Marketing

Growth in Internet use, the advent of the mobile web, and other technological innovations have ushered in a new era of choice and convenience for consumers, fundamentally changing the paradigms by which companies promote their goods. Marketing professionals must be able to identify consumer purchasing trends, leverage new technologies to broaden their organizations’ reach, and analyze large volumes of analytics data to maximize the effectiveness of multichannel marketing campaigns. The MBA marketing courses offered by MBA@UNC can help current and aspiring marketers take advantage of these new opportunities.

A Curriculum Grounded in Strategic Thinking

Students pursuing the Marketing concentration at MBA@UNC explore how global marketing strategies can impact major brands. Courses focus on four key areas of study: Customer Management, Product Management, Marketing Strategy and Market Analysis.

Customer Management explores various aspects of marketing in relation to the consumer, such as customer acquisition, data mining, retention and one-to-one marketing approaches.

Product Management focuses on the development of new ideas within existing verticals and defines the challenges inherent to both traditional and technology-intensive products.

Marketing Strategy is primarily concerned with the tactical reasoning behind core promotional decisions, such as positioning, targeting and execution in domestic and international markets, as well as market selection and entry timing.

Market Analysis teaches students how to leverage the massive amounts of information at their disposal to refine and adapt existing marketing initiatives. Students focus on topics such as brand analysis, modeling and how to leverage a variety of data sources.

Suggested Electives

MBA@UNC enables professionals to tailor their educational experience by selecting any combination of available elective courses. Recommended elective courses for the Marketing concentration are:

Digital Marketing | 2 credit hours

The objective of this course is to provide the core concepts and skills to enable the student to diagnose and recommend digital marketing strategies and tactics. In this course, we will cover the what, why, and how of major current digital marketing approaches, including brand building, search, mobile, video, websites and social media. In addition to these domains, the course is designed to get you to think like a digital marketing strategist so that it will give you practical experience with industry-relevant hands-on assignments and exercises.

 

Global Marketing | 4 credit hours

This course examines specific issues involved in developing and executing marketing strategies on a global scale as opposed to a domestic scale. The course is intended to provide a thorough understanding of global marketing strategies, including fundamental trends underlying convergence of world markets, pitfalls and challenges of entering other countries, and ways to design global marketing strategies. Students will also explore the impact of organization structure, management processes, culture, and people on global marketing strategy implementation, and examine the important and unique role emerging markets play in global marketing strategies.

 

Services Marketing | 2 credit hours

Services can be defined as deeds, processes, and performances provided by firms and individuals to create customer experiences. Services dominate the U.S. economy: with only 13% of the GDP in manufacturing and 6% in agriculture, services are critical to your future, to the United States’ future, and to the success of world economies. Many of the most critical U.S. initiatives—overhauling the healthcare system, saving financial organizations, harnessing the speed of technology, and growing firms that depend on manufacturing—involve services. For this reason, services marketing is studied as a sub-discipline of marketing.

 

Information for Decision Making, Incentives & Strategy | 4 credit hours

This course provides information for decision making, product–costing, and planning-control-evaluation activities. The course takes the perspective of both the user and the preparer of accounting information. The emphasis is on the fundamental concepts and the strategic importance of accounting data to managerial activity with special consideration given to the underlying accounting procedures and the underlying accounting processes.

 
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