Shiwen Xu

6200 Westchester Park Dr. Apt 1714, College Park, MD 20740 301-892-1313 xshw25@terpmail.umd.edu

EDUCATION
University of Maryland-College Park
B.A. in Marketing, Robert H. Smith School of Business (Expected: May. 2016)
Major GPA: 3.52/4.0
B.S. in Agricultural and Resource Economics (Expected: May. 2016)
Major GPA: 3.71/4.0
Scholarship: Ray A. Murray Scholarship (Fall 2013 Fall 2015)
Cumulative GPA: 3.59/4.0

College Park, Maryland

ACADEMIC PROJECTS

Consumer Analysis project: Barilla ready-to-eat entre

o Conduct survey (design and conduct survey) to understand attitudes of different consumer segmentation
o Prepare detailed consumer analysis report for targeting and deliver presentations
Marketing research SPSS project
o Identify relationships in a large dataset on using statistical methods including linear regression, T-test,
ANOVA Test, and Chi-square Test (implemented in SPSS)
o Provide interpretation and managerial implications based on the statistical results

WORK & LEADERSHIP EXPERIENCE

Feihong Ecological Agriculture Development Co. LTD
Zhejiang Province, China
Marketing Research Intern (June-August 2014)
Identify targeted consumers for a new product category Qing Cai
Perform segmentation based on historical data and prepare profile reports for each targeted segment
Apply marketing research methods (observational data and interview) to prepare new product launch
Asian Education Development Fund (AEDF)
College Park, Maryland
Founder and President (2014 - Now)
Found and serve as the first president of AEDF at University of Maryland -- An organization dedicated to
improving study environment of rural students in Asia
Complete field research in China to identify problems and potential solutions
Build core team of the organization (permanent members and volunteers) and shape its mission and focus
Design and implement online marketing campaigns (through website and social media: Facebook and YouTube)
to increase awareness of challenges faced by Asian students
Design and run offline marketing campaigns to raise funding
Formulate plan and coordinate with local schools in China to improve their student diner program
Poverty Alleviation Program
Guizhou Province, China
Organizer and Researcher (2012-2015)
Conduct field study at one of the poorest villages in China Pu An County (2012)
Attend schools daily with local children (2-3 hours walking on mountain roads) to understand the constraints and
quality of local education
Organize fund-raising campaigns at Ningbo, China (over 100,000RMB, about $16,667), books (over $10,000)
and other school supplies
Visit Zha Bai primary school in Yi Long County and document current challenges for future fundraising (2015)

SKILLS
Language: Fluent in English, Native in Mandarin Chinese
Software Skills: SPSS, Excel, Access, Microsoft Office
Interests: Business Analytics, Marketing Research, Quantitative Methods, Consumer Behavior, Cause Marketing