Mobile technology, social media and exponential growth in e-commerce have fundamentally changed the way companies interact with consumers. To better connect with a global audience, marketing professionals need the skills to identify consumer purchasing trends, leverage new technologies and analyze large volumes of analytics data to develop and execute competitive marketing strategies.
MBA@UNC's marketing concentration prepares students to enter or advance their careers in this rapidly changing landscape through experiential learning opportunities and skills-building courses exploring marketing strategy, analysis and execution in a digital, global economy.
Career Outlook for Marketing Professionals
As it becomes increasingly difficult for companies to stand out in a crowded marketplace, opportunities for skilled marketing professionals are growing rapidly.
Graduates with an MBA concentrating in marketing can pursue a wide variety of career paths in:
Advertising—In this dynamic field, advertising managers, media directors and account executives help drive campaigns that generate consumer interest, prepare budgets for brand-building efforts and oversee all activities aimed at cultivating new clients.
Brand Management/Strategy—Brand managers create and maintain the identities that make products memorable and profitable. This includes overseeing market research, developing marketing strategies, estimating product demand and developing guidelines for maintaining brand identity across all channels.
Market Research—Market research analysts help companies identify the products consumers want and the prices they are willing to pay. Using statistical techniques, they analyze demographic data and market conditions, evaluate competing products, forecast sales trends and evaluate marketing strategies.
Online Marketing—These tech-savvy marketing professionals leverage the Internet, social media and mobile technology to reach targeted markets. Their typical toolbox includes search engine optimization, data analysis and marketing automation strategies.
Product Marketing/Management—Product marketing managers serve as liaisons between engineering teams and the business, marketing and sales staffs. One of the key roles of the product marketing manager is to articulate the benefits of products to the sales team and the consumer.
Public Relations (PR)—PR professionals build and maintain a positive relationship between their organization and its client base. Under the broad PR umbrella, PR managers or directors may develop and execute strategic communication plans, advise and counsel management, or analyze client attitudes and perceptions.
Sales—While duties vary by company size, sales managers typically are responsible for hiring and training sales staff, setting sales goals and ensuring those goals are met.
Job Titles in Marketing
Brand Marketing Manager
Product Marketing Manager
PR Manager, Director or Officer
Marketing Data Analyst
Online Marketing Manager
Marketing Education at UNC Kenan-Flagler
At UNC Kenan-Flagler, we prepare our students for success in marketing through our career-focused curriculum, hands-on learning opportunities, personalized career and leadership services, and connections with the UNC Kenan-Flagler alumni network.
Business Strategy Marketing Strategy, Analysis and Development
Digital Marketing Global Marketing Services Marketing Information for Decision Making, Incentives and Strategy
Our marketing concentration is led by faculty members with extensive experience in consulting, global marketing and branding. Through both scholarly and popular publications, they've established thought leadership in their respective fields.
At MBA@UNC, experiential learning opportunities allow students to apply their skills in real-world settings.
STAR and STAR Global (Student Teams Achieving Results)
These hands-on learning programs challenge students to learn by doing as they take on the role of marketing consultants in large companies or nonprofit organizations. Students are asked to solve real problems and make in-person presentations to senior company leadership. STAR teams are made up of 5–7 students with cross-functional backgrounds, and are led by a faculty advisor. Students in the STAR Global program work with companies located in China, India or Brazil, and then participate in a two-week long in-country experience where they make their recommendations in person.
Each year, MBA@UNC holds four global immersion outings in major business cities worldwide. Marketing is frequently offered as an optional learning track in which students compete in a live case competition held over the course of a weekend. Under the guidance of consulting faculty, students work in small teams to develop and present their recommendations to global business executives.
National Case Competitions
Teams of MBA@UNC students participate in marketing case competitions each year, including the national Johnson & Johnson case competition hosted annually by UNC Kenan-Flagler. In-person case competitions provide students with a chance to apply industry business knowledge and to network with peers and professionals from across the United States.
Career and Leadership Development Services
Virtual Company Info Sessions
MBA@UNC offers live Virtual Company Information Sessions hosted by executives and alumni from companies in a wide range of industries. These virtual sessions mirror traditional in-person recruiting sessions, giving employers direct access to our marketing students through the same face-to-face online platform used to host MBA@UNC classes.
During virtual sessions, guest speakers from leading corporations provide students with an inside look at their companies' goals, culture and hiring needs. After each session, student resumes are compiled for submission to the company's recruiting team.
Previous sessions have included marketing professionals from:
MBA@UNC students gain exclusive access to national and specialized MBA conferences and career fairs. To ensure students get the most out of these opportunities, the Career & Leadership Services team is available to assist with preparing resumes and developing interview skills.
Targeted Career Search Guidance
The Career & Leadership Services team works with students one-on-one to create an individualized career management strategy designed to maximize each student's return on their investment.
MBA@UNC students concentrating in marketing concentration have gone on to achieve success at leading corporations, including:
Learn More About MBA@UNC's Marketing Concentration
Take the first steps to becoming a leader in the fast-paced field of marketing. Discover why The Princeton Review ranks MBA@UNC as the nation's best online MBA program.