Master of Science in Marketing

The University of Kentucky’s Master of Science in Marketing is a 30 credit-hour graduate program focused on preparing students for advanced careers in marketing. Students will develop a strategic understanding of the role of marketing and develop both the qualitative and quantitative tools needed for advanced marketing careers.

With 10 specialized classes, the University of Kentucky Master of Science in Marketing (MSM) program is designed to deepen your understanding of strategic marketing practices and operations. Housed in the Gatton College of Business and Economics, this flexible program features intimate class environments with top ranked faculty. This program is available to all majors and professional backgrounds and opens the highly competitive careers in one of the world's fastest growing fields. 

Career Opportunities

Marketing Manager / Sales Manager

Brand Manager

Digital Marketing Specialist

Marketing Research Analyst

Advertising and Promotion Manager

Search Marketing Strategist


Top Marketing Faculty According to


Online / In-Person / Blended


Starting Salary
According to Burning Glass


  • 10 specialized marketing courses
  • Personalized learning experience
  • Small class sizes with individual attention
  • Top ranked research and marketing faculty
  • Available to all majors and professional backgrounds
  • Info Sessions
  • Request Information
  • Bachelor’s degree
  • Minimum undergraduate GPA of 2.75 (out of 4.0)
  • GMAT or GRE scores
  • One (up to two) recommendation letters
  • Current curriculum vitae
  • $65 application fee
  • Bachelor’s degree
  • Minimum undergraduate GPA of 2.75 (out of 4.0)
  • GMAT or GRE scores
  • One (up to two) recommendation letters
  • Current curriculum vitae
  • $75 application fee
  • English Proficiency waivers are required for all applicants whose native language is not English.
  • Waivers may also be considered to students whose institutions will document that all of their instruction was in English.
  • For the Graduate School, the minimum acceptable TOEFL score is 550 (paper-based), 213 (computer-based), or 79 (internet-based). The minimum IELTS score is 6.5.

English Proficiency waivers can be offered to students who earned their bachelors' degrees from other U.S. universities.

For more information, contact Yingnan Song.

  • Applicants with an earned bachelor's degree or higher from the University of Kentucky within the last three years with a 3.4 (out of 4.0) GPA or better.
  • Applicants already in possession of a terminal degree such as a JD, Ph.D., MD, PharmD, or equivalent
  • Applicants who are presently enrolled in a terminal degree program such as a JD, Ph.D., MD, PharmD, with good academic standing
  • Applicants with extensive (5+) relevant professional experience, especially those in leadership positions

Application Deadlines

Domestic Students
Fall semester: July 23rd
Spring semester: December 10th

International Students
Fall semester: June 15th
Spring semester: November 1st

GRE and GMAT Information

Currently, both GRE and GMAT exams are available online.

GRE Online Exam
GMAT Online Exam


This course is designed to introduce the role of marketing function in an organization, the types of marketing decisions and analytical procedures involved in making decisions, the overall marketing planning process, and the impact of the social, economic, and legal environment on marketing decisions.

The course covers a broad range of theories, frameworks, concepts, and tools to truly get into the hearts, minds, and brains of consumers and uncover insights that are relevant for business and policy. Topics include: how consumers make decisions, how to uncover consumers&rsquo, true motivations using both qualitative and psychophysiological methods, needs and wants, unconscious drivers on consumer behavior (e.g., social influence and evolutionary forces), feelings and emotions in consumer behavior, how consumers&rsquo, minds work (e.g., how to attract their attention, how consumers perceive things, how to influence their memories, and cultural determinants of consumer behavior.)

Students will learn to integrate marketing communication elements (e.g., advertising, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication, and selling) to advance an organization’s success and brand equity. Students will also learn how to manage a brand on social media and develop a comprehensive social media strategy. Through lecture, discussions, and case studies, students will learn to develop various communication and social media strategies for specific industries.

This course focuses on understanding and solving customer problems. Additional topics include prospecting, overcoming objections, and obtaining commitment. These concepts will be reinforced by extensive role playing of various real-life sales situations. In terms of sales management, the course will cover key aspects of sales force recruitment, selection, training, compensation, performance appraisal, and territory allocation.

This course provides an overview of key strategic branding decisions faced by organizations. Students will learn how to address important issues in planning and evaluating brand strategies, provide the appropriate theories, models and tools to make better branding decisions; and learn how to apply these principles. Particular emphasis is placed on understanding psychological principles at the customer level that will improve managerial decision-making regarding brands.


MKT 601 entails a vigorous examination of research methodology applicable to marketing situations. Emphasis is placed on experimental design, survey design and administration, and analytical procedures. Practical application of marketing research is stressed. Legal and social issues are also examined.

An examination of how firms manage the new product development or service process. Topics covered include ideation, screening, design and prototyping, product portfolio management, new product launch and product acceptance. This course will include a capstone project.

The course examines digital marketing strategy, implementation and executional considerations for brands and provides a detailed understanding of all digital channels and platforms. Participants will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation. Students will use web analytics to make data-informed decisions leading to the optimization of an organization's digital system and supporting business processes.

This course provides students with an understanding of the role of marketing analytics in making key marketing decisions. It covers methods geared towards understanding consumers, such as segmentation, cluster, and customer lifetime value analysis, and those geared towards assessing the effectiveness of the marketing-mix. In addition, the class focuses on skills involving visualizing data to convey information to marketing decision-makers.

The course explores the dimensions of the social and environmental responsibilities of business. Far from a course in philosophy, this course is grounded in the realities of the for-profit enterprise. We will explore the relationship between CSR and business performance, and how CSR can create value for a range of stakeholders and, subsequently, the firm.

Interested in Part-Time?

Contact Leslie Vincent to develop a personalized plan!

  Resident Non-resident Online
Tuition (per credit hour) $886 $1,192.50 $886
University Mandatory Fees (per credit hour) $62 $62 $15.50
Total (per credit hour) $948 $1,254.50 $901.50

Students can find tuition refund policies, deadlines, amounts, and other important information on the Student Account Services website.

Financial Assistance

MSM Financial Assistance
Scholarship and teaching assistant opportunities are available to selected students. The application deadline is July 24th.

Apply Today

Distinguished Chinese Student Scholarship
This scholarship is for incoming Chinese students who have been admitted to the program. The deadline for consideration is June 25.

Apply Today

Connect with Us

Leslie Vincent

Leslie Vincent
Associate Director, MS in Marketing
Marketing and Supply Chain
(859) 257-18072

Yingnan Song

Yingnan Song
International Recruiter
International Affairs

Rick Mason

Rick Mason
Director of Professional Recruiting
Professional Resource Center
(859) 218-5550