Full-Time MBA Marketing Concentration | UNC Kenan-Flagler Business School

The Marketing Concentration builds skills related to creating, managing, and leading modern markets. Students in the concentration build analytical and creative skills, develop an understanding of how to apply these skills in real-life contexts to craft and execute effective customer-focused and market-focused strategies, and gain the confidence to step forward and lead teams working on market-related projects and initiatives in organizations. The Marketing Concentration takes a proactive approach to staying ahead of the curve, preparing students for careers in areas such as:

Brand management and consumer packaged goods (CPG): Students focusing on this area are trained to build, and manage all aspects of, consumer and industrial brands from a profit-center perspective.
Technology-intensive markets: Students focusing on this are taught to work on customer-focused and market-focused strategies for companies in the high-tech sector, and in high-tech marketing initiatives for all companies.
Services and retailing: Students focusing on this area develop competencies unique to the retailing and service industries, including brick and mortar + digital + omnichannel retailing, airlines, hotel chains, the financial services industry, and similar industry sectors.

In addition, the courses offered in the Marketing Concentration can help students focused on Healthcare, Entrepreneurship, Consulting, Finance, Sustainable Enterprise, and General Management build key, multi-disciplinary skill sets.

See the Marketing Concentration at a Glance document for a mapping of the courses offered to various career paths. Marketing Concentration at a Glance (PDF)

"Students who pursue the Marketing concentration at UNC Kenan-Flagler are leaders who drive measurable business results by bringing together functions and expertise within and outside their organizations to meet the needs of customers in their markets. By leveraging their analytical and creative skills, MBAs within marketing roles are prepared to create and update marketing plans, execute marketing strategies, manage profit and loss statements, and champion their products and brands."

Claudia Kubowicz Malhotra Clinical Professor of Marketing

Career Paths

Select Course Offerings

Behavioral Economics
Brand Management
Consumer Behavior
Customer Relationship Management
Data Science and Artificial Intelligence in Business
Digital Marketing and Social Media
Global Marketing
Healthcare Brand Plan
Healthcare Marketing
Innovation and Design Thinking
Managing Customer Data: Journeys, Insights and Growth Strategies
Marketing Research: Machine Learning for Consumer Insights
Marketing Strategy
Marketing Strategy in Technology-Intensive Environments
Innovation and Design Thinking
Pricing
Retail and e-Tail Marketing
Sales: Professional Selling Strategies and Skills

Who’s Teaching

Select Employers

Key Resources

Marketing Development Program (MDP)

Students participate in interactive sessions on actual marketing cases from leading companies. Key topics include understanding the industry, identifying consumer insights, and preparing for marketing-based careers. Past participating companies include Dr Pepper Snapple Group, Johnson & Johnson, Procter & Gamble and The Hershey Company.

MBA Career & Leadership

The Career & Leadership equips you to achieve your career aspirations by offering a broad range of career development resources, including individualized coaching, workshops and career treks. Our Employer Engagement team helps connect you with employers and alumni, and actively manages relationships with dozens of leading consumer packaged goods, technology, healthcare, services and manufacturing organizations.

Marketing Career Club

As one of the most active student organizations at UNC Kenan-Flagler, the Marketing Club can provide you with tools, education and experiences to enhance career searches, perform well in job interviews and provide insights for successful internships and careers. The club sponsors employer panels and industry education sessions. Networking events have included advertising and brand positioning workshops, mock interviews and in-store retail walks.

Alumni

UNC Kenan-Flagler has a robust network of alumni working marketing roles, including brand/product management, market research, new product development, advertising, sales management and other areas.

Select Experiential Learning Opportunities

Marketing Development Program

These interactive sessions facilitated by the Career & Leadership team allow you to participate in marketing cases and promotions from leading global companies. Sessions have included understanding the industry, identifying consumer insights and preparing for marketing-based careers. Companies that have participated include Chili’s, Dr. Pepper Snapple Group, Eli Lilly, ESPN, GE, Johnson & Johnson, Lenovo, NASCAR, Nestle, Panera, Procter & Gamble and The Hershey Company.

Student Teams Achieving Results (STAR)

UNC Kenan-Flagler’s STAR program provides hands-on learning by working on marketing challenges and strategies with real companies. Recent participating firms include Nascar, Panera, Chili’s, ESPN, GE, Lenovo and Eli Lilly.

I’m interested.

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