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


Course Offerings

  • Global Marketing
  • Marketing Strategy
  • Marketing Analytic: Big Data and Marketing
  • Consumer Behavior
  • Brand Management
  • Retail and Channel Management
  • Innovation & Design Thinking
  • Digital Marketing
  • Pricing
  • Sales

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