Mark Burgess Brings AI Personas to the American Marketing Association and the Classroom
Artificial intelligence is rapidly reshaping how companies understand their customers—and the marketers who fail to adapt risk falling behind.
Trust, Customer Perspective, and the Role of a Trusted Advisor with John Care
As part of the "Market Assessment and Analysis" course, Professor Mark Burgess welcomed John Care, Managing Director and Chief Content Officer at Mastering Technical Sales, for an engaging and interactive session cent
Product Claims: The Role of Truth in Marketing with Jay Goldring
As part of the “Market Assessment and Analysis” course, taught by Professor Mark Burgess, students often engage with industry leaders who bring real-world perspectives into the classroom through guest speaker sessions. These are intentionally integrated into the curriculum to help students understand how marketing principles are applied within different sectors and consumer products.
An MBS Field Trip: Turning IKEA into a Living Case Study
On November 6th, 2025, students in the course “Market Assessment and Analysis for Business and Science” led by Professor Mark Burgess swapped their classroom seats for IKEA showrooms, transforming the brand into a live marketing case study.
From Classroom to Showroom: Experiential Learning at IKEA
On November 9th, 2023, students in Professor Mark Burgess’ course Market Assessment and Analysis for Business and Science were invited to step into the role of a marketing consultant for an internationally known furniture and home goods retailer: IKEA.
Guest Speaker: The Real-life Applications and Processes of Product Management with Kelly Patraju
On March 2nd, Professor Mark Burgess hosted a special guest speaker for his course Market Assessment and Analysis—MBS alum Kelly Patraju.
Guest Speaker: Insights from a Consumer Marketer with Larry Page
In the Professional Science Master’s program, we strive to provide our students with opportunities for experiential learning. Professor Mark Burgess’ course Market Assessment and Analysis for Business and Science, a foundational MBS course, exemplifies this commitment by inviting industry professionals to provide real-world insight into the workforce.
Guest Speaker: Leading for Launch Success with Andrew Purcell
The Rutgers Professional Science Master’s program strives to provide our students with job-relevant instruction. Our curriculum is shaped by expert instructors, industry advisors, and insight into real-world workforce needs.
Experiential Marketing: An Evening at IKEA
For many MBS students, a fond memory of the program includes visiting the IKEA in Elizabeth with Professor Mark Burgess on a trip for his course Market Assessment and Analysis for Business and Science.