Issue link: http://www.e-digitaleditions.com/i/55878
based notes and business cases inside the classroom. Apple's release of its iPad this spring has inspired another pilot project to test the device's use- Professor Eric Greenberg holds one of Apple's new iPads, which will be used in Rutgers' Digital Marketing Executive Certificate Program this summer. fulness to executive education students. This summer, Rutgers, The State University of New Jer- sey in New Brunswick, will equip each student in its digital market- ing executive certificate program with an Apple iPad tablet. Apple helped Rutgers faculty customize each iPad with all reading mate- rial and videos for the 36-hour, 12-session program. The digital marketing pro- gram is the perfect course to pilot the use of the iPad, because it's designed for marketers with an interest in exploring digital technologies, according to Eric Greenberg, a faculty member at the Rutgers Center for Manage- ment Development and director of the certificate program. The sum- mer course will cover topics such as social media marketing, mobile marketing, online PR, digital inno- vation models, and the return on investment of digital marketing. Students will use their iPads to design, track, and monitor digital marketing campaigns throughout the course. They also will use the devices to interact with each other and their professors on sites such as Facebook, LinkedIn, YouTube, and Twitter. "We are hoping that both faculty and students will discover new ways to use the iPad during the program," says Greenberg. Greenberg believes that the iPad has the potential to "transform" business education. Like Green- berg, Darden's Koenig thinks that tablets and e-readers have great potential, but he believes the devices still need work to be ready for the classroom. If Amazon decides to target the higher education market, says Koenig, Darden's survey results can help the company identify the hard- ware and software upgrades neces- sary for the device to truly rival the use of paper in higher education. n z BizEd JULY/AUGUST 2010 61