Marketing Concentration

Overview

To be effective, managers must view products, services and customers as assets. The Marketing concentration builds skills in four key areas:

• Customer Management examines cutting edge topics such as one-to-one marketing, data mining, customer profitability, customer acquisition, customer development and customer retention
• Product Management involves the development of new products and management of existing products, and encompasses both goods and services in traditional markets as well as the technology-intensive
• Marketing Strategy examines decisions facing managers concerning market selection, entry timing, positioning, targeting, and execution approach in domestic and global markets
• Market Analysis builds skills in:
  • critically analyzing brand, market and firm level data to guide marketing decisions
  • familiarizes students with data sources, tools and techniques in common use
  • the building and use of marketing models

> Printer-friendly Marketing Concentration PDF

In the Program

		Juan Pedro Alvarez Lopez MBA Class of 2010 Marketing and General Management concentrations "I was initially very attracted to Kenan-Flagler’s curriculum design. The variety of elective courses allows me to tailor my choices when looking at post-MBA career goals."
		Kristin Wong MBA Class of 2010 Marketing concentration "As part of the Premier Fellows Program, I have access to networking, recruiting, and leadership activities that have opened many doors for me."

Concentration Requirements

In addition to core courses required of all students, Marketing students take six courses from the following:

Required Courses

> Year One Curriculum detail

Who's Teaching

Barry Bayus
Pradeep Bhardwaj
Tarun Kushwaha
Mark McNeilly
Jan-Benedict Steenkamp
Valarie Zeithaml

Related Links

• See what's happening in the Marketing Club
• View our Case Competition results
• Join an Online Chat or view past chat transcripts