University of Kentucky®
Masters Degree (MS) in
Marketing
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PROGRAM DETAILS
FORMAT
TOTAL CREDITS 30
CREDENTIALS MS Degree
COST PER CREDIT
$921.00
- UK Online
- All Programs
- Masters Degrees
- Marketing (MS)
About this Program
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.
Designed For
This program is ideal for individuals who are creative, analytical, and interested in understanding consumer behavior and market trends. Prospective students often have backgrounds in business, communication, or related fields and aim to develop expertise in branding, digital marketing, market research, and strategic planning to pursue careers in marketing management, advertising, or market analysis.
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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
- 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.
- 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.
- 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.
- 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.
Our 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.
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
GOT QUESTIONS?
Schedule time to meet with a representative from the Marketing program to talk about your unique situation.
How to Apply
Admissions Criteria
- Must have obtained a baccalaureate degree, prior to the start of the admission term, from a fully accredited U.S. institution of higher learning or from a recognized foreign institution. See Graduate School admissions for specifics.
- An overall grade point average of 2.75 on undergraduate work and 3.00 on all graduate work, if applicable.
- International applicants whose native language is not English must submit either a TOEFL (Test of English as a Foreign Language) or IELTS (International English Language Testing System) score. See Graduate School admissions for specifics.
Application Requirements
Disclaimer: Applicants for fall 2025 who apply prior to March 1, 2025 will only need to submit their transcripts, one letter of recommendation, and resume. Fall 2025 applicants who apply after March 1, 2025 will have the option to submit the additional materials listed below.
- Two recommendation letters (Only an email address is required. Our system will ask them to upload their letter.)
- Resume
- Unofficial transcripts for application, official if admitted
- Personal statement
- Kira Video interview
Program Contact
Deadlines
Fall 2025
Why UK Online
Once you become a student, you will have access to a wide variety of academic support services to maximize your success.
Degrees are conferred by the University of Kentucky, an accredited university.
Access supporting services and success coaches to help you succeed.
Explore the many options available to help fund your education.
Frequently Asked Questions
Admissions
What is the admission criteria?
Please view the Admission Criteria section, located under "How to Apply" on this page.
Tuition
How much does the online program cost?
The tuition rate for this program is listed at the top of this page. If you still have questions, please reach out to the program representative.
What tuition assistance is available for graduate students?
Graduate students should review the Student Funding information available through the Graduate School. Specific programs may offer additional funding that is unique to that program. Contact the Director of Graduate Studies (DGS) in the department in which you wish to enroll with questions about the availability of assistantships and the application process.
I'm not in Kentucky. What's my tuition rate?
For our fully online programs, state of residence does not affect tuition rate. Tuition is the same no matter where you live.
Online Learning
What should I expect in online classes?
It's important to know how to approach learning in an online program. Online classes are not harder nor easier than in-person classes, but they are different due to their asynchronous modality. This means students should expect to:
Develop a routine: Login to your online class routinely (we recommend at least once daily) to receive updates and contribute meaningfully to any ongoing discussions.
Be good time managers: Determine when you have time to work on coursework throughout the week so you don't fall behind or put off assignments until the last minute.
Communicate: If you are having any trouble, message your peers and/or your instructor right away to ask for help or clarification. Never be afraid to reach out to your instructors or Student Affairs if you need assistance--we have many resources to help you, but we need to know your situation to act accordingly on your behalf.
If you need additional support in navigating the online classroom, Canvas (our learning management system) has a number of helpful tools, including a module for new students that walks through everything you need to know about navigating information in your online class.
Will my degree say “online”?
No, you are awarded the same diploma from UK as students who take classes in-person. There is no denotation of “online” on your diploma or your transcripts.
Can I meet with faculty even though the program is online?
Yes. Our faculty are happy to meet with our students by phone call, email, or an online meeting. You are also welcome to set up an in-person appointment if you ever find yourself in Lexington.
Are there any on-campus requirements?
No, there is no on-campus requirement.
Ready to Take Your Next Step?
Our team is here to help you with the next stage of your journey. Reach out to us today!
Distance Learning Authorization & Licensure
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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