April 20, 2010
NEW BRUNSWICK, N.J. – Each student enrolling in a new Mini-MBA: Digital Marketing Executive Certificate Program being launched at Rutgers, The State University of New Jersey, this summer will receive an iPad, but it’s not intended to be a shiny, new toy offered as a gift just for participating. Rather, the iPads will be an integral part of the 12-session program, customized with Apple’s help to provide a new dimension to executive education in a field being fueled by technology.
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Rather than offering the program online, the Rutgers Center for Management Development (CMD) is seeking to merge the benefits of in-person classroom learning with the power and flexibility of digital technology. Rutgers faculty are working with Apple to customize the iPad for use in the course and with programmers to develop apps specific for each of the 12 three-hour modules.
The 36-hour course will be taught by both Rutgers faculty and leading practitioners from around the world. Module topics include digital marketing strategy, social media marketing, real time research and response, mobile marketing, online PR; digital brand management, understanding the new digital consumer, measurement and “ROI” (return on investment) of digital marketing, digital innovation models and digital transformation.
The devices will come pre-configured with all required reading material, including cases, articles, chapters and videos pre-loaded for the students. “We are meeting with a team from Apple later this month to brainstorm unique ways to take advantage of the iPad technology,” Greenberg said.
The Mini-MBA program is an executive education program designed for working professionals not currently enrolled in Rutgers’ MBA program. Participants qualify for a certificate at the completion of the course and three graduate elective credits toward the full-time MBA degree if they pass an optional exam. Students are not required to take the GMAT prior to enrolling in the program.