Marketing MBA students in class.

Full-Time MBA Concentration in Marketing

Establish or grow an exciting career with the MBA concentration in marketing.

Anusha Aneel, MBA ‘16, shares how she learned skills at RBS that were directly applicable to her current position.

If you're looking to build a career in branding, advertising, product development, digital or international marketing, a Rutgers MBA concentration in Marketing gives you the solid foundation you need to get there and get ahead.

Learn from diverse faculty who bring a variety of perspectives to your classroom experience—from scholarly, academic research and theory to real-time professional insights from professors entrenched in today's marketing world.

Curriculum

Our curriculum is innovative, immersive and adapts to the changing market. It builds on a foundation of marketing strategy, research and consumer behavior, while allowing you to extend your marketing knowledge in specialized courses like pharmaceutical or customer relationship marketing.

Course Descriptions

Marketing Research [22:630:604]

Provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. Provides practical experience in planning and implementing marketing research. Covers the sale of marketing research in business management; survey research and questionnaire design; scientific marketing research design and planning; data collection, application of statistical analysis such as multidimensional scaling, cluster analysis, and conjoint analysis; report writing and communication of research results; and types of research purchase behavior.

Marketing Strategy [22:630:609]

Provides tools and methods essential to analyzing market based threats and opportunities, and developing, implementing, and evaluating alternative marketing strategies. Special emphasis is given to the role of marketing activities in the business enterprise and their utilization to achieve a sustainable competitive advantage.

Pharmaceutical Marketing Research [22:630:617]

Focuses on the marketing research process and steps involved in a marketing research study. Topics include secondary and syndicated research studies, qualitative techniques like focus groups, and quantitative techniques like surveys and experimental design. Data collection and statistical analysis of quantitative data will also be emphasized. Specific pharmaceutical marketing research issues like pricing, promotional effectiveness, patient and physician satisfaction, brand loyalty, pharmacoeconomics, and outcomes research will also be covered. This course will use an industry-specific consulting project model with opportunity to mine industry data.

Advanced Marketing Research [22:630:677]

This course aims to equip students with quantitative techniques for making marketing decisions.  Univariate and multivariate statistics techniques are applied to secondary and primary data to find descriptive and causal relations among consumer and marketing variables.  Building upon the basic marketing research, this course introduces advanced statistical techniques to analyze marketing data.  The topics include multiple regression, ANOVA, discriminant analysis, factor analysis, cluster analysis, multidimensional scaling, and conjoint analysis.  Major marketing issues include, but not limited to, marketing segmentation, targeting, and positioning. New product concept testing techniques will also be discussed.  In addition, other contemporary research techniques and tools are addressed.

Advertising and Promotion [22:630:601]

Examines the advertising process with particular emphasis on the advertising agency and its clients. Reviews other forms of commercial communication such as public relations, sales promotion, and personal selling. Subjects covered: advertising and promotion planning and management, methods for setting promotional budgets, copy evaluation, media selection and planning, measurement of promotional effectiveness, and models of the communication process.

Brand Management [22:630:613]

Today more and more corporations are realizing that some of their most valuable assets are their brands. This course explores the role of the brand management function in building strong brands, measuring their equity or value, and in maintaining the strength of the brand over time. The primary objectives of this course are: to increase understanding of the important issues in planning and evaluating brand strategies and to provide the appropriate theories, models, and other tools to make better branding decisions. An additional area of emphasis will be brand management's interaction with other functional disciplines within the corporate structure, including customer marketing and field sales. Classes will be a combination of lectures, cases, class discussion, and guest speakers.

Business-to-Business Marketing [22:630:606]

Introduces business-to-business marketing from the perspective of both the seller and the buyer. Covers marketing strategy and product/ market planning systems; selling and management of the sales force; marketing research and competitive intelligence; pricing and promotion; management of auxiliary services; and industrial buying behavior.

Consumer Behavior [22:630:610]

Understanding the behavior of consumers and the factors that influence their behavior. Topics covered: consumer decision models, psychological processes, and social and environmental forces that shape consumer behavior. Explores historical development of consumer behavior and current societal issues. Texts, readings, and case study.

Demand Management for Value Chains [22:799:663]

This course focuses on the applications of forecasting models and methodologies throughout supply chains, for use in business related activities, including operations, sales, marketing and finance. The course aims to help students understand the significance of matching supply and demand and the development of managerial insights aimed at improving that balance. Several relevant techniques for forecasting, inventory management, and production planning are developed and illustrated. The students are asked to build forecasting and inventory models in Microsoft Excel. The course will focus on by combining theory, examples, practical applications and case studies and consist of a combination of lectures, case presentations, and class discussion.

Digital Marketing [22:630:615]

Provides an introduction to Digital Marketing, a rapidly growing and evolving area of new media. This course examines the role of digital marketing and many of the areas this terminology has grown to encompass.

A practical approach is adopted in this course. In addition to learning fundamental constructs and principles of the digital experience, students will focus on learning tools and skills necessary for solving business problems and exploiting business opportunities. Guest Speakers and in-class exercises will be utilized to provide insights and relevancy to this swiftly expanding area of marketing.

Subjects include: eCommerce, Lead Generation, Retargeting; Web Sites, Media Planning, Branding; On-Line Advertising, Advertising Tools, Display Advertising; Digital Campaigns; Search Engine Marketing; Social Media Marketing; Mobile Media.

International Marketing [22:630:641]

Designed for those who have already acquired an introductory understanding of the international business environment. Examines the social, cultural, political, institutional, behavioral, economic, and competitive conditions that differentiate the conduct of foreign and international marketing from domestic marketing. Examines a series of specific marketing problems, tasks, and tools to prepare for approaching international marketing activity. Topics covered: international information systems and marketing research, multinational product offerings and services, promotional strategies in international marketing, exporting and importing, and detailed analysis of marketing in several nations.

Managing the Pharmaceutical Sales Organization [22:630:619]

Provides an overview of the role of the sales function within the pharmaceutical industry. Covers the sales detailing process, selection, recruitment, and training of pharmaceutical sales representatives. Sales management issues including building and structuring the sales force; sales territory allocation; determining sales targets and quotas; forming and deploying special sales forces; compensation, motivation, supervision, and evaluation of sales force are covered. Role of contract sales organizations, PBMs, managed care organizations, governments (including government regulation), and major account management is also discussed. Critical issues like data-based selling and its impact on physician segmentation, selling to primary care physicians versus specialists, and competitive intelligence are examined. The role of technology, legal issues, and eCommerce in shaping the sales function is studied, and the supporting needs of the sales force are examined. The class also includes field sales call sessions.

Market Access & Reimbursements for Drugs [22:630:684]

Decisions we make about our health are critically important, and yet as patients and consumers, we are often ill informed.  A variety of well-meaning third parties – providers, payers, pharmacists, and politicians (among others) – influence our access to drugs and the price we pay for them.  This course will explore the complex variety of transactions that takes place between the development and manufacturing of a pharmaceutical product and financial mechanisms that influence the payer, provider, and the patient, including the following: Pharmaceutical pricing models, Innovative contracting, Reimbursement and coding, Cause and effect of patient cost offsets.

Marketing High-Technology Products and Services [22:630:653]

Sentiment in the press and on Wall Street towards technology companies seems to oscillate between feast and famine depending upon the news of the day. The reality is that technology products and services have been catalysts for significant changes in business, society and GDP/capita. Imagine your life today without the Internet or, even worse, your smartphone. Technology can be very profitable for those who understand how to market them. 9 of the top 25 in The Forbes' 400 made their fortunes in technology. Today, the technology product landscape stretches from free smartphone apps to relatively low cost consumer products like the Nest to equipment with 7-figure price tags.

This course surveys marketing models, techniques and the unique circumstances that companies face in marketing high-tech products and services.

This course is worth 1 credit.

Marketing Insights [22:630:678]

This is a capstone course for Marketing Research which combines all aspects of marketing research process in cased-based projects. As future marketing researchers, students will be trained to integrate results from exploratory, descriptive, and causal research processes and combine both qualitative and quantitative results to make persuasive presentation of the finding. In addition, the course will cover issues of client-vendor communication during the research process. The course will be based on textbooks, assigned readings, case analyses, and student projects.

Multicultural Markets & Urban Development [22:630:683]

In today's economy it is widely recognized that the size and growth of multicultural populations is closely linked to successful marketplace performance of businesses in urban communities. This course is designed to provide graduate students with a learning experience that combines business cases, theory, historical context, policy implications, and management issues centering on how businesses can effectively reach multicultural markets in urban areas. The focus will be on helping students understand the challenges businesses face in meeting the needs of consumers from diverse backgrounds, such as Asia, the Middle East, and other countries, in inner-city communities. Emphasis will be placed on both theory and practice. Students will be able to link learning from a wide array of business disciplines to see how changes in one area affect the growth of the company as a whole. Thus, this course will be an integrative experience that will require students to apply knowledge across business functional disciplines, theoretical constructs, and practical applications.

Pharmaceutical Product Management [22:630:618]

Focuses on marketing issues in the pharmaceutical industry. Areas explored in the course include market analysis, market planning, new product launches, and commercialization of pharmaceutical products. Marketing of a prescription drug is examined including managing the transition from Rx to OTC switch. Marketing of both patent-protected and generic drugs and management of generic competition is studied. The interface between R & D, marketing and sales, product and brand management, pricing, distribution and retailing, and promotional issues within the pharmaceutical industry are covered. Relationship of product management with other functions is examined. Regulatory issues including labeling and advertising claims are studied. The impact of the health care environment wherein marketing takes place is also covered.

Product Innovation [22:630:602]

Introduces concepts and methods used for coordinating strategy formulation and the identification and evaluation of new product opportunities; planning and organizing the process of development; testing new products and new markets; and commercialization. Special emphasis is given to issues related to supply chain, marketing and R & D. Text, cases, guest speakers.

Retail Management [22:630:603]

Analyzes the retailing process, the environment in which it operates, and retail institutions and functions. Examines trends in retailing and uses a strategic profit model to scrutinize retailing strategy variables. Covers historical perspective, retailing structure and institutions, trends, strategic profit models, consumer behavior and the retail sector, franchising, retail pricing, location strategy, and retailing productivity.

Sales Management [22:630:608]

Provides the conceptual basis for addressing strategic and tactical problems of sales force management; develops ability to apply these concepts to actual situations. Topics include sales program formulation; sales force deployment and organization; field sales management; and the recruitment, selection, and training of the sales force.

Web Analytics [22:630:679]

This course teaches web analytics through practical applications, with a focus on deriving actionable insights with web analytics. It provides a broad overview of key web analytics strategies, concepts, issues, challenges and tools. Topics covered include how to choose a web analytics tool. Metrics and Key Performance Indicators. Best ways to analyze effectiveness of blogs, marketing campaigns, SEO, SEM, emails. How to utilize quantitative, qualitative and competitive tools to derive actionable insights. How to optimize web sites by incorporate testing and experimentation. How to create and manage an analytics culture for your organization. Emerging analytics in social, mobile and video. Best practices and pitfalls in web analytics. Best practices on creating a data-driven culture and process.

Access and Opportunity

As a student, opportunities abound to put your classroom knowledge into action. Our students succeed in highly recognized case competitions and are active in student clubs like the Rutgers Association of Marketing and Strategy.

All of these opportunities are meant to launch you into an exciting marketing career.

Located in the New York Tri-State area near top marketing agencies means you have excellent job opportunities just outside your door. More than 25% of our graduating MBAs go on to careers in marketing.

As a 'career changer,' I was looking forward to obtaining the functional skills that I needed to execute strategic marketing campaigns, as well as the management skills ... What I got, however, was an experience that has absolutely transformed my career path and my own abilities.
—  Neha Mukherjee-Nathani, Marketing and Pharmaceutical Management