Aussie Marketing Plan (11/2021-12/2021)

A group project done in my Cross Cultural Consumer Insights class. We performed an analysis on the Aussie Brand and conducted interviews with consumers to gather insights. Using both etic and emic insights collected, we developed a global marketing plan for Aussie to appeal to consumers with different cultures.

Integrated Marketing Communication Campaign of GT's Living Food (02/2021-05/2021)

A group project done in my Integrated Marketing Communication class. We created an integrated marketing communication campaign for GT's Living Food's new product, Synergy Bar (invented by us). The integrated marketing communication campaign comprises advertising, personal selling, public relations, sales promotion, and direct marketing. We identified the actions, budgets, and intended results for each tactic. Also, we designed visual prototypes using Canva and Adobe Illustrator for each element.

Analysis of Monopoly and Uno (02/2021-05/2021)

A group project done in Consumer Behavior class comprised of three PowerPoint presentations. We applied concepts learned in the course to understand Hasbro's Monopoly and Mattel's Uno as a brand. The goal was to uncover who the consumer is and develop relevant marketing strategies for the brands. Secondary data, including statistical data, were used to support our insights and give marketing recommendations.

Should Fordham University Changes its Motto during COVID-19? (08/2020-12/2020)

A group project done in my Marketing Research class. We questioned whether Fordham University should change its motto "New York is my campus. Fordham is my school." during the COVID-19 pandemic. We identified the existence of this problem by using secondary data and primary data. Primary data were collected using Qualtrics survey and analyzed using IBM SPSS. In the end, we found that it is best for Fordham University to temporarily change its motto to "Everywhere is my campus. Fordham is my foundation." to match with students' current reality.

A Strategy to Drive Ford Motor Company to Enter the Smart Mobility Market (08/2019-12/2019)

A group project done in the Consulting Cup Challenge. We identified that there was a change in consumer behavior from long-term to short-term mobility ownership, which contributed to Ford's decline in sales and market share. We came up with the FordNow brand extension that included three parts. We envisioned that end users would access FordNow through the FordNow mobile application. Prototypes such as Mobile Application UI, marketing posters, and an advertisement video was done for this project in addition to a report and a PowerPoint presentation.