Rick Utecht teachingWhat is marketing and why should you study marketing in the UTSA Carlos Alvarez 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.”

Our Faculty

Marketing department faculty at UTSA 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 and digital advertising and through social media in our multi-cultural 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.

Comprised of world renowned researchers and award winning teachers, the deep knowledge and interdisciplinary focus of our faculty provide unique opportunities for students in all of our programs: undergraduate, MBA, EMBA and doctoral programs. Graduates hold exciting and prominent business positions all over Texas, the United States and the world. Coursework includes consumer behavior, international marketing, marketing research, social media marketing, new product development, sport management, sports marketing, sport tourism and events and destination marketing.

The faculty in the UTSA Department of Marketing are experts in cross-cultural research, product innovation and take-off, judgment and decision making, marketing strategy, Big Data, marketing models, self-concept and persuasion, retailing, advertising and sports and tourism.

Nationally ranked for our research productivity, our faculty publish in the best marketing journals of the world including the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research and Marketing Science. Members of the faculty also serve on the editorial boards of prestigious international journals such as the Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Marketing Letters, Journal of Travel Research, and the International Journal of Hospitality Management.

Our faculty have also received numerous awards for their teaching and research including the Regents’ Outstanding Teaching Award, the President’s Distinguished Teaching award and American Marketing Association Best Paper awards.

Explore how a UTSA degree in the Department of Marketing could expand your future.


Department Information

Main Office: BB 4.01.06
Phone: 210.458.6330
Fax: 210.458.5783
Office Hours: Monday thru Friday | 8 a.m. to 5 p.m.

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Department Profile






A True Learning Community
  • Get involved in activities and experiences early in your college careers. Ask a lot of questions and see what is out there. Every experience helps and can lead to new opportunities.

    Colton Barton
    Marketing and Sport, Event and Tourism Management Major

  • I chose to major in marketing because I enjoy learning about different ways to bring brand awareness to the consumer. Being a marketing intern for Yelp has allowed me to apply my skills and help small and local businesses capitalize on their customer volume. Marketing is vital in any type of business.

    Brianna Coleman
    Marketing Major