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:

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