I am part of the AMA club at UNT, and have been for all of 2024 to 2025.
As the largest community-based professional marketing association in the world, the American Marketing Association is trusted by marketing and sales professionals to help them discover what’s coming next in the industry. The AMA has a community of local chapters in more than 70 cities and 350 college campuses throughout North America. We’re home to award-winning content, PCM® professional certification, premiere academic journals, and industry-leading training events and conferences.
in August of 2024, I was sworn in as a graduate student council senator seated to help with legislation and discussions related to transportation issues and other pressing matters. I learned a lot of communication skills, formal discussion rules, budgeting, and the rules of governance.
I really enjoyed my time as a student council senator, and will continue to be seated until May of 2025 when I graduate with an MBA in Marketing Analytics from UNT
I completed my Bachelor of Business Administration in May of 2023 pursuing Marketing at the University of North Texas. I graduated with a 3.75 GPA, and gained the Advanced Honors College Scholar award for completing honors courses and writing my own Thesis. I am very thankful for my family and friends who had supported me through my journey of completing this degree.
A copy of my full Transcript is available upon request.
During my time in my Undergraduate and Graduate degrees at UNT, I found myself researching more and more about different brands, how they operate, and different strategies on how to uplift a company’s brand. From SWOT analyses, to using primal branding by Patrick Hanlon, there were many strategies incorporated in keeping their brands fresh, looking at what may be competition, and finding those niche target markets to fill.
The Dive Bar & Restaurant
This research project done in late 2022, my group and I chose a local business establishment to dive into their mission statement, reference market, intra-organizational environment, and task environment while using the Boston Consulting Group matrix (BCG).
This reference market piece shows the three most important things; What, who, and how this company’s reference market is satisfied.
Living in the era of post COVID had a great grip on the SWOT analyses I did in my undergraduate. This is a summary example of the SWOT analysis for the Dive Bar Restaurant
Smith & Wesson
in April of 2023, my classmates and I completed our business capstone for our undergraduate degree, where we created a strategy formulation and forecasting template for Smith & Wesson. Our group was comprised of a variety of business backgrounds, from HR to Finance, with myself being the only Marketer in the group. We conducted an in depth SWOT analysis and a 5 year forecast.
Above is our simplified Smith & Wesson Income Statement
Macy’s
in my graduate degree, my group and I looked into Macy’s and their decline after COVID hit, with a firm overview, financial overview with returns and standard deviations as well as a look into their general governance.
This information is public domain, as that is how we collected it for our research.
Winslow’s Wine Cafe
This branding project was during my undergraduate degree in my marketing capstone class, presented in April of 2023. This class primarily used Patrick Hanlon’s methodology of primal branding, focusing on the Icon, the Creed, the Rituals, the Communities, and the Pagans of the company to find their best branding strategy.
An example of what one of the primal branding strategy slides looked like in the presentation, where we were to create rituals to market to the target audience of wine enjoyers.
Final thoughts
Many of the companies we researched were under duress from COVID, and companies will continue to be recovering and navigating through this moment in history.
Presented for and awarded by the Honors College at UNT, my thesis regarding shorter attention spans and the effectiveness of shorter advertisements on Digital Natives is one of my favorite works titled:
Shorter Attention Spans; An In-Depth Examination of the Effectiveness of Short Advertisements on Digital Natives
I created, distributed, and analyzed my own survey for this Thesis, where I broke down just how much attention spans affect the current Digital Natives, more likely known as Generation Z. From brand recognition, to general recall, the thesis goes in depth to what impact shorter attention spans has on current advertising. I spent 2 years curating this paper, and I am very proud of the work I have accomplished.
For creating this paper and honors classes taken during my undergraduate degree, I received the Advanced Honors College Scholar Award at the University of North Texas’ Honor College.
Below is the abstract to my paper, and a link to download below if you would like to review the paper itself.
