What is marketing and why should you study marketing in the UTSA College of Business? The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.”
The college's Marketing Department is home to dedicated faculty who excel and engage in research and teaching to explore and uncover the processes that create successful brands, products and services; how companies communicate the power of brands through traditional media, digital advertising and through social media in our multicultural and global world; the mechanics of distribution of products through various channels; the dynamics of consumer and buyer behavior and judgment; and ultimately, the factors that are responsible for creating value for consumers and society.
Undergraduate, graduate and doctoral courses are offered in marketing. The department also offers an undergraduate degree in sport, event and tourism management, which pairs business coursework with classes in sport, event and tourism management.
The areas of expertise of our faculty include cross-cultural research, product innovation and take-off, judgment and decision making, marketing strategy, big data, services marketing, evolutionary psychology, marketing models, self-concept and persuasion, retailing and advertising. In each of these areas, faculty make important contributions to fundamental theories as well as applications to marketing practice.
UTSA marketing faculty frequently publish in the best marketing journals of the world – Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research and Marketing Science. The department was ranked 37th in the nation for its marketing research record for 2014-2015.
Our faculty also excel in the classroom and share their knowledge in the field with students. Marketing faculty have received the Regents’ Outstanding Teaching Award, the most prestigious award in the UT System. In addition, faculty have received numerous research accolades from UTSA, the College of Business and from professional organizations.
The deep knowledge and interdisciplinary focus of the faculty provide unique opportunities for students in all of our programs (undergraduate, master's and doctoral) to excel in their chosen field. UTSA marketing graduates hold exciting and prominent business positions throughout the United States and our doctoral students have gone on to teach at Baylor University, Texas Wesleyan University, Auckland University of Technology in New Zealand, University of Houston at Clear Lake, Southern Illinois University and Central Connecticut State University.