B.B.A. in Marketing

4 Years On Campus Bachelors Program

Texas Tech University

Program Overview

The B.B.A. in Marketing at Texas Tech University prepares students to understand consumer behavior, develop marketing strategies, analyze market data, and build effective customer relationships. The program combines business fundamentals with specialized marketing subjects, helping students learn how organizations position products, plan promotional campaigns, conduct market research, and create valuable customer experiences.

Curriculum Structure

Year 1: Students build their business foundation through BA 1301: Foundations of Business and develop essential professional communication and analytical skills. They explore how accounting, finance, management, marketing, and supply chain operations work together within an organization.

Year 2: Students strengthen their understanding of business principles through introductory coursework in economics, accounting, mathematics, and other business requirements. These subjects prepare them for advanced marketing study by developing quantitative reasoning, financial awareness, and an understanding of business environments.

Year 3: Students begin specialized marketing coursework through MKT 3350: Marketing for a Global Marketplace, MKT 3356: Marketing Research and Analysis, and MGT 3370: Managing People and Organizations. They explore international marketing, research methods, customer needs, organizational behavior, and the use of market information to guide business decisions.

Year 4: Students complete advanced marketing requirements through MKT 4385: Marketing Strategy and select additional marketing electives such as MKT 3352: Consumer Behavior and MKT 3351: Services Marketing. These courses help students integrate consumer insights, strategic planning, and marketing analysis while preparing for professional employment or postgraduate study.

Focus areas: Consumer behavior, global marketing, marketing research, marketing analytics, services marketing, brand strategy, digital marketing, product development, sales management, pricing, promotional strategy, customer relationship management.

Learning outcomes: Analyze consumer preferences, interpret market research, develop marketing strategies, evaluate global market opportunities, understand customer decision-making, communicate business recommendations, assess promotional approaches, and apply analytical thinking to marketing challenges.

Professional Alignment (Accreditation): The Jerry S. Rawls College of Business holds accreditation from the Association to Advance Collegiate Schools of Business (AACSB). This internationally recognized accreditation reflects standards for business education quality, faculty qualifications, and continuous improvement.

Reputation (Employability Rankings): Texas Tech's official Marketing program page reports a 92.9% placement rate for the 2024–2025 academic year. Separately, Rawls College's December 2024 undergraduate career outcomes report records a 91.4% positive career outcome rate and an average salary of $58,308 for Marketing graduates in that reporting cohort. These figures represent different reporting periods and methodologies and should not be directly compared.

Experiential Learning (Research, Projects, Internships etc.)

Texas Tech University's Rawls College of Business integrates practical experiences into business coursework to help students connect marketing concepts with real-world decisions. Students develop professional communication, analytical thinking, networking, and leadership skills through structured learning experiences, marketing organizations, competitions, and industry-engaged projects.

Practical learning opportunities and resources:

First-Year Business Experience: BA 1301: Foundations of Business introduces students to business careers, networking, and the connections between major business functions.
Professional communication and sales: MCOM 2310: Business and Professional Communication develops workplace writing, presentations, persuasion, and professional communication skills.
Global marketing experience: MKT 3350: Marketing for a Global Marketplace introduces international marketing and includes an applied international experience.
Alumni mentoring: MGT 3370: Managing People and Organizations incorporates a mentoring experience that connects students with Rawls alumni for career guidance and professional networking.
Tech Marketing Association: Students can engage with marketing professionals, guest speakers, and real-world projects through this student-led organization.
Rawls Sales Center Program: Students interested in sales can access specialized training, coaching, and employer networking opportunities.
Marketing competitions: Students have opportunities to participate in regional and national sales and digital marketing competitions, gaining experience applying their knowledge to practical challenges.
Industry-Engaged Practical Learning: Students entering from Fall 2025 onward must complete an approved industry-related project, internship, or other applied experience before graduation.
Career Management Center: Rawls College provides career coaching, résumé reviews, interview preparation, employer connections, and recruiting support.
Study abroad: Selected business courses, including MKT 3350, offer study-abroad opportunities that help students explore business and marketing across international contexts.

Progression & Future Opportunities

The B.B.A. in Marketing prepares graduates for careers that combine creativity, customer understanding, strategic thinking, and business analysis. Students can pursue opportunities in advertising, brand management, sales, market research, digital marketing, and customer relationship management across industries such as retail, technology, healthcare, and consumer products.

Potential career opportunities:

Marketing Coordinator: Support campaigns, promotional activities, and marketing communications.
Digital Marketing Specialist: Help manage online campaigns, digital content, and audience engagement.
Market Research Analyst: Examine consumer preferences, market trends, and competitor activity.
Brand Assistant: Support brand positioning, product launches, and customer-facing initiatives.
Sales Representative: Build client relationships, present products, and contribute to revenue growth.
Product Marketing Associate: Help communicate product value and support marketing strategies.
Advertising Coordinator: Assist with promotional campaigns, creative materials, and media planning.
Customer Relationship Management Specialist: Support customer engagement, loyalty, and retention initiatives.

Career progression and professional opportunities:

Career services: The Rawls Career Management Center provides career counseling, résumé reviews, interview preparation, employer networking, and recruiting support.
Employment outcomes: Texas Tech's Marketing program page reports a 92.9% placement rate for 2024–2025. Rawls College's December 2024 report separately records a 91.4% positive career outcome rate for Marketing graduates.
Salary prospects: The December 2024 Rawls College report lists an average salary of $58,308 for Marketing graduates in that cohort. Actual earnings vary according to job role, location, industry, and experience.
Industry engagement: The Tech Marketing Association, Rawls Sales Center Program, employer events, and practical learning requirements help students develop professional connections and workplace skills.
Professional development: Marketing competitions, alumni mentoring, global learning experiences, and applied projects help students strengthen their professional portfolios.
Accreditation value: AACSB accreditation provides a recognized quality framework for business education, but it does not guarantee employment or a particular salary.

Further Academic Progression: Graduates may consider an MBA, a master's degree in marketing research and analytics, or postgraduate study in digital marketing, business analytics, strategic management, or related business fields. The most suitable option depends on their career goals, academic performance, and the entry requirements of the institution they choose.