PORTFOLIO
This online portfolio showcases the work I have created during my academic and professional journey. Each project highlights my various skills and core competencies in strategic thinking, creative problem-solving, and data-driven decision-making. Further illustrated is my eagerness to apply my knowledge and passion for marketing, in real-world settings.
SEARCH ENGINE MARKETING
SEARCH ENGINE MARKETING (SEM) MINI-REPORT
This report provides an exploration of Search Engine Marketing (SEM), detailing its significance in the digital marketing landscape. Through thorough research and analysis, I examined the core concepts of SEM, highlighting its advantages such as detailed analytics, audience segmentation, and budget flexibility, as well as its potential disadvantages like long-term costs and competitive challenges. This project honed my skills in market research, data analysis, and strategic thinking, equipping me with the knowledge to effectively leverage SEM in future marketing campaigns. The insights gained from this report will enable me to contribute meaningfully to any marketing team by utilising SEM strategies to enhance brand visibility and drive online engagement.
STRATEGIC ANALYSIS
STRATEGIC MARKETING ANAYSIS OF NIKE, INC.
This report provides a comprehensive strategic analysis of Nike, Inc., a leading player in the footwear and apparel market. Through the application of marketing frameworks such as PESTLE and Porter’s Five Forces, I examined the internal and external factors influencing Nike's operations and marketing initiatives. The report highlights key challenges, including intense market competition and ethical labour practices, while also identifying significant opportunities for growth, such as innovation in sustainable products and enhancing direct-to-consumer sales. Throughout this process, I honed my analytical skills, developed a keen understanding of market dynamics, and learned to craft actionable insights that can drive strategic decision-making in a competitive landscape.
PRODUCT AND MARKET ANALYSIS
ANALYSIS OF THE AUSTRALIAN BISCUIT MARKET
This report comprehensively analyses the Australian biscuit market, highlighting key insights into market size, consumer behaviour, and emerging trends. Through extensive research, I explored the competitive landscape and identified the growing demand for health-conscious, on-the-go products. The report showcases my ability to conduct market segmentation, develop targeted marketing strategies, and forecast product success based on consumer-driven insights. This project not only enhanced my analytical skills but also deepened my understanding of product development and strategic marketing, equipping me with the tools necessary to effectively position new products in a competitive market.
PUBLIC RELATIONS STRATEGY
PR STRATEGY FOR ENVIRONMENTAL ENGAGEMENT
The report presents a public relations strategy developed for the Illawarra Community Creek Care (ICCC), a fictional not-for-profit organization focused on environmental sustainability. Through the creation of a media release, feature story, and social media content plan, I applied key marketing skills such as audience analysis, effective messaging, and strategic communication planning. The report emphasises the importance of clarity and newsworthiness in public relations materials, as well as the need for community engagement and education. This project not only enhanced my understanding of PR strategies but also honed my ability to craft compelling narratives that resonate with target audiences.
MARKET RESEARCH
RESEARCH PROPOSAL AND ANALYSIS
This proposal presents analyses the declining sales performance at ITA West Michigan, focusing on the critical roles of Sales Department Effectiveness (SDE) and Employee Productivity (EP). Through a structured research proposal, I employed various marketing skills, including data collection and analysis, survey design, and strategic problem-solving. The report outlines a conceptual model to investigate how improvements in management practices and employee engagement can lead to enhanced sales outcomes. By integrating theoretical frameworks with practical applications, I developed a deeper understanding of how effective marketing strategies can drive organisational success and foster a culture of continuous improvement.
CONSUMER BEHAVIOUR
ANALYSIS OF TRENDS IN CONSUMER BEHAVIOUR
This analysis delves into contemporary consumer behaviour trends, specifically focusing on the emergence of 'The Great Life Refresh' and 'Pursuit of Preloved' in 2022. Through comprehensive analysis, the report examines key concepts such as buying, using, and disposing, as well as the influence of lifestyle, income, and social class on consumer choices. Throughout this process, I honed essential marketing skills, including market research, data analysis, and the ability to identify and interpret consumer motivations and values. This experience has equipped me with a deeper understanding of how consumer behaviour shapes marketing strategies, enabling me to develop targeted campaigns that resonate with diverse audiences.
CRISIS MANAGEMENT
ANALYSIS OF OPTUS' CRISIS MANAGEMENT
This report provides an in-depth analysis of the 2023 Optus outage, a significant event that impacted millions of consumers and highlighted critical weaknesses in crisis management and communication strategies within the telecommunications sector. Through this project, I developed essential marketing skills such as stakeholder engagement, media analysis, and strategic communication planning. The report evaluates Optus' response to the crisis, critiques their public relations efforts, and offers actionable recommendations for enhancing future crisis preparedness. This experience has equipped me with a deeper understanding of how effective marketing strategies can mitigate reputational damage and foster trust during challenging times.
MARKET ENTRY ANALYSIS
IKEA'S GLOBAL STRATEGY AND ENTRY INTO INDIA
The report delves into IKEA's strategic approach to entering the Indian market, examining various modes of entry such as exporting, licensing, and foreign direct investment. Through this analysis, I explored the advantages and disadvantages of each method, enhancing my understanding of international marketing strategies and the complexities of global business operations. The process honed my analytical skills, enabling me to assess market conditions and consumer behaviour effectively. Additionally, I gained insights into the integration-responsiveness framework, which further developed my ability to evaluate how multinational corporations adapt their strategies to local markets while maintaining global efficiency.
LOBBYING
AN ANALYSIS OF TIKTOK'S LOBBYING CAMPAIGN
This analysis examines TikTok's strategic lobbying efforts in response to potential U.S. legislation aimed at banning the application due to national security concerns. Through comprehensive research and analysis, I explored the intricacies of public relations, stakeholder engagement, and the impact of digital marketing strategies on policy influence. This project enhanced my understanding of how effective communication and relationship-building with key decision-makers can shape public perception and policy outcomes. Additionally, I developed skills in data analysis and strategic messaging, essential components for any marketing professional navigating the complex intersection of technology and government.
PROJECT MANAGEMENT
STRATEGIES FOR EFFECTIVE PROJECT MANAGEMENT
These various essays delve into the intricacies of project management, highlighting the various phases essential for successful project execution, including initiation, planning, execution, monitoring, and closure. Through the analysis of different project types and their unique requirements, I explored the importance of tailoring management approaches to specific project characteristics, such as size, complexity, and constraints. This process enhanced my marketing skills, particularly in strategic planning, stakeholder engagement, and resource allocation, as I learned to effectively communicate project objectives and adapt strategies to meet evolving client needs. The report serves as a testament to my ability to manage projects efficiently while aligning them with broader marketing goals.
