Smith School Shapes the Future of Marketing with New AI-forward MS Program

Starting in fall 2027, the University of Maryland’s Robert H. Smith School of Business will offer a one-year Master of Science in Marketing (MSM) program, representing the school’s latest effort to showcase the power of instruction in critical artificial intelligence (AI) skills combined with human ingenuity.

Today’s marketing professionals navigate a field profoundly shaped by tools such as generative and agentic AI, as well as emerging campaign and customer engagement platforms. The MSM program delivers hands-on learning from Smith’s world-renowned faculty to help students master these tools and demonstrate how to leverage them to create tangible value for brands and organizations.

The 30-credit program, ideal for early-career professionals interested in marketing, helps students develop in-demand skills through an AI lens, such as marketing and brand strategy, consumer insights, and marketing account and client management.

Across the two semesters, students apply what they’ve learned through experiential learning opportunities such as consulting projects, executive presentations and cross-functional team assignments.

“Artificial intelligence – in all its current and future forms – is changing the field of marketing and the skills needed by those in marketing roles. Smith is carrying out consequential work in AI-enhanced, human-centered business, and our faculty have designed a curriculum that combines marketing fundamentals with cutting-edge use of AI tools. The program is focused on AI as a resource, directed by informed professionals who deploy this resource with critical human-led assessment at each step,” says Judy Frels, MSM academic director and Clinical Professor of Marketing.

At the end of the program, MSM graduates will stand out in the marketing industry with the practical experience and marketing skills employers currently seek to drive real impact in an AI-driven business environment.

Graduates will hit the ground running in roles across industries focused on brand development, strategy, digital engagement and campaign management. Their program experience will also help position them as strong candidates in a competitive job market, with 81.2% of recent Smith business master’s graduates reporting that they secured employment within six months of graduation, according to recent data from Smith’s Office of Career Services.

As the field of marketing continues to evolve, MSM graduates will possess the creativity, AI proficiency, strategic thinking and technical skills to shape its future.

Prospective students interested in the program can schedule a Virtual One-on-One Master’s Consultation and go to UMD’s Graduate Application Portal. For more information, contact the MBA and Business Master's Admissions Office at 301-405-2559 or smithmasters@umd.edu.