The rSBI Certificate in Marketing

The Rutgers Stackable Business Innovation (rSBI) Program

Concentrations and Courses

Marketing Analytics

This concentration focuses on gaining insights into market and its customers. Marketing Research introduces basic survey and analytical methods for studying consumer attitudes, opinions, preferences, and choices. Customer Journey Analytics combines and analyzes various digital and non-digital customer touch point and identifies strategies to influence their decisions throughout the consumer purchasing journey. Advanced Marketing Analytics covers various marketing decision models and tools with hands-on analysis. The capstone course, Marketing Insights, is based on cases studies to solve various marketing problems by integrating qualitative and quantitative analytical tools and generating marketing insights for informed business decisions.

Digital Marketing

In today’s market, most firms must integrate traditional and digital channels and media to achieve marketing synergies. This concentration focuses on expanding traditional marketing theories and practices to the digital space by analyzing online consumer behavior and designing advertising and promotional strategies through digital and social media.

Concentration Course Descriptions

The courses below are specific to the Marketing concentrations listed above; however, other courses are available within other master's level programs that students can take through the rSBI program.

Introduction to Digital Marketing

This course 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.

  • Course Number: 22:630:590
  • Prerequisites: Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode: Online

Marketing Research

This course provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. It provides practical experience in planning and implementing marketing research by covering research plans,  questionnaire design, conducting surveys,  data collection, application of statistical analysis such as multidimensional scaling, cluster analysis, and conjoint analysis; report writing and communication of research results.

  • Course Number: 22:630:604
  • Prerequisites: Marketing Management (22:630:586) and Business Statistics (200 level)
  • Credits: 3
  • Delivery Mode: In-person and online

Digital Marketing 

This course 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.

  • Course Number: 22:630:615
  • Prerequisites: Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode: In-person

Digital Advertising and Promotion

This class covers the key concepts in digital advertising and helps you to not only understand what happens as a consumer but also as a buyer of ads - what metrics, processes, pitfalls and technologies to use to position your company/product/service for success in the digital marketing era. We will cover promotions, real time bidding, transparency, big data analytics and touch a bit into the future of digital advertising.

  • Course Number: 22:630:631
  • Prerequisites: None
  • Credits: 3
  • Delivery Mode: Online

Social Media Marketing 

This course introduces strategies and tactics for businesses to promote and communicate with customers through various online platforms in order to draw the attention of a wide audience. The course covers such social media sites as Facebook, Instagram, Twitter, and YouTube.

  • Course Number: 22:630:632
  • Prerequisites: None 
  • Credits: 3
  • Delivery Mode: In-person

Customer Journey Analytics 

This course introduces the concept of a customer journey 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. The focus of the course is on digital analytics through practical applications, with an end goal of deriving 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.

  • Course Number: 22:630:639
  • Prerequisites: none
  • Credits: 3
  • Delivery Mode: Online

Advanced Marketing Analytics 

This course will cover statistical models and techniques that can be effectively used by managers on marketing datasets. 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. This course integrates marketing concepts with practice and emphasizes learning by doing. It provides software tools to help you apply marketing concepts to real decision situations. Students will learn to use several statistics software packages such as MEXL, SPSS, and Number Analytics. The 60% of the course consists of hands-on data analysis; students will work on datasets that are provided by the book-cases and also the ones provided by the instructor.

  • Course Number: 22:630:677
  • Prerequisites: Marketing Management (22:630:586) and Marketing Research (22:630:604) 
  • Credits: 3
  • Delivery Mode: In-person

Marketing Insights

This is a capstone course for Marketing Analytics which combines all aspects of marketing research process in cased-based projects. 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.

  • Course Number: 22:630:678
  • Prerequisites: Advanced Marketing Research (22:630:677) 
  • Credits: 3
  • Delivery Mode: In-person

Enrollment to Open 2021- Request Information

Enrollment for The Rutgers Stackable Business Innovation Program (rSBI) will begin in 2021, however; you can start taking courses today as a non-matriculated student to get exposure to the high-quality content this program has to offer. To express interest in the Rutgers Stackable Business Innovation Program (rSBI) or enroll in a course, please complete the form below we will contact you.

 

Program Manager
Luke Greeley

Program Director
Distinguished Professor Benjamin Melamed

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