This is a test. Each student enrolling in a new Mini-MBA: Digital Marketing Executive Certificate Program this summer at Rutgers, The State University of New Jersey, will receive an Apple iPad tablet. This is only a test.
Image by SESConferenceSeries via Flickr
The iPads are not intended to be shiny new toys offered as gifts just for participating. Rather, they 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,” as a press release from Rutgers explains.
The Rutgers Center for Management Development (CMD) is trying to integrate 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.
I should disclose that I’ll be teaching two of the courses, Social Media Marketing and Online PR Strategies. And Matt Bailey, the President of SiteLogic, will also be teaching two courses, Overview: Digital Marketing Strategy and Digital Brand Management. The other instructors are Rutgers faculty members from the Rutgers Business School-Newark and New Brunswick, as well as the School of Management and Labor Relations.
If you haven’t seen an Apple iPad tablet yet, check out “ClickZ Video: First Look at Some Big Media iPad Ads” by Zachary Rodgers.
Or, take a look at “Gap Launches Shopping App for iPad [Video]” by Jack Marshall of ClickZ.
Initially, students in the Rutgers Digital Marketing Mini-MBA courses will use the iPads to intereact with each other and the professors on social media sites such as Facebook, Twitter, LinkedIn, and Youtube. The iPads will come pre-configured with all the required reading material, including cases, articles, chapters and videos pre-loaded for the students.
Apple is providing free training for all Rutgers faculty teaching in the program. We’re meeting with a team from Apple on Wednesday to brainstorm ways to take advantage of the iPad technology.
The Rutgers Mini-MBA: Digital Marketing program addresses a problem facing both marketers and higher education. As long as digital marketing is left on the fringe by the marketing industry and educators, it will never get the respect nor the budget it deserves.
At SES New York 2010, Anne F. Kennedy, the Founder & MP of Beyond Ink and the FP & CMO of Joblr.net, interviewed Fionn Downhill, the CEO and President of Elixir Interactive, about the problems created because many of today’s college marketing courses still omit search marketing as part of their curriculum. To help overcome this challenge, Downhill works with Arizona State University (ASU) in an intern program with the digital media and computer sciences department and students are able to get actual search marketing experience.
Downhill also added a comment to my post about the interview, “Fionn Downhill of Elixir Interactive on Selling Search to the C-Suite at SES NY 2010.” She wrote, “I wonder if we will see marketing students graduate with marketing degrees majoring in digital marketing in our lifetime.”
Well, the first Mini-MBA: Digital Marketing program is being offered at Rutgers July 19-23 on the Piscataway campus. Although it is limited to 30 students, it’s a start.