Marketing Strategy

General Marketing Strategy

Principles of Marketing (UTDallas): Provided a basic overview of core marketing topics such as marketing research, marketing segmentation, digital marketing, consumer behavior, and brand management. Helped me establish a strong foundation in marketing and inspired me to learn more. See: MKT3300 Final Project: ProtoEdit

Introduction to Marketing (Coursera: University of Pennsylvania): Explored customer loyalty deeply through 3 core topics, branding, customer centricity, and practical go-to-market strategies.  Specific concepts discussed include market-driven principles, "the long-tail", customer-centric strategies, and experiential branding. Received a Verified Course Certificate with a final grade of 90%.

Hubspot Inbound Marketing Course and Certification: Reviewed basic digital marketing strategy concepts with an emphasis on "inbound marketing". Specific topics covered include landing pages, conversion optimization, and SEO. Course provided by Hubspot, known for its marketing, CRM, and sales software. Passed the certification test with a score of 98. 

Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers: Discussed the technology adoption life cycle and each of the respective segments. Proposed that marketers should leverage the current customer segment to market to the subsequent customer segment within the cycle. Topics include proper targeting, positioning, pricing, and distribution, which is especially important when crossing the "chasm" (early adopters/early majority.). 

Other books read include The 22 Immutable Laws of Marketing and Growth Hacker Marketing. 

Brand Management

How Brands Grow: Provided research-driven insights regarding brand growth, advertising, price promotions, and customer loyalty. Promoted mass marketing and reaching the many, low frequency users. Analyzed the overemphasis of brand commitment through duplication of purchase analyses. Promoted the creation of distinctive, 'market-based' assets to build physical and mental availability.  Stated several marketing "laws", notably "the Double Jeopardy Law", "Law of Buyer Moderation", and "Duplication of Purchases Law". 

Other books read include The Brand Gap and Positioning: The Battle for Your Mind

Online Advertising

Google Adwords Advertising:

Google Adwords Essential Training (Lynda): Basic Adwords course that provided me with a strong foundation of Adwords campaign management. Topics included Quality Score, keyword research, measuring ROI, and remarketing. 

Google Adwords Online Marketing Project :  As part of the Google Online Marketing Challenge, my team created an advertising campaign for Minnie's Food Pantry, a local non-profit.

Google Adwords Certification. Became certified in Google Adwords by passing the Google Adwords Fundamentals and Search Advertising tests. Adwords Fundamentals tested knowledge of topics such as campaign set up, management, and optimization. The Search Advertising test went into further depth regarding advanced concepts related to managing search ad campaigns across the Search Network. Became re-certified on January 15, 2017. 

Ye! Community: I managed Google search advertising campaigns with combined monthly budgets of $10,000+ dollars. 
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Digital Analytics

Web Analytics (UTDallas): Provided a comprehensive overview of concepts, tools, and techniques relevant to the analysis of quantitative website data. Topics discussed included traditional KPIs, Google Adwords, Google Analytics, and SEO. Provided me with a solid understanding of Google Adwords and Google Analytics that helped me become certified. 

Google Analytics Certification: Became certified in Google Analytics by passing the Google Analytics Certification Test. Topics covered included planning and principles, data collection, attribution, reports, and metrics. Became re-certified on January 17, 2017. 

Facebook Advertising Campaign Management

OpenSesame: I researched personas, tested ad variations, and managed several different advertising campaigns.

Writing and Communication

  • OpenSesame:
    • Created 8 high quality blog posts and 80+ course descriptions.
    • Wrote "From Developer to Product Manager: A 3 Stage Plan" as a guest post for Sitepoint, a website read by several million developers each month. The article became one of the top 10 posts of the month. 
  • Shell: Communicated with stakeholders to construct several onboarding guides that reduced new hire ramp-up time across several business functions. I also formulated 5 different Gantt charts regarding release plan dates for presentation to senior management.
  • Completed 270 article writing packages on Fiverr with a 95% customer approval rating.
  • Business Communication and Advanced Business Communication (UTDallas: BCOM 3310:& BCOM4350. 

Consumer Behavior

Thinking, Fast and Slow by Daniel Kahneman
Buyology: Truth and Lies About Why We Buy 
Influence: The Psychology of Persuasion
​Psychology I (City University of Hong Kong)

SEO

  • OpenSesame: I worked on several external link-building campaigns and optimized 70+ web pages based on keyword research and SEO principles.
  • Ye! Community: Conducted a basic SEO site analysis and prioritized optimizations concerning keyword research, meta description tags, and headers.
  • Utilized effective website design and SEO to help sell 1,900 products worth $35,000 through the Amazon Associates program.

​Marketing Tools

Salesforce: Completed the course titled "Learn CRM Essentials" through the Salesforce Trailhead program. It discussed the management of basic CRM features through Salesforce. 

Marketing Resources

Google Primer: Google Primer provides quick introductions to key digital marketing concepts with helpful features such as short activities and cheat sheets. Completed 14 lessons including "Track Your Acquisitions with Digital Metrics", "Getting Started with Information Architecture", and "How Remarketing Keeps Customers Coming Back"

Google's Consumer Barometer