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HONORS SHOWCASE

In my journey as an Honors student, I eagerly seized intricate projects, immersing myself in opportunities that broadened my expertise and refined the essential skills crucial for excelling in the demanding realms of an MBA program.

These projects propelled me past the boundaries of familiarity, nurturing my aptitude for critical thinking, adept problem-solving, and a robust work ethic.
I am eager to delve deeper into the realms of knowledge, envisioning how I can enrich and enliven the academic fabric of the MBA community.

Bank marketing campaigns analysis
– success of bank telemarketing

In NEWM-N 328: Visualizing Info (Junior year), I initiated an in-depth project centered around analyzing a substantial dataset linked to direct marketing endeavors by a prominent Portuguese banking entity. The primary objective was to evaluate the effectiveness of these campaigns in promoting subscriptions to bank term deposits, primarily conducted through phone calls.

The dataset, generously sourced from the Machine Learning Repository, contained a vast amount of data, totaling 41,188 rows. To unravel meaningful insights, I meticulously employed relevant coding languages and harnessed the potential of data visualization software, with Tableau standing out as the pivotal tool for this rigorous analytical journey.

This venture was fundamentally driven by a dual purpose. Firstly, it aimed to dissect the success rates of these direct marketing campaigns, unveiling the critical elements contributing to their triumph. By delving into this analysis, I aimed to discern the potency of direct marketing as a strategy for promoting bank term deposits. Furthermore, it sought to shed light on customer behavior and preferences, crucial determinants influencing the campaign's triumphs.













Beyond the confines of this project, the acquired expertise has significantly enriched my analytical capabilities and strategic acumen. It underscored the power of data-driven decision-making and emphasized the importance of sound insights in shaping effective marketing strategies. These proficiencies are inherently transferable and immensely pertinent to the context of an MBA program.

In summary, this project epitomizes my dedication to navigating complex datasets and drawing actionable insights. As an aspiring MBA candidate, this experience has significantly refined my analytical prowess and honed my ability to thrive in a data-centric business landscape. The project serves as a testament to my commitment to practical application and continuous advancement.
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Transparency and personal data management on advertising platforms

In INFO-I 453: Computer & Information Ethics (Junior year), I engaged in a research project focusing on scrutinizing the user agreements of advertising platforms. The primary goal was to evaluate whether these platforms handle users' data ethically and provide adequate control over personal information.

The context for this investigation stemmed from the escalating value of user data for advertising platforms, driving a competitive race to aggregate extensive personal data. This dynamic underscores the critical importance of ethics in data collection and storage, particularly concerning the transparency and accuracy of the acquired data, especially in the context of targeted digital advertising.















The outcome of this project was a comprehensive research paper encompassing vital sections such as introduction, research methodology, research results, and discussions. Its overarching purpose was to shed light on the ethical implications associated with the acquisition and management of user data by advertising platforms.

This research venture significantly enriched my understanding of the intricate ethical considerations surrounding digital advertising and data privacy. It honed my critical analysis skills and enhanced my ability to navigate complex ethical frameworks, which is invaluable for addressing ethical challenges in the rapidly evolving information technology landscape.

The knowledge gained from this research transcends the academic sphere and is directly applicable to various settings, particularly the contemporary data-centric business landscape. Proficiency in understanding and addressing the ethical dimensions of data usage and privacy is imperative for effective leadership. Consequently, this project equips me with the skills and knowledge necessary to make ethically sound decisions in data-related domains.

In summary, this project underscores my commitment to exploring and comprehending the ethical implications of technology and data usage. It highlights my analytical acumen and critical thinking skills, essential attributes for an MBA candidate navigating a technologically advanced and ethically intricate business world. It affirms my dedication to ethical practices and responsible decision-making in data-related realms, providing a strong foundation for my growth as an honors graduate and future MBA aspirant.
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Consumer response to diversity
in advertising

In INFO-I 223: Data Fluency (Sophomore year), I conducted a research project analyzing YouTube comments related to advertisements and their associated brands. The objective was to assess the usage of diversity, both linguistically and visually, in these communications.

Completed during my Honors program, this project involved employing various analytical techniques, including sentiment analysis, frequently used words analysis, and potential comparison analysis. I categorized the advertisements and brands into three groups based on the emotional involvement they typically elicited during purchase decision-making.

To ensure robust findings, I examined YouTube comments from advertisements that both incorporated and lacked diversity in their communications. Tools such as R, Python, and statistical and data visualization software were instrumental in this analysis. The project culminated in a research paper encompassing essential sections: introduction, literature review, research methodology, research results, and discussions.


















This research venture illuminated consumers' attitudes towards diversity in mass communications and shed light on its potential implications in practical business scenarios. The insights gained from this project set the stage for further research beyond the academic setting, contributing to a deeper understanding of this critical aspect of advertising and its influence on consumer behavior.

The knowledge and skills acquired through this project are highly applicable in diverse settings, particularly in the realm of marketing and consumer behavior. Understanding and leveraging diversity in communications are pivotal for effective marketing strategies. As an aspiring MBA candidate, this project equips me with valuable insights into consumer behavior, aiding in devising strategies that resonate with diverse audiences. Additionally, it honed my analytical and research abilities, essential competencies for making informed decisions in dynamic business environments.

In summary, this project showcases my dedication to understanding and applying data analysis in marketing contexts, emphasizing the importance of diversity in consumer engagement. It underscores my ability to utilize advanced analytical tools and methodologies for practical research, vital for my journey as an honors graduate and prospective MBA candidate.
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