The rSBI Certificate in Marketing

The Rutgers Stackable Business Innovation (rSBI) Program

Concentrations and Courses

Below is a listing of concentrations and their courses, offered by the Department of Marketing.

Note that all courses are not offered every semester.

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.

Pharmaceutical Marketing

To be successful in today’s competitive pharmaceutical environment, marketers need to be knowledgeable in diverse areas, such as product development and sales management, to address both the problems and opportunities in the field.  This concentration aims to prepare future leaders in pharmaceutical marketing by covering industry expertise from research and product development and market access and sales management.

Marketing Innovation

Marketers need to be ready to provide innovative solutions in the form of new products and services that address the problems and opportunities in today’s marketplace.  This concentration prepares students with the tools and technologies to identify the problems and opportunities and further manage the process of delivering innovative products and services to the end customer in both the business-to-consumer and business-to-business sectors.

 

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.

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: None
  • Credits: 3
  • Delivery Mode: Online
  • Programs Potentially Accepting Credit Transfer:MS in Digital Marketing, MBA

Product Innovation

This course introduces concepts and methods used for coordinating strategy formulation and the identification and evaluation of new product opportunities, planning and organizing the process of product development, testing new products, and new markets and commercialization.  Special emphasis is placed on issues related to supply chain management, marketing and research and development.

  • Course Number: 22:630:602
  • Prerequisites: Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode:  In-person
  • Programs Potentially Accepting Credit Transfer: MBA

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
  • Programs Potentially Accepting Credit Transfer: MBA

Business to Business Marketing

This course introduces business-to-business (B2B) marketing from the perspective of both the seller and the buyer.  It 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.

  • Course Number: 22:630:606
  • Prerequisites: Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode:  In-person
  • Programs Potentially Accepting Credit Transfer:MS in Supply Chain Management, MBA

Consumer Behavior

This course focuses on the understanding of consumers and the factors that influence their behavior. Topics covered include consumer decision models, psychological processes and social and environmental forces that shape consumer behavior.  It also explores the historical development of consumer behavior and current societal issues.

  • Course Number: 22:630:610
  • Prerequisites:  Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode:  In-person
  • Programs Potentially Accepting Credit Transfer: MBA

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
  • Programs Potentially Accepting Credit Transfer:MS in Digital Marketing, MBA

Pharmaceutical Marketing Research

This course examines the role of marketing research in four fundamental ways: (1) identification of a marketing problem and translation of that problem into an appropriate scientific question, (2) selections of the most appropriate data collection procedures using the most appropriate sample, (3) development of analytics for reporting the “whats” of the data but more importantly answering the “whys” underlying the relationships among the data, and (4) how to report results in the most meaningful way that translates insights into actionable recommendations.

  • Course Number: 22:630:617
  • Prerequisites:  Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode: In-person
  • Programs Potentially Accepting Credit Transfer: MBA

Pharmaceutical Product Management

This course focuses on real-world marketing challenges faced in the pharmaceutical industry.  Topics of exploration include product development, lifecycle planning, competitive analysis, coordination with the sales force, positioning/messaging, business development and monitoring performance.  It will examine the various roles a product manager performs both internally and externally. A comprehensive marketing/launch plan for a phase III drug will be developed.  Lectures will be supplemented by guest speakers and case studies.

  • Course Number: 22:630:618
  • Prerequisites: Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode: In-person
  • Programs Potentially Accepting Credit Transfer: MBA

Managing the Pharmaceutical Sales Organization

In the pharmaceutical market, sales and share growth are results of needs-based, consultative selling complemented by various marketing tools and tactics.  The promotional, consultative approach to selling complements the overall marketing strategies.  Leadership and management of the sales force are critically important to the success of a product.  This course addresses all of these issues.  In addition, students will spend a day in the field along with an actual field rep to get an idea what the job is like (“Day in the Life of a Pharmaceutical Sales Representative”) followed by an active, participatory session focusing on the tactics required to drive a marketing plan from a sales perspective.

  • Course Number: 22:630:619
  • Prerequisites:  Marketing Management (22:630:586)
  • Credits: 3
  • Delivery Mode: In-person
  • Programs Potentially Accepting Credit Transfer: MBA

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
  • Programs Potentially Accepting Credit Transfer:MS in Digital Marketing, MBA

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
  • Programs Potentially Accepting Credit Transfer:MS in Digital Marketing, MBA

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 (listed as 22:630:679 by MBA)
  • Prerequisites: none
  • Credits: 3
  • Delivery Mode: Online
  • Programs Potentially Accepting Credit Transfer:MS in Digital Marketing, MBA

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
  • Programs Potentially Accepting Credit Transfer: MBA

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
  • Programs Potentially Accepting Credit Transfer: MBA

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: 22:630:679 (listed as 22:630:639 by MS in Digital Marketing)
  • Prerequisites: None
  • Credits: 3
  • Delivery Mode: In-person
  • Programs Potentially Accepting Credit Transfer:MS in Digital Marketing, MBA

Market Access and Reimbursements for Drugs

This course will explore the complex variety of transactions that takes place between the development and manufacturing of a pharmaceutical product. It will further cover finance mechanisms that influence the payer, provider and the patient, including  (1) pharmaceutical pricing models, (2) innovative contracting, (3) reimbursement and coding, and (4) cause and effect of patient cost offsets.

  • Course Number: 22:630:684
  • Prerequisites:  Marketing Management
  • Credits: 3
  • Delivery Mode: In-person
  • Programs Potentially Accepting Credit Transfer: MBA

Enrollment to Open 2021- Request Information

Enrollment for The Rutgers Stackable Business Innovation Program (rSBI) will begin in 2021, however; you can start taking a course today 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 as a non-matriculated student, please complete the form below and we will contact you. Courses would be counted toward certificates when the program is launched, and students are admitted to it.

 

Program Manager
Luke Greeley

Program Director
Distinguished Professor Benjamin Melamed

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