Master of Science in Marketing

The University of Kentucky’s Master of Science in Marketing is a 10-month, 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.

Coursework includes 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, and branding.

Career Opportunities

Marketing Manager / Sales Manager

Brand Manager

Digital Marketing Specialist

Marketing Research Analyst

Advertising and Promotion Manager

Search Marketing Strategist

#25

Top Marketing Faculty According to Study.com

100%

Flexible
Online / In-Person / Blended

$57,638

Starting Salary
According to Burning Glass

Highlights

  • 10 marketing courses over 10 months
  • Personalized learning experience
  • Small class sizes with individual attention
  • Top ranked research and marketing faculty
  • Available to all majors and professional backgrounds
  • Info Sessions

Applications For Fall 2021 Are Opening Soon!

Contact Me When Applications Open

  • Bachelor’s degree
  • Minimum undergraduate GPA of 2.75
  • 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
  • GMAT or GRE scores
  • One (up to two) recommendation letters
  • Current curriculum vitae
  • $75 application fee
  • TOEFL or IELTS scores are required for all applicants whose native language is not 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.

TOEFL/IELTS waiver 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 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

GRE and GMAT Information

Currently, both GRE and GMAT exams are available online.

GRE Online Exam
GMAT Online Exam

Fall

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.

Spring

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
Annual Tuition (Full-time Students) $25,000 $35,000
Per Credit Hour (Part-time Students) $833 $1,166
University Mandatory Fees (Estimate) $1,500 $1,500

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
leslie.vincent@uky.edu

Christopher Carney

Christopher Carney
Director of Recruitment, MBA and MS in Marketing
Professional Resource Center
(859) 257-7645
christopher.carney@uky.edu