RESEARCH & INSIGHTS
As a strategic IMC leader, the portfolio showcases my ability to listen, diagnose communication issues without bias and provide relevant, data-informed tactics. Throughout COM 533, I learned the importance of research design informing strategy and how a mix of communication artifacts and feedback from stakeholders should aid in the process of systematic, purposeful, stratified and convenience sampling (Leavy, 2017). Both artifacts, the communication audit of UNC Charlotte and the research proposal, encapsulate my knowledge that effective IMC strategies begin with sound research to select the appropriate communication insights.
Communication Audit — COM 533
The COM 533 - Organizational Culture, Identity and Brand course provided the opportunity to complete a seven-week organizational communication audit for the University of North Carolina at Charlotte. The audit expanded on the rebrand of the institution in 2021 and included an emphasis on the internal and external brand communications in relation to the culture of the university. The artifact shows my understanding of research methods and ability to analyze and then effectively apply IMC recommendations across an organization for executive leaders.
Research Proposal — COM 500
As a strategic IMC leader, my ability to design a comprehensive research effort that follows ethical practices is an important skill. My research proposal, titled A Uses and Gratifications Approach: Understanding Prospective Graduate Students Needs on U.S. University Websites, provides a focused look at my approach to theoretical applications by constructing a literature review, research questions and methodology. This artifact demonstrates my understanding of how decision mapping and user journeys impact audience behavior.