Marketing Programs

Rutgers Mini-MBA™ programs bring practitioners from different organizations and industries together in a rich and diverse learning environment, designed to develop skills and capabilities through the powerful combination of expert class instruction and peer interaction. Participants can earn a variety of credits and certifications from RBSEE programs, including academic graduate credit from Rutgers Business School.

Complete Content Marketing: The Art and Science of Making Content Matter

Online

Upcoming class: -

Online program: $1995.00

Content marketing is still a relatively new practice, but its use has exploded and evolved incredibly rapidly. This proliferation has also ushered in an age of “content shock”, making content marketing as challenging as it is valuable. Creating content for content’s sake should not be the objective; rather, the goal is to invite prospects and customers into your brand story through relevant and engaging forms of content. This, in turn, requires a blend of both creativity (art) and data-driven action (science).

Our Complete Content Marketing online program takes a deep dive into this practice, offering a 360-degree view of both strategic and tactical components to plan, execute, test and measure your content initiatives based on your customers’ needs and preferences.

Digital Marketing Certificate Program (Chicago, IL)

Off Campus

Upcoming class: -

In Class program: $4995.00

Digital marketing is no longer an emerging medium; your consumers regularly make decisions about your company online – long before any traditional communications permeate the mind. Effective integration is key, but leading your team or directing outside marketing partners can become overwhelming with the constant, rapid evolution of this landscape. Each new tool comes with another learning curve and new jargon, blurring useful tools with trendy, irrelevant distractions. At the same time, the accessibility and flexibility of digital marketing can result in multiple parts of your organization each leveraging different tools without integration into a centralized enterprise-level strategy. Our Mini-MBA in Digital Marketing will empower you to think strategically, not just tactically. You will be able to design an effective digital strategy to deploy to your team and outside partners, support and track the discrete efforts across your organization, and synthesize the data to measure return on investment.

Mini-MBA: Digital Marketing

New Brunswick Online

Upcoming class: -

In Class program: $4995.00

Online program: $3495.00

Digital marketing is no longer an emerging medium; your consumers regularly make decisions about your company online – long before any traditional communications permeate the mind. Effective integration is key, but leading your team or directing outside marketing partners can become overwhelming with the constant, rapid evolution of this landscape. Each new tool comes with another learning curve and new jargon, blurring useful tools with trendy, irrelevant distractions. At the same time, the accessibility and flexibility of digital marketing can result in multiple parts of your organization each leveraging different tools without integration into a centralized enterprise-level strategy. Our Mini-MBA in Digital Marketing will empower you to think strategically, not just tactically. You will be able to design an effective digital strategy to deploy to your team and outside partners, support and track the discrete efforts across your organization, and synthesize the data to measure return on investment.

Mini-MBA: Integrated Marketing Communications (IMC)

New Brunswick Online

Upcoming class: -

In Class program: $4995.00

Online program: $3495.00

The practice of marketing is subject to continuous evolution and transformation. Never before have marketing professionals been confronted with such a complex set of tools and channels. Couple this with the fact that today’s marketing objectives hinge on reaching the right customer at the right time and place in order to meet sales goals and achieve a positive return on marketing investment (ROMI). These goals cannot be met if marketing departments function – or are viewed - as a siloed team. The value of, and need for, integrated marketing communications (IMC) cannot be understated.

Spanning multiple communications channels and disciplines, IMC is a fundamental approach to building agile marketing strategies (across both traditional and digital media) that achieve buy-in throughout the organization, align with overall business objectives, and proactively engage today’s “omnichannel consumer”.

Through practical application of IMC best practices and analysis of trends in the space, this Mini-MBA program will provide participants with an actionable framework for adopting an IMC approach, including an evaluation of:

  • Why it is no longer feasible to create and execute an annual brand marketing plan given the rapidly changing ways in which consumers and retailers are embracing new technologies and obtaining information
  • The evolution of the media environment
  • How to work with various internal departments and external partners and agencies to maximize brand resources and make effective budget allocation decisions
  • The results that can be reaped from IMC, including: increases in sales, decreasing costs, efficiency gains, improved business relationships
  • How to develop a B2B or B2C “communications plan”, formerly called a media plan
  • The ways in which to create and execute a brand marketing plan that links consumers’ new path to purchase with your brand’s business objectives

Mini-MBA: Social Media Marketing

Livingston Off Campus

Upcoming class: -

In Class program: $4995.00

Online program: $3495.00

Social media has become fully integrated into the way we communicate on a daily basis, professionally as well as personally. Facebook, LinkedIn, Twitter, Instagram and other platforms are immediate and powerful ways to reach customers–and for them to communicate back. But to fully leverage the power of social media requires the ability to navigate among the wide range of platforms, and determine which are relevant to your organization. Without a solid understanding of the breadth of tools available, it is easy to feel compelled to be present on all of them, yet effective on none.

Our Mini-MBA in Social Media Marketing will empower you to approach this ever-expanding suite of platforms strategically, not just tactically. This program is designed to position you as a leader—navigating the landscape of social media tools, but also understanding other important inputs (such as influencer engagement, social listening and content development) to gain a more holistic understanding of this space. Your ability to synthesize your social media marketing initiatives with your broader marketing goals will improve how you direct your team’s decision making, and collaborate with others across your organization.

Social Selling in a Digital World

Online

Upcoming class: -

Online program: $2495.00

Recent studies have shown that a majority of buyers are "significantly influenced" by what they find on social networks. It's not a mystery, then, that utilizing social media as part of the sales process has become a trait of top selling salespeople, 90% of whom are leveraging social selling according to LinkedIn. These same salespeople who leverage social selling also tend to hit their quotas more often and outperform their peers.

Is your sales team engaging the buyer in social media, or is your competitor?

Bringing together leaders and influencers who have trained dozens of companies from a variety of industries internationally in the new world of social selling, this program goes beyond simple "I already knew that" LinkedIn training and provides participants a global perspective on leveraging social media that is applicable to both B2B and B2C salespeople.

The objective of this innovative program is to train salespeople to not only master the tactical functionality that is possible with social media in order to help engage with the digital buyer at every stage of the sales cycle, but also to build internal leaders and change agents who will truly impact an organization's sales and internal digital literacy after taking the program.

More specifically, this course will cover professional branding, aligning one's own brand with that of the corporation, social selling across multiple social networks (including LinkedIn), the importance of getting people onboard and minimizing internal resistance, breaking down internal barriers to social selling, better aligning social selling efforts with marketing and employee advocacy programs, and calculating the ROI of social selling efforts.