Marketing Programs at UT Dallas

Jindal School marketing graduate on a sunny Commencement Day

Good Marketing means Good Business


See recent research highlights from Marketing faculty:

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.

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.

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.

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.

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.

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.

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.

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.

See all Resource Articles

Marketing Blogs & News

Advice and resources for current or prospective Marketing students

Photo of Frank Bass

Advancing Marketing Science: Key Discussions from the Jindal School’s 2025 Bass FORMS Conference

The 19th annual Frank M. Bass – UT Dallas Frontiers of Research in Marketing Science Conference (UTD FORMS) attracted attendees from universities across the United States and internationally. The event was held Feb. 28-29 and presented by the Naveen Jindal School of Management. Frank Bass A wide range of topics were discussed in two-dozen, hour-long […]
Coffee, Pen & Paper

Powering Through JSOM as a Working Student Part I

Whether you are new to being a working student or have been doing it for quite some time now, read the helpful tips on how you can make the most of your time in graduate school.

Jasmine Nguyen

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.

strategic-management-online-contest-grows-in-popularity-gains-no-4-winner-featured

Strategic Management Online Contest Grows in Popularity, Gains No. 4 Winner

Efforts to get more Jindal School undergraduate and graduate students to enter an online contest based on their strategic management course yielded more entrants and more top finishers. One Jindal School student finished No. 4 in the world.

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.

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.

an aerial view of the front of the Jindal School building

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.

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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.

A digital interface shows hand selecting profile cards with avatars, connected by a network of lines and icons, symbolizing online recruitment or data management.

Jindal School Researchers Win Best Paper for Human-AI Sales Model

A team of researchers, including two from the Naveen Jindal School of Management, has found a way to improve the hiring process for the sales profession by using artificial intelligence. Howard Dover Dr. Howard Dover and Dr. Khai Chiong, both from the Jindal School’s Marketing Area, and their co-authors won the Best Paper on AI […]
digital marketing meeting of professionals

What Is Marketing Automation?

Marketing Career Focus: Marketing Automation

Overview of needed skills for marketing automation careers and how these map to the courses offered at the MS Marketing at UT Dallas. Our program is one of the few in the nation to offer a specific course in marketing automation and campaigns.

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DFW Retail Innovation Panel Foresees a Future Mix of Tech and Tradition

Marketing, product and technology experts discussed retail innovation in Dallas-Fort Worth at an event presented by the Naveen Jindal School of Management in partnership with the DFW chapter of the American Marketing Association.

Industry Innovator Honored with Marketing Legends Award

The Jindal School honored Stan Rapp, marketing and advertising visionary and ongoing influencer, with its 2016 Marketing Legends Award. At the Oct. 27 ceremony, Rapp described ENTANGLED MARKETING™, his latest concept and subject of his new book.

‘Dynamic Duo’ Wins at International Collegiate Sales Competition

Jindal School seniors Katherine Reagan and Laura Su recently won the International Collegiate Sales Competition’s Sales Management Case Competition.

Creative marketing office space

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.

Varika Pinnam

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.

cultivating-relationships-with-tech-companies-critical-to-student-success-featured

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.

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.

Dr. Julie Haworth

Faculty Spotlight: Dr. Julie Haworth

Dr. Julie Haworth, director of the BS in Marketing program, discusses her own interest in marketing and how she is “head cheerleader” for marketing students.

A lady

JSOM to Prepare for Sales and Lead Development Jobs

For business school students, insight on the future of the job market is helpful, and we have the scoop. Entry-level sales roles are on the rise. Learn more about what you need to get one of these roles post-graduation.

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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.

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

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.
John Walling

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.  
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!
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.
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!
Brandon Borick

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.
Pratiksha Tonpe and friends

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.  
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.
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.
See all Testimonials

Alumni Spotlights

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.

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.

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.

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.

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.

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.

See All Alumni Spotlights

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.