Location: San Marcos, TX•In-State Tuition: $11,450•Out-of-State Tuition: $23,210•Admission Rate: 89%•Avg SAT: 1093
Median Earnings (1yr)
$48,072
66th percentile
60th percentile in Texas
Median Debt
$21,500
11% below national median
D/E Ratio: 0.45 ManageableSample: 415 graduates

Analysis

Texas State University's marketing program delivers solid returns that outperform both national and state averages, making it a reliable choice for families seeking value without breaking the bank. Graduates earn $48,072 in their first year—about $4,000 more than the typical marketing graduate nationally and $4,100 more than peers across Texas. While it doesn't crack the top tier of Texas programs (TCU and UT-Austin lead with significantly higher earnings), it ranks respectably in the 60th percentile statewide.

The financial picture looks particularly attractive with manageable debt of $21,500, which is lower than both national and state medians for marketing programs. The debt-to-earnings ratio of 0.45 means graduates can reasonably expect to pay off their loans without major financial strain. Strong earnings growth of 24% from year one to year four suggests the degree opens doors to career advancement, with four-year earnings reaching nearly $60,000.

For parents weighing options, Texas State offers a sweet spot: better-than-average outcomes at a reasonable cost. The program won't deliver the prestige or immediate earning power of elite Texas universities, but it provides a solid foundation for marketing careers without the debt burden that often accompanies higher-ranked programs.

Where Texas State University Stands

Earnings vs. debt across all marketing bachelors's programs nationally

Texas State UniversityOther marketing programs

Dashed lines show national medians. Upper-left = best value.

Earnings Distribution

How Texas State University graduates compare to all programs nationally

Texas State University earns $48k — 66th percentile among marketing bachelors programs.

Earnings Over Time

How earnings evolve from 1 year to 4 years after graduation

School1 Year4 YearsGrowth
Texas State University$48,072$59,736+24%
Southern Methodist University$50,790$83,357+64%
Texas Christian University$68,497$81,394+19%
The University of Texas at Austin$59,428$74,178+25%
Texas Tech University$49,773$64,758+30%

Compare to Similar Programs in Texas

Marketing bachelors's programs at peer institutions in Texas (57 total in state)

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SchoolIn-State TuitionEarnings (1yr)Earnings (4yr)Median DebtDebt/Earnings
Texas State UniversitySan Marcos$11,450$48,072$59,736$21,5000.45
Texas Christian UniversityFort Worth$57,220$68,497$81,394$19,2500.28
University of Phoenix-TexasDallas—$63,570$53,053$45,0700.71
The University of Texas at AustinAustin$11,678$59,428$74,178$19,6250.33
Baylor UniversityWaco$54,844$57,162$59,964$21,7750.38
Trinity UniversitySan Antonio$51,352$55,928$60,350$23,5000.42
National Median—$44,728—$24,2670.54

Career Paths

Occupations commonly associated with marketing graduates

Advertising and Promotions Managers

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

$159,660/yrJobs growth:Bachelor's degree

Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

$159,660/yrJobs growth:Bachelor's degree

Sales Managers

Plan, direct, or coordinate the actual distribution or movement of a product or service to the customer. Coordinate sales distribution by establishing sales territories, quotas, and goals and establish training programs for sales representatives. Analyze sales statistics gathered by staff to determine sales potential and inventory requirements and monitor the preferences of customers.

$138,060/yrJobs growth:Bachelor's degree

Fundraising Managers

Plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.

$132,870/yrJobs growth:Bachelor's degree

Web and Digital Interface Designers

Design digital user interfaces or websites. Develop and test layouts, interfaces, functionality, and navigation menus to ensure compatibility and usability across browsers or devices. May use web framework applications as well as client-side code and processes. May evaluate web design following web and accessibility standards, and may analyze web use metrics and optimize websites for marketability and search engine ranking. May design and test interfaces that facilitate the human-computer interaction and maximize the usability of digital devices, websites, and software with a focus on aesthetics and design. May create graphics used in websites and manage website content and links.

$95,380/yrJobs growth:Bachelor's degree

Video Game Designers

Design core features of video games. Specify innovative game and role-play mechanics, story lines, and character biographies. Create and maintain design documentation. Guide and collaborate with production staff to produce games as designed.

$95,380/yrJobs growth:Bachelor's degree

Business Teachers, Postsecondary

Teach courses in business administration and management, such as accounting, finance, human resources, labor and industrial relations, marketing, and operations research. Includes both teachers primarily engaged in teaching and those who do a combination of teaching and research.

$83,980/yrJobs growth:

Market Research Analysts and Marketing Specialists

Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

$76,950/yrJobs growth:Bachelor's degree

Search Marketing Strategists

Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.

$76,950/yrJobs growth:Bachelor's degree

Fundraisers

Organize activities to raise funds or otherwise solicit and gather monetary donations or other gifts for an organization. May design and produce promotional materials. May also raise awareness of the organization's work, goals, and financial needs.

$66,490/yrJobs growth:Bachelor's degree

Survey Researchers

Plan, develop, or conduct surveys. May analyze and interpret the meaning of survey data, determine survey objectives, or suggest or test question wording. Includes social scientists who primarily design questionnaires or supervise survey teams.

$63,380/yrJobs growth:Master's degree
About This Data

Source: U.S. Department of Education College Scorecard (October 2025 release)

Population: Graduates who received federal financial aid (Title IV grants or loans). At Texas State University, approximately 36% of students receive Pell grants. Students who did not receive federal aid are not included in these figures.

Earnings: Median earnings from IRS W-2 data for graduates who are employed and not enrolled in further education, measured 1 year after completion. Earnings are pre-tax and include wages, salaries, and self-employment income.

Debt: Median cumulative federal loan debt at graduation. Does not include private loans or Parent PLUS loans borrowed on behalf of students.

Sample Size: Based on 415 graduates with reported earnings and 416 graduates with debt data. Small samples may not be representative.