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Masters (MS) in Marketing

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.

Our program is available to all majors and professional backgrounds and opens the door to highly competitive careers in one of the world's fastest growing fields.

Given the option of attending classes online, in-person, or in whatever combination of the two best suits your needs, you will further develop your capabilities while cultivating key connections with faculty, fellow students and business professionals.

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At a Glance

Fall 2024

Application Due Date:
Start Date:

Credits and Tuition Cost (2024-2025)

Credits Required: 30
Cost Per Credit: $921.00


Fully Online

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Masters in Marketing overview

Program format
Fully Online
Total credits
Total Credits
College level
Degree awarded
Degree Awarded

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What You'll Learn


Coursework will cover strategic marketing, marketing research, new product development, personal selling and sales management, consumer insights, marketing analytics and data visualization, corporate social responsibility, marketing communications, digital marketing, and branding.   

Focus Areas

  1. Strategic Marketing Planning: Development of strategic marketing plans that align with overall business goals. Learn to analyze market trends, conduct competitive analysis, and formulate comprehensive marketing strategies that encompass product positioning, target audience segmentation, and effective distribution channels.
  2. Consumer Behavior and Market Research: Delve into understanding consumer psychology and behavior. Students learn to design surveys and conduct in-depth market research, analyze data, and interpret consumer insights to make informed marketing decisions that resonate with customer preferences and needs.
  3. Digital and Social Media Marketing: With a focus on contemporary marketing trends, learn skills in digital marketing, including social media strategy, search engine optimization (SEO), pay-per-click (PPC) advertising, and content creation. Harness the power of online platforms to effectively reach and engage target audiences.
  4. Brand Management and Communication: Brand development, identity, and management. How to create and maintain a strong brand presence in the market. Craft compelling marketing messages, design visual assets, and execute integrated communication campaigns that enhance brand awareness, loyalty, and equity.

Course Examples

  • MKT 600 Marketing Management
  • MKT 610 Consumer Insights
  • MKT 615 Marketing Communications and Social Media
  • MKT 622 Personal Selling and Sales Management
  • MKT 625 Branding
  • MKT 601 Marketing Research
  • MKT 611 New Product Development
  • MKT 620 Digital Marketing and Analytics
  • MKT 629 Marketing Analytics and Data Visualization
  • MKT 651 Corporate Social Responsibility
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How to Apply

Application Requirements


Standard graduate application requirements apply.

  • One (up to two) recommendation letter (Only an email address is required. Our system will ask them to upload their letter.)
  • Current curriculum vitae or resume
  • GRE or GMAT scores 
    • Waivers are offered to applicants who satisfy certain criteria:

      GRE/GMAT Waiver Criteria
      • 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

Admissions Criteria

Program Contact

Rick Mason
Director of Professional Recruitment


Fall 2024

Application Due Date:
Start Date:


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Gatton College of Business and Economics Accreditation

The Gatton College of Business and Economics is accredited by the Association to Advance Collegiate Schools of Business. Accreditation by AACSB has been earned by less than 5% of the world's business programs and demonstrates a commitment to ongoing continuous improvement to ensure that the institution will continue to deliver the highest quality of education to students.

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Distance Learning

Licensure & Authorization

Where you live matters when completing distance education activities. If you will live outside of Kentucky while completing your program, please check the Distance Learning Authorization & Licensure page to confirm that the program can be offered in your state or country, and if relevant, that it meets professional licensure requirements in your state. Please note: Admission and enrollment in a fully-online program can NOT lead to the issuance of a J-1 or F-1 student visa. 

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University of Kentucky has been approved to participate in State Authorization Reciprocity Agreements.

Student Support

Once you become a student, you will have access to a wide variety of academic support services to maximize your success. These services are available completely online to meet the needs of our online students.

Why UK Online

UK degree

Degrees are conferred by the University of Kentucky, an accredited university.

Be Supported

Access supporting services and success coaches to help you succeed.

Tuition Assistance

Explore the many options available to help fund your education.
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