Catherine Teng '23
Major: Philosophy and Economics
Digital marketing research
Rihanna began a trend of celebrity-owned beauty brands by inaugurating Fenty Beauty in 2017. As an outstanding celebrity brand, Fenty Beauty has generated $100 in its first 40 days. Its success is greatly determined by its marketing strategies. This summer, I participated in a study that focused on the interaction between the rise of social media and marketing strategies. It is important to understand the current global cosmetics industry. Due to the rise of social media, the global beauty market utilizes it as a key marketing tool. Fenty Beauty, a celebrity-owned beauty brand, explores the possibilities of digital marketing and the application of celebrity endorsement. The launch of Fenty Beauty challenged legacy conglomerates by turning the beauty industry online. In this presentation, I will talk about my study in more detail and discuss the paper I wrote focusing on Fenty's marketing strategies by using SWOT (strengths, weaknesses, opportunities, threats) analysis and marketing mix theory (product, price, place, promotion) through a new e-marketing lens.
Katrina Gusmao '23
Major: Music
Social Media for Performing Arts Non-Profits
As the digital marketing intern for a Holyoke, MA-based music non-profit, I developed and executed a strategy to help further the organization's goal of uplifting the local music economy in the western New England region. I employed skills including graphic design, copywriting, and marketing automation in order to raise awareness about events within the local music economy, as well as the performers that give life to the region's music scene.
Ke Ding '23
Major: Economics
Marketing in Real World
In the summer of 2022, I worked as a marketing intern at a company called V-LINK. I was always interested in marketing but never knew how it actually worked in the real world aside from reading about it in books. This summer internship gave me a chance to see marketing from a deeper point of view. I worked primarily on a homestay project called VINAWHISPER. I conducted market research, product positioning, marketing strategy, and data analysis with my team. At the end of the internship, I found myself really enjoying my work and I learned how to use theoretical knowledge to solve practical problems. In this presentation, I am going to share my remote work experience, the pain and gain, and the difficulties that I met during the internship.
Lillian Ding '23
Major: Art Studio
Social Media
Social Media is an important part of promotion in today’s world. I would like to share my experience as a Social Media Intern at a Real Estate Company. I worked for a Chinese company based in New York, focusing on social media platforms in China. I will share my experience working remotely and collaborating with other teams like marketing. Whoever is interested in working in an international company, the remote working experience, content writing, creative positions and social media are welcomed to join!
