The Texas Interactive program consists of two curricula:
(1) The undergraduate program in Interactive Advertising (IAd); and (2) the graduate program in Interactive Advertising.

The Texas Interactive program is grounded in a philosophy developed by the Faculty of the Department of Advertising which focuses on the diffusion of "interactivity" throughout the advertising and communication world.

"Interactivity" serves as the basic conceptual issue that distinguishes this program. From this standpoint, IAd is not just a phenomenon dealing with "another new medium." While the interaction of humans with computer-mediated messages is one dominant form of interactivity studied in the Texas Interactive program, the interaction of humans with humans is at the core of this program. This is seen in the digital media world where the focus is more on the buying process than on the selling process. This is reflected in the Account Planning process that is integrated with the Texas Interactive program.

The focus of Texas Interactive on the concept of "interactivity" also emphasizes the notion that the internet www, for example, is not just another "channel" of communication employing new high technology but rather presents advertising people with new challenges to human interaction involving new ways of communicating in conversational and deconstructed, as opposed to authoritative and concentrated modes, in traditional advertising communication. This requires advertising people to focus on the human interactions involving advertising, community, and transactions revolving around the content of interactive media.

The Texas Interactive program has been designed by the Faculty to prepare students to deal with the advertising issues of human interaction surrounding the digital media, creative, planning and management process.