At UNC-Chapel Hill’s top-ranked Kenan-Flagler Business School, MBA students become part of a progressive community that fosters the development of graduates strong in leadership, teamwork and interpersonal skills, and prized by recruiters for their adaptability to diverse corporate environments.
The Customer and Product Management (CPM) concentration in the MBA program builds skills in traditional product management, including branding, new product development and product line management, alongside emerging customer-centric marketing topics of one-to-one marketing, customer lifecycle management, and customer lifetime value analysis.
Marketing Concentration Overview
The Marketing Concentration at Kenan-Flagler Business School builds skills in traditional product management – including branding, new product development and marketing analytics – along with critical customer-centric marketing topics of customer relationship management, services marketing, and sales management. The philosophy of the concentration is simple: to be effective marketing leaders in today’s complex and competitive environment, managers must possess strong analytical skills, use those skills to determine strategy, and apply the skills to different marketing applications.
The courses comprising the concentration are divided into three key areas:
- Marketing Strategy examines decisions facing managers concerning market selection, entry timing, positional advantage to be pursued, positioning, targeting, and execution approach in domestic as well as global markets. Specific courses include:
- Marketing Strategy
- Global Strategy
- Brand Management
- Marketing Analysis builds skills in critically analyzing brand, market and firm level data to guide marketing decisions; familiarizes students with data sources, tools and techniques in common use; and the building and use of marketing models. Specific courses offered include:
- Marketing Analytics
- Customer and Relationship Management
- Marketing Application builds skills in specific functions and contexts relevant to marketing careers. Courses include:
- Services Marketing
- Retailing and Channel Management
- Innovation and New Product Development
Along with preparing your for a marketing career, the concentration also offers two opportunities to use the skills in real-world settings.
Student Teams Achieving Results program (STAR) sends teams of top MBAs and undergraduate students to build comprehensive and actionable strategies for corporations and not-for-profits seeking to strengthen their global competitiveness. STAR teams receive academic credit for their 4-month engagement with their client and are guided by both a faculty advisor and an executive from the client organization. STAR teams assist businesses in North Carolina and across the globe. Since its beginning in 2005, STAR-DBP has assisted North Carolina companies to develop strategies that have expanded their business and increase jobs. Second, after your first year in the program you will likely obtain a marketing internship.
Marketing Internships send students to companies such as Johnson and Johnson, Kraft Foods, Lenovo, and IBM for the summer between the first and second year. During this time, students work on a variety of projects and in different roles using the skills they have learned during the first year in the MBA Program.
Marketing Concentration students must complete six courses from the following electives:
· MBA 748 Marketing Analysis and Decision Making
· MBA 741G Global Marketing Strategy
· MBA 753 Brand Management
· MBA 743 Customer Relationship Strategy and Practices
· MBA 754A Innovation & Product Development
· MBA 760 Pricing
· MBA 847 Sales Management
· MBA 751 Services Marketing
· MBA 753B Retail and Channel Management
· MBA 747 Marketing Strategy
Students may also substitute courses from other UNC schools (such as journalism, which offers an advertising course) if approved both by the Marketing Concentration Leader and by the other school. In addition, independent studies may qualify as course credit toward the Marketing Concentration if approved.
The marketing MBA curriculum begins in Mod 2 of the first year with the core course called, “Marketing Core Concepts and Tools,” taught by Professor Sridhar Balasubramanian. Electives begin in Mod 3 of the first year and can be taken before students participate in summer internships or during their second year. It is recommended that students participating in marketing summer internships take key marketing electives including Brand Management, Sales, and Marketing Analytics prior to their internships. If internships involve assignments with global content, Global Marketing is also strongly recommended.
2009-2010 Course Schedule
Innovation & Product Development
Marketing: Core Concepts
Strategy & Practices
Marketing Analysis &
Retail & Channel
Concentration Leader and Faculty
The coordinator for the Marketing Concentration is Professor Valarie Zeithaml, who can be reached at firstname.lastname@example.org or at (919)-962-8214. Faculty members teaching in the concentration include: Sridhar Balasubramanian, Barry Bayus, Katrijn Gielens, Girish Mallapragada, Tarun Kushwaha, Dave Roberts, Federico Rossi, Jan-Benedict Steenkamp, and Valarie Zeithaml.
Career Advisor: Career Management Center
MBA 741 Marketing: Core Concepts & Tools
This course is designed as an advanced level introduction to marketing principles, concepts, tools, and techniques. The goal is to expose students to these elements as they
are used in a wide variety of settings; including consumer goods firms, manufacturing and service industries, small and large businesses, and domestic and global contexts.
The course will provide an overview of (i) marketing startegy issues, (ii) the units of a market situation analysis - company, customers, and competition (3 Cs), (iii) the
importance of segmentation, targeting and positioning (STP), as well as (iv) the fundamental elements of the marketing mix - products, price, placement (distribution) and
promotion (4Ps). Students are challenged throughout to apply the principles learned in class to current and real world marketing issues.
MBA 741G Global Marketing Strategy
MBA 743 Customer Relationship Strategy & Practices
This course focuses on customer relationship strategy where the philosophy is to view customers as assets of the firm and the goal is to use customer information to build
customer loyalty and realtionships. This involves, in part, applying differential attention to more valuable customers with the goal of improving customer satisfaction
while optimizing the current and future value of the customer base. Built around the notion of the customer lifecycle, the course emphasizes strategic initiatives in customer
relationship management including identifying good prospects and customer acquisiton; customer development through up-selling, cross-selling and personalization;
customer attrition and retention; and winback. Topics covered include customer loyalty and loyalty programs, customer economics including customer profitability and
lifetime value, as well as ethical issues raised by the use of individual customer data. The course also provides an introduction to commonly used marketing analytic tools
and techniques including decile analysis, RFM (recency/frequency/monetary) analysis, and predictive models using logistic regression, and some data mining tools (e.g.
classification trees such as CHAID).
MBA 747 Marketing Strategy
The objective of this course is to help students become strategic decision-makers and develop marketing planning strategies. This course builds on the foundation
developed in Marketing Core; however, instead of focusing on the basic elements which underlie the practice of marketing - segmentation, targeting, positioning, 4 Ps, etc -
this course emphasized how to put these elements into practice in a strategic way. The course will be based on lectures, cases, and a market simulation, which will allow
students to compete in teams and practice their marketing strategies in a dynamic simulated environment.
MBA 748A Marketing Analytics
Marketing Analytics is a systematic approach to harnessing data to drive effective marketing decision making. The course aims to teach analysis of historical data, market
research data, and competitive information for making strategic marketing decisions. This analytical case-based course provides students with tools and techniques that
help them make numerous decisions such as: analyzing consumer choice behavior, segmenting the market, targeting appropriate segments, positioning products in
customers' minds, designing a new product, forecasting sales of new products, understanding market response models, and evaluating return on marketing investment.
MBA 751 Services Marketing
The primary objective of this course is to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing of
services. Problems commonly encountered in marketing services - such as inability to inventory, difficulty in synchronizing demand and supply, difficulty in controlling
quality - are addressed. Strategies used by successful services marketers to overcome these difficulties are discussed. The emphasis is on service universals rather than on
particular industries (such as bank marketing). However, concepts are illustrated using cases, examples, and exercises in service industries such as financial planning,
airlines, the hospitality industry, and communication as well as manufacturing and high tech industries (both of which depend heavily on services to provide value). The
course is designed not just for students with careers in services industries but also careers in goods industries with high service components (e.g., industrial products, high
tech products, durable products.)
MBA 753 Brand Management
MBA 753B Retail and Channel Management
MBA 754A Innovation and Product Management
By emphasizing the "fuzzy front-end" of the development process, this course addresses the following questions. How are companies tackling the innovation imperative?
How can innovative products and services be created using design thinking? How can inspiration be obtained from internal and external sources? How can the "voice of the
customer" be heard and then translated into consumer requirements, product specifications, and prototypes? The course emphasizes that an understanding and appreciation
of the interaction between marketing, design, and engineering is necessary to develop successful new product offerings. This course introduces several tools and
techniques, including brainstorming techniques, the use of personas, the KJ Method (affinity diagrams) for structuring a large amount of qualitative information, quality
function deployment, and conjoint analysis for quantitatively assessing the tradeoffs between attributes.
MBA 847 Sales
This course is designed ot provide an overview of different types of selling (products and services; direct and channel), and to offer practical tools used by many B2B
companies as they go to market in a differentiating, consultative way. The main focus is on sales strategy to analyze how companies use personal selling as a key
component of their growth strategy. Within the program is a 2-day event that teaches the personal skills necessary to be an effective sales person, business consultant or
employee manager. This course may interest students pursuing marketing, channel or brand management, financial, entrepreneurial and other related fields post graduation.