College Park – October 14, 2026 -- The University of Maryland's Robert H. Smith School of Business will launch a 30-credit, one-year Master of Science in Marketing (MSM) in fall 2027, built around generative and agentic AI.
Curriculum pairs marketing fundamentals with AI tools
The program targets early-career professionals. Coursework covers marketing and brand strategy, consumer insights, and account and client management, with an emphasis on AI applications. Students will also work with emerging customer engagement and campaign management platforms.
Two semesters of experiential work anchor the degree
Over two semesters, students will apply classroom learning through consulting projects, executive presentations and cross-functional team assignments.
Judy Frels, MSM academic director and clinical professor of marketing, said the curriculum treats AI as a resource directed by informed professionals who apply human-led assessment at each step.
Target roles span brand development to campaign management
Graduates may pursue careers in brand development, marketing strategy, digital engagement and campaign management. The school lists creativity, AI proficiency, strategic thinking and technical skills as the program's development goals.
Smith's Office of Career Services reports that 81.2% of its business master's graduates secured employment within six months of graduation. That figure covers the school's business master's graduates generally, not the new MSM program.