Understanding data usage in marketing is ASU graduate's focus

April 26, 2023

Editor’s note: This story is part of a series of profiles of notable spring 2023 graduates.

Depending on who you ask, ever-advancing technology and advertising strategies can be deemed out of control or downright scary. For others, it’s seen as an intriguing aspect of our world that serves as a powerful tool. After graduation, Akansha Malara will join NextEra Energy as a lead project manager. "In this role, my primary responsibilities will involve setting up and overseeing the operations of solar plants and wind farms. My long-term objective is to advance world’s transition to sustainable energy sources," she says. Download Full Image

For spring graduate Akansha Malara, her sentiments fit into the latter group.

“In 2019, I became fascinated by the appearance of retargeting advertisements on various websites, such as Facebook and Instagram, showcasing the products I had previously placed in my Amazon cart but had not yet purchased; this piqued my curiosity, prompting me to delve deeper into how it worked,” she said.

Inspired by discovering technological marketing strategies online, the next best step was clear. She pursued an undergraduate degree in electronics and communication engineering from Sardar Vallabhbhai National Institute of Technology in India.

After completing the degree, she worked closely with Bharti Airtel — India’s second-largest telecom operator — for four years in roles like data analyst, process analyst and product manager.

From that point, equipped with a degree and employment experience in the field, Malara decided it was time to relocate from Udaipur, Rajasthan, India, to Arizona on a Forté Scholarship. She enrolled in the MBA program at the W. P. Carey School of Business, specializing in marketing and business analytics.

She also focused on developing a network of colleagues and peers and immersed herself in supporting the community in any way possible.

“I have worked with five nonprofits over the past 10 years as a teacher, fundraiser, volunteer and consultant,” she said.

Though this list may seem intimidating, Malara urges current students to consider a similar path: “Carefully utilize your remaining time here to enhance your education, address weaknesses and cultivate meaningful connections. Building a robust network with peers, executive mentors and industry professionals can help you gain valuable insights into the field you are interested in, open doors for potential job opportunities and prepare you for your career.”

But even the most prolific student has to have downtime. Malara winds down by traveling, reading and cooking whenever possible. She will soon complete her MBA, in addition to a diploma notation and Master's Distinguished Medallion for graduating with a cumulative 4.0 GPA.

In this conversation, she shared her favorite spot on the Tempe campus, her guiding principles in decision making and her plans following graduation.

Question: What’s something you learned while at ASU — in the classroom or otherwise — that surprised you or changed your perspective?

Answer: As an engineer and former data analyst, I have always relied on data to inform my decision-making. However, my time in business analytics classes taught me that data can always be manipulated to portray the desired outcomes. This realization has shifted my perspective, and I now consciously consider the underlying assumptions of the data set before analysis to prevent potentially misleading conclusions.

Q: Why did you choose ASU?

A: I chose ASU because of its exceptional MBA curriculum, which integrates theoretical concepts with practical, hands-on learning opportunities. With distinguished faculty, an executive mentor program and numerous student clubs, ASU provides a well-rounded education that prepares students to succeed in their chosen fields. Additionally, (W. P. Carey's) emphasis on the significance of relationship-building in business ("Business is Personal") aligns with my intrinsic values and underscores the importance of fostering personal connections within professional networks.

Q: Which professor taught you the most important lesson while at ASU?

A: While I enjoyed all the courses, the most valuable lessons I gained were from Professor Ned Wellman's MGT 525 class on leadership and teamwork. I eventually understood the significance of giving and receiving constructive feedback within a corporate environment. This knowledge proved instrumental in my personal and professional development throughout my MBA program and internship, enabling me to identify and address my weaknesses.

Q: What was your favorite spot on campus, whether for studying, meeting friends or just thinking about life?

A: My favorite spot on campus is the open area outside McCord Hall, where I would chat with my friends about upcoming assignments, fun events and life in general.

Q: What are your plans after graduation?

A: I will be joining NextEra Energy as a lead project manager. In this role, my primary responsibilities will involve setting up and overseeing the operations of solar plants and wind farms. My long-term objective is to advance world’s transition to sustainable energy sources, and I intend to do so by growing within the organization and leading intricate projects and teams.

Q: If someone gave you $40 million to solve one problem on our planet, what would you tackle?

A: While everyone recognizes the significance of climate change initiatives, companies are typically the first to decrease their budgets for eco-friendly initiatives and environmental, social and corporate governance during challenging times. As a passionate advocate for sustainability, if given $40 million to tackle one problem on our planet, I would prioritize addressing the issue of plastic pollution. I would allocate the funds towards research and development of sustainable alternatives to single-use plastics and establishing recycling and waste management programs in communities worldwide. Moreover, I would invest in marketing campaigns to create awareness about responsible plastic use and disposal. By minimizing plastic waste, we can reduce carbon emissions from plastic production and disposal, safeguard our water bodies and wildlife and pave the way for a more sustainable future.

Marjani Hawkins

Marketing Content Specialist, Graduate College

mvhawkin@asu.edu

Asian Pacific American Studies program at ASU celebrates 25th anniversary

For the last 25 years, the Asian Pacific American Studies program at Arizona State University has educated students on the experiences and history of the Asian American, Native Hawaiian and Pacific Islander (AANHPI) communities.The diverse experiences of AANHPI communities in Arizona and the United States provide vital insights that inform communities on current issues and provide a sense of ident...

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Asian Pacific American Studies program at ASU celebrates 25th anniversary

April 26, 2023

The diverse experiences of AANHPI communities in Arizona and the United States provide vital insights that inform communities on current issues and provide a sense of identity. Group of people posing for a photo. “It was a celebration of the collaboration between the community and the campus. We welcomed people back, all of those that made the past 25 years successful in addressing these issues," said Asian Pacific American Studies lead faculty and Associate Professor Karen Leong. Photo courtesy of Karen Leong Download Full Image

“Few community members understand historically how much Asian Americans and Pacific Islanders have contributed to U.S. history, the understanding of civil rights, belonging and immigration,” said Asian Pacific American Studies lead faculty and Associate Professor Karen Leong. “There is a lack of knowledge that we need (to teach).”

Through courses developed by nationally recognized scholars, the program now educates students about AANHPI justice and ethnic movements, immigration, globalization and race relations.

History of Asian Pacific American Studies at ASU

The program, housed within the School of Social Transformation in The College of Liberal Arts and Sciences, took quite a journey to get to where it is now.

In the 1970s, AANHPI faculty, students and staff at ASU and community members started envisioning a program that represented their diverse ethnic groups and educated Arizonans on their histories, cultures and related societal issues.

It took almost two decades until official planning started, and in 1998, the program was established under founding Director Thomas Nakayama and offered an undergraduate certificate. Eventually, the program expanded to provide a minor and major, which includes an accelerated degree path to master’s degrees in American studies and social and cultural pedagogies.

“What distinguishes the program at Arizona State University is that it was driven by community demand. By that, we mean the faculty and staff at ASU recognized the need for a program that reached out to all students and educated them about Asian American experiences. That later expanded to include Native Hawaiians and Pacific Islanders,” said Leong.

The program’s coursework has prepared students to study issues that have shaped AANHPI communities through community-engaged research and collaboration.

"For over two decades, faculty and staff of the Asian Pacific American Studies program have worked to provide insightful information on AANHPI experiences and engage learners of all backgrounds," said Patrick Kenney, dean of The College of Liberal Arts and Sciences. "We look forward to the growth and development of the program as they continue to reach more communities."

25th anniversary celebration

The program recently celebrated 25 years of success.

“It was a celebration of the collaboration between the community and the campus,” said Leong. “We welcomed people back — all of those that made the past 25 years successful in addressing these issues.”

During the festivities, leadership and the community recognized the program's impact on the AANHPI communities, honored faculty and community members instrumental in getting the program off the ground and addressed the program’s future development.

Honored guests included Nakayama; Richard Nagasawa, who taught Asian Americans for Sociology in 1977; and Melinda de Jesus, the program’s first tenure-track faculty hire in 1999.

People sitting in chairs in a line and one standing with a clipboard.

The Asian Pacific American Studies program recently celebrated its 25th anniversary at Baseline Flowers, the last remaining flower shop from South Phoenix's era of Japanese American-owned flower farms and stores in the 1960s and '70s.

Photo courtesy of Karen Leong

Person and child standing by a sign that reads "Asian American Faculty/Staff Association ASU"

For over two decades, Asian Pacific American Studies coursework has prepared students to transform their Asian American, Native Hawaiian and Pacific Islander communities through community-engaged research and collaboration.

Photo courtesy of Karen Leong

Man standing with microphone surrounded by people.

Professor Emeritus Richard Nagasawa taught the first-ever course that focused on Asian Americans for Sociology in 1977.

Photo courtesy of Karen Leong

What’s next for the program?

In considering future plans, the program is taking inspiration from the early days when faculty and community members first advocated for degree offerings. Just as the original founders saw the need for education and representation of Asian Americans, Pacific Islanders and Native Hawaiians, current program leaders know there are still other communities whose history in the U.S. mostly goes unnoticed. One of those communities is Arab Americans.

“There’s a lack of a place to learn about Arab Americans and their experiences, a lack of studies to learn about their own culture and history in the United States,” said Leong.

Expanding online courses is another future step for the program, making educational opportunities widely accessible to provide a greater understanding of these issues.

“We would love to offer more courses online,” said Leong. “Because we don’t just focus on a particular interest — we think there is a need to learn more about this history and ways of thinking.”

The program also hopes to provide internships for students to serve and work with local organizations.

“We are putting our resources directly into student programming through internships, redesigning courses for online and on-campus students and scholarships,” Associate Professor Karen Kuo said.

The APAS 25 for 25 Campaign is helping the Asian Pacific American Studies program reach these new goals and continue its research and engagement throughout Arizona and beyond.

“We love to see people involved, whether partnering with us or taking our courses to understand the Asian American Pacific Islander community better,” Kuo said.

Stephen Perez

Marketing and Communications Coordinator, The College of Liberal Arts and Sciences

smpere10@asu.edu