Putting Their Learning Into Practice with ExecMAP: Executive MBA Students Advise on Real-World Challenges

Team members brought their collective experience and applied the knowledge they’ve gained in the classroom to deliver insightful and innovative results over the course of the 16-week project. Twenty-two ExecMAP projects were conducted by EMBA students this term with a diverse mix of sponsors, including those in technology, healthcare, retail, and nonprofit organizations.

Andrew Luther, EMBA ’25; Derrick Fansler, EMBA ’25; Shruti Bagla, EMBA ’25; Ean Pokryfky, EMBA ’25; and Arad Lahiji, EMBA ’25, worked with Boston Scientific to develop a go-to-market strategy for the company’s life-saving medical device. For more insight into the project, we connected with a team member to learn what they gained from the experience and how it has enhanced their Michigan Ross education. 

Arad Lahiji
EMBA Grad Year: 2025
Current Position: Growth and performance marketing consultant 

Why did you choose to work on the Boston Scientific project for ExecMAP?
I chose the Boston Scientific project because it aligns with my long-term goal of moving into more strategic marketing roles in the healthcare and tech industries. With my background in performance marketing and data-driven strategy, I was excited for the chance to apply my skills to a real-world challenge in the medical device space. Boston Scientific is a leader in the field, so the opportunity to collaborate with their team and contribute to a high-impact project was especially appealing. Plus, ExecMAP’s hands-on approach gave me the chance to work alongside talented peers, push my strategic thinking, and gain valuable experience in high-stakes decision-making.

What challenges did you face throughout the project? How did you work through them?
One of the biggest challenges was that I came into this project with no prior experience in the medical device industry. Unlike the industries I’ve worked in before, where consumer-driven demand plays a more direct role, this space required a deep understanding of multiple stakeholders, including healthcare providers, hospital administrators, and regulatory constraints, all of which influence purchasing decisions. Learning the industry's nuances while developing an effective strategy was a steep but rewarding learning curve.

To work through these challenges, we conducted extensive market research, engaged with Boston Scientific’s internal teams, and interviewed industry experts to gain a clearer understanding of the landscape. Our team collaborated closely, iterating on our strategy based on real-world insights, and ultimately developed a marketing and engagement plan to increase awareness and adoption of the S-ICD system.

Overall, what did you gain from the ExecMAP experience?
ExecMAP provided me with an incredible hands-on learning experience that allowed me to apply my business expertise in a completely new industry. It reinforced the importance of adaptability, as translating my performance marketing and strategy skills to the healthcare context required me to think differently and expand my problem-solving approach.

Beyond the business challenges, this experience also taught me valuable leadership and collaboration skills. Working with a diverse team of professionals from different backgrounds pushed me to think more holistically and reinforced the value of cross-functional teamwork.

How has this ExecMAP project enhanced your educational experience at Michigan Ross?
ExecMAP was a defining part of my Michigan Ross experience. It took the concepts we’ve learned in the classroom, strategy, market positioning, and stakeholder engagement, and brought them to life in a real-world setting. Working on a project with such a tangible impact reinforced the strength of the Ross action-based learning model.

Additionally, having the opportunity to collaborate with Boston Scientific’s leadership team and engage with industry experts gave me insights that I wouldn’t have gained in a traditional classroom setting. Navigating the complexities of the healthcare industry, understanding the factors that drive physician adoption, and developing a go-to-market strategy for a life-saving medical device was both challenging and rewarding. This project has added a new dimension to my MBA journey, giving me hands-on experience in an industry I am eager to explore further.

How do you feel working on this project will help you in your future career?
Before this project, my expertise was primarily in performance marketing for e-commerce and business-to-business tech. Diving into the world of medical devices challenged me to think differently and expanded my understanding of healthcare marketing, an area I’m increasingly interested in. This experience has given me the confidence and exposure to explore more strategic roles in healthcare and technology moving forward.

ExecMAP also reinforced the importance of stakeholder alignment, physician education, and long-term positioning — factors that play a much larger role in product adoption than in the industries I’ve worked in previously. It broadened my perspective on strategic marketing, particularly in industries with longer adoption cycles like healthcare.

Beyond strategy, this project strengthened my ability to collaborate on complex, high-stakes initiatives. Working with Boston Scientific required me to synthesize diverse perspectives and think beyond traditional marketing tactics to develop a compelling, actionable plan. That ability to navigate complex decision-making will be invaluable as I take on leadership roles in the future.

Anything else you would like to add about your experience on this project or your experience at Michigan Ross overall?
This project was one of the most rewarding experiences of my time at Michigan Ross. It pushed me outside my comfort zone, challenged me to think differently, and gave me first-hand exposure to an industry I had little experience in. The opportunity to work on a high-impact initiative with a company like Boston Scientific was invaluable, and I’m incredibly grateful for everything I’ve learned along the way.

It was incredibly rewarding to work on a project with real-world impact, and the collaboration with my talented teammates made the experience even more meaningful. Their diverse perspectives and expertise added so much depth to our work. The insights and guidance from our faculty advisor, Izak Duenyas, played an important role in shaping our approach, and the internal team at Boston Scientific provided an engaging and welcoming environment that made this experience all the more impactful.

ExecMAP has been a defining part of my MBA journey, reinforcing why I chose Ross. This experience has added an entirely new dimension to my education, and I couldn’t have asked for a better project.

Sampling of 2024 ExecMAP projects: 

James Beard Foundation - Innovative Business - Develop frameworks for identifying and creating new business models for full-service, casual, independently owned restaurants.

James Beard Foundation - Climate Change - Examine the economic impact of climate change on restaurants and collect and analyze data from chef-owners in a specific region of the country. 

J. Crew - Identify and evaluate current wage trends and living wages in Bangladesh for garment factory workers and compare them with the current state of worker wages in the specific Bangladesh garment factories that produce merchandise for J.Crew.

Inua Village to Global Foundation - Develop an integrated five-year strategic plan for Inua Village to Global Foundation and two of its sustainability pillars: Inua Village Textile Industry Ltd. and Inua Village Savings and Credit Cooperative Society Ltd.

Advocate Health - Identify a strategy for scaling best practices while growing the nation’s third-largest nonprofit healthcare organization.