New students in the Master of Science in Digital Marketing program at Cal Poly Pomona got a jumpstart on their careers this fall and spring through an impactful micro-internship experience with the Trauma Resource Institute (TRI), a global nonprofit known for its innovative perspectives promoting individual and community well-being that provides trauma therapy tools to mental health professionals and therapists worldwide and trains community leaders in trauma-informed wellness practices.
As part of the IBM 6010 (Digital Marketing) class, 28 students formed six teams of four to five students each to tackle TRI’s digital marketing challenges. Each team presented a strategic proposal in front of TRI leadership for review and implementation consideration.
Each group took on two digital marketing tasks—some students had prior industry experience, while the majority were new to the field. Funded by the Office of Academic Innovation, the project was a paid micro-internship offering hands-on exposure to professional digital marketing.
“Our group was tasked with devising a strategy to acquire more mental health professionals for their TRM certification program,” said Ceren Unal (’26, MSDM). “When working with a very niche audience, it is essential to analyze data from past marketing activities and maintain close communication with the client. The TRI Project has been an invaluable experience in learning how to nurture a collaborative environment, understanding stakeholder needs and shifting strategy based on feedback.”
The consulting initiative was the brainchild of Jae Jung, professor of marketing, director of the Center for Customer Insights and Digital Marketing, and coordinator of the MSDM program in the Department of International Business and Marketing. It was extended into spring 2025 by Sonya Zhang, professor of computer information systems, who embedded the internship in her IBM 6100 (Search Engine Marketing) course.
“In the previous year, we had one retail management project for Cal Poly Pomona Farm Store, but this is the first time the two-year-old MSDM program has had a full-blown digital marketing consulting project or internship,” said Jung. “I hope to inspire other faculty to follow suit to make a greater impact on student learning outcomes for graduate education.”
Jung’s student team broadly dealt with all aspects of digital marketing, including social media marketing, keyword research, website design, search engine optimization, display ads, influencer marketing, and resource allocation optimization, while Zhang’s students focused on search engine marketing (on-site and off-site SEO) as well as social media optimization by using such tools as Google Analytics and Google Ads platform.
"Working as a digital marketing consultant for the Trauma Resource Institute was an incredibly fulfilling micro-internship across both my IBM 6010 and 6100 classes,” said Saurabh Parate (’26, MSDM). “In the fall, our Google Ads group crafted a solid action plan to use digital marketing tactics to promote TRI's programs. Then, in the spring, we dove into web analytics, helping them leverage Google Analytics and Search Console for deeper insights."
TRI’s Director of Philanthropy, Leigh Hoffman-Kipp and Communications and Marketing Manager, Alex Strauss, kept a constant circle of encouraging feedback with the students throughout the experience, with the ultimate invitation for future success.
With some students only participating in the fall or spring course, both sections ensured a micro-internship experience that struck a balance between structure and autonomy, giving students expert guidance while challenging them to take ownership of their client-facing work.
“Beyond technical skills, the TRI Project helped me prepare for real-world client relationships under the guidance of our expert faculty,” said Unal. “I learned how to nurture trust and effective communication and developed leadership skills that enabled me to manage stakeholder expectations and bring out the most in our team members. In today’s world, all these skills are invaluable in pursuing a successful career in marketing. Gaining them before graduation means we start ahead of our competition.”
Below are the students and teams who participated:
IBM 6010 Class Teams:
Group 1: Digital Dynamics
Group Members:
- Ceren Unal
- Jamie Min
- Jill (Jhong Wun Huang)
- Sammy (Wan-Shan, Tseng)
- Emily Kuo
Group 2: Mindtrics
Group Members:
- Jarrod Griffin
- Kathleen Juarez
- Min Gong
- Jessica Garcia
- Eunice Won
Group 3: The M&Ms (stands for “marketing masters”)
Group Members:
- Daniel Robles
- Jennyfer Aguirre
- Matthew Melgar
- Lucynda Young
Group 4: ⚡Digital Quad⚡
Group Members:
- Bansi Khachar
- Saurabh Parate
- Muhammad Adnan Asif
- Matthew Prado
Group 5: Pixel Power Girls✨
Group Members:
- Kristie Hermosillo
- Giselle Vogel
- Roxana Rodriguez
- Lydia Chen
- Kennedy Wallace
Group 6: Peak Performers
Group Members:
- Mirjam Maier
- Kassandra Cisneros
- Christian Gutierrez-Garcia
- Zhongyi Sun
- Richard “Ricky” Woznichak
IBM 6100 Class Team Focus Areas:
Group 1: Google Analytics Baseline – User behavior analysis, organic traffic trends, conversion patterns
Group Members:
- Matthew Prado
- Bansi Bharatbhai Khachar
- Saurabh Parate
- Bhamini Raghuram Pillai
- Lucynda Young
Group 2: Advertising Performance – Ad KPIs, platform comparisons, landing page optimization
Group Members:
- Jessica Garcia
- Lydia Chen
- Min Gong
- Yuqing Long
- Roxana Rodriguez
Group 3: On-Page SEO – Technical audit, content quality, keyword strategy, CTAs
Group Members:
- Emily Kuo
- Jennyfer Aguirre
- Jhong Wun Huang
- Wan-Shan Tseng
- Ceren Unal
Group 4: Off-Page SEO – Backlink audit, competitor analysis, link building strategy
Group Members:
- Ashley Lee
- Yocelyn Aguilar
- Jeffrey Hsu
- Sonam Kaur
- Shayah Lacour
Group 5: Social Media Strategy – Platform analytics, engagement, content strategy, video optimization
Group Members:
- Ricky Woznichak
- Kassandra Cisneros
- Christian Gutierrez-Garcia
- Mirjam Maier
- Zhongyi Sun