Information:
This presentations was part of the assessment for a 2-day program during my my MA (Soc Sci) Business & Management and Sociology. The program is known as Graduate Performance Management Program (accredited by the ILM – Institute of Leadership & Management), which teaches students to develop soft skills for the business environment and the workplace.
Tasks:
- Collaborated with 3 other students
- Analyzed personal section within the presentation
- Improvised when there were missing parts of other sections before the time of the presentation in order to have a full presentation
- Practices presenting in front of group project members
Results:
- Awarded second best presentation speaker
- Program members enjoyed learning about team conflict
Information:
This assignment was for the Managing Diversity in Organizations course during my MA (Soc Sci) Business & Management and Sociology at University of Glasgow. The main of the project was to analyze a socially marginalized group and their journey in the British workplace. Why employment rates of 50+ women is much lower than 50+ men? Systematic disadvantages are found in situational factors such as aging populations, intersectionality of gender and age, vertical and horizontal labor market segmentation, societal perceptions as well as power politics within the workplace.
Tasks:
- Analyzed concepts relevant to the research
- Produced a research paper with critique on the current situation contributing to older women’s lower status within the British workforce
Results:
- Received positive reaction by lecturer
- Ambiguity and stagnation within research prevails, which further marginalizes older women, whereas in practice – they experience discrimination during many employment stages
- Government and employer actions within the past 20 years have been attempted to solve issues; however, they have not been enough to eliminate sources and outcomes of inequality that persist due to structural barriers and more individual forms of discrimination
- Older women’s position may become less marginal if the source of their discrimination were to be discovered as well as if governments and employers work together to improve societal perceptions towards this group by assessing individuals based on their abilities rather than on their visual characteristics
Information:
This assignment was for the Contemporary Issues in Consumer behavior course part of my MA (SocSci) Business & Management and Sociology degree. The main aim of the project was to analyze why consumers make certain choices utilizing psychological, sociological, and anthropological approaches to explaining consumer motivations. In terms of psychological explanations, Maslow’s hierarchy of needs theory is explores. For sociological and anthropological approaches, the individuals’ self-awareness in the social world is referred to. Moreover, it is also debated whether marketers create or satisfy consumer needs. Social media is seen as a platform to further analyze consumer motivations.
Tasks:
- Analyze and research main concepts relevant to the topic
- Added practical relevance to research by analyzing current marketing campaigns of Nike, Coca-Cola, Victoria’s Secret, YouTuber Zoella, and Lynda.com
Results:
- Received high grade and positive remarks by lecturer due to use of great example choices
- Marketing campaigns often cannot relate to all factors along the spectrum of internal-external influences on individual consumer choices, therefore marketers should seek to customize their campaigns and satisfy needs that are relevant to the target market (unconscious needs), to the context and culture (sociological, anthropological) and product category (high or low involvement)
Information:
This dissertation was part of my MA (SocSci) Business & Management and Sociology degree at University of Glasgow. The research focused on qualitative content analysis (a netnographic approach) of videos and the conversations below them (also known as eWOM or electronic word-of-mouth) on Facebook. This was done in order to categorize these concepts. I taught myself how to work with Facebook API in order to extract both the videos and the comments.
Tasks:
- Research past research and develop a theoretical framework (literature review) alongside a full categorization of online content such as videos
- Created systematic way to analyze branded videos and their engagement for future research
- Collected data from Facebook
- Analyzed the collected data using netnography and content analysis based on the above-mentioned generation of categories (21 videos and 10K comments)
- Analyzed concepts of social media and marketing communications, electronic word-of-mouth, brand communities, brand roles and engagement, consumer engagement within brand communities, and videos as marketing communications tools
- Created brand community role definitions based on consumer engagement
- Offered future suggestions for social media marketers on how to create relevant video content and how to engage with those that comment below branded videos
Results:
- Received 91% with supervisor commendation
- First research to compile and propose a comprehensive list of categories for content analysis of videos and the post descriptions attached to them
- First research to focus on video content
- First research to focus on video-initiated eWOM, which should be understood as comprising both brand and consumer responses
- The meanings of the visuals within online video content should derive as a combination with the text descriptions attached
- Video-initiated eWOM produced two types of engagement – brand and consumer
- Brand engagement was categorized based on type, volume, and exhibited brand personality traits
- Consumers engaged in eWOM by employing a variety of functions within the online brand community and performing roles such as brand defenders, brand accusers, jokers, narcissists, jokers, product consumers, brand admirers, rejecters, co-creators, oversharers, engagers, inquirers, socializers, informants, spammers, gate-crashers
- Brand managers are advised to continue utilizing videos as part of their marketing communication strategies, not to ignore video-initiated eWOM, and participate in consumer conversations in order to be perceived more favorably by brand fans
Information:
This group project was an assignment for the Strategic Communications in Organizations course during my MSci Corporate Communications at University of Amsterdam. The project performed a full systematic analysis of current literature on the topic as well as provided a critique on the scholarly work on the concept of leadership. Apart from a final research paper, the project also included a presentation.
Tasks:
- Collaborated with 3 other students
- Performed online systematic search of relevant literature and devised a search strategy
- Produced a literature review matrix incorporated as appendix in the article
- Edited the research paper
Results:
- 8.0/10
- Received 2nd place award in the whole course
Information:
Group project on quantitative content analysis of large (established) and small (start-up) organizations on LinkedIn which included three presentations, generation of academic article and poster creation. The project was completed for the Strategic Communications of Organizations course at University of Amsterdam during my MSc Corporate Communications. The project analyzed how organizations portray their brand as an employer on LinkedIn job advertisements and compared between the two types of organizations.
Tasks:
- Collaborated with 4 other students to produce an article and poster
- Researched previous literature on the topic and generated the theoretical framework
- Edited the whole article before submission
- Asked questions to lecturer regarding the project and kept track of progress
- Contributed to multiple other sections of the project
Results:
- In top 5 best results among all group projects in Corporate Communication track, Strategic Communication of Organizations course
- Research results:
- Small organizations revealed more information about their history, mission and/or vision, non-physical work environment as well as attracted job applicants with more decision-making opportunities, future career development, work-life balance and other additional incentives
- Large organizations mention more about the diversity of countries they operate in in relation to their smaller counterparts
Information:
Master of Science (Corporate Communications) Thesis that investigated video content strategies of American fast food brands on Twitter. The research included generation of a systematic codebook based on previous research and assessment of the effectiveness of each video strategy through the engagement actions of likes, comments and shares. Statistical analysis involved running three multiple regression models using SPSS program. In this way both qualitative and quantitative content analysis was performed in the span of 3 months (April, 2020 – June, 2020).
Tasks:
- Consistent communication with thesis supervisor
- Literature review for development of theoretical framework, past research and codebook
- Twitter API use for data collection
- SPSS analysis and multiple regression model development
Results:
- 7.6/10 = 76%
- Research results:
- Stories (a unique characteristic of video communication) improved engagement
- Videos that include dialogue, indoor and urban imagery reduce engagement levels
Company:
Boehringer Ingelheim
Role:
Digital and Internal Communications Trainee
Information:
Internal and External Communications Campaign to promote Boehringer Ingelheim’s two divisions of animal health and human pharma. “A Unique Bond” is a campaigns that shows the bond between man and their pet in the importance of fighting diseases for both. I was given full independence over executing project on local level across 4 countries in terms of website, social media (Facebook, YouTube, and Instagram) and internal tools.
Tasks:
- Manage agency communications, local translations, budgeting, POs, and project schedule
- Localize and approve global content for local relevance
- Content consisted of paid and organic videos and video screenshots that were promoted across Facebook, Instagram, and YouTube
- Liaise and collaborate with local communications managers and website developers on content
- Update managers using work-in-progress sheets and reports
- Publish, track and analyze paid and organic content on social media and website as well as internally through newsletter, Intranet article and narrowcasting on screens
Results:
- Over 60K visits to all countries’ websites
- Video views averages across all 4 countries:
- Facebook – 600 views organic, 2,000 views paid
- YouTube – 300 views
- Image (video screenshots)
- Facebook & Instagram – 1,500 impressions
Company:
Boehringer Ingelheim
Role:
Digital and Internal Communications Trainee
Information:
Internal and External Diversity Communications Campaign to promote Boehringer Ingelheim’s diversity. It focused on three G’s of geography, gender and generation. The idea was to bring individuals from either of these three and have them interview each other in a way putting the other one in your shoes.
Tasks:
- Communicate with Swedish colleagues and uncover interesting stories in order to produce a video with two colleagues
- Develop script and practice with participants
- Edit video for compliance issues
- Share internally on all internal platforms – article, Intranet, newsletter, monthly office meeting
- Distribute through social media channels (Facebook & YouTube), track and analyze traffic
Results:
- 624 views, 17 Likes on Facebook
- Positive reception by C-level managers across the MIDI region (MIDI regions includes 8 countries – Belgium, Denmark, Finland, Greece, Netherlands, Norway, Portugal, Sweden)
