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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. McCombs School of Business accepts students for the fall semester, only. Students are encouraged to attend an internal transfer information session and check their eligibility to apply through the McCombs Internal Transfer website. 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 UT Admissions to learn about the application process and how to declare a major.

Required Courses

View the School of Business undergraduate degree plans to learn more about the required courses for the marketing major. Visit the course offerings page for up-to-date information on marketing courses offered through McCombs.

What can I do with this major?

Wondering how you'd turn this major into a career? Remember: your major does not always determine your career path. Career counseling and assessments at the Vick Center can help you explore.

Major ≠ Career

Graduates with this major pursue many different careers, depending on their interests and experiences. Make yourself more marketable by complementing this major with part-time work, volunteering, internships, a certificate program, or graduate school.

Experience + Degree = Career

The Career Service Offices in your college can help you with internships and jobs. They work closely with employers to help students prepare for career opportunities. Read a few inspiring stories by professionals whose experiences led to great careers.


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