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Marketing students


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

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