As leaders in the Digital Economy, the expectation is that our students will be able to apply IT and innovative thinking to solve a marketing problem or opportunity.
The MS Digital Innovation in Marketing capstone will hone, integrate and internalize the competencies developed in the program by solving strategic challenges for organizations. Students will apply information technology and innovative thinking to solve a marketing problem or take advantage of a market opportunity. The goal is to develop evidence-based, theoretically informed solutions for a real scenario. Students are expected to struggle with real threats and uncertainty and demonstrate mastery of concepts, skills and behaviors expected of leaders in the digital marketing space. The capstone can affect real change in the market place by seizing new opportunities to engage audiences across the customer lifecycle, support the focus on customer experience, and the 2-way conversation between brands and their audiences.
More concretely, the capstone helps associates develop the ability to recognize and assess strategic tech-enabled opportunities in the digital economy; conduct top-notch market, industry and competitive research and analysis that is cognizant of the power of technology; foresee and manage strategic implementation and control issues; develop financial projections; lead change by generating support for digital recommendations; and manage complex IT centric projects. Students will also utilize their technical skills by analyzing and presenting data, developing a prototype, creating a commercial quality website about the project, and managing all communications online.
The objectives are accomplished by combining readings, videos, workshops, coaching, firsthand experience with digital channels and the delivery of commercial grade work on real projects. The videos and readings provide the conceptual foundations required to manage strategically and to consult effectively. The workshops aid in the application of these foundations to the projects.