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Digital Marketing Concentration

Why Digital Marketing?

Learn the latest digital marketing tools, strategies, and techniques. As part of the Rutgers Stackable Business Innovation Program (rSBI), the Digital Marketing Concentration is stackable with the following master's programs: MS in Digital Marketing, MBA.

Concentration Description

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.

Courses

Digital Marketing (Online) or

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 (listed as 22:630:615 by MBA)
Credits: 3
Delivery Mode: Online
Offered by: MS in Digital Marketing, MBA
Relevant Programs: MS in Digital Marketing, MBA
Sample Relevant Careers: Digital Marketing Manager, Marketing Communications Manager, Media and Communications Director, Media Content Creator, Public Relations Manager, Social Media Manager, Marketing Associate, Marketing Manager

Digital Marketing (In-person)

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 (listed as 22:630:590 by MS in Digital Marketing)
Prerequisites: Marketing Management (22:630:586)
Credits: 3
Delivery Mode: In-person
Offered By: MBA
Relevant Programs: MS in Digital Marketing, MBA
Sample Relevant Careers: Digital Marketing Manager, Marketing Communications Manager, Media and Communications Director, Media Content Creator, Public Relations Manager, Social Media Manager, Marketing Associate, Marketing Manager

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)
Credits: 3
Delivery Mode: Online
Offered By: MS in Digital Marketing, MBA
Relevant Programs: MS in Digital Marketing, MBA
Sample Relevant Careers: Brand Manager, Business Analyst, Demand Forecasting Associate, Demand Planning Associate, Marketing Associate, Marketing Manager, Product Manager, Marketing Research Associate

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
Credits: 3
Delivery Mode: Online
Offered By: MS in Digital Marketing
Relevant Programs: MS in Digital Marketing, MBA
Sample Relevant Careers: Digital Marketing Manager, Marketing Communications Manager, Media and Communications Director, Media Content Creator, Public Relations Manager, Social Media Manager, Marketing Associate, Marketing Manager

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
Credits: 3
Delivery Mode: Online
Offered By: MS in Digital Marketing, MBA
Relevant Programs: MS in Digital Marketing, MBA
Sample Relevant Careers: Digital Marketing Manager, Marketing Communications Manager, Media and Communications Director, Media Content Creator, Public Relations Manager, Social Media Manager, Marketing Associate, Marketing Manager

The concentration and courses are offered by the Marketing Department

Sample Relevant Careers: Brand Manager, Digital Marketing Manager, Marketing Associate, Marketing Communications Manager, Marketing Manager, Media and Communications Director, Media Content Creator, Public Relations Manager, Social Media Manager, Product Manager

How to Apply

Learn about the admissions process and requirements to apply.

Admissions

Rutgers Stackable Business Innovation (rSBI)

The future of education is changing. The Rutgers Stackable Business Innovation (rSBI) program allows you to design your own cutting-edge curriculum to earn a standalone certificate or take courses that be transferred towards completing a Master’s degree. Working professionals can enhance their knowledge and upskill by taking relevant courses. If you are a student considering a Master’s degree, rSBI is a perfect way to test the waters in a particular discipline before committing to a full degree program. Employers can invest in the professional development of their employees and choose the courses that address business needs.

Concentrations & Courses

rSBI Marketing Concentration courses are taken during the course of the fall and spring semesters. Note that not all courses are offered every semester.

Marketing Analytics