Meet Bao-Truc: Our 2024 Scholarship Recipient

Each year, our Inclusion in Digital Marketing Scholarship recognizes a student who excels academically and is driven by a passion to make a difference. This year, we’re proud to introduce Bao-Truc Tran, a standout recipient pursuing a double major in Business Technology & Analytics and Marketing at Portland State University.

What set Bao-Truc apart was her vision for using marketing as a force for good. She isn’t just focused on crafting clever campaigns—she’s committed to driving meaningful change through socially responsible, impactful strategies. From excelling in her studies to envisioning a future where data analytics transforms the beauty industry, Bao-Truc is determined to use her knowledge to shape the business world for the better.

Our Q&A with the Winner!

What first sparked your interest in the marketing field?

“I first became interested in marketing when I noticed how different skincare and makeup companies were advertising their products. From there, I started paying closer attention to marketing strategies wherever I went, whether I was playing games or scrolling on TikTok. This curiosity grew when I took a digital marketing course, where I learned how data could drive strategic decisions and create real-world impact. Seeing how targeted marketing campaigns influence consumer behavior and business success motivated me to dive deeper into the field.”

What role do you see marketing having in the lives of Americans?

“Marketing plays a significant role in shaping consumer decisions, influencing not just what people buy but how they perceive brands, products, and even societal issues. It’s a tool that helps businesses communicate value, while also driving cultural trends and shaping public discourse.”

How have you seen marketing positively or negatively affect the lives of those around you?

“Positively, marketing has helped people discover products or services that genuinely improve their lives, from health-related items to services that increase convenience. However, I’ve also seen the negative side, where misleading advertisements or pressure-driven marketing tactics create unnecessary consumerism or even anxiety, especially on social media.”

What are you hoping to jump into after you graduate?

“After graduating, I hope to work in a role that combines marketing with data analytics, like marketing consulting or digital strategy/analysis. I’m excited to use data-driven insights to help businesses craft personalized, effective marketing strategies that align with customer needs and values.”

What would you say to other students looking to move into studying marketing?

“I’d say dive into understanding both the creative and analytical sides of marketing. The field is diverse, so explore everything from content creation to data analysis, and always stay curious about evolving consumer behavior and digital trends.”

What impact do you think AI and LLMs will have on the marketing field?

“AI and large language models (LLMs) are definitely changing the game in marketing. They’re helping automate customer interactions, personalize content at a much larger scale, and give deeper insights into consumer behavior. However, I think it’s important for marketers to balance the efficiency of automation with keeping things authentic and relatable. At the end of the day, people still want to feel a genuine connection with brands.”

How can data analytics and marketing work make a positive impact on the world?

“Data analytics can help businesses make more informed, ethical decisions, like reducing waste in product production or targeting more sustainable consumers. habits. In marketing, it can help create campaigns that align with social responsibility and promote meaningful causes, fostering a positive impact beyond just profit.”

Anything else you’d like to say??

“I’m incredibly grateful to be receiving this scholarship. It’s a meaningful opportunity that will help fund my education and help me advance my career in business analytics and marketing. I’m excited to apply what I’ve learned and make the most of this support to achieve my long-term goals. Thank you so much for this scholarship!”

Interested in applying for our scholarship?

Inspired by Bao-Truc’s journey? You could be the next recipient of our Inclusion in Digital Marketing Scholarship! Established in 2020, this scholarship supports passionate individuals eager to create positive change in the marketing field. With support from our amazing partners – Avenue Agency, Construct The Present, Germinate Creative, and AshbeanPDX – we’re excited to see how you can shape the future of digital marketing.

If you or someone you know qualifies, please spread the word! Visit our scholarship page for more details about how to apply for the upcoming year. We can’t wait to see the impact you’ll make!