Rutgers Virtual Mini MBA: Brand Development & Marketing Communications

Marketing in the digital era has transformed the way companies must think about how they build their brand and communicate with consumers. Effective and genuine brand storytelling has become essential for connecting and establishing a relationship with audiences. To do so, brands must have a clear understanding of their value in the market. Simultaneously, the opportunities and tools available have not only vastly expanded across traditional and modern channels; they are integrated and interdependent. In similar fashion, the roles and responsibilities of those who drive these initiatives have moved beyond the strict purview of the marketing team. From Information Technology professionals to sales teams, participation in marketing activities is often varied across organizational lines.