Master of Science in Technology Management: Digital Marketing

BU 601 focuses on understanding and managing individual and group behavior in organizations, stress management and well-being, and ethical responsibilities in business. The course explores the organizational behavior model, diversity’s role in interpersonal interactions, and job satisfaction measurement. Students learn about emotions, moods, and the relevance of intellectual and physical abilities. The curriculum covers virtual communication in modern organizations and the negotiation process. It addresses stress management at individual and organizational levels and examines group decision-making strengths and weaknesses. By integrating these topics, the course provides a comprehensive understanding of human behavior in organizational settings, equipping students with essential skills for effective management and ethical leadership in today’s dynamic business environment.

OD 655 examines the fundamental role of creativity and innovation in leadership and organizational development. The course connects these concepts to various organizational practices, including human resources programs and organizational development interventions. Students explore the significance of creativity and innovation at individual, team, and organizational levels. The curriculum emphasizes the application of creative and innovative approaches to problem-solving, human resources management, team dynamics, and diversity initiatives. By focusing on these areas, the course aims to enhance organizational effectiveness and adaptability. Students gain proficiency in relevant terminology, concepts, and analytical techniques, preparing them to foster innovation and creativity in their professional roles and contribute to organizational growth and success.

OD 688 provides a comprehensive exploration of leadership theory within the context of management and organizations. The course surveys a broad spectrum of leadership theories and the research underpinning them. Students learn to analyze various models of leadership behavior and effectiveness, understanding both their strengths and limitations. The curriculum examines how organizational structures, followers, and situations influence leadership effectiveness. It also delves into the impact of leadership on change processes within organizations. By the end of the course, students are equipped to compose their own set of guiding principles for leadership development. This approach enables students to apply theoretical knowledge practically, developing their leadership skills and understanding of organizational dynamics.

PM 672 offers a comprehensive overview of project management, focusing on its main components, project metrics, and strategies to improve project success rates. The course explores various project management approaches, including traditional IPECC, agile, and scrum methodologies. Students gain familiarity with key project metrics and learn to perform basic calculations, acquiring practical tools for use in their professional environments. The curriculum emphasizes the critical balance between hard and soft skills essential for project managers’ success. It covers interpersonal dynamics, project lifecycle planning, and effective management of project participation, teamwork, and conflict. The course also provides insights into the PMP exam, preparing students for professional certification. This practical approach equips students with the skills needed to navigate complex project environments successfully.

MK 694 Capstone for the Master of Science in Technology Management program, requiring students to complete a faculty-approved applied research project demonstrating professional competence. This 16-week course integrates theoretical knowledge with practical application, allowing students to showcase skills developed throughout their master’s program and work experience. The project contributes to relevant discipline literature and is comparable to professional-level work. Students apply theory and practice in their specific discipline, develop a research proposal and literature review, and either apply the action research model or recommend actions based on case study data. This comprehensive project demonstrates students’ ability to research, analyze, and apply management theories to real-world scenarios, preparing them for advanced roles in their chosen fields.

MK 695 Internship offers a structured learning and work experience in a position in the field approved for graduate credit. This internship course aims to bridge academic knowledge with professional practice, allowing students to apply theoretical concepts in real-world settings. The curriculum focuses on developing essential workplace skills such as problem-solving, teamwork, and effective communication. Students have the opportunity to explore various career paths, gain insights into potential job roles, and build professional networks. The internship enhances employability by providing hands-on experience and specific job-related skills. Through reflective practices and feedback, students engage in personal and professional growth, identifying strengths and areas for improvement. This practical experience prepares students for successful entry into the workforce post-graduation.

This course provides students with a comprehensive understanding of marketing and social media analytics and their applications in business. Students will learn how to use data analytics to improve marketing performance and gain insights into consumer behavior. The course will cover various marketing analytics techniques such as customer segmentation, customer lifetime value, and marketing mix modeling. Students will also learn how to use popular social media analytics tools such as Facebook Insights, Twitter Analytics, and Google Analytics.

This course provides an in-depth study of artificial intelligence (AI) and machine learning (ML). Students will learn how to design, implement, and evaluate AI and ML models that enable intelligent decision-making, pattern recognition, and natural language processing. The course will cover topics such as neural networks, deep learning, reinforcement learning, and natural language processing.

This course focuses on the strategic aspects of engaging consumers in the modern digital landscape. Students will explore various theories, frameworks, and best practices for creating meaningful and lasting relationships between brands and consumers. The course will cover topics such as consumer behavior, customer journey mapping, personalization strategies, omnichannel marketing, and data-driven consumer insights. Through case studies, group discussions, and practical projects, students will learn how to develop and execute effective consumer engagement strategies for foster brand loyalty, drive customer retention, and maximize customer lifetime value.

Through case analysis and simulation technology, graduate students learn to analyze opportunities and challenges associated with the development, execution, evaluation, and redirection of marketing efforts in a wide range of organizations; culminates in a real-world service-learning project. Prerequisite: MK 610 or MK 630.

Introduction for managers and entrepreneurs to the techniques, technologies and methods utilized in planning, executing, and communicating results of modern marketing research; culminates in a real-world service-learning project. Prerequisite: MK 610 or MK 630.

Analysis of the techniques, methods, and technologies utilized by managers and entrepreneurs in digital, social, and mobile marketing strategies at various stages of product/brand life cycle. Prerequisite: MK 610 or MK 630.

This course is designed to provide students with an in-depth understanding of search engine optimization (SEO) techniques. Students will learn how to collect, analyze, and interpret web data to make informed decisions and optimize website performance for better user experience and search engine rankings. The course will cover various tools, methodologies, and best practices in web analytics and SEO, as well as their applications in real-world scenarios. Through hands-on projects and case studies, students will gain practical experience in implementing web analytics and SEO strategies to drive website traffic, improve conversion rates, and achieve business goals.