Marketing MBA Concentration

Rutgers STEM MBA

You can now choose to earn a STEM degree with any of our MBA concentrations. To qualify, you need to take a minimum of 30 credits of STEM-designated courses. The Core Curriculum provides 9 STEM credits. Full-Time students seeking the STEM certification should take Data Analysis & Decision Making as a Foundation course, at least 3 STEM-designated Concentration Courses, and additional STEM Foundation or Elective courses.

(*) Indicates a STEM-designated course


This concentration is comprised of 5 courses (15 credits).

Required Courses

(Choose 2 courses)

22:630:604 - Marketing Research *

Provides insight into the nature and assumptions of marketing research conducted by corporations and commercial research companies. Provides practical experience in planning and implementing marketing research. Covers the sale of marketing research in business management; survey research and questionnaire design; scientific marketing research design and planning; data collection, application of statistical analysis such as multidimensional scaling, cluster analysis, and conjoint analysis; report writing and communication of research results; and types of research purchase behavior.

Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))

22:630:609 - Marketing Strategy

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))

22:630:617 - Pharmaceutical Marketing Research

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.

Prerequisite: All MBA core courses


  • 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, in the Spring on the Newark campus.


(Choose 3 courses)

22:630:677 - Advanced Marketing Analytics *

Today’s managers typically have access to large quantities of data. Careful analyses of such data lead to an improved understanding of the marketplace and, in turn, improve the quality of marketing decisions. This course will cover statistical models and techniques that can be effectively used by managers on marketing data sets. This course emphasizes data situations that students are likely to face in marketing and consulting jobs. The main topics covered in this course are customer value measurement, segmentation & targeting analysis, positioning analysis, new product design decisions, and new product forecasting models. Students will learn to use several statistics software packages such as MEXL, SPSS, and Number Analytics.

Prerequisite: Marketing Research (22:630:604) and Data Analysis & Decision Making (22:960:575)

22:630:680 - Advanced Pricing Strategy

No course description available

22:630:601 - Advertising and Promotion

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))

22:630:613 - Brand Management

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))

22:630:606 - Business-to-Business Marketing

Introduces business-to-business marketing from the perspective of both the seller and the buyer. 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.

Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))

This course also counts toward elective credit for the Supply Chain Management concentration.

22:630:610 - Consumer Behavior

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))

22:799:663 - Demand Management for Value Chains

This course focuses on the applications of forecasting models and methodologies throughout supply chains, for use in business related activities, including operations, sales, marketing and finance.  The course aims to help students understand the significance of matching supply and demand and the development of managerial insights aimed at improving that balance.  Several relevant techniques for forecasting, inventory management, and production planning are developed and illustrated.  The students are asked to build forecasting and inventory models in Microsoft Excel. The course will focus on by combining theory, examples, practical applications and case studies and consist of a combination of lectures, case presentations, and class discussion.

Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))

22:630:615 - Digital Marketing *

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.

Subjects include: eCommerce, Lead Generation, Retargeting; Web Sites, Media Planning, Branding; On-Line Advertising, Advertising Tools, Display Advertising; Digital Campaigns; Search Engine Marketing; Social Media Marketing; Mobile Media.

Prerequisite: Marketing Management (22:630:550 (FT) / 22:630:586 (PT))

22:630:619 - Managing the Pharmaceutical Sales Organization

Provides an overview of the role of the sales function within the pharmaceutical industry. Covers the sales detailing process, selection, recruitment, and training of pharmaceutical sales representatives. Sales management issues including building and structuring the sales force; sales territory allocation; determining sales targets and quotas; forming and deploying special sales forces; compensation, motivation, supervision, and evaluation of sales force are covered. Role of contract sales organizations, PBMs, managed care organizations, governments (including government regulation), and major account management is also discussed. Critical issues like data-based selling and its impact on physician segmentation, selling to primary care physicians versus specialists, and competitive intelligence are examined. The role of technology, legal issues, and eCommerce in shaping the sales function is studied, and the supporting needs of the sales force are examined. The class also includes field sales call sessions.

Prerequisite: All MBA core courses

22:630:674 - Marketing and Society

No course description available

22:630:653 - Marketing High-Technology Products and Services - 1 credit

Sentiment in the press and on Wall Street towards 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. 9 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 7-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))

22:630:678 - Marketing Insights *

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 2 marketing electives

22:630:604 - Marketing Research *

22:630:683 - Multicultural Markets & Urban Development

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, 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))

22:630:617 - Pharmaceutical Marketing Research

22:630:618 - Pharmaceutical Product Management

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.

Please note that you may not take this course and Product Innovation (22:630:602).

Prerequisite: All MBA core courses

22:630:602 - Product Innovation

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))

22:630:608 - Sales Management

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))

22:630:621 - Services Marketing

Course description not available

22:630:640 - Special Topics: Marketing Channels

Course description not available

22:630:679 - Customer Journey Analytics *

This course introduces the concept of Customer Journey in the Digital world 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 (also known as omnichannel). The focus of the course is to understand every step of the customer journey in today’s digital world using analytics in order to give that customer a much better experience of how we market to them in a channel of their choice. The course combines practical applications and analytics platforms with an end goal of developing skills that help to derive 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.

Additional Course Descriptions

These courses are not listed under the current curriculum

Pharmaceutical Management Students

Please note, Pharmaceutical Management students that have a double concentration with Marketing have to take:

  • Pharmaceutical Marketing Research – as marketing required
  • Pharmaceutical Product Management – as marketing elective
  • Managing the Pharmaceutical Sales Organization – as marketing elective
  • Marketing Strategy – as marketing required
  • 1 additional marketing elective from the elective marketing courses


For more information, please contact Professor Chan Choi.