Academic Projects
Welcome to my academic projects page! Here, you’ll find an overview of some of the research, analyses, and initiatives I’ve undertaken during my academic journey at San Diego State University. Each project reflects my commitment to exploring complex ideas, solving real-world problems, and applying knowledge to drive meaningful insights. From sustainability-focused studies to marketing analytics and data-driven storytelling, these projects highlight my dedication to academic excellence and my passion for innovation. I invite you to explore my work and discover how my academic experiences have shaped my skills, perspective, and aspirations.
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01
Terra Integrated Marketing Campaign
For my Integrated Marketing Communications (IMC) Capstone class, my team and I developed a complete IMC campaign for a new Kia brand extension. This campaign aimed to integrate multiple channels, blending traditional media (TV, print, outdoor) with digital strategies (social media, email marketing, PPC) to create a seamless, unified brand experience. I crafted targeted messaging for diverse customer segments and established a strategic budget allocation to optimize channel performance and ROI. Additionally, A/B testing was implemented as primary research to refine creative elements and ensure the most effective approach. The campaign focused on building brand awareness, driving engagement, and ultimately encouraging conversions, positioning the new Kia extension as an innovative, trusted choice in the market while staying true to Kia’s core values.
02
Volkswagen I.D. Buzz M.A.P Campaign
For my digital marketing class, my team and I were tasked with creating a personalized marketing strategy for the upcoming Volkswagen I.D. Buzz. We developed three unique customer personas and crafted marketing automated pathways and respective creative copy for each, targeting different audience segments—eco-conscious adventurers, tech-savvy urbanites, and family-focused explorers. The campaign aimed to drive awareness, foster engagement, and inspire action, using tailored content and strategic touchpoints to showcase the innovation and appeal of the ID. Buzz.
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03
Social Soundscapes: The Impact of Social Media on Live Concert Experiences
For my Marketing Research summer course, I developed a comprehensive marketing research proposal and survey that analyzed how social media sharing affects the authenticity and meaningfulness of live concert experiences. The research explored whether concert-goers record videos as personal keepsakes or to seek social validation by sharing them on platforms like Instagram, TikTok, Snapchat, X, and Facebook. This study aims to uncover the underlying motivations behind social media sharing at live events and its impact on the overall concert experience.
04
Rivian: The Future of Mobility
As a part of my Consumer and Buyer Behavior class, my team conducted an extensive market analysis for the electric vehicle company Rivian, using a blend of primary and secondary research. We developed two actionable recommendations to boost brand awareness and position Rivian as a leader in the automotive industry. Additionally, we mapped out the consumer purchasing journey, providing valuable insights into consumer decision-making and behaviors. Our analysis offered strategic recommendations to enhance Rivian’s market presence, align with consumer preferences, and drive sales growth.
Click on the image above to view the presentation.