The Management Track curriculum for MSEM is project and problem based. MSEM students complete multiple projects with corporate partners, like Danfoss & Dynata during Immersion and in their first semester through the management track. During the Spring 2021 semester, MSEM students completed several Capstone Projects in the required course: “Strategies for Innovation and Growth.” To get a better understanding of what these projects included, please find the descriptions below:
SPRING 2021 CAPSTONE PROJECT DESCRIPTIONS:
NATO Climate Change – Students were asked to provide policy goals NATO should consider to recommend at the UN Climate Change Conference in November 2021. Their challenge, understanding that military innovations and policy changes are typically measured in years and decades, is what tangible environmental goals should NATO allies adopt to foster innovation in green technology that can positively impact climate change?
Dynata Voice Services – Dynata Voice Services provides computer assisted telephone interviewing (CATI) and offline sampling by conducting millions of outbound phone surveys each year. This figure doubles during US election years. CATI generates most of the revenue for the Voice Services division. The student challenge is to propose additional revenue streams Dynata can explore using its CATI technology to provide additional services.
Dynata Vendor Management – Dynata uses external vendors for some of their offerings, including but not limited to survey translations, back-end data processing, and survey programming. The internal vendor management platform is inefficient, complex and not universally used, even by Dynata employees. The challenge for the students is process improvement where they must reimagine the process and functions to provide Dynata with a useful tool that is faster, simpler, and increases efficiency, not add an additional cumbersome workflow bottleneck as it does in its current state.
Danfoss Rooftop Cooling – Danfoss designs and manufactures parts for commercial rooftop cooling units. Primary sales channels are through OEM manufactures as components and also through wholesalers as replacement parts. Danfoss is constantly innovating their product line and wants to provide more down stream value for the contractors charged with diagnosing and repairing these rooftop units. The students have been tasked with identifying the contractor pain points and recommending opportunities Danfoss should explore to make their existing and new product lines more value add to commercial HVAC contractors.
Brewers Association of Maryland Marketing Strategy – The Maryland craft beer industry has seen significant growth over the past 20 years; however local brewers market share of sales is still under 2%. The dominant leaders are Anheuser-Busch and Miller Coors who boast a 90% market share. The students have been tasked with developing a wholistic branding and marketing strategy to increase the Maryland craft breweries collective market share to 25%.
See pictures of the Danfoss Project Presentations from Fall 2019 below: