Students in the University of Kentucky’s Master of Science in Marketing (MSM) program are working directly with early-stage innovations through a capstone partnership with UK Innovate, applying marketing strategy to real products, services and ideas emerging from across the university.
The collaboration connects students with innovations developed by UK faculty and partners, giving them the opportunity to build marketing plans and develop communications strategies that can be used immediately by founders and organizations.
“The capstone project enables students to apply the skills they’ve developed throughout the program to real-world innovations,” said Leslie Vincent, associate professor and director of the MSM program. “If they can create a marketing plan for a new innovation, they can create a plan for anything.”
The MSM capstone takes place during students’ final semester in the program, building on coursework in marketing strategy, research and consumer insights. By the time students begin the project, they have developed the foundational tools needed to evaluate markets and make strategic recommendations.
Through the partnership with UK Innovate, those concepts are applied in a more complex setting. Students work with early-stage ideas that often come with uncertainty—limited market data, evolving product definitions and unclear positioning. That environment requires them to move beyond structured classroom exercises and think more like practitioners.
“They’re evaluating different markets and developing recommendations that can help shape the innovation itself,” Vincent said.
Each student selects an innovation and chooses a project format, which may include a full marketing plan, a situation analysis with strategic recommendations or an integrated marketing communications plan.
The capstone is designed to function as a consulting-style engagement.
At the start of the semester, UK Innovate presents available projects, and students select their preferences. Over the course of 15 weeks, they conduct research, meet with clients, develop recommendations and present their final deliverables.
Students are responsible for producing both a written report and a professional client presentation, with expectations around communication, deadlines and professionalism mirroring those in a workplace setting.
“This approach gives students ownership of the project from start to finish,” Vincent said. “They are managing the process, working through challenges and delivering something that is uniquely their own.”
For UK Innovate, the partnership expands capacity to support commercialization and innovation efforts across the university and beyond.
“This partnership reflects not only UK Innovate’s mission but the broader mission of the University of Kentucky,” said Serenity Wright, senior executive director for innovation, community health and societal impact. “Students graduate with tangible work products, transferable skills and professional experience while also contributing to efforts that move research and innovation into practical application.”
Rather than working on hypothetical cases, students provide founders and innovators with actionable market analyses, positioning strategies and implementation plans that can be immediately deployed.
“In doing so, they contribute tangible capacity to commercialization and social innovation efforts while developing workforce-ready skills in client engagement, strategic thinking and collaborative problem-solving,” said Kendra Stenzel, director of innovation talent development at UK Innovate.
One of the defining elements of the experience is uncertainty.
Unlike traditional projects with clearly defined parameters, many of the innovations students work with are still evolving. That requires them to make decisions with incomplete information, adapt their approach and communicate recommendations clearly.
Vincent said that process builds both technical and professional skills.
“Students develop confidence in their marketing abilities, but also in their ability to navigate ambiguity, work with clients and communicate effectively,” she said.
Over time, the partnership is expected to benefit both students and the broader innovation ecosystem.
Each semester introduces new projects and new perspectives, helping refine solutions and strengthen go-to-market strategies for emerging innovations. At the same time, students gain exposure to a professional pathway they may not have previously considered.
“Each semester builds a stronger pipeline of market-informed innovations,” Stenzel said. “It also increases awareness of UK Innovate’s role in driving societal and economic impact.”
For Gatton students, the experience provides a clear connection between what they learn in the classroom and how that work translates beyond it.
“It prepares them to step into their careers ready to think strategically, adapt when things change and contribute in a meaningful way from the start,” Vincent said.
