UNC Kenan-Flagler Business School

Shaping Leaders, Driving Results

UNC Kenan-Flagler Business School

Marketing Concentration


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

Concentration Requirements

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

Required Courses

  • MBA 741G, Global Marketing Strategy
  • MBA 743, Customer Relationship Management
  • MBA 747, Marketing Strategy
  • MBA 748A, Marketing Analytics
  • MBA 751, Services Marketing
  • MBA 753, Brand Management
  • MBA 753B, Retail and Channel Management
  • MBA 754A, Innovation & Product Development
  • MBA 755, Digital Marketing
  • MBA 760, Pricing
  • MBA 847, Sales

Who's Teaching

Barry Bayus
Tarun Kushwaha 
Dave Roberts
Jan-Benedict Steenkamp
Valarie Zeithaml

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