Marketing Pathways

Undergraduate New Brunswick

Three Pathways. One Marketing Degree. Endless Possibilities.

Each pathway is a carefully curated set of marketing electives that helps you build academic expertise and industry insight into a specific area of marketing. These pathways connect classroom learning with real career opportunities.

Brand Management

Pathway 01

Shape how customers perceive products, companies, people, and experiences. Learn positioning, storytelling, and the long-arc strategy that builds preference and loyalty.

Career Possibilities

Brand Manager
Product Marketer
Marketing Strategist

View Brand Management Pathway Courses

AI & Analytics

Pathway 02

Transform data into marketing decisions. Learn how AI, insights, and marketing technology help personalize customer experiences, optimize campaigns, and drive growth.

Career Possibilities

Marketing Analyst
CRM Manager
Growth Marketer

View AI & Analytics Pathway Courses

Digital Marketing

Pathway 03

Reach customers across today’s digital landscape. Master social media, content marketing, search, and digital campaign strategy to engage audiences wherever they spend time online.

Career Possibilities

Digital Marketing Manager
Content Strategist
Social Media Manager

View Digital Marketing Pathway Courses

Which Pathway Fits You?

If you enjoy…	Explore this Pathway	Potential Next Step
Branding, storytelling, product strategy, customer psychology	Brand Management	Gateway to the MS in Digital Marketing
AI, customer insights, marketing research, marketing technology, data-driven decision making	AI & Analytics	Gateway to the MS in Marketing Analytics & Insights
Digital marketing strategy, social media, content creation, digital advertising, mobile marketing	Digital Marketing	Gateway to the MS in Digital Marketing

More Than A Course Sequence

Each pathway combines carefully selected electives with career exploration, industry mentorship, experiential learning, and portfolio-building opportunities – helping you graduate with specialized knowledge and clear professional direction.

01 Choose Your Pathway

Meet with a marketing advisor, take the self-assessment, and commit to a pathway—or chart your own.

02 Build Focused Expertise

Complete pathway-specific electives plus the marketing core curriculum to develop specialized knowledge employers value.

03 Gain Real-World Experience

Apply what you’ve learned through internships, consulting projects, and capstone projects.

04 Articulate Your Story

Graduate with a clear professional identity you can confidently bring to interviews, networking, and the job market.

Or Chart Your Own Course

The pathways are designed to guide – not limit – your choices. Students are free to customize their marketing experience by selecting from the full portfolio of marketing electives available at RBS.

View the Full List of Marketing Courses

Continue Your Journey

Many marketing students choose to extend their education through Rutgers Business School’s Gateway programs, which allow eligible undergraduates to begin graduate coursework while completing their bachelor’s degree. Students in any pathway may be interested in saving time and tuition by earning graduate credits toward the MS in Digital Marketing program or the MS in Marketing Analytics & Insights program.

Explore Gateway Programs