Master of Science in Marketing
The University of Texas at Dallas
Key Information
Campus location
Richardson, USA
Languages
English
Study format
Distance learning, On-Campus
Duration
12 - 24 Months
Pace
Full time, Part time
Tuition fees
USD 18,276 / per semester
Application deadline
Request Info
Earliest start date
May 2024
Introduction
The Master of Science in Marketing (MS Marketing) is a 36 semester credit hours degree program (12-24 months) that is designed to prepare students seeking higher-level positions in marketing or pursuing a graduate program to further advance their marketing knowledge:
- No prerequisites required
- An undergraduate business degree is not required (all undergraduate majors are welcome)
- MS Marketing is not a STEM program. One option is to get double MS degrees, combining MS M.K.T. with a STEM program such as BUAN or ITM.
- Marketing focused: take 11 of the required 12 courses in a marketing area
- Tracks in Advertising & Branding, Business Development, Digital Marketing, Customer Insights & Analytics, Product Management, and Marketing Management
- Online courses available, the degree can also be done entirely online
- Previous work experience is desirable but not required
- Develop specific and relevant marketable skills
Why choose the MS in Marketing at UT Dallas?
Flexible Degree Plan
- Offering a choice of six tracks and over 60 courses to choose from.
Focus on Career Growth Areas
- Learn in-demand skills: e.g., customer insights, digital, analytics, and more.
Located In The Dallas Metroplex
- Rated by Forbes magazine as the #1 "Best City for Jobs," 2018.
Admissions
Curriculum
The Master of Science in Marketing degree program has been specially designed to meet the needs of students in today’s marketplace, preparing those seeking higher-level positions in marketing or pursuing a graduate program to further advance their marketing knowledge.
Our Marketing Industry Advisory Board has assisted with the program design and continually monitors the coursework to ensure the curriculum is both relevant to commercial enterprises and generates future industry leaders with successful career paths. The local chapters of the American Marketing Association and the American Advertising Federation are actively involved with our marketing programs and advisory board.
UT Dallas is located in the greater Dallas area and is home or an important base to many leading marketing-driven companies and advertising agencies such as American Airlines, AT&T, The Container Store, Dr Pepper Snapple Group, Fossil, Frito-Lay, Kimberly-Clark, KBM-Wunderman, JCPenney, Pizza Hut (YUM brands), MARC Research, Mary Kay, Razor, The Richards Group, Savitz Research, Southwest Airlines, TargetBase, and TracyLocke. In addition, the Telecom Corridor of high-tech business that surrounds UT Dallas is also home to several companies including Alcatel, Cisco, Ericsson, McAfee, Texas Instruments, and Samsung, which require professionals proficient in marketing analytics, business development, digital marketing, and product management.
Program Information
Students can also obtain a double MS and MBA degree by taking a total of 63 semester credit hours (assuming they meet all the degree requirements for both programs).
Degree Requirements
The Master of Science in Marketing (MS M.K.T.) is a minimum 36 semester credit hours degree program that is designed to meet the needs of students in today's data-driven marketplace, in which the exponential growth in data generated from store scanners and web transactions, navigation, search, and more recently, social media, requires new marketing skills and knowledge. Students may choose from any of the tracks listed below as part of their degree program.
- Advertising and Brand Management
- Business Development and Professional Sales
- Digital Advertising and Marketing
- Marketing Analytics and Customer Insights
- Marketing Management
- Product Management
To apply for this degree program, an undergraduate degree is required (all majors are considered). Students must maintain a 3.0 grade-point average (GPA) in both core courses and in all graduate courses taken in the degree program, excluding program prerequisites to qualify for the MS degree. Following the completion of 18 credit hours, a student must successfully complete an internship or practicum. Students can also obtain a double MS and MBA degree by taking a total of 63 semester credit hours (assuming they meet all the degree requirements for both programs).
Prerequisite
Students pursuing the Master of Science in Marketing degree program are required to complete one semester credit hour of MAS 6102 Professional Development course. Degree credit is not earned for program prerequisites, however, the grade achieved in prerequisites will count toward the student's grade-point average (GPA). All program prerequisites must be satisfied within the first semester of graduate study as a degree-seeking student.
Course Requirements
Core Courses: 15 semester credit hours
- MKT 6301 Marketing Management
- MKT 6309 Marketing Data Analysis and Research
- MKT 6310 Consumer Behavior
- MKT 6339 Capstone Marketing Decision Making
- or MKT 6350 Competitive Marketing Strategy
- OPRE 6301 Statistics and Data Analysis
Specialized Tracks: 21 semester credit hours
Choose from one of the following four specialized tracks or from the Marketing Management Track. Students may substitute only one three-semester credit hour master's-level course from any unrestricted course/prefix offered within JSOM as a free elective in the degree plan.
- MKT 6009 Marketing Internship (required elective)*
Advertising and Branding Track
- Advertising and Branding Core Courses (12 semester credit hours)
- MKT 6321 Interactive and Digital Marketing
- MKT 6330 Brand Management
- MKT 6332 Advertising and Promotional Strategy
- MKT 6343 Social Media Marketing and Insights
- Advertising and Branding Elective Courses (9 semester credit hours)
- MKT 6340 Marketing Projects
- MKT 6341 Marketing Automation and Campaign Management
- MKT 6342 Marketing Customer Insights Development
- MKT 6349 MarTech Ecosystem
- MKT 6350 Competitive Marketing Strategy
- MKT 6352 Marketing Web Analytics and Insights
- MKT 6353 Customer Analytics and Insights
- MKT 6V98 Marketing Internship
- MKT 6V99 Special Topics in Marketing
- BUAN 6392 (MIS 6392) Causal Analytics and A/B Testing
- Choose any one three-semester credit hour MKT prefix elective course from any track or catalogue year.
Business Development and Professional Sales Track
- Business Development and Professional Sales Core Courses (9 semester credit hours)
- MKT 6334 Digital Sales Strategy
- MKT 6382 Professional Selling I
- OB 6332 Negotiation and Dispute Resolution
- Business Development and Professional Sales Elective Courses (12 semester credit hours)
- Tier I Electives (most relevant to this track)
- MKT 6321 Interactive and Digital Marketing
- MKT 6331 Building and Managing Professional Sales Organizations
- MKT 6338 Customer Relationship Management with Salesforce
- MKT 6341 Marketing Automation and Campaign Management
- BPS 6360 Management and Organizational Consulting: Theory and Practice
- OB 6332 Negotiation and Dispute Resolution
- Tier II Electives
- MKT 6342 Marketing Customer Insights Development
- MKT 6V98 Marketing Internship
- MKT 6V99 Special Topics in Marketing
- BPS 6332 Strategic Leadership
- Tier I Electives (most relevant to this track)
- Choose any one three-semester credit hour MKT or ENTP prefix elective course from any degree plan, track, or catalogue year.
Digital Advertising and Marketing Track
- Digital Advertising and Marketing Core Courses (12 semester credit hours)
- MKT 6321 Interactive and Digital Marketing
- MKT 6343 Social Media Marketing and Insights
- MKT 6349 MarTech Ecosystem
- MKT 6352 Marketing Web Analytics and Insights
- Digital Advertising and Marketing Elective Courses (9 semester credit hours)
- Tier I Electives (most relevant to this track)
- MKT 6332 Advertising and Promotional Strategy
- MKT 6334 Digital Sales Strategy
- MKT 6341 Marketing Automation and Campaign Management
- MKT 6353 Customer Analytics and Insights
- MKT 6V99 Special Topics in Marketing
- BUAN 6392 (MIS 6392) Causal Analytics and A/B Testing
- Tier II Electives
- MKT 6338 Customer Relationship Management with Salesforce
- MKT 6340 Marketing Projects
- MKT 6342 Marketing Customer Insights Development
- MKT 6350 Competitive Marketing Strategy
- MKT 6V98 Marketing Internship
- IMS 6314 Global E-Business Marketing
- MIS 6320 Database Foundations
- Tier I Electives (most relevant to this track)
- Choose any one three-semester credit hour MKT, BUAN, or MIS prefix elective course from any degree plan, track, or catalogue year.
Marketing Analytics and Customer Insights Track
- Marketing Analytics and Customer Insights Core Courses (9 semester credit hours)
- MKT 6353 Customer Analytics and Insights
- BUAN 6320 Database Foundations for Business Analytics
- or MIS 6320 Database Foundations
- OPRE 6332 Spreadsheet Modeling and Analytics
- Marketing Analytics and Customer Insights Elective Courses (12 semester credit hours from one focus area)
- Analytics Focus (12 semester credit hours)
- MKT 6337 Predictive Analytics using SAS
- MKT 6340 Marketing Projects
- MKT 6347 Marketing Analytics Project
- MKT 6V98 Marketing Internship
- MKT 6V99 Special Topics in Marketing
- BUAN 6312 Applied Econometrics and Time Series Analysis
- BUAN 6320 Database Foundations for Business Analytics
- BUAN 6335 Organizing for Business Analytics Platforms
- BUAN 6340 Programming for Data Science
- BUAN 6341 Applied Machine Learning
- BUAN 6345 High-Performance Analytics with SAP
- BUAN 6346 Big Data
- BUAN 6347 Advanced Big Data Analytics
- BUAN 6357 Advanced Business Analytics With R
- BUAN 6398 Prescriptive Analytics
- BUAN 6390 Analytics Practicum
- HMGT 6334 Healthcare Analytics
- MECO 6312 Applied Econometrics and Time Series Analysis
- MIS 6309 Business Data Warehousing
- MIS 6356 Business Analytics with R
- MIS 6334 Advanced Business Analytics with SAS
- MIS 6357 Advanced Business Analytics with R
- MIS 6380 Data Visualization
- OPRE 6359 Advanced Statistics for Data Science
- OPRE 6398 Prescriptive Analytics
- Choose any one three-semester credit hour MKT or BUAN or MECO or MIS or OPRE prefix elective course from any degree plan, track, or catalogue year.
- Or
- Customer Insights Focus (12 semester credit hour)
- MKT 6321 Interactive and Digital Marketing
- MKT 6334 Digital Sales Strategy
- MKT 6336 Pricing Analytics
- MKT 6338 Customer Relationship Management with Salesforce
- MKT 6340 Marketing Projects
- MKT 6341 Marketing Automation and Campaign Management
- MKT 6342 Marketing Customer Insights Development
- MKT 6343 Social Media Marketing and Insights
- MKT 6347 Marketing Analytics Project
- MKT 6349 MarTech Ecosystem
- MKT 6352 Marketing Web Analytics and Insights
- MKT 6V98 Marketing Internship
- MKT 6V99 Special Topics in Marketing
- BPS 6360 Management and Organizational Consulting: Theory and Practice
- MECO 6303 Business Economics
- BUAN 6392 (MIS 6392) Causal Analytics and A/B Testing
- MIS 6320 Database Foundations
- MIS 6380 Data Visualization
- OPRE 6362 Project Management in Engineering and Operations
- Choose any one three-semester credit hour MKT or BUAN or ENTP or MIS prefix elective course from any degree plan, track, or catalogue year.
- Analytics Focus (12 semester credit hours)
Product Management Track
- Product Management Core Courses (9 semester credit hours)
- MKT 6329 New Product Development
- MKT 6330 Brand Management
- MKT 6336 Pricing Analytics
- Product Management Elective Courses (12 semester credit hours)
- Tier I Electives (most relevant to this track)
- BPS 6360 Management and Organizational Consulting: Theory and Practice
- ENTP 6375 Technology and New Product Development
- ENTP 6388 Managing Innovation within the Corporation
- MIS 6360 Agile Project Management
- MKT 6331 Building and Managing Professional Sales Organizations
- MKT 6342 Marketing Customer Insights Development
- MKT 6380 Market Entry Strategies
- OPRE 6362 Project Management in Engineering and Operations
- Tier II Electives
- ENTP 6360 Startup Launch I
- ENTP 6370 Innovation and Entrepreneurship
- ENTP 6390 Business Model Innovation
- IMS 6310 International Marketing
- MKT 6332 Advertising and Promotional Strategy
- MKT 6334 Digital Sales Strategy
- MKT 6340 Marketing Projects
- MKT 6341 Marketing Automation and Campaign Management
- MKT 6350 Competitive Marketing Strategy
- MKT 6V98 Marketing Internship
- MKT 6V99 Special Topics in Marketing
- Tier I Electives (most relevant to this track)
- Choose any one three-semester credit hour MKT or BPS or ENTP or OPRE prefix elective course from any degree plan, track, or catalogue year.
Marketing Management Track: 21 semester credit hours
This track has no core courses. Students may select any 21 semester credit hours from the courses below. However, at least nine semester credit hours must be from courses with the MKT prefix.
Marketing Area Courses (at least 9 semester credit hours)
- MKT 6321 Interactive and Digital Marketing
- MKT 6329 New Product Development
- MKT 6330 Brand Management
- MKT 6331 Building and Managing Professional Sales Organizations
- MKT 6332 Advertising and Promotional Strategy
- MKT 6334 Digital Sales Strategy
- MKT 6336 Pricing Analytics
- MKT 6337 Predictive Analytics Using SAS
- MKT 6338 Customer Relationship Management with Salesforce
- MKT 6340 Marketing Projects
- MKT 6341 Marketing Automation and Campaign Management
- MKT 6342 Marketing Customer Insights Development
- MKT 6343 Social Media Marketing and Insights
- MKT 6349 MarTech Ecosystem
- MKT 6350 Competitive Marketing Strategy
- MKT 6352 Marketing Web Analytics and Insights
- MKT 6353 Customer Analytics and Insights
- MKT 6380 Market Entry Strategies
- MKT 6382 Professional Selling I
- MKT 6V98 Marketing Internship
- MKT 6V99 Special Topics in Marketing
- MKT 6347 Marketing Analytics Project
- Choose any MKT prefix course from any track or future catalogue years.
Non-Marketing Area Courses
- ACCT 6301 Financial Accounting
- ACCT 6305 Accounting for Manager
- BPS 6332 Strategic Leadership
- BPS 6360 Management and Organizational Consulting: Theory and Practice
- BUAN 6312 Applied Econometrics and Time Series Analysis
- BUAN 6320 Database Foundations for Business Analytics
- BUAN 6324 Business Analytics With SAS
- BUAN 6335 Organizing for Business Analytics Platforms
- BUAN 6340 Programming for Data Science
- BUAN 6341 Applied Machine Learning
- BUAN 6345 High-Performance Analytics with SAP
- BUAN 6346 Big Data
- BUAN 6347 Advanced Big Data Analytics
- BUAN 6357 Advanced Business Analytics With R
- BUAN 6398 Prescriptive Analytics
- BUAN 6390 Analytics Practicum
- ENTP 6360 Startup Launch I
- ENTP 6370 Innovation and Entrepreneurship
- ENTP 6375 Technology and New Product Development
- ENTP 6380 Market Entry Strategies
- ENTP 6388 Managing Innovation within the Corporation
- ENTP 6390 Business Model Innovation
- ENTP 6392 Entrepreneurship in the Social Sector
- FIN 6301 Financial Management
- HMGT 6334 Healthcare Analytics
- IMS 6310 International Marketing
- IMS 6314 Global E-Business Marketing
- IMS 6360 International Strategic Management
- MECO 6303 Business Economics
- MECO 6312 Applied Econometrics and Time Series Analysis
- MIS 6309 Business Data Warehousing
- MIS 6320 Database Foundations
- MIS 6324 Business Analytics with SAS
- MIS 6334 Advanced Business Analytics with SAS
- MIS 6356 Business Analytics with R
- MIS 6357 Advanced Business Analytics with R
- MIS 6360 Agile Project Management
- MKT 6343 Social Media Marketing and Insights
- BUAN 6392 (MIS 6392) Causal Analytics and A/B Testing
- MIS 6380 Data Visualization
- OB 6301 Organizational Behavior
- OB 6332 Negotiation and Dispute Resolution
- OPRE 6332 Spreadsheet Modeling and Analytics
- OPRE 6359 Advanced Statistics for Data Science
- OPRE 6362 Project Management in Engineering and Operations
- OPRE 6398 Prescriptive Analytics
- Choose any one three-semester credit hour BPS or ENTP or IMS or MECO or MIS or OPRE prefix course from any degree plan, track, or catalogue year.
* Students may use MKT 6009 only for their first internship and any additional internship must be completed as MKT 6V98 (3 semester credit hours maximum). Students may also substitute MKT 6009 with MKT 6V98 or MKT 6321 or MKT 6399 or MKT 6340 or MKT 6343 or MKT 6350 or MKT 6347 (Marketing Analytics Project) to fulfil the internship requirement.
Career Opportunities
Graduates of the program seek such positions as chief marketing officers and vice presidents, managers or analysts in functional areas such as advertising, branding, business development, customer insights, marketing analytics, digital (PPC, SEO, marketing automation, web analytics, UX), marketing management or product management.
English Language Requirements
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