Announcement of new MBA concentration

November 2019


The UNC Kenan-Flagler School of Business announced a new concentration for its top-ranked MBA program: Business Analytics and Management Science. This information needed to be promoted to prospective students within and outside of the funnel.


This new concentration allows students to enroll in a STEM-designated concentration at UNC Kenan-Flagler, a growing trend in MBA programs and across business industries. It also grants an OPT period extension to international students who complete the program, allowing them to work in the United States for an additional two years after the initial one-year period. Because of this, the STEM-designation has a different appeal to different audiences.

The primary message for domestic prospective students in the funnel was a focus on the specific coursework they would encounter in the concentration while highlighting the benefits of a STEM-designated concentration. The email intentionally highlights course titles in this important time for these students who are researching and comparing MBA programs.

While concentration-specific information is equally important to the international student audience in the funnel, the message shifted to a more broad overview of the new concentration, as well as a more specific highlight of the OPT extension period the STEM-designation grants.

Finally, a new concentration page was created to match the twelve available concentrations for MBA students at UNC Kenan-Flagler.



The emails were sent to more than 22,100 contacts across both audiences. The email sent to the domestic prospective student audience had an open rate of 28% and a 1.2% CTR, while the international prospective student audience had an open rate of 15% and a 2.6% CTR.