Digital Innovation in Marketing Program Capstone – Philadelphia Zoo App
The capstone was simple yet difficult. “Solve a complex problem.” My group and I chose the Philadelphia Zoo. It’s known for being the first and oldest zoo in the U.S. While it has updated its animal exhibits and attractions throughout the years, it’s missing something that companies nowadays need, a digital presence. The Zoo currently has a mobile app called Zoo360Insider, but the app has multiple issues, including the fact that it is only available on the Google Store. Not only that, but by not having a working digital app, users, specifically members of the zoo, are missing out on being connected with the zoo. Overall, the zoo has a huge opportunity to improve its digital experience, which can then convert into more visitors and hopefully more memberships.
The capstone and the Fall 2021 Group Project are about the same topic, but both are slightly different. The capstone is more project management related vs. the Fall 2021 project, which is more marketing related. My group and I had to make a website for our project, so please view the site and enjoy! I worked on multiple parts of the project, including the app itself, the data analysis/architecture page and the project plan page.
https://digitalmarketing.temple.edu/thephillyzooproject/
Fall 2021 Group Project – Philadelphia Zoo App
The group project for this was the same as the capstone, which was the Philadelphia Zoo for my group and I. As said before, this project was more marketing related. This included making an editorial calendar/road map, content & channel strategy and budget plan. I worked on our allocated resources, budget plan, prototype and content & channel strategy.
SocialScope/Philadelphia Zoo App
MIS 5603 – Social Media Innovation (Fall 2021)
This class was about how companies utilize social media to market and connect with customers. We talked about topics like active listening and companies who have exceled in the social media game like Wendy’s. The case studies for this semester were a little different from the past semesters; instead of creating a presentation of a case, we had to read the case and apply what we learned to another company via a memo to its leadership. The case I chose was about Peloton’s rise using its trainers and their social media fan bases to create a community. If you didn’t know, I am a huge Nintendo fan and after reading the case, I applied Peloton’s case study to Nintendo’s digital presence.
MKTG 5606 – Digital Innovation in Mobile Marketing and Communication (Fall 2021)
This class was about how the usage of mobile marketing has increased of the years. We talked about data issues and how third party marketing is essential for marketers and how the change in data laws are significantly affecting them. We also talked about how mobile marketing is important for marketers since the usage of smartphones has risen over the years throughout all generations. The case study for this class was about Nike, and how it exploded the shoe market by buying and innovating the SNKRS app. I applied its concepts to Primark, who is notoriously known to having a “physical store” only presence.
Summer 2021 Group Project – Atlantic Records Internship Interface (ARII)
The group project for this semester was to identify a flawed process from a company you worked at and create a deliverable that could possible solve it. My group and I chose Atlantic Records’ Internship program. After talking to a few stakeholders, we identified the intern caused security issues with clients, had too many applications to handle, and overall disorganization.
So, we created ARII. It is a hub/platform that revolved around the three concerns we noticed, security, accessibility and organization. I specifically worked on the flowcharts, technology specifications and all the functionality on ARII, such as logging in, security encryption pages and redirections back to the home page.
MIS 5109 – User Experience Design (Summer 2021)
This class was about UX/UI design, and how companies are either struggling or exemplifying it. We learned about how UX/UI design doesn’t just have to be digital. We dissected websites and companies overall and tried to make improvements on mistakes. The case study was about the Commonwealth Shakespeare Company, and how it needed to improve its UX/UI design with its website and its in person events in order to stay float.
Another assignment was to obtain a certificate relating to the class or your background. I chose SQL. Although I had learned it in undergrad, but I needed to refresh my skills, and this was the best opportunity. I obtained a certificate from Udemy on mastering PostgreSQL and how one can use it for basic data analytics.
MIS 5102 – Process Improvement/Innovation (Summer 2021)
MIS 5102 was about identifying processes and figuring out ways to improve them. We also learned about how there needs to be a balance of communication and technical skills in order to have an efficient process. One of my best accomplishments this semester was getting through an IT project management simulation. There were six scenarios, all whom which had different problems. The person with the highest median score was given a prize. That person was me! As said before, I have a passion in project management, and obtaining this certificate solidified it for me.
The case study for this class was about CarMax and how it needed to change its ways in how it delivers products to customers in order to stay ahead of the new competition.
Spring 2021 Group Project – Polaroid Spin
The final project for this semester was to create a new innovation for a company that can help with its digital presence. My group and I chose Polaroid. The instant camera industry is dying overall to smart phones specifically. We wanted to Polaroid to enter a new industry but keeping its slogan on “Capturing the meaningful moments of life.” So, we created Polaroid Spin. We thought Polaroid should implement a 360 degree platform. There aren’t many companies in this industry, and Polaroid can use its legacy brand to enter it and take control.
I specifically worked on Polaroid’s current presence, why Polaroid should move from photo to video and I also created an application that can allow users to make effects to their video.
MKTG 5605 – Digital Innovation In Product Management & Branding (Spring 2021)
This class was about how companies make digital brand strategies. Entities need to understand who their audience, how they should make content for said user and determine which channels are the best to distribute the product. One of the projects this semester was creating a Brand Brief for a company, who they are, identifying its audience, what makes them unique, etc. I chose Square. I love its mission on how it focuses on the individual and small to midsize businesses.
The case study for this class was about the conception of Airbnb, Etsy and Uber and how they found a hole in their respective industries and used it to explode into the scene.
MIS 5101 – Business Intelligence (Spring 2021)
This class was all about data and how companies have used it to improve their operations. We learned how to use pivot tables in Excel and making dashboards on Tableau. One of the assignments this semester was to find a data set and analyze it to find any interesting information. I found a data set that recorded every confirmed case of COVID globally and nationally in the U.S. Instead of analyzing total confirmed cases, I wanted to see how much of a population is effected by COVID. Total confirmed cases is skewed due to population but this new KPI, called % Infected, is not. This made some eye opening results. The U.S. and India led the world in total cases, but Andorra and Montenegro led with % Infected. Since this data set is still being tracked, I kept following it and updated it in May and July. You can view the dashboards here on my Tableau profile. Please contact me if you’d like to know more about the data set!
My case study for this class was about L’Oreal, and how it, as a legacy company, was losing its grip in the industry to new competitors. The study talks about how L’Oreal needed to use data and technology to gain back market share.
Fall 2020 Group Project- NanoByte
For our group project, we had to make a marketing plan for a product that uses a smart AI component. My group and I decided to make a consumable smart pill, called NanoByte, that contains a nanobot. For example, if you had a box of cereal, you need to look at the cereal box’s label to see the estimated amount of nutrients you consume. Instead, the nanobot, which will sustain off of the user’s stomach fluid, will be able to read the user’s true vitamin and blood levels.
As said before in the About Me tab, I felt like I was going to be a detriment to my team because I had little knowledge and experience in marketing. So, I decided to work on the IT side of the product. I had some experience in UX design, so I made a deliverable that emulates the application that is supposed to connect to the nanobot via bluetooth. By using my communication skills, I listened to my group members about what the application needed to do and applied their wishes to the deliverable. In order to meet the time restraint for our presentation, I recorded myself using the application. Overall, I worked on the systems map, the application/video, and the pricing/distribution slide.
MKTG 5604- Digital Marketing (Fall 2020)
In this class, I learned about how technology has changed marketing with the use of social media and business intelligence. As the semester went on we learned about topics like the 5Ps of marketing and how it affects on how companies approach the market. I made a presentation on Tik Tok’s rise in social media and the obstacles it is facing.
MIS 5001 – Information Technology Management (Fall 2020)
During the start of the semester, my class and I were taught about systems and architecture. From system processes to ERPs, we were taught how IT and its framework impacts a company. Later into the semester, we dabbled in social media and analytics and how they affect companies now in the modern age. One of my presentations was about Cirque du Soleil and how IT changed its front and back end processes with the creation of Cirque Memory.
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