Experiences and observations developed during the establishment of a multidisciplinary graduate transportation degree at the University of South Florida are shared. Many of the issues addressed in the market analysis and design of this program would be similar in other universities exploring similar programs. Several of the findings provide insight that may be of value to others, and several areas are identified in which collective initiatives of the academic and professional communities might provide information that would enable a stronger foundation for the design and marketing of transportation education programs. Specific areas of emphasis include defining industry needs, defining student interests, defining curriculum content, and understanding the implications of a multidisciplinary approach to transportation.