In the Product Management Track of the Master’s in Marketing program, students must compete 15 semester credit hours of the MS in Marketing program core courses, then 21 semester credit hours within this in track courses in brand management, new product development, and pricing analytics, along with electives in such areas as agile project management, entrepreneurship, innovation and technology forecasting. Details of the courses on the Master’s in Marketing page in the UT Dallas Graduate Catalog. The program is designed to prepare students for careers in this field with an emphasis on the business and marketing areas vs. the purely technical product side. For additional details on how our courses map to the skills required by this profession, please read this blog post on product management.
View Track in CatalogWhat does a product manager do?
The product manager (PM) is responsible for the market research, strategy development, feature definition and identification for a product or product line and development roadmap. The role involves working with cross-functional teams and may include marketing, forecasting, and profit and loss responsibilities. Because of the potentially wide breadth of responsibilities, this professional must have several years of industry-specific knowledge to take on such an important role. Usually PMs specialize in a specific vertical industry, such as chemicals, consumer packaged goods, healthcare, manufacturing and technology. Often product management is divided into a technical product development role and a marketing role — and in some companies, the product manager assumes both roles. For additional details on how our courses map to the skills required by this profession, please read this blog post on product management.
Product Management Job Titles
Product manager, junior, senior
Product and development manager
Director or VP, product development and management
Typical Responsibilities for a Product Manager
The product manager manages the assigned product line(s) in terms of optimizing product positioning and growth by driving current product-improvement programs, new-product development activities, pricing, promotion, sales communication and cost-reduction programs. The product manager participates in marketing strategies, forecasting, pricing, budgeting, product obsolescence planning and execution of those plans.
- Drive the new-product-development process to bring new products, product line extensions and enhancements to market. Use cost knowledge to maximize profitable sales and support cost-reduction programs.
- Ensure continuous communication of product line issues and strategies to marketing and inside/outside sales. Work with marketing to create and execute marketing plans, content and collateral.
- Manage price and positioning strategy through continuous assessment of customer requirements, competitive pricing and profitability. Provide pricing support for “specials” and other items not having a published price.
- Maintain products to meet changing customer requirements as well as regulations and standards.
- Stay current on latest competitive products and market trends, recommend short- and long-term business opportunities, and have a big-picture vision. Specify market requirements for current and future products.
What is the size of the product management job market?
The job title “Product Manager” returns more than 150,000 jobs on Glassdoor.com. Broadening the search to “Product Management” yields fewer jobs — 44,365 — but these tend to be better-paying and at higher, director and above management levels.
Average Years of Experience and Salary Average of Product Managers
For product managers with three years of experience, salaries in Dallas-Fort Worth area range from $60,000 to $80,000. Product managers with five or more years on the job command higher salaries. According to Glassdoor, the average salary for an experienced product manager is $106,108 per year — higher in Seattle and the Silicon Valley.
Master’s in Marketing Blogs & News
Find advice and resources you need as a current or prospective graduate student in marketing.
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 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 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 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 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.
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.
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 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.
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.
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.
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 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.
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.
Student Testimonials
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.
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 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.
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.
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.
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.
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.
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!
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