Qualifcations

University of Portsmouth

B.A Hons Media Studies

Upper 2-1

During my time at the University of Portsmouth, I studied a variety of modules, particularly in my final year, however it was the Media Fan Culture module that initially sparked my interest in pursuing a career in marketing.This module focused on the dynamics of online fan communities and the theory of Convergence Culture as proposed by Henry Jenkins. I explored how digital media blurs the lines between producers and consumers, particularly through social media platforms. My work included an ethnographic study on how online fan behaviour influences broader trends in marketing, branding, and consumer engagement. Through this module, I gained valuable experience in field research, cultural analysis, and interpreting audience dynamics within digital environments. I was awarded a Grade A for my work.

I built on this foundation in my second year through a unit called Cultures of Consumption, in which I achieved a Grade B. In this unit, I examined historical and contemporary consumer trends, with a focus on how digital and social media platforms have reshaped consumer behaviour. Key themes included the commodification of identity, ethical consumption, and influencer marketing. I developed my ability to critically analyse advertising strategies and understand the social implications of consumption in a digital age. This has proved particularly relevant in understanding brand-consumer relationships and digital marketing strategies.

In my final year, I undertook an independent research project examining the engagement of Instagram and pro-eating disorder blogs in promoting disordered eating behaviours. This project enabled me to strengthen my analytical and critical thinking skills, particularly in designing and implementing research methodologies. I utilised both qualitative and quantitative methods, such as content analysis of Instagram posts and traffic data from Google Analytics, to draw insights into online behaviour. Furthermore, this work deepened my awareness of the ethical considerations required when conducting sensitive research involving human subjects and vulnerable communities.

I also gained experience in film and digital production through Film Production 1, a module I completed in my first year. This practical module introduced me to foundational principles of film production, including pre-production planning, editing, and visual storytelling. I gained hands-on experience with Adobe Photoshop and Adobe Premiere Pro, and began to understand how narrative, technical, and aesthetic choices come together in visual media. Since completing the module, I have continued to build on these skills independently—creating short-form video content and experimenting with visual design and editing techniques to enhance my creative portfolio.

Additional Qualifications

Google Ads Shopping Certification – Jellyfish Training

Delivered by Jellyfish Training, a Google Cloud Partner, this course gave me hands-on experience in creating and managing Google Shopping campaigns. I learned how to set up and optimise product data through Merchant Center and gained insight into how tools like Performance Max use automation to improve campaign results. It really strengthened my confidence in using digital advertising to support e-commerce strategies.

Google Ads Search Certification – Skillshop

Through Google’s official Skillshop platform, I completed this certification to deepen my understanding of how search campaigns work. I learned how to carry out keyword research, write effective ad copy, manage bids, and track performance. This helped me see how search marketing fits into a wider digital strategy and sharpened my attention to detail when it comes to campaign structure and optimisation.

Google Ads Shopping Certification – Skillshop

This certification helped reinforce my knowledge of Google Shopping campaigns from a more platform-focused perspective. It covered how to promote products online and in-store, drive targeted traffic, and improve product visibility using structured data. It was great for building my confidence in managing retail campaigns within Google Ads.

Handling Customer Complaints – Revolution Learning and Development

This training focused on practical communication skills, especially around turning complaints into positive outcomes. I learned how to listen actively, stay calm under pressure, and use empathy to build trust—even in tough situations. It was really useful in showing me how customer care and service recovery can strengthen brand loyalty.

AQA Introduction to Digital Photography – AQA

This was an entry-level course that introduced me to the basics of digital photography, from using manual camera settings to understanding composition and lighting. It sparked my interest in visual storytelling and gave me a solid creative foundation, which I’ve continued to develop through personal projects and content creation.

Google Analytics Certification – Skillshop
I completed the Google Analytics Certification through Skillshop, Google's official training platform. This certification provided me with a comprehensive understanding of how to set up and manage Google Analytics 4 (GA4) properties for websites and apps.

Through this training, I learned to effectively collect and analyse data to gain insights into user behaviour and website performance. I became proficient in configuring events, setting up conversion tracking, and creating custom reports to measure key performance indicators. The course also covered integrating Google Analytics with other tools, such as Google Ads, to enhance marketing strategies.

This certification has equipped me with the skills to make data-driven decisions, optimise digital marketing campaigns, and improve user experience based on analytical insights.