Three students walk outside the Soules College of Business, home of UT Tyler's BBA in Marketing program

Bachelor of Business Administration in Marketing

Analyze Consumer Behavior to Drive Growth

In a world with countless new products, services and technologies, marketing analyzes consumer and industry trends to chart an organization’s path forward. The University of Texas at Tyler’s Bachelor of Business Administration in marketing equips you to identify and satisfy consumers’ needs, influence new products and services and promote an organization’s brand, message or mission.

With options to obtain digital and retail marketing certifications, UT Tyler’s nationally accredited program prepares you for careers in sales, customer relations, brand management, advertising, market research and similar fields.

Why Major in Marketing at UT Tyler?

Marketing professionals analyze the psychological, sociological and cultural aspects of human behavior affecting consumer actions. As a marketing major, learn quantitative and qualitative research techniques to observe and segment markets. Understand how to build campaigns and present complete marketing strategies to clients. Acquire skills in traditional, digital and social media marketing to take a multichannel approach.

Additionally, explore the impact of marketing, from creating, challenging and shaping new perspectives through informative, emotional and convincing messages to raising awareness, evoke action and empower movements.

Through UT Tyler’s program, discover the role marketing plays in business and product development:

  • Customize your degree plan to focus on one of four in-demand industry areas: You may earn a certificate in Digital Marketing, Marketing Analytics, Professional Sales or Retailing and Services.
  • National Accreditation: The Soules College of Business is accredited by the Association to Advance Collegiate Schools of Business (AACSB), the highest standard in business and management education. Only 25% of business schools nationwide and 5% of business schools worldwide receive this distinction. In addition, UT Tyler is home to one of only four nationwide programs whose curriculum is accredited by the Category of Management Association.
  • Expert Faculty: Coming from established business backgrounds, our professors bring their expertise into the classroom and continue to influence the field as published authors on a range of topics.
  • A Strong Student Community: The Soules College of Business has 10 student organizations and four honor societies you can get involved with from your first day on campus.
  • Networking Opportunities: Network with marketing students and professionals as part of Beta Gamma Sigma, the honor society for AACSB-accredited business schools.
  • Exceptional Facilities: At almost 140,000 square feet, the new home of the Soules College of Business holds numerous lab rooms, including a financial analytics laboratory, study areas, 12 classrooms and an auditorium.


Our marketing curriculum stresses essential concepts and tools to achieve business objectives using analysis, planning, implementation and integration. Courses further highlight where marketing overlaps with other business functions and processes.

Through coursework and hands-on experiences, learn how to help businesses grow by measuring and analyzing markets. Explore the informational input required for decision-making, plus the use of the scientific method, research design and sampling to uncover solutions to unique challenges.

Core Requirements

All marketing students start with a common business core, which provides general knowledge of all functional disciplines. Students take a set number of hours in accounting, economics, business calculus, computer applications, statistics and speech.

Required marketing courses include:

  • Consumer Behavior
  • Personal Selling
  • Marketing Research
  • International Marketing

Marketing Major Requirements


Enhance your marketing degree with a marketing certificate. Certificates include digital marketing, marketing analytics, professional sales and retailing and services. Marketing majors and minors can also earn a degree without certificates. One certificate can be earned as part of a standard 120-credit-hour degree program. See tracks and course listings below:

Digital Marketing

  • MARK 4305 Integrated Marketing Communications
  • MARK 4345 Social Media Marketing
  • MARK 4355 Digital Marketing

Marketing Analytics

  • MARK 4340 Consumer Insights
  • MARK 4380 Marketing Research
  • MARK 4355 Digital Marketing

Professional Sales

  • MARK 4300 Services Marketing
  • MARK 4350 Professional Sales
  • MARK 4365 Sales Management

Retailing and Services

  • MARK 3325 Retailing in the 21st Century
  • MARK 4300 Services Marketing
  • MARK 4340 Consumer Insights

What Can You Do With a Bachelor’s Degree in Marketing?

Every business needs help generating awareness, interest and revenue, learning more about its consumers and identifying new markets. Because of this widespread need, marketing, as a field, experiences consistent-to-above-average growth: the Bureau of Labor Statistics projects 10% more roles for advertising, promotions and marketing managers through 2031 — faster than the average for all occupations.

Launch a career in marketing management, market research, sales, sales management, account management, business development, retail management or another related area.

How to Apply

The University of Texas at Tyler offers a streamlined admissions process for all undergraduate students. Have questions or concerns? Our admissions team can guide you through all requirements and answer any questions you may have. Reflecting our reputation as one of the most affordable colleges in the state, our financial aid team helps you explore all scholarships, grants and other forms of assistance.

For admissions decisions in general:

  • UT Tyler automatically accepts students from the Top 25% of graduating classes in Texas.
  • Students from the 2nd to 4th quartiles must have a 2.75 or higher GPA.

Ready to apply? Review all undergraduate requirements to get started.

Start Your Application

UT Tyler has established partnerships with community colleges across Texas, allowing for a seamless transfer of your credits. Our relationships let you stick with your degree plan and graduate on time, right on your schedule.

UT Tyler partners with Kilgore College to streamline the pathway to a BBA in marketing.

Learn More About Transfer Pathways

Admissions Requirements for Transfer Students

July 1

ApplyTexas application opens for incoming first-year students.

October 1

The Free Application for Federal Student Aid opens for the upcoming academic year.

December 1

Application deadline to be eligible for scholarships.

May 1

Deadline for Valedictorian, Salutatorian and Transfer Presidential Scholarships.

August 1

Deadline for Patriot Promise Scholarship.

Student Spotlight

Whitney Worley
My experiences at UT Tyler gave me the tools for my success and ability to be successful in my career. In particular, Dr. Camp has been a fantastic resource not only in her class, but also in giving guidance for internships, jobs and help with navigating the degree program.

Whitney Worley, BBA in Marketing, 2025

Next Steps

Get started on your pathway to success. Discover all the places a marketing degree from UT Tyler can take you.