To Meet Industry Demand, Gatton College Launching New Master of Science in Marketing

In response to the rapidly growing demand for strategic marketing experts, the Gatton College of Business and Economics at the University of Kentucky is launching the new Master of Science in Marketing (MSM).

The program will begin fall 2021.

"This program provides specialized knowledge demanded by the industry," David Hardesty, Gatton Endowed Chair of Marketing and chair of the Department of Marketing and Supply Chain, said. "The number of jobs that require graduate-level marketing expertise is expected to grow over the next 10 years and include careers, such as marketing specialists and sales managers, across a variety of manufacturing and sales industries."

Throughout the 10-month, 30 credit-hour program, students will engage in a comprehensive curriculum taught by world-renowned Gatton faculty members. Additionally, they will learn the technical knowledge necessary to deliver the qualitative, quantitative and creative tools used when making key marketing decisions. 

The program will include 10 marketing-specific courses on the following topics:

  • Strategic Marketing
  • Marketing Research
  • New Product Development
  • Personal Selling and Sales Management
  • Consumer Insights
  • Marketing Analytics and Digital Visualization
  • Corporate Social Responsibility
  • Marketing Communications
  • Digital Marketing
  • Branding

Courses are offered in-person, online in real-time and/or in a hybrid format.

"The MSM is a one-year graduate program designed to provide students with in-depth coursework on in-demand marketing topics," Leslie Vincent, director of the MSM program and senior lecturer in the Department of Marketing and Supply Chain, said. "We believe our program will provide the tools necessary for students to advance and lead confidently."

For more information on the MSM program, contact Christopher Carney or visit