Marketing involves creating and exchanging valuable information to fulfill human and social needs. The field of marketing delves into the methods of generating, communicating, and providing value while also overseeing customer relationships in a manner that advantages both the organization and its stakeholders. Key areas of focus within marketing include marketing theory, strategic marketing, consumer behavior, research techniques, and measurement/research design.

To excel in the Area of Marketing, students must possess scholarly competence and actively contribute to the advancement of the marketing field through research efforts. This implies a broad knowledge of the subject and its literature, as well as a detailed understanding of current research in a specific sub-area of marketing.

Our faculty conduct research at the intersections of marketing and technology, finance, healthcare, sustainability, and consumer well-being. Students benefit from interdisciplinary collaboration across TTU’s R1 campus, close mentorship, competitive funding, and the opportunity to live in vibrant and affordable Lubbock, Texas.