Marketing Management

The Marketing Management curriculum takes a hands-on approach to developing the foundation, knowledge, and experience necessary to succeed in marketing today. Our faculty, cross-functional teams, and corporate partners provide a practical approach to creating a sustainable competitive advantage and help you develop the skills necessary to make effective decisions in environments where products, markets, and technology are rapidly changing.


A marketing focus within the Jenkins MBA Program provides not just a solid foundation in marketing concepts, but also hands-on industry experience through research courses and practicums.

One such course pairs students at the start of the semester with an industry client to work on an issue for the client. Students perform one-to-one work with the client, conduct surveys and experiments to gather data, analyze and interpret that data, and come up with a strategic recommendation for the client by the end of the semester.

Through constant contact with industry experts, marketing faculty keep pace with the needs of the industry, regularly updating courses to meet those needs. Whether that’s the latest trends in data analytics or in social media, marketing students embrace NC State’s Think and Do attitude, taking the concepts they’ve learned and putting them to immediate use to solve real-world problems.

Marketing students are creative, driven, and ready to meet challenges. Courses often involve working with students across disciplines. This requires an “outside the box” approach to thinking, and at the same time prepares students for their future in industry, where they’ll work with individuals from across the organization. A significant differentiator in the Marketing program at NC State is the opportunity for students to work in small, interdisciplinary groups with faculty members as they focus on client work.

Wherever student passions lie, we have courses to prepare them to enter the workforce

Stefanie Robinson, assistant professor of marketing

Students in the marketing concentration will also find a program that can tailor itself to their personal passions. If a student has an interest in non profits or software, for example, faculty can aid them in tailoring a project or practicum so the student can focus on the research process and methods needed in that specific industry.

The result is highly marketable graduates who are effective in their jobs as soon as they enter the workforce. Employers seek out NC State marketing students based on this differentiator. Two recent graduates, for example, headed immediately into positions with Fortune 100 companies – one serving as a brand analyst within the social and digital media space and the other entering a marketing leadership development program, with a future as a product manager.


Full-time MBA Concentration

MBA 561: Consumer Behavior (3hrs)
MBA 562: Methods in Marketing Research (3hrs)
Electives (select two of the following)
MBA 536: Experience Innovation and Strategic Design  (3hrs)
MBA 555: Product Design and Development (4hrs) *P
MBA 563: Product and Brand Management (3hrs)
MBA 564: Business Relationship Management (3hrs)
MBA 565: Marketing Analytics (Formerly MBA 590) (3hrs)
MBA 566: Digital Marketing (Formerly MBA 590) (3hrs)

Practicum courses are marked with *P

Professional MBA Area of Emphasis

Suggested Practicum Courses

MBA 536: Experience Innovation and Strategic Design (3hrs)
MBA 555: Product Design and Development (4hrs)
MBA 561: Consumer Behavior (3hrs)
MBA 562: Methods in Marketing Research (3hrs)
MBA 563: Product and Brand Management (3hrs)
MBA 564: Business Relationship Management (3hrs)
MBA 565: Marketing Analytics (Formerly MBA 590) (3hrs)
MBA 566: Digital Marketing (Formerly MBA 590) (3hrs)

Consumer Innovation Consortium


The purpose of the Consumer Innovation Consortium (CIC) is to build academic-corporate partnerships that deliver state-of-the-art consumer research to corporate leaders in marketing and design innovation, and provide recruiting access to a generation of uniquely trained business graduates who combine strategic consumer behavior knowledge with the latest research and design techniques.


  • Providing partner companies with two guided-research projects a year, conducted by top MBA students working under professor guidance.
  • Offering partner companies biannual one-day “power-conferences” that educate stakeholders on critical emergent business issues.
  • Giving students the chance to gain hands-on experience working with industry frontrunners in marketing research techniques and new product development processes.
  • Fostering opportunities for partner companies and MBA candidates to interact, allowing prospective employers to help shape graduate curricula and increase recruiting potential.
  • Connecting managers and interdisciplinary researchers with mutual interests to facilitate customized problem solving.