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Marketing incorporates a variety of related business activities. While individual occupations within these diverse areas may be specialized, decisions in any one of them require a broad understanding of the marketing process and an ability to analyze the factors that influence it. The marketing process begins with the identification and design of products or services which will satisfy customer needs profitably. The process continues with the packaging, pricing, advertising, distribution, sales promotion, and servicing of the firms' offerings.

The major in Marketing is designed as a comprehensive study of all these activities, providing both the common background required for any marketing career and an opportunity for specialization based on the student's interests.

This broadly designed major is appropriate for careers in:

  • Marketing management
  • Promotional strategy
  • Personal selling and sales management
  • Retail merchandising and management
  • Marketing research

Knowledge of product design, advertising, pricing, consumer behavior and distribution management is also essential. Careers in brand management or marketing research may require additional education (e.g., an MBA). Additional experience provided by internships can greatly facilitate the job search process.

A large percentage of the graduates with a Bachelor of Business Administration (BBA) in Marketing from UT are employed as sales representatives, usually for large consumer products or industrial firms, or in retailing as assistant buyers or department managers.

Declare This Major

Undergraduates currently enrolled at The University of Texas at Austin who wish to change to a business major need to apply for an internal transfer. Internal transfer applicants are students currently enrolled at The University of Texas at Austin who are seeking to transfer within or into a major in the McCombs School of Business. Find out more about the internal transfer process, including the procedures, requirements to apply, historical summary of acceptance, and additional opportunities.

Prospective University of Texas at Austin students should visit to learn about the application process and how to declare a major.

Required Courses

View the Marketing degree plan to learn more about the required courses for the Marketing major.


Marketing majors tend to be students that are very innovative since they are required to study ways to grab the attention of everyday consumers. These students are often creative because they focus on creating new and exciting ideas/projects/events to stimulate the demands of consumers.


  • Ability to remain up-to-date with the stimulating demands of all consumers global and domestic
  • Skillful in each level of the marketing process: research, selling, and promoting
  • Ability to identify specific products that match with target customers
  • Written and oral communication skills
  • Critical thinking and analytical skills

A small sample of directly related careers

Sales Manager
Market Research Analyst
Purchasing Manager
Customer Service Representative
Public Relations Specialist
Product Promoter

Remember: Your major does not (necessarily) equal your career. View a list of career ideas for any major.