The Marketing Management Track does not have any core courses. Students must complete the Master of Science in Marketing’s 15 semester credit hours of core courses and then complete 21 semester credit hours from any other MS in Marketing tracks and can include many non-marketing courses and areas such as entrepreneurship, finance information technology, organizational behavior or Finance. However, at least nine semester credit hours of the 21 semester credit hours must be from courses with the MKT prefix. Details of the courses for this track are available on the Master’s in Marketing page in the UT Dallas Graduate Catalog. Our program prepares students to enter a marketing management profession by offering a wide range of courses to suit your individual professional needs. Students can take a wide range of courses from programming and analytics to consulting, negotiation and dispute resolution. This is the suggested track to take if you are pursuing the Master’s in Marketing Online program.
View Track in CatalogWhat does a marketing manager do?
The marketing manager is a generalist role. In large companies, the role has been supplanted by specialists, such as those in customer insights, digital, marketing analytics, mobile marketing, and more. In some firms, the role is combined with sales management.
But small and medium firms still employ marketing managers, particularly if the company does not have the budget to hire any specialists. In some companies, marketing managers may oversee the specialists. For additional details on how our courses map to the skills required by this profession, please read this blog post on marketing management.
Marketing Management Job Titles
VP or director of marketing
Marketing manager
Marketing and sales manager
Marketing account manager
Sales and marketing manager
Marketing communications manager
Typical Responsibilities for a Generalist Marketing Professional
- The marketing manager is responsible for many different areas, such as print, mobile, website, social media, pay-per-click, in-store displays and other platforms both online and offline.
- Develop annual strategic plans with specific goals, strategies, tactics and measurements that align with brand objectives and achieve sales and traffic goals.
- Research, formulate and execute integrated marketing communications plan encompassing advertising (digital and print), social media, special events, trade shows and alliances, and marketing automation to meet the business objectives.
- Project manage and deliver strategic campaigns to meet marketing goals, from conceptual framework and creative direction as well as performance forecast through cross-department implications, task allocation, delivery and performance evaluation.
Marketing Management Job Growth
While not a fast-growing career field compared to some of the other specialty tracks, such as digital advertising or marketing analytics, marketing management is projected by the Bureau of Labor Statistics to grow as fast as the average of all other occupations in the United States.
What is the size of the marketing management job market?
Because a marketing manager may take on many roles, the job market is significantly larger than such highly specialized areas as customer insights. A Glassdoor.com search provided nearly 90,000 marketing manager job listings in the United States. Searches on Indeed.com and LinkedIn returned more listings — more than 130,000, but many of those were for analytics, digital and SEO jobs. Those specialties are covered in the Digital Advertising and Marketing Track Track description.
Average Years of Experience and Salary Average of Marketing Managers
With one to three years of experience, a marketing manager can expect to earn in the range of $50,000 a year. As always, seniority provides greater compensation. With three to five years of experience, that salary jumps to $80,673. When a marketing professional has over 10 years of experience, that can translate into salaries in the range of $150,000 or more, particularly on the East and West Coasts and with larger companies.
Master’s in Marketing Blogs & News
Find advice and resources you need as a current or prospective graduate student in marketing.
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.
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
What Does a Product Manager Do?
Overview of skills needed for product managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The job of the product manager is to discover a product that is valuable, usable and feasible.
What Exactly Is E-Commerce?
Marketing Career Focus: E-Commerce
Overview of skills needed for e-commerce 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, campaign management lab, and marketing web analytics and insights, plus 9 electives.
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.
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.
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.
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.
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.
What Does a Marketing Manager Do?
Overview of skills needed for marketing managers and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas. The marketing manager occupies a generalist’s role.
Analysis for Consumer & Shopper Insights Jobs
Marketing Career Focus: Customer Insights
Customer 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.
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.
What Does an Advertising Professional Do?
Overview of skills needed for advertising professionals and how these map to the courses offered at the MS or Master of Science in Marketing at UT Dallas.
Student Testimonials
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!
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.
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.
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.
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.
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.
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.
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.
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.
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!
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.
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.
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