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  Rutgers Business School: Graduate Programs-Newark and New Brunswick 2022-2024 Course List and Descriptions Marketing  

22:630:500 MS Digital Marketing Program Orientation (0) New student orientation course.
22:630:550 Marketing Management - FT (3) The purpose of the course is to offer an understanding of the nature and role of marketing in the firm and in the society. Students will gain knowledge regarding the marketing decisions of price, place, promotion, product; and develop an understanding of consumer behavior, market research, and social and cultural factors affecting marketing. The course will expose students to a series of marketing principles, frameworks, and analyses. These techniques will be applied to a series of case studies to reinforce the concepts. At the end of the course the students should be able to develop effective marketing plans for products and services.
22:630:586 Marketing Management (3) The purpose of the course is to offer an understanding of the nature and role of marketing in the firm and in the society. Students will gain knowledge regarding the marketing decisions of price, place, promotion, product; and develop an understanding of consumer behavior, market research, and social and cultural factors affecting marketing. The course will expose students to a series of marketing principles, frameworks, and analyses. These techniques will be applied to a series of case studies to reinforce the concepts. At the end of the course the students should be able to develop effective marketing plans for products and services.
22:630:601 Advertising and Promotion (3) 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. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:602 Product Innovation (3) 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. Please note that you may not take this course and Pharmaceutical Product Management (22:630:618). Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:603 Retail Management (3) Analyzes the retailing process, the environment in which it operates, and retail institutions and functions. Examines trends in retailing and uses a strategic profit model to scrutinize retailing strategy variables. Covers historical perspective, retailing structure and institutions, trends, strategic profit models, consumer behavior and the retail sector, franchising, retail pricing, location strategy, and retailing productivity. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:604 Marketing Research (3) Analyzes the retailing process, the environment in which it operates, and retail institutions and functions. Examines trends in retailing and uses a strategic profit model to scrutinize retailing strategy variables. Covers historical perspective, retailing structure and institutions, trends, strategic profit models, consumer behavior and the retail sector, franchising, retail pricing, location strategy, and retailing productivity. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:608 Sales Management (3) 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. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:609 Marketing Strategy (3) 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. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:610 Consumer Behavior (3) 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. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:613 Brand Management (3) 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. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:615 Digital Marketing (3) This course provides an introduction to digital marketing, and to the ways marketers have had to adapt their strategies in this increasingly digital world. The course will familiarize students with the strategic aspects of digital customer experience, usability, analytics, digital content monetization, and online customer acquisition. Students will explore a range of digital marketing tools and tactics including: content marketing, display advertising, digital video, search engines, social media, mobile, gaming, and more. A practical approach is adopted in this course. In addition to becoming acquainted with basic principles of digital marketing, students will begin to develop the skills to solve real-world business problems and exploit digital business opportunities.
22:630:617 Pharmaceutical Marketing Research (3) 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. Prerequisites: All M.B.A. core courses.  Note: Marketing Strategy is required in addition to one of the two remaining courses: Marketing Research OR Pharmaceutical Marketing Research. Marketing Research is offered in the fall on the Newark campus and in the spring on both campuses. Pharmaceutical Marketing Research is offered in the fall on the New Brunswick campus and in the spring on the Newark campus.
22:630:618 Pharmaceutical Product Management (3) 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. Prerequisite: All M.B.A. core courses. Please note that you may not take this course and Product Innovation (22:630:602).
22:630:625 Health Care Marketing (3) The market of health care services is quite unique: although patients receive the services, the payment comes from insurances and government agencies. So, who to market to and how to market is a complex question that yields unique answers. This course provides an understanding of the frameworks, tools, and strategies for marketing health care services. Main topics covered include patient behavior, market segmentation and targeting, pricing, branding, relationship management, marketing research, promotion, and advertising of health care services. Students will learn to develop and implement effective and efficient marketing plans for health care services.
22:630:629 Digital Marketing Strategy (3) This "hands-on" capstone course that emphasizes marketing decision-making in our increasingly digital world. Throughout the course, the focus is on teaching students how to apply key digital marketing terms, concepts, tools, and frameworks to meet real-world business objectives. Students will learn how organizations leverage digital marketing practices to achieve sustainable competitive advantage.
22:630:630 Consumer Behavior in a Digital World (3) This course will examine the key concepts of consumer behavior from the point-of-view of consumers living in a digital world. We will examine the decisions consumers make, the processes underlying these decisions, and the psychological and sociological factors that influence buying behavior. More specifically, students will learn about various external and internal influences affecting the field of consumer behavior considering the impact of social media, "the Google effect," and always-on mobile connectivity. Such influences include social groups, online research and communication, social class, culture, perception, motivation, attitude, and self-concept, among others.
22:630:631 Digital Advertising and Promotions (3) 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, and big data analytics and touch a bit into the future of digital advertising.
22:630:632 Social Media Marketing (3) This course focuses on current social media trends and marketing strategies, both for consumer and business audiences. It will explore the social media marketing ecosystem and how organizations incorporate social listening and communication into their business strategy. The course will also provide best practices for students to present their personal brand on social media. Note: If you already completed the RBSEE Mini-MBA program in social media, you may have qualified for advanced standing toward this course.
22:630:633 Retail Marketing in a Digital World (3) This course teaches students to apply marketing knowledge, research tools, and methods to meet the demands of omnichannel consumers through both online and brick-and-mortar retail channels. Students will gain an overview of all aspects of ecommerce, including: technology platforms, payment options, security considerations, customer service, acquisition marketing efforts, and more. In addition, this class explores the increasing use of digital tools in the physical retail environment.
22:630:634 Marketing Research in a Digital World (3) Marketing research is the function that links the consumer, customer, and public to the marketer through information. In today's digital world, the proliferation of new media platforms such as social media, search engine, and new technologies such as mobile, cloud computing, and artificial intelligence (AI) have transformed customer behavior and created an overwhelming amount of information for marketers. To efficiently extract useful insights in time from multiple data sources has become critical in today's marketing decision process. The goal of this course is to provide a fundamental understanding of marketing research methods and best practices in the digital world for future marketing managers.
22:630:635 Mobile Marketing and Innovation (3) Mobile has made a dramatic impact on our lives, influencing everything from the way we consume news, learn, and shop to the way we connect with our friends and larger community. The rise of mobile has led to an unprecedented opportunity for technology to empower marketing and create powerful customer experiences. This course explores mobile marketing and other innovations that shape the future, such as wearables, artificial intelligence, augmented reality, virtual reality, and more. Further, students will learn how to critically evaluate new marketing innovations, making them more comfortable evaluating opportunities amidst the market's rapid pace of change.
22:630:636 Search Engine Marketing (3) Search marketing involves capturing consumer intent at each stage of the consideration, information, and buying cycle. This online search marketing course includes techniques of both "organic" and "paid" search and how to optimize your content for various devices and channels. It covers the basics and advanced tools of Search Engine Optimization (SEO) needed to improve your rankings during a search query. Students will analyze detailed examples of the code and content B2C and B2B websites use to achieve better search placement and apply this knowledge to their own website to practice SEO tactics. The course incorporates how SEO relates to paid advertising including Pay Per Click (PPC), display advertising, remarketing, affiliate marketing, native advertising, and programmatic advertising and provides tools Google, Amazon, and Facebook use to help improve and measure the performance of your search marketing efforts.
22:630:637 Content Marketing (3) This course will help students analyze why brands are shifting from traditional marketing to content marketing: the new way to create meaningful and lasting customer relationships. To succeed in our hyper-connected digital world, students need to understand what is changing, how to create a content marketing strategy, and how to measure success. The course will focus on the process to design a content marketing strategy that enables brands to engage customers and build authentic connections across multiple channels and touchpoints.
22:630:638 Digital Marketing Law, Policy, and Ethics (3) This course will provide a basic understanding of the laws and regulations applicable to digital marketing as well as introduce ethical frameworks that can be leveraged to enhance marketing strategies, communications, and business decisions. The course provides an in-depth study of the areas of law and ethics that are most critical to digital marketing business judgment and decision-making. Topics such as ethics, fairness, and privacy are discussed in detail as critical to growing a business, doing things the right way, and earning and retaining customers by meeting and exceeding their expectations. These topics are further explored through in-depth discussions, lectures, readings, videos, case studies to facilitate review of topics and issues that apply across marketing channels such as free speech, intellectual property, truth in advertising, data privacy and security, demographic and behavioral targeting, and customer relationship management. Issues unique to marketing channels such as: online behavioral advertising, email, mobile, search, social, viral, crowdsourcing, and user-generated content will also be an area of focus in the course.
22:630:639 Customer Journey Analytics (3) This course introduces the concept of a customer journey, which spans digital channels (web, mobile, app) and nondigital 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.
22:630:641 International Marketing (3) Designed for those who have already acquired an introductory understanding of the international business environment. Examines the social, cultural, political, institutional, behavioral, economic, and competitive conditions that differentiate the conduct of foreign and international marketing from domestic marketing. Examines a series of specific marketing problems, tasks, and tools to prepare for approaching international marketing activity. Topics covered: international information systems and marketing research; multinational product offerings and services; promotional strategies in international marketing, exporting, and importing; and detailed analysis of marketing in several nations. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:653 Marketing High-Technology Products and Services (1) Sentiment in the press and on Wall Street toward 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. Nine 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 seven-figure price tags. This course surveys marketing models, techniques, and the unique circumstances that companies face in marketing high-tech products and services. Prerequisites: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:677 Advanced Marketing Analytics (3) This course aims to equip students with quantitative techniques for making marketing decisions. Univariate and multivariate statistics techniques are applied to secondary and primary data to find descriptive and causal relations among consumer and marketing variables. Building upon the basic marketing research, this course introduces advanced statistical techniques to analyze marketing data. The topics include multiple regression, ANOVA, discriminant analysis, factor analysis, cluster analysis, multidimensional scaling, and conjoint analysis. Major marketing issues include, but not limited to, marketing segmentation, targeting, and positioning. New product concept testing techniques will also be discussed. In addition, other contemporary research techniques and tools are addressed. Prerequisites: Marketing Research (22:630:604) and Data Analysis and Decision-Making (22:960:575).
22:630:678 Marketing Insights (3) 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. Prerequisites: Advanced Marketing Analytics (22:630:677) and at least two marketing electives.
22:630:679 Web Analytics (3) This course teaches web analytics through practical applications, with a focus on deriving actionable insights with web analytics. It provides a broad overview of key web analytics strategies, concepts, issues, challenges, and tools. Topics covered include how to choose a web analytics tool. Metrics and Key Performance Indicators. Best ways to analyze effectiveness of blogs, marketing campaigns, SEO, SEM, emails. How to utilize quantitative, qualitative, and competitive tools to derive actionable insights. How to optimize websites by incorporate testing and experimentation. How to create and manage an analytics culture for your organization. Emerging analytics in social, mobile, and video. Best practices and pitfalls in web analytics. Best practices on creating a data-driven culture and process. Prerequisites: Marketing Management (22:630:550 (FT)/22:630:586 (PT)); statistics proficiency.
22:630:683 Multicultural Markets and Urban Development (3) 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--and 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. Prerequisite: Marketing Management (22:630:550 (FT)/22:630:586 (PT)).
22:630:696 Branding of Fashion (3) The most sought-after fashion houses (e.g., Versace, Michael Kors, Diesel, Gucci, Kate Spade) are those firms that are most aware of, and proactive with, their branding strategies. The purpose of this course is to develop an understanding of the roles, activities, and responsibilities of the fashion brand manager: the person on the front lines of the implementation of branding strategy. In some cases, this is an employee from within the organization who has been tasked with stewardship over an existing, and perhaps legacy, brand. In other cases, this is an entrepreneurial designer who is seeking to establish and build their own personal fashion brand. During the semester, you will develop your analytical skills in making fashion branding decisions and your oral and written skills for communicating them. The classes will consist of case discussions, lectures, presentations, and guest speakers.
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