Academic Projects
Shopper Marketing
Faculty: Elizabeth Harris, Chief Strategy Officer at Arc Worldwide
A comprehesive shopper marketing program for Keystone Light, which includes a shopper journey activation plan.
Media Foundations
Faculty: Judy Franks, Professor, Ex-Leo Burnett, FCB, Havas, Starcom and Energy BBDO
We’ve all heard of Sainsbury’s ‘Try Something New Today’ campaign. This project asked us to revisit this campaign and recreate it from the ground up with the modern media ecosystem.
Brand Management
Faculty: Lan Nguyen Chaplin, Professor, Northwestern University
I conducted a brand audit for Tesla to assess the brand’s performance and identify effective brand strategies.
Media Marketplaces
Faculty:
Andy Nguyen, Head of YouTube Sales at Google
Suraj Rajdev, Head of Data, Home & Consumer Services, Google
We built a business case for a $49M media budget to a skeptical CFO using State Farm as the case study by breaking down spend across Traditional TV/Upfronts ($18M), Programmatic ($18M), and SEM ($13M), and proved why each segment is important.
Brand Communication Decisions
Faculty: Gerry Chiaro, Associate Professor, Northwestern University
A strategic deep-dive into how Mastercard's brand equity translates into measurable financial performance. The analysis maps Mastercard's brand architecture against its social presence, consumer perception, and market positioning.
Digital Marketing Activation
Faculty: Carolyn Tang Kmet, Associate Professor, Northwestern University
A full-funnel digital audit and activation plan for the clinical skincare brand, built across owned, paid, and earned channels.
