By Jo Jose, M.S. in Technology Management (’25SPS), faculty associate
In the Spring 2026 semester, I had the privilege of serving as faculty associate for the Technology Marketing course at Columbia University's School of Professional Studies, supporting Professor Katja Schroeder.
As a proud graduate of the M.S. in Technology Management program and a marketing professional who returned to Columbia to deepen my understanding of technology and AI, this opportunity felt particularly meaningful. It was incredibly rewarding to come full circle, from student to faculty associate, and contribute to a course that sits at the intersection of marketing, technology, and innovation.
What makes the Technology Marketing course special is that it goes far beyond teaching marketing frameworks. It creates opportunities for students to apply their learning in real-world contexts, collaborate with peers from diverse backgrounds, and engage directly with industry leaders who are shaping the future of marketing.
Throughout the semester, students explored how technology products and services are positioned, launched, and marketed in an increasingly digital and AI-driven world. Discussions ranged from customer segmentation and positioning to emerging technologies, marketing operations, AI-powered tools, and the evolving role of marketers in modern organizations.
One of the highlights of the course was the opportunity for students to participate in industry-leading events hosted by the Association of National Advertisers (ANA), including conferences focused on marketing technology and artificial intelligence. These experiences provided valuable exposure to practitioners, executives, and innovators at the forefront of marketing and AI.
As student Jazmina reflected:
"Through the ANA experience, I had the opportunity to engage with the industry in a way that felt genuinely eye-opening, earning a certification, participating in forums, and hearing seasoned practitioners speak candidly about the decisions and pivots that shaped their careers. There’s a certain kind of learning that only happens when someone tells you, 'Here's what actually worked, and here’s what didn’t,’ and those conversations offered exactly that. It bridged the gap between theory and practice in a way that gave me a much richer lens through which to think about marketing strategy going forward."
Another aspect that made the course unique was its collaborative learning environment. Students brought perspectives from startups, consulting, technology, finance, health care, and other industries, creating a classroom where learning happened as much from one another as it did from the curriculum.
For students building their own ventures, the classroom became an opportunity to test ideas, refine messaging, and receive thoughtful feedback from peers and faculty. Chandan, cofounder and CTO of FORRGE AI, shared:
"Presenting Forge in Katja's class was one of the most valuable experiences in our early journey. The classroom pushed us to sharpen our thinking, articulate our market clearly, and defend our vision in front of people who asked the hard questions. The marketing lens was particularly powerful. It forced us to think beyond the product and really understand who we're building for, how we reach them, and why our message lands. That class didn't just help us practice pitching. It helped us build a better company."
The semester culminated in an ambitious consulting-style project developed in partnership with Tata Consultancy Services (TCS). Student teams were tasked with envisioning and presenting TCS's 2028 marketing strategy in an AI-native world. They developed future-facing recommendations around customer segments, ecosystem partnerships, thought leadership, AI-enabled marketing operations, ethical guardrails, and how organizations can create value in an increasingly interconnected and intelligent business landscape.
What made the project especially impactful was the opportunity to present directly to TCS Chief Marketing Officer Naveen Rajdev and members of the company's marketing leadership team.
As student Svetlana noted:
"Most coursework ends with a final exam or a presentation to the class. What made the TCS project different was the chance to work on a real company problem and present our solution directly to Naveen Rajdev, TCS’s CMO, and his marketing team. The project took the hypothetical out of the equation, and that made all the difference."
Looking back, what stands out most is how effectively the course connected theory with practice. Whether through industry conferences, startup presentations, or enterprise consulting projects, students were continually challenged to think strategically, communicate clearly, and imagine what the future of marketing could look like.
Under Professor Katja Schroeder's leadership, Technology Marketing became more than a course. It became a space where curiosity, innovation, collaboration, and real-world application came together, preparing students to lead in a future where marketing, technology, and AI are increasingly intertwined.
About the Program
The Master of Science in Technology Management at Columbia University prepares graduates to lead digital transformation, and align technology and business strategy with an ethical lens. Through experiential learning, industry partnerships, and Columbia-supported research, students gain fluency in digital platforms and emerging technologies, and learn to design human-centered solutions that drive innovation and sustainable impact.
The program is available for part-time or full-time enrollment online or on campus in NYC. Learn more about the program here.
