Graduate Program
Developed and delivered presentations that applied key concepts from my graduate marketing program, including consumer insights, branding strategy, and digital analytics. These presentations demonstrated my ability to translate coursework into actionable strategies and communicate ideas effectively to diverse audiences.
The goal of this project is to develop a comprehensive Integrated Brand Promotion (IBP) plan while gaining a deep understanding of the decisions and challenges involved. It’s designed to help: (1) understand the marketing communications mix, (2) grasp the value of integrated marketing communications, (3) navigate the complexity of creating a full IBP plan, (4) use research effectively in campaign design and measurement, and (5) strengthen your communication skills across written, spoken, and visual formats. Ultimately, the objective is to learn how to craft a strong, strategic marketing communications plan.
I was tasked with creating an email marketing campaign for a boutique hotel aiming to increase online bookings and improve customer retention by making the booking process more convenient. To optimize performance, I developed two versions of the email and conducted A/B testing to determine which one achieved a higher click-through rate and better resonated with the audience. The copy in Email B proved more effective, driving more users to the website to complete their bookings.
COMPANY VALUATION & STRATEGIC ANALYSIS
For this project, I conducted a full financial and strategic analysis of a publicly traded company. This included a SWOT analysis, industry and competitor comparisons, and an evaluation of credit risk, profitability, and capital structure. I calculated the company’s cost of capital, forecasted growth, and determined its intrinsic value using models like DCF and Dividend Discount. The project concluded with an ethical analysis of management decisions and their impact on key stakeholders.
This presentation stems from my capstone project during my final semester of graduate school. I conducted an in-depth analysis of Nike, examining how both internal and external factors influence the company’s operations. Drawing insights from a comprehensive SWOT analysis, I developed strategic recommendations to help the brand sustain growth and maintain its position as an industry innovator. The presentation highlights key areas of opportunity where Nike can continue to evolve and lead in a competitive market.
I decided to look into LuluLemon’s North Star Metric. While taking a look at their loyalty program, and how app downloads increased their sales. Lululemon Recently started its membership loyalty program in 2022 and has experienced tremendous growth over the years. The Lululemon membership loyalty program came with a lot of perks that sparked their customers’ interest. The members had early access to new product launches, membership events, receipt-free returns, free hemming, and more. However, with the app, these perks became for convenient. Lululemon also has a collaboration with Peloton and allows its users to participate in workout classes through the app. The first visual is displaying the data in numbers. The second visual is the data shown in the state of a graph.
In this presentation, I was tasked with analyzing a brand's expansion—not just in terms of increased revenue, but also considering factors like production capabilities, access to materials, and the development of new manufacturing operations. For this project, I chose to take a deep dive into Tesla.
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