Darsha Patel

Darsha Patel is an online digital marketing graduate student from Elgin, IL

Hometown: Elgin, IL

High School: Woodstock High School

Year: Expected graduation: spring 2025

Why did you choose to attend NIU?
I had heard that NIU had a well-rounded and great business school, and it was close to my hometown, allowing me to commute.

What scholarships did you receive and why did you receive them? How has the financial support impacted your experience at NIU?
During my undergraduate studies at NIU, I received multiple scholarships, such as a transfer merit scholarship and a marketing scholarship. I also received the Scott R. Mitchell Vision Award, which is awarded to a student who embodies his spirit of energy, enthusiasm and persistence through their work both inside and outside the classroom. The marketing student award was given to me as an undergraduate marketing student who excelled in academia and was driven to grow at NIU. During my graduate studies, I was awarded the Master of Science in digital marketing (MSDM) Rising Star Award, which included a scholarship to recognize my work, ambition and engagement in the program, whether in the classroom or with industry panels and MSDM events. All these scholarships have supported me immensely in growing and moving forward in my education. Not only did they make me feel a sense of accomplishment, but they also allowed me to have some peace of mind regarding the financial costs of attending NIU. These awards have enabled me to complete both my bachelor’s and master’s degrees from NIU, and I'm incredibly grateful to the faculty and support system I had at the College of Business. I am grateful for all the experiences they've provided me, which have helped me learn and grow as a professional.

What did you want to be when you were growing up? Are you pursuing that as a major, or have you taken another path?
Growing up, there were a lot of things i wanted to be, from an interior designer to a teacher at one point. I eventually decided on going into marketing since I was intrigued by the creative and scientific aspects of it. A lot goes into marketing, and I thought it was a perfect mix of creativity and strategy. I then chose to specialize in digital marketing to grow my expertise and focus specifically on training for the career path I have chosen. I can totally say that I enjoy every bit of digital marketing and love to nerd out on paid media marketing and content marketing.

What is your major (and/or minor) and why did you decide on this course of study?
My undergraduate degree was a B.S. in marketing and my graduate degree is an online M.S. in digital marketing.

Have you conducted your own research through Research Rookies, Honors capstones or theses or any other faculty-guided research opportunity?
Yes

Tell us about the research you are doing and why it interests you.
Currently, in my capstone course, I am working on a thesis on the paid search channel of digital marketing. This is the channel of marketing that I have experience in, so I wanted to explore it more. I want to explore topics like AI, content and specific tactics and the impact they have on paid search. Everyone is talking about AI and how it's changing the landscape for almost every field. I wanted to see how this would apply to my line of work and what solutions or new ideas I could bring to the table with my experience and research.

How has conducting research strengthened your education and experience at NIU?
Conducting research on my own has helped me become very confident in my education and allowed me an opportunity to make my time at NIU memorable and valuable. Being able to create and carry out hands-on projects allows me to improve as a professional and prepares me to be well-rounded in the industry once I graduate.

How will your research experience help you in the future?
This research experience will allow me to lead in the workplace during times of uncertainty, when someone who can solve business problems or has knowledge of specific aspects of digital marketing will be needed.

Who at NIU has been important to your success doing research and why?
I think my professors have been highly impactful. Dr. Elina Tang was the professor for my market research class, and she taught me how to conduct research and then interpret data to present it in a useful way. All my professors also helped build skills along the way that aided my projects. My professor, Jaclyn Crawford, has also been important to my success. She is the director of the program and the professor of the capstone class where I am researching paid search for my thesis and application project. She provides a lot of support professionally, having worked in the digital industry for a while, and also works with me to discuss my work and guide me in the right direction.

What advice would you give to an incoming student as it relates to research at NIU?
I would tell them to connect with all your faculty. They are truly here to help and will support your ideas and provide you with the stage to launch your ambitions. I've had a great experience in the MSDM program, and it wouldn't have been possible if I didn't go out of my way to connect with faculty, staff, peers and the advisory board. They will help you, talk to you and connect you with great opportunities, you just have to connect with them.

Have you conducted an internship?
Yes

How did you get your internship, and where was it?
I interned at a digital marketing agency called Rise Interactive, now known as Meet Rise. I actually got this internship by working on a Google Ads pay-per-click (paid search) simulation in my undergraduate digital marketing class. We had a lot of discussions about the digital space and ways to do better in the simulation that could be applied in real life. Dr. Andy Jeon was really supportive and knowledgeable, and it was one of the major reasons I got into digital marketing and pursued my master’s degree.

How did your internship help prepare you for your career?
This internship was very hands on, and by the end of the summer, I was leading tasks that an associate would lead. For those in the industry, these tasks were things like data pulls, insights, account pacing and budget allocation, and building keyword campaigns. As a result, I secured an extension on the internship and worked as a contract-based employee who carried out these tasks. This really helped me launch my career in paid media marketing. I got to actually work on accounts and apply theory to practice. I've found that this was a huge advantage for me, since I had experience in the field before I completed my master’s.

What has your experience as an online student at NIU been like?
My experience online has been amazing. The director, Jaclyn, and the MSDM faculty always find ways to connect students with each other and the professor. They do his through industry events, networking events, virtual office hours and Digital Dialogue sessions. Teams and Slack allow us to stay connected to the program and each other. Classmates help each other out and get to know each other despite being in different states; it doesn't feel so remote then.

What has benefited you most as an online student?
I think the flexibility of an online program has benefited me the most. I work while I go to school, so being able to work on my own time has been the biggest benefit. It allows flexibility while I take care of all my other commitments, too.

What is your number one tip for students thinking about online education?
My tip would be to take advantage of networking events or any events taking place related to your program or area of interest. This is a great way to connect to industry experts, faculty and peers who can help you. Being an online student can feel like you don't really know anyone and don't get exposure like in-person programs. However, programs have many events designed to connect students to resources and different people. Make the most of this, and make the most of the online experience.

What has been something you have found pleasantly surprising about your experience at NIU?
Something surprising about my time at NIU is the network NIU and its faculty and alumni have. It's incredible what amazing things NIU alumni have done, and I didn't expect it at first. It was a great and valuable surprise.

How have you connected with other students to study for classes, meet new people or form new friendships?
I have connected with other students to work through projects, ask questions regarding assignments or to simply talk casually about random things we have in common. I think it's the best part! I am still in contact with many of my classmates who graduated and some who are going to graduate with or after me.

What NIU offices, departments or resources have helped you feel safe, supported and successful? And how?
The Department of Marketing has helped me feel this way. They always connect me with resources when needed. Since I have always been a commuting student, I haven't needed to connect with too many other departments.

Are there transfer-specific resources, offices or services that you use to help you succeed at NIU?
My transfer was very smooth. The only offices I might have contacted to confirm information would have been admissions, financial aid or the bursar.

Who has been one of your favorite instructors/professors and why? What course did they teach?
It’s very hard to pick, but I'd say Jaclyn Crawford and Andy Jeon have been my favorite professors. Jaclyn taught MKTG 675: Content Marketing and MKTG 684: Capstone Application. Andy taught MKTG 672: AI in Digital Marketing. I loved both of these professors because they designed the classes in a very hands-on format. I worked on some very interesting and quality projects in their classes, and they were always there to help me along the way. They became coaches and mentors beyond just the classroom and have guided me in my career.

How have you benefited by attending class regularly?
My master’s program is fully online, and being active and timely with my classes has allowed me to meet deadlines and create the best quality work. As for my undergrad, attending classes allowed me to stay on top of course content and participate in the engaging activities scheduled during class time. These experiences are valuable because I learned something by participating that wouldn't be possible if I didn't attend class regularly.

What advice would you give to a student who is researching colleges to apply to?
My advice is to schedule some kind of a tour and an advising meeting with the department you are interested in. Gather information about tuition, the programs, the faculty and how they help you prepare for your career. Make sure you settle for something that fits your specific needs.

Why is a college education important to you?
It's important to me because it was a way to open doors to a lot of different opportunities. I wanted to gain experience and learn more about my area of interest, and getting a college education allowed me to get closer to my desired career path. My family was also very education focused and emphasized the importance of getting an education and how it empowers people.

What strategies do you use to manage your time between the responsibilities of school, work, friends and family?
I plan my week out every Sunday night and Monday in my planner. I make note of appointments, work schedules and family commitments. I try to estimate how much time everything will take and then allot time based on the deadline I wrote down. Then I separate different tasks and assignments for specific days based on priority, deadline and time it'll take. This way, I know exactly what my week will look like, and I won't forget anything. Using a planner and calendar really is life changing.

How do you stay informed about events and services that are available on campus?
I subscribe to specific notifications I'm interested in and keep checking my student email about any events going on. Usually, you get emails from different offices as reminders. Otherwise, I use information on the NIU website and screens across campus and make note of any events I might be interested in.

What do you do to relax or recharge?
I usually watch Netflix or YouTube to relax. When I have more time, I like to draw and paint to relax. It's always really helpful to walk away for a bit and come back to work with a fresh mind and fresh eyes. Taking small breaks between studying helps improve my productivity.

Please tell us about your job and hobbies.
Currently, I work as graduate assistant at the College of Business LRS Undergraduate Student Success Center. My hobbies include painting, drawing and watching movies. I think painting is my therapy, and I love painting landscapes and portraits. I also draw in my free time.