Marketing Bachelor's Degree

Minors & Certificates

In the UT San Antonio BBA Marketing program, you’ll learn how businesses create, position and grow successful products, brands and services to satisfy the customer. This program focuses on how companies identify and segment customers, understand consumer behavior and communicate value through traditional, digital and social channels. You’ll build a strong foundation in marketing strategy while learning how marketing supports business growth across industries while delivering value. This program also gives you the option to customize your degree with a Sport, Event and Tourism Management track, which can help you prepare for careers tied to sports, events and tourism-related marketing.

In this program, you’ll take courses that help you build both marketing strategy knowledge and practical skills. You’ll begin with Principles of Marketing, where you’ll learn market analysis, product mix decisions and how pricing, promotion and distribution work together to achieve business goals and deliver value to customers. As you progress, you will take the required upper-division marketing courses: Marketing Research, Consumer Behavior, International Marketing, Professional Selling and Marketing Capstone.

You will also be able to select from upper-division marketing elective courses such as Advertising, Retailing, Sports Marketing, Innovation and New Product Development, Marketing Analytics, Sales Management, Social Media Marketing and Digital Marketing. These courses help you build a firm foundation in marketing and expand your skills in brand strategy, customer communication, digital campaigns and marketing decision-making. Those that are interested in the Sport, Event and Tourism Management Track will be required to take upper-division marketing courses focused on sport, event and tourism.

In the UT San Antonio BBA Marketing program, you can take MKT 4933: Internship in Marketing for academic credit if you have a semester-long supervised work experience in a private business or public agency. You’ll work with a faculty advisor during the semester, and you’ll complete a written project or report to connect your internship experience to what you’ve learned in class. This program is part of the Carlos Alvarez College of Business, which promotes hands-on learning and career preparation resources through the Student Success Center to help you find competitive internships and professional opportunities while you’re still a student. You can also build experience through broader college opportunities such as student organizations and other experiential learning support.

With a BBA in Marketing from UT San Antonio, you can prepare for a wide range of careers because this program builds skills that apply across industries. Career paths include areas such as marketing management, advertising, personal selling, retailing, international marketing and marketing research. A marketing degree can prepare you for roles in advertising, professional sales, market research, product development, sports marketing and events management. Because you’ll learn both strategy and applied marketing tools, you can pursue opportunities in many types of organizations and industries.

This program helps you stay current by combining core marketing strategy with courses that reflect today’s marketing environment. You can take classes such as Digital Marketing, Social Media Marketing and Integrated Marketing Communications, where you’ll learn how marketers use modern tools and channels to reach customers and measure results. For example, the Digital Marketing course covers topics such as SEO/SEM, website structure, digital advertising, email marketing, emerging platforms, paid search campaigns and analytics. This program also includes hands-on learning and faculty expertise in marketing and consumer behavior, which helps you connect current trends to real-world business practice.