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MBA, Marketing Concentration

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Advance Your Marketing Expertise and Leadership Skills

As businesses operate in increasingly competitive and customer-centric markets, organizations need professionals who can create value through strategic marketing initiatives. The University of Dallas MBA with a Concentration in Marketing equips you with expertise in brand strategy, digital marketing, and consumer insights — preparing you to drive engagement, build lasting relationships, and lead marketing initiatives with creativity and impact.

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Program Overview

Credit Hours: 39 Total Credit Hours / 18 Classes
Delivery Options: Online or on campus in Irving, Texas
Program Format: Flexible evening and online classes for working professionals
Accreditation: AACSB-accredited UDallas College of Business
Typical Duration: 2–3 years (depending on schedule and course load)

 

 

What You’ll Learn in the MBA Marketing Concentration

Marketing today is more than just advertising, it's about understanding people, telling compelling stories, and driving strategy through data and creativity. An MBA with a concentration in Marketing prepares you to lead campaigns, build brands, and make data-informed decisions that deliver measurable results.

At the University of Dallas, students in the Marketing concentration gain hands-on experience in digital strategy, consumer behavior, branding, market research, and analytics. With Leadership and ethical decision-making training, graduates are ready to thrive in agency and corporate environments.

 

Career Paths for MBA Marketing Concentration Graduates

 

Marketing Managers lead strategy, campaigns, and teams to promote products or services. They oversee content, budgets, and performance metrics.
These professionals manage online presence, including SEO, paid media, email marketing, and social platforms, using data to drive engagement and ROI.
Brand Managers shape how consumers perceive a product or company. They lead positioning, messaging, and creative execution across channels.
These analysts collect and interpret data to understand consumer behavior, forecast trends, and guide business decisions.
Responsible for creating and managing content strategies, blogs, video, social media, and more, that attract and convert audiences.

Courses You'll Take

39 Total Credit Hours / 18 Classes

(Required for All Graduate Business Programs)
MANA 6V50 The Virtuous Leader. 
MANA 6V51 Business and the Common Good. 
BUAD 6320 The Effective Communicator.

BUAD 5F70 Cornerstone*
ACCT/FINA 6310 Financial Intelligence.
BUAD 6310 Quantitative Reasoning for Decision-Making.
MANA 7310 High Performance Work Teams.
LDRS 6310 Leading Innovation and Organizational Change.
MANA 7330 Integrated Business Operations. 
MANA 7340 Integrated Business Strategy.

*BUAD 5F70. Required for all international and probationary students, including conditional and qualifying admission statuses.

BUAD 6101 Leading Yourself. (Semester 1)
BUAD 6102 Enhancing Interpersonal Effectiveness. (Semester 2)
BUAD 6103 Career Advancement. (Semester 3)

Select one (1) course from the following:

CYBS 6345 Securing the Digital World.
BANA 7320 Data Visualization and Storytelling.
BANA 7355 AI for Business. 
BANA 7380 Advanced Spreadsheet Modeling and Dashboards.

MARK 7327  Digital Marketing
MARK 6321  Professional Selling and Negotiation
MARK 7322  Branding and Sponsorship

Apply to the Dallas MBA Program

Joining the University of Dallas MBA program is simple—no GMAT or GRE required. With multiple start dates throughout the year and flexible formats to fit your schedule, applying is the first step toward advancing your career with a values-driven, AACSB-accredited education. Whether online, on-campus, or hybrid, your MBA journey starts here. 

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Frequently Asked Questions

 

The Marketing concentration prepares students to understand customers, build strong brands, and create effective strategies that drive value and long-term organizational success. Grounded in UD’s commitment to ethical and human-centered business education, the concentration blends creativity, analytics, and strategy.

Students build a comprehensive foundation in marketing strategy and execution, including:

  • Market research and customer insights
  • Digital and social media strategy
  • Brand management and storytelling
  • Consumer behavior analysis
  • Marketing analytics and performance measurement
  • Product, pricing, and promotional strategy
  • Ethical and values-driven marketing leadership
Absolutely. Many courses integrate real-world data sets, case studies, and applied projects. The capstone-style applied analytics project allows students to build a professional portfolio piece that demonstrates practical experience to employers.
Most students complete the concentration within the standard MBA timeline. Full-time students may finish in as little as 1–2 years, while part-time and working students can progress at a pace that fits their schedule.
No. UD’s program is designed for students from a variety of academic and professional backgrounds. Courses start with foundational concepts and build upward, giving all students the support they need to master analytics tools and techniques.

About the Dallas MBA

The UDallas College of Business is AACSB-accredited and nationally recognized for its focus on practical, ethical, and globally minded business education. Our MBA program emphasizes values-driven leadership and provides the flexibility, rigor, and support working professionals need to succeed.

Learn about the Dallas MBA
UDallas College of Business

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