Marketing Commons^™

Back To Beijing: The Future Of The Olympic Games, Jennifer Maynard

Marriott Student Review

Just four years ago, the IOC made an unprecedented decision to award Beijing with the 2022 Winter Olympic Games bid, making China the first Asian country ever to host both the Summer and Winter Games. What’s more, prior to this second visit to China, the Olympics will have been held in Pyeongchang (2018) and Tokyo (2020). At the same time that this national superpower has the opportunity to capitalize once again on the all eyes-on-China phenomenon, the IOC has the chance to truly go global.

Book Review: Seeds Of Greatness By Denis Waitley, Jennifer Maynard

Marriott Student Review

Book review of Seeds of Greatness by Denis Waitley, personal anecdotes and summaries of research on the secrets to success in life and in the business world.

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …

Women's Professional Sports: A Case Study On Practices That Could Increase Their Profitability, Danielle H. Mcardle

Honors Undergraduate Theses

Women’s professional sports leagues have often been considered a risky business endeavor. Critics cite low attendance, lack of sponsorships, lack of media rights deals, and numerous other reasons for why women’s professional sports leagues are not profitable. In analyzing the current landscape of women’s professional sport leagues, this paper uses a case study approach to develop a strategy that will highlight lessons learned from past women’s professional sports leagues, current professional sports leagues, sponsorship agreements, fans, social, digital, and mobile marketing strategies, and management practices to show how the business of women’s sports could be made into a more profitable …

Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative Collections

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. This article discusses three megatrends shaping the future of rural businesses:

1) The Rise of the #GigEconomy

2) Living with Purpose and Meaning

3) The Decentralized Marketplace

The article also provides coaching tips for rural entrepreneurs on how to use megatrends to grow their businesses.

While many companies are struggling to keep up with the rapid rate of change, …

East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson

Business

There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons.