Students pursuing a bachelor’s in marketing at Ò»Æð²Ý Cox learn from a panel of industry leaders.

Undergraduate programs

Marketing

B.B.A.

Overview

Marketing blends strategy, creativity and analytics to help businesses connect with customers and drive growth. As marketing majors at Ò»Æð²Ý Cox, students develop a deep understanding of consumer behavior, brand building, product development, pricing and market insights, grounded in both the art and science of decision-making. The combines rigorous coursework, engaged faculty and hands-on experiential learning to build real-world skills. Graduates are prepared for dynamic careers in sales, advertising, market research, brand management and beyond.

Top 20%

Best National Universities

U.S. News & World Report (2026)

No. 25

Best Undergraduate Business Schools in the U.S.

Poets&Quants (2026)

93%

of B.B.A. students achieved desired career outcome within six months of graduation

(Class of 2025)

Specializations

AI for Business

This specialization allows Cox B.B.A. students to gain a thorough understanding of the key principles of artificial intelligence and machine learning and the use of these technologies in business applications.

Energy Management

The specialization in energy management prepares students for careers in energy, natural resource and power generation industries, financial institutions, government and nonprofit groups.

Entrepreneurship

The entrepreneurship specialization equips students to identify and develop innovative opportunities, launch and finance new ventures, manage and grow entrepreneurial businesses and navigate the legal, strategic and leadership challenges critical to startup and early-stage success.

Management consulting

This specialization combines theoretical knowledge and tangible consultative best practices to prepare students for real-world consulting challenges with clients across a variety of industries.

Real estate

The real estate specialization combines the study of finance and real estate to develop special competency in structuring real estate transactions, real estate valuation techniques and an in-depth understanding of the capital markets.

Admissions

Business Direct students and B.B.A. Scholars

All undergraduate applications are processed through the Ò»Æð²Ý Office of Admission. Every student that applies to Ò»Æð²Ý with a primary academic interest in business will be considered for acceptance to the Ò»Æð²Ý Cox B.B.A. program. Accepted Ò»Æð²Ý Cox B.B.A. candidates will be admitted as either a Business Direct student or as a B.B.A. Scholar.

Both designations guarantee admission to the business school and offer students access to the full suite of courses, services and activities offered. B.B.A. Scholars represent an elite group of approximately 100 first-year, fall-entry applicants admitted to the Cox School who have exceptional academic credentials. These select students receive a scholarship and unique academic and networking opportunities. Every student who applies to Ò»Æð²Ý as a business major is automatically considered for this recognition – no additional application is required.

Deadlines and details

Key dates and admissions information to help plan your application with confidence.

Transfer students

Everything transfer students need to know about admission requirements.

International students

All the essential admission requirements international students need to know.

Additional links

Ready to apply?

Get started here.

Tuition and financial aid

2 out of 3 first-year students are awarded grants and/or scholarships with an average total of $38,598.

Tuition and costs

Explore the cost breakdown of tuition for undergraduate programs.

Financial aid

Find information on scholarships and financial support available at Ò»Æð²Ý.

Curriculum and learning

Vision statement

The mission of the Edwin L. Cox School of Business is to improve the school’s academic programs and reputation as a top-tier business school by providing a high-quality business education to students and the business community, conducting research that contributes to the understanding of business and management, and participating in the service activities of the University and professional organizations. 

Featured courses

MKTG 3342

Marketing Research

Explores the role of information in marketing decisions, discusses research methods and teaches students how to plan and execute a research project.

MKTG 3343

Consumer Behavior

Helps students understand the motivation and behavior of buyers and consumers. Discusses consumer behavior within a marketing framework and relates it to marketing management.

MKTG 4341

Marketing Management

Provides a fundamental understanding of the marketing strategy planning process and develops skills for coping with marketing management problems encountered by senior marketing managers, general management executives and marketing consultants. This capstone course includes case analysis, class projects and/or marketing simulation.

Outside the classroom

  • Students in the marketing bachelor’s degree program benefit from internship opportunities with Southwest Airlines.

    Internships

    Gain practical experience and build your professional network with internships and other career development opportunities supported by the Cox Career Management Center.

  • Ò»Æð²Ý Cox undergraduate business students study abroad in London.

    Study abroad

    Ò»Æð²Ý Abroad programs and global partnerships enhance academic and experiential learning around the world. Students studying, researching or interning abroad encounter diverse global communities and intellectual traditions.

  • Clubs and organizations

    Explore interests, develop leadership skills and connect with like-minded peers.

  • Ò»Æð²Ý students working with plants at Bontham Family Farms

    Community engagement

    Apply your classroom knowledge to real-world issues while making a positive impact.

Student success

Ò»Æð²Ý Cox students are set up for success from day one. The intimate, private-school setting; small class sizes; and approachable, world-class faculty all but guarantee an exceptional business education. And – with a 42,000-plus strong alumni network deeply embedded within the Dallas-Fort Worth business community and beyond – students have access to experts and experiences that will open doors.

Read Student Stories

Faculty

At Ò»Æð²Ý Cox School of Business, our professors are graduates of the world’s leading business schools. They’re consultants to global corporations, top practitioners in their fields and widely published researchers investigating leading-edge topics. The Cox faculty is made up of passionate teachers who bring new ideas and techniques into the classroom, challenge you to question conventional thinking and inspire you to share their excitement about the issues that drive their work.

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Marci Armstrong

Marci Armstrong

Professor of Practice
Michael Braun

Michael Braun

Associate Professor
Bill Dillon

Bill Dillon

Professor
The Herman W. Lay Professor of Marketing
Senior Associate Dean

Matthew Fisher

Assistant Professor

Edward Fox

Professor
Dean’s Distinguished Research Professor
W.R. & Judy Howell Director of the…

Justin Gressel

Professor of Practice
Program Director, Master of Science in Business Analytics

Maria Langlois

Assistant Professor
Millica Mormann

Mili Mormann

Associate Professor
Fisher Research Professor
Dean Matt Myers

Matthew Myers

Professor
David B. Miller Endowed Professor in Business
Gijs Overgoor

Gijs Overgoor

Assistant Professor
Profile Logo

Joonwook Park

Professor of Practice
Raj Sethuraman

Raj Sethuraman

Professor
Harold Simmons Chair
Headshot of Venky Shankar

Venky Shankar

Professor
Harold M. Brierley Endowed Professor
Academic Director, Brierley Institute for…

Radhika Zaveri

Clinical Professor
Ignacio Cuenca

Ignacio Cuenca

Adjunct Professor

Brenda Demith

Adjunct Professor

Rita Egeland

Adjunct Professor
Andre Glenn

Andrew Glen

Adjunct Professor

Vin Hoey

Adjunct Professor
Blythe Ingram

Blythe Ingram

Adjunct Professor

John Keehler

Adjunct Professor

Dina Light-McNeely

Adjunct Professor

Greg O'Brien

Adjunct Professor

Gary Orosy

Adjunct Professor
Arjan Singh

Arjan Singh

Adjunct Professor

Facilities

Ò»Æð²Ý Cox School of Business is centered around the David B. Miller Business Quadrangle, a state-of-the-art education hub built expressly for the future of business education. Four wings connect the school’s original three anchor buildings into one large, cohesive space. With a commons area, a courtyard and a plaza, the Miller Business Quad encourages collaboration and camaraderie among students, faculty and staff, offering myriad places to study, walk and talk, and build connections.

Six Ò»Æð²Ý Cox students in the Marketing B.B.A. program receive awards from the JCPenney Center for Retail Excellence.

JCPenney Center for Retail Excellence

A hub for academic and industry partnership focusing on retail research, education and career development. Students will be prepared for careers in the retail industry through research, industry connections and experiential learning.

Cox School of Business students can connect with alumni and employers through the Career Management Center.

Cox Career Management Center

The CMC partners with students, alumni and employers to build collaborative relationships that culminate in successful careers. All first-year students are assigned a career coach and receive specialized career coaching once they declare a major.

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Frequently asked questions

A B.B.A. in marketing is an undergraduate degree focusing on connecting businesses with consumers or businesses with other businesses. This major is expressly concerned with understanding the customer, who they are, what they want and what happens after they make a purchase. Key marketing objectives include designing new product or service offerings or modifying existing ones, pricing and logistics, sales management and gathering and interpreting market information.

A Bachelor of Business Administration in marketing (B.B.A.) from Ò»Æð²Ý Cox prepares you for roles in brand management, advertising, market research, sales and digital marketing. Graduates from the program are able to leverage specialized knowledge in consumer behavior, strategy and analytics to enter fields like consulting, retail and tech.

A B.B.A. in marketing is highly valuable in today's job market, with the projecting faster-than-average employment growth, up to eight percent through 2034 for managers and analysts, especially. Marketing managers, for example, can earn a median salary of over $157,000. Many opportunities exist in digital, analytics and brand strategy roles.

A B.B.A. in marketing from Ò»Æð²Ý Cox offers you a broad, strategic business education. It is an excellent choice if you want to build deep business knowledge and grow in your leadership and management skills. A B.S. in marketing, on the other hand, typically emphasizes quantitative data, business analytics and technical skills.

Marketing majors in the Ò»Æð²Ý Cox B.B.A. program develop skills in how to apply data to decision-making, building comprehensive marketing plans and guiding strategy, understanding consumer behavior and gained insights, digital strategy and brand management. They also grow professional skills around teamwork, effective communication and presentation skills.

A Bachelor of Business Administration in marketing from Ò»Æð²Ý prepares graduates for tech and analytics roles by blending core business strategy with data-driven marketing. The newly formed AI for business specialization gives its students a thorough understanding of the key principles underlying artificial intelligence and machine learning, and the use of these technologies in business applications.

They certainly are. The school strongly encourages our students to pursue internships through the Career Management Center. On average, our students complete three internships over the course of their four years on campus. Our location in the heart of Dallas makes internships during the academic year especially feasible. In addition to part-time internships during the school year, full-time internships are available nationally – even internationally – during the summer.

Marketing majors in particular benefit from specialized centers like the JCPenney Center for Retail Excellence.

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