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Meet Professor Michael Buchanan

Michael Buchanan, executive director of Leveraging Digital Technology Online Graduate Certificate.

Michael Buchanan, executive director of Leveraging Digital Technology Online Graduate Certificate.

Michael Buchanan is the executive director of the Online Graduate Certificate in Leveraging Digital Technology and teaches Digital Marketing (MGT 6311) in this program.

1. Who has had the greatest influence on your career path?

All of my teachers from grade school through graduate school. They challenged me to be disciplined, focused, and to leverage my talents and interests to be meaningful to me.

2. When did you start becoming interested in business analytics?

In the late 90s and early 2000s, I had the opportunity to work with a software development company. As the internet became relevant for mass consumers, we rode the wave of digital transformation and began focusing our competencies on web-based solutions for our business customers.

3. Which issue in this field are you most passionate about?

Within the discipline of digital marketing, I am most interested in understanding the convergence of consumer wants and needs with the solutions and experiences that satisfy them. Many people think marketing is simply advertising and selling products and services. At its core, marketing is a creation process focused on understanding what consumers want and then creating a solution.

4. What is the biggest lesson that you’ve learned since you started teaching?

The pace of innovation and how rapidly everything changes including, consumer behavior, technologies, global competition, and more is incredible. It’s nearly impossible to keep up with all the changes, but there are ways to remain current and surround yourself with resources that ensure you are well-informed.

5. What advice do you have for your students about being successful in this program?

A common theme I have seen in my 10+ years of teaching both in person and online courses is that students are hungry for knowledge, but also have to balance their personal and work obligations. Success in any program requires a certain degree of sacrifice, focus, and time commitment to get the best out of the opportunity.

6. Tell us something about yourself we wouldn’t otherwise know or guess.

My first entrepreneurial endeavor began in middle school and years later translated to an opportunity in Jamaica, where I lived for two years.

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