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 understand 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
About the Field of Marketing
Marketing focuses on both the customers’ and the company’s objectives and is essential to running businesses and non-profit organizations. Good marketing decisions are made by understanding customer needs and the competitive environment. The field of marketing is vital for careers in general management, and further specializations include strategic marketing, product management, retail, advertising, market research and E-commerce.
The marketing academic area in the Jindal School of Management offers degrees including:
Marketing Resource Articles
Learn more about specific areas of marketing, career paths and available opportunities.
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.
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.
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.
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.
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 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.
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.
Marketing Blogs & News
Advice and resources for current or prospective Marketing students
Cultivating Relationships with Tech Companies Critical to Student Success
The Jindal School nurtures relationships with companies that create digital tools and apps — those that include analytics, cloud, mobile, social and software technologies — so that students can be well-prepared to use them professionally.
What Does a Marketing Analyst Do?
Marketing Career Focus: Marketing Analytics
Overview of skills needed for marketing analytics managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The marketing analytics track has 3 core courses covering database marketing, spreadsheet modeling and business analytics with either SAS or R, plus 15 electives.
Donor Scholarships Launch Brighter Futures for Jindal School Students
This academic year, donor scholarships have provided Jindal School students nearly a half-million dollars in assistance. The scholarships bridge a money gap or provide a springboard to achievement, and they help students reach educational goals.
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.
Senior Wins Student Entrepreneur and Collegiate Marketer of the Year Awards
A marketing senior recently brought home two major competition awards, one from Dallas Startup Week for her entrepreneurship and one from the DFW chapter of the American Marketing Association, which named her Collegiate Marketer of the Year.
Student Spotlight: Aaliya Mohammed
Aaliya Mohammed is pursuing a Bachelor of Science in Marketing at the Naveen Jindal School of Management and she is expected to graduate in December 2024.
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.
Jindal School Junior Wins Collegiate Marketer of the Year Award
A marketing and global business junior recently won the 2021 Collegiate Marketer of the Year Award from the Dallas-Fort Worth chapter of the American Marketing Association. Jindal School students have earned the award eight times in the last decade.
Marketing Competition Offers Training — and Prize Money!
Learn more about the Morris Hite Center-IBM Marketing Customer Insights Competition on Saturday, May 7.
What Does a Brand Manager Do?
Overview of skills needed by brand managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The advertising and branding track has 4 core courses covering interactive and digital marketing, branding, and more.
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 is already working on new ideas.
Bass Conference Provides Forum for Stimulating Exchange of Marketing Ideas
The Bass Conference is an annual academic gathering focused on research in marketing. The conference honors the late Frank M. Bass, a professor who established marketing as a quantitative science and fostered a research culture at the Jindal School.
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.
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.”
It’s All About How Much You Want It
Does success come from luck or endeavor? Or is it really all about how much you want it? Read to hear Yan Wang’s take on success in the marketing world.
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.
External Relations and Development Teams Earn Marketing Association Award
Efforts to make the Jindal School’s annual major fundraiser, Scholarship Breakfast, a success in 2020 despite COVID-19 were recognized with an award from the Dallas-Fort Worth chapter of the American Marketing Association.
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.
Student Group Shows Top Hosting, Competing Skills at State Leadership Conference
All UT Dallas business contest competitors at the 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.
Student Spotlight: Saher Lakhani
Saher Lakhani is pursuing a Bachelor of Science in Global Business and Bachelor of Science in Marketing double-major at the Naveen Jindal School of Management and she is expected to graduate in Spring 2024.
Read more Masters in Marketing Blogs and News Stories
See all MS Marketing Career Focus Blogs
Student Testimonials
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!
Brandon Borick, MS ’22
The M.S. in Marketing Fast Track Program was one of the most valuable opportunities I was able to take advantage of during my time at UT Dallas. In five years, I was able to attain both a bachelor’s and a master’s degree, which has opened opportunities many entry-level business professionals don’t often receive.
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!
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
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
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.
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.
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.
Pratiksha Tonpe, BS’21
Class of 2021
The MS in Marketing program at JSOM has offered so many fantastic opportunities where I could learn more about the industry and meet professionals.
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.
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.
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.
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.
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.
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.
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.
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 activities, events and more.