Grad student Faria Madhumita follows IGS master study with internship with local leader in educational media
What do winery websites and Mathtoons have in common?
Both have ties to e-commerce and the use of Internet-based marketing strategies. And both have a link to Faria Madhumita, one of the Faculty of Management’s first research-based graduate students to receive her master’s degree through the Interdisciplinary Graduate Studies (IGS) program at UBC’s Okanagan campus.
Faria — co-supervised by professors Eric Li and Ying Zhu — successfully defended her thesis, A study of Changes to the Website of British Columbia Wineries between 2004 and 2012, on March 15, 2013.
Faria’s research investigates and provides understanding around a movement within BC wineries over the past eight years towards e-commerce and more sophisticated online marketing activities. Her longitudinal study adopted the Website Stage Model (Rao, Metts, & Monge, 2003; Zhu, Basil, & Hunter, 2009) to capture the changes on winery websites.
Her results demonstrated the increasing tendency of wineries to handle online transactions themselves on their websites, versus outsourcing to third parties. Her study also identified new and emerging features in the industry such as the use of social media, blogs, coupons, and community and charity events.
The Mathtoons connection relates to Faria’s next project. She is participating in an internship project organized by Mathtoons Media Inc. and Eric Li. This internship is funded both by Mathtoons Media Inc and the BCIC-Mitacs Commercialization Voucher Program (voucher value is $7,500 CAD).
The goal of the collaboration is to identify the best use of social media to connect Mathtoons’ product to target customers. These customers include both individual and institutional customers.
The Faculty of Management congratulates Faria on her success – she is a model that other IGS graduate students can learn from as she segues from research to practical application.
Mathtoons Media is an educational technology company based in Kelowna and founded in 2011 by CEO Kristin Garn, who taught high-school math and university calculus in BC and Manitoba for more than 20 years. Mathtoons creates engaging math lessons and teaching tools, including mobile apps and online content, designed specifically for digital learners studying upper-level math.