Campus News

To Meet Industry Demand, UK Launching New Master of Science in Marketing

Photo courtesy of UK Gatton College of Business and Economics.

LEXINGTON, Ky. (Feb. 18, 2021) In response to the rapidly growing demand for strategic marketing experts, the Gatton College of Business and Economics at the University of Kentucky is launching the new Master of Science in marketing (MSM).

The program, approved by the UK Board of Trustees and pending approval by the Council on Postsecondary Education, will begin fall 2021.

"This program provides specialized knowledge demanded by the industry," David Hardesty, Gatton Endowed Chair of Marketing and chair of the Department of Marketing and Supply Chain, said. "The number of jobs that require graduate-level marketing expertise is expected to grow over the next 10 years and include careers, such as marketing specialists and sales managers, across a variety of manufacturing and sales industries."

Throughout the 10-month, 30 credit-hour program, students will engage in a comprehensive curriculum taught by world-renowned Gatton College faculty members. Additionally, they will learn the technical knowledge necessary to deliver the qualitative, quantitative and creative tools used when making key marketing decisions. 

The program will include 10 marketing-specific courses on the following topics:

  • 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
  • Branding

"The MSM is designed to provide students with in-depth coursework on in-demand marketing topics," Leslie Vincent, director of the MSM program and senior lecturer in the Department of Marketing and Supply Chain, said. "We believe our program will provide the tools necessary for students to advance and lead confidently."

For more information on the MSM program, contact Christopher Carney or visit

As the state’s flagship, land-grant institution, the University of Kentucky exists to advance the Commonwealth. We do that by preparing the next generation of leaders — placing students at the heart of everything we do — and transforming the lives of Kentuckians through education, research and creative work, service and health care. We pride ourselves on being a catalyst for breakthroughs and a force for healing, a place where ingenuity unfolds. It's all made possible by our people — visionaries, disruptors and pioneers — who make up 200 academic programs, a $476.5 million research and development enterprise and a world-class medical center, all on one campus.   

In 2022, UK was ranked by Forbes as one of the “Best Employers for New Grads” and named a “Diversity Champion” by INSIGHT into Diversity, a testament to our commitment to advance Kentucky and create a community of belonging for everyone. While our mission looks different in many ways than it did in 1865, the vision of service to our Commonwealth and the world remains the same. We are the University for Kentucky.