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Understand your customers, and learn how to develop, launch, and manage innovative new products and services. As part of the Rutgers Stackable Business Innovation Program (rSBI), the Marketing Innovation Concentration is stackable with the following master's programs: MS in Supply Chain Management, MS in Digital Marketing, MBA.
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.
You can take the course listed below as individual classes or as stackable courses towards the completion of a concentration.
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.
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.
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.
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.
The concentration and courses are offered by the Marketing Department
Sample Relevant Careers: Brand Manager, Marketing Associate, Marketing Manager, User Experience Designer, User Experience Researcher, Product Innovation Manager, Product Manager, Innovation Strategist