Each student enrolling in the new Mini-MBA: Digital Marketing Executive Certificate Program this summer at Rutgers, The State University of New Jersey, will receive an iPad. It 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 that is defined by technology, says Eric Greenberg, a CMD faculty member who is program director of the digital marketing mini-MBA.

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, he says. 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 Digital Marketing Mini-MBA is a perfect course to pilot since it is designed for marketers who have an interest in learning and exploring the latest digital technologies, and for technical managers seeking to expand their role in marketing," says Greenberg.

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.

“We are hoping that both faculty and students will discover new ways to use the iPad during the program,” Greenberg says. "Initially, students will use the iPads to design, track and monitor digital marketing campaigns throughout the course. They will also interact with each other and the professors on social media sites such as Facebook, Linked In, YouTube and Twitter.
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."

Rutgers is providing students the base version of the iPad. Apple has reserved iPads for Rutgers, and is providing free training for all Rutgers faculty teaching in the program. The first Mini-MBA: Digital Marketing program is being offered July 19-23 on the Piscataway campus and is limited to 30 students. Space at local hotels will be available for those requiring overnight accommodations, including international participants.

The Mini-MBA program is an executive education program designed for working professionals. Participants receive a certificate at the completion of the course and those passing an optional exam earn three credits toward a full-time MBA degree. Students aren't required to take the GMAT prior to enrolling in the program. For more info go to the Center for Management Development (http://www.cmd.rutgers.edu/mini-mba-digital-marketing.html).