University Projects
Razaan is a first-class Marketing with Advertising and Digital Communications student at London South Bank University, set to graduate in 2026. She achieved an average grade of 81.5% during her second year of university - browse and download her university projects below.
Alongside studying, Razaan is a course representative. She communicates the academic interests and concerns of students to senior leadership to implement impactful changes.
Proposing an Integrated Contemporary Communications Campaign for the Natural History Museum
Razaan's task entailed following a live client brief to develop a campaign for the Natural History Museum’s ‘Wildlife Photographer of the Year’ programme. By collecting, analysing and synthesising marketing information (such as the company’s background information, micro and macro-economic trends impacting the industry, and understanding the client’s target demographic), she was able to propose an original communications campaign including objectives, strategies and tools to solve the problems specified in the client brief.
This project developed her ability to follow real-world client briefs and use empathy, creative thinking, and market research to develop effective, multi-touchpoint campaigns. As per the brief, innovation was used to enhance the client's engagement with new target audiences.
Understanding The Consumer: Examining the Impact of Advertisements on Consumers
During this module, Razaan developed an understanding of how consumer behaviour is affected by factors such as individual decision-making, perception, the self, personality and lifestyle, and reference groups including the family. She was able to apply theories and interdisciplinary research to critically evaluate the impact of advertisements on consumers. A range of low to high involvement products and services were examined. Ethical considerations regarding advertising to children were explored.
Following this project, Razaan has gained a variety of skills. For instance, Razaan can optimise advertisements to target subconscious appeals, attract perceptual attention, segment consumers at different stages of the family life cycle, and understand how semiotics can assign meaning to advertisements.
Integrated Contemporary Communications Module: Exploring Mindfulness in Marketing
Razaan was tasked with exploring the roles of mindfulness in contemporary marketing communications through an essay. Initially, she carried out a critical literature review to define “mindfulness,” examine its evolution across different scholarly disciplines and industries, and how its significance varies across cultures. Following this, Razaan examined and analysed how mindfulness is practiced in contemporary marketing through examining the ‘Paris Hilton x Hilton Hotels’ campaign.
This project enhanced Razaan's ability to critically assess marketing campaigns and celebrity endorsers through ethical perspectives whilst considering consumer psychology, alongside the implications of campaigns across different cultures and contexts.
Media Relations: Creating a Media
Planning Campaign
Razaan prepared a detailed media relations communications plan for the sustainable fashion organisation 'By Rotation.' Her project included conducting situational analysis, stakeholder analysis, target audience examination, alonside implementing a tactical communications plan with academic justification.
Razaan was able to apply media relations strategies across digital, traditional, and social platforms. She gained insights into how marketers and journalists collaborate for PR purposes.
Managing The Customer Experience: The London Hilton on Park Lane
Razaan critically evaluated the service marketing elements of the five-star hotel 'The London Hilton on Park Lane.' She considered how they have adapted these elements over the past 12 months prior to this assignment, and presented strategic recommendations regarding the hotel's use of people, process, and physical evidence.
Emerging Technologies in Media Relations
This assignment examined the effects of key emerging technologies on media relations practices through creating a blog post. Razaan explored key academic theories such as the PESO model, Agenda-Setting Theory, and the Uses and Gratifications Theory in this module. Furthermore, she examined real-world campaigns to support her research.
Alongside this assignment, Razaan completed LinkedIn Learning courses on Media Relations Foundations and Writing a Compelling Blog Post.
