Rutgers to put Apple iPad to the test in new digital marketing program

Wednesday, April 21, 2010

With Apple’s help, innovative technology becomes integral to executive education course

NEW BRUNSWICK, N.J. – Each student enrolling in a new Mini-MBA: Digital Marketing Executive Certificate Program being launched at Rutgers this summer will receive an iPad, but it’s not intended to be a shiny, new toy offered as a gift just for participating. Rather, the iPads will be an integral part of the 12-session program, customized with Apple’s help to provide a new dimension to executive education in a field being fueled by technology.


Eric Greenberg is coordinator of the new Mini-MBA program in digital marketing being offered this summer by the Center for Management Development at Rutgers. The program will incorporate the Apple iPad into the executive education program.

Rather than offering the program online, the Rutgers Center for Management Development (CMD) is seeking to merge the benefits of in-person classroom learning with the power and flexibility of digital technology. Rutgers faculty are working with Apple to customize the iPad for use in the course and with programmers to develop apps specific for each of the 12 three-hour modules.

“The Digital Marketing Mini-MBA is a perfect course to pilot since it is designed for marketers who have an interest in learning and exploring the latest digital technologies, and for technical managers seeking to expand their role in marketing,” said Eric Greenberg, a CMD faculty member and coordinator of the digital marketing mini-MBA.

The 36-hour course will be taught by both Rutgers faculty and leading practitioners from around the world. Module topics include digital marketing strategy, social media marketing, real time research and response, mobile marketing, online PR; digital brand management, understanding the new digital consumer, measurement and “ROI” (return on investment) of digital marketing, digital innovation models and digital transformation.

“We are hoping that both faculty and students will discover new ways to use the iPad during the program,” Greenberg said. Students will use the iPads to design, track and monitor digital marketing campaigns throughout the course. They also will interact with one another and the professors on social media sites such as Facebook, Linked In, Youtube and Twitter.

The devices will come pre-configured with all required reading material, including cases, articles, chapters and videos pre-loaded for the students. “We are meeting with a team from Apple later this month to brainstorm unique ways to take advantage of the iPad technology,” Greenberg said.

Rutgers is providing students with the base version of the iPad. Apple has reserved iPads for Rutgers and is providing free training for all Rutgers faculty teaching in the program

The first Mini-MBA: Digital Marketing program is being offered July 19 through July 23 on the Livingston Campus in Piscataway and is limited to 30 students. Space at local hotels will be available for those requiring overnight accommodations, including international participants.

The Mini-MBA program awards students a certificate at the completion of the course and three credits toward the full-time MBA degree for those who pass an optional exam. Students are not required to take the GMAT prior to enrolling in the program.

Founded in 1947, CMD provides management and leadership training for professionals in business and human resources. Instructors are Rutgers faculty members from the Rutgers Business School-Newark and New Brunswick, and the School of Management and Labor Relations, as well as industry experts. Programs bring practitioners from different organizations and industries together in a diverse learning environment designed to develop skills and enhance knowledge through a combination of expert class instruction and peer interaction.

For more information, contact Greenberg at 732-445-5639 or by e-mail, or go online to the Center for Management Development.

Media Contact: Sandra Lanman
732-932-7084 ext. 621

The article originally appeared in Rutgers Today.

TAGS: Center for Management Development Digital Marketing Executive Education Mini-MBA