MBA students in class.

Part-Time MBA concentration in Marketing

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

Rutgers gives you access to incredible career opportunities, Jaina, MBA ‘14

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.


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.

Rutgers STEM MBA

You can now choose to earn a STEM degree with any of our MBA concentrations. To qualify, you need to take a minimum of 30 credits of STEM-designated courses. The Core Curriculum provides 9 STEM credits. Full-Time students seeking the STEM certification should take Data Analysis & Decision Making as a Foundation course, at least 3 STEM-designated Concentration Courses, and additional STEM Foundation or Elective courses.

(*) Indicates a STEM-designated course

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 Analytics [22:630:677] *

Today’s managers typically have access to large quantities of data. Careful analyses of such data lead to an improved understanding of the marketplace and, in turn, improve the quality of marketing decisions. This course will cover statistical models and techniques that can be effectively used by managers on marketing data sets. This course emphasizes data situations that students are likely to face in marketing and consulting jobs. The main topics covered in this course are customer value measurement, segmentation & targeting analysis, positioning analysis, new product design decisions, and new product forecasting models. Students will learn to use several statistics software packages such as MEXL, SPSS, and Number Analytics.

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.

Applied AI in Marketing [22:630:685] *

Over the last five years many industries have gone through a transformational change powered by machine learning and artificial intelligence. Automation and human-like decision making has expanded the range of possible through a significant increase in productivity. Some say that AI will disrupt our lives and replace most jobs as we know them today, while others argue that AI would elevate people and their skills allowing them to focus on creative aspects of their jobs. No matter what school of thought you belong to, AI is here to stay, so understanding how it is applied to the real-world setting is critical for anyone who plans to join the modern workforce.

This course will introduce you to the industry application of the most common machine learning and artificial intelligence techniques in marketing using industrialized statistical software. By the end of this course, you would learn how to optimize marketing spend, measure customer attitudes towards a product using unsupervised learning, and predict customer purchase behavior with supervised learning. You will also learn how to choose the right method for the most frequent business problems and will obtain hands-on experience in solving these problems.

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.

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.

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.

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.

Customer Journey Analytics [22:630:679] *

This course introduces the concept of Customer Journey in the Digital world which spans digital channels (web, mobile, app) and non-digital touchpoints (1:1, call center etc.). Customer Journey Analytics is the process of tracking and analyzing the way customers use combinations of channels to interact with an organization (also known as omnichannel). The focus of the course is to understand every step of the customer journey in today’s digital world using analytics in order to give that customer a much better experience of how we market to them in a channel of their choice. The course combines practical applications and analytics platforms with an end goal of developing skills that help to derive actionable insights that will impact the organization’s acquisition, experience and retention strategies. It provides a broad overview of key digital analytics strategies, concepts, issues, challenges and tools.


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, MBA ‘12 (Marketing and Pharmaceutical Management)