Marketing students will learn about managing products and product lines, locating customers, closing sales, and establishing distribution systems. Students will also develop communication skills, gain an understanding of the psychology of consumer behavior, and develop expertise in research and computer-based tools for marketing analysis. To earn the bachelor of business administration (BBA) degree in marketing, students in the Gatton College of Business and Economics must fulfill University Studies requirements (students enrolled prior to Fall 2011) or UKCore requirements (student enrolled Fall 2011 on), the College premajor and major requirements, and College core requirements.

Marketing graduates go on to careers such as marketing research, promotions, logistics, and sales positions with organizations as diverse as Enterprise Rental Car and Marathon Petroleum, and pharmaceutical sales.