, manage the company and brand’s online reputation and reach new prospects. One important role is for the social media professional to identity and prioritize from the many social media platforms which aligns better with the target market (e.g., B2B vs B2C, under 25 vs over 50, consumer vs professional) and which helps and assists in conversion or other KPIs identified by the company as important. In addition, higher paid social media professionals understand web analytics and are proficient with social media listening platforms. A social media executive is essentially responsible for planning, ideating, and executing an overall social media strategy for a brand on a daily basis.

Learn more about Social Media Marketing
Social Media Marketing Information
Average years of experience Average salaries Size of the job market Software commonly used
1-3 years $38k – $80k 12,500 Tiktok, Instagram, YouTube, Facebook, Twitter
Social Media Marketing Skills and Courses
Top Skills Listed Courses Offered
Customer behavior, influencers, contagion, viral MKT 6310 Consumer behavior Science & Practice; MKT 6321 Interactive & Digital Marketing
Social media analytics platforms, content MKT 6343 Social Media Marketing & Insights
Content creation, creative development, appeals Covered to some degree in MKT 6343 Social Media Marketing & Insights and MKT 6321 Interactive & Digital Marketing
Web analytics MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights
Digital marketing, including basics of social media MKT 6321 Interactive & Digital Marketing

A UX (user experience) specialist, also called a UX or usability analyst, ensures that products OR software/websites align with the behaviors and needs of how consumers use something. UX is more encompassing and includes many areas such as customer service, the product or service use, post purchase satisfaction, usability, etc. Usability tends to be a subset of UX and deals with how someone actually uses the product, website or software. Some positions are more for UX/usability with products (e.g., form factors for a car or mobile phone) while other UX professionals focus more on digital uses (software, apps and websites). Our courses have more depth in the digital area of UX, given our courses in web analytics that are one key pillar of digital UX)

Usability/UX Information
Average years of experience Average salaries Size of the job market Software commonly used
2 or more $53k – $120k 27,000 UXPin, Figma, AdobeXD, Sketch, In Vision, Adobe and Google analytics, Hotjar
Usability/UX Skills and Courses
Top Skills Listed Courses Offered
UX and usability (form factor, human testing, wire framing, human computer interact, conceptual diagrams, and content strategies) MIS 6396 User Experience Design and MKT 6321 Interactive & Digital Marketing
Analytics of user navigation MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights
Customer Behavior MKT 6310 Consumer Behavior Science & Practice
Personas, Customer journey maps MKT 6321 Interactive & Digital marketing
Project Management OPRE 6362 Project Management
Agile/Scrum project management and product development (if software or digital) MIS 6360 Agile Project Management
New product development ENTP 6375 Technology & New Product Development

Web analytics professionals measure, collect, analyze, and present website data so actionable insights can be leveraged to improve business objectives such as revenue, profits and market share. Professionals are often responsible for analyzing digital data on the website but also on apps across all devices (Desktop, Mobile, Tablet). The web analytics professional will create dashboards, perform deep analysis, determine what content is helping conversions and which one is not; identify trouble areas, create conversion funnels, identify which events (e.g., video ) contribute to conversions, analyze cohort segments and track and monitor other demographic and behavioral traits of web users.

Learn more about Web Analytics
Web Analytics Information
Average years of experience Average salaries Size of the job market Software commonly used
3 or more $70k – $200k 9,500 Tableau, Power BI, Google Analytics, Adobe Analytics, Python, R, Hubspot
Web Analytics Skills and Courses
Top Skills Listed Courses Offered
Customer Behavior MKT 6310 Consumer Behavior Science & Practice
Insights development, Reporting tools MKT 6353 Customer Analytics & Insights
Data manipulation Excel: OPRE 6332 Spreadsheet Modeling & Analytics; for SQL MIS 6320 Database Foundations
Web analytics MKT 6352 Marketing Web Analytics & Insights and MKT 6384 Advanced Marketing Web Analytics & Insights
Social media analytics MKT 6343 Social Media Marketing & Insights
Javascript, Tagging Not covered in any course – we have in newsletter some suggested resources for this

Add a Double Degree

Students obtaining a double Master of Science in Marketing and MBA degree capitalize on potential competitive, time and tuition advantages.

Learn more about MS/MBA

Student Testimonials

Michelle Bassil

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!
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.
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.
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.
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.
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.
Holly Lynn

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!
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.

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.
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.
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.
See all Master’s in Marketing Student Testimonials
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