Arts Management Commons^™

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

Penguatan Kompetensi Masyarakat Melalui Pendampingan Pengelolaan Event Kesenian Jaranan Di Desa Tulus Besar, Achmad Suyono, Yanik Lailinas Sakinah, Rina Rachmawati, Maya Rizki Fauzia, Arief Rahmatulloh

Journal of Innovation and Teacher Professionalism

Tulus Besar Village, Malang Regency, has considerable cultural potential through the traditional Jaranan performing art; however, its event management still faces limitations in event planning, task allocation, financial management, digital promotion, and risk mitigation. This program aimed to strengthen and evaluate changes in community competencies in managing Jaranan cultural events through participatory training and mentoring. The program involved 20 participants representing Jaranan art groups, village youth, and village officials and was implemented through planning, coordination, socialization, training, mentoring, monitoring and evaluation, and dissemination. Evaluation employed a pre-test and post-test consisting of 24 items covering six competency areas, complemented by observation …

Measuring Administrative Hiring Confidence Of Music Teachers In The Context Of Shallow Hiring Pools, Aaron M. Strum

Dissertations

The purpose of this study was to identify and measure the confidence of K-12 administrators in hiring music faculty. This study also aimed to analyze administrators’ perspectives and confidence in key stages of the hiring process, including defining job expectations, posting, advertising, interviewing, and selecting highly specialized music teachers in K-12 settings. Confidence of K-12 administrators can be gauged through their understanding of how well an applicant aligns with the specific needs of the school’s program. Three research questions guided this investigation: (1a) How confident are K-12 administrators in their understanding of music teaching pedagogy when interviewing music teacher candidates …

Modern Instructional Science, Ai Integrated Pedagogy & Innovation In Higher Education, Yasmeen Ahmed

Presentations and Posters

The rapid evolution of digital technologies and artificial intelligence (AI) is reshaping teaching, learning, and knowledge production across higher education. This one-day faculty development workshop, Modern Instructional Science, AI-Integrated Pedagogy & Innovation in Higher Education, explores contemporary approaches to designing, delivering, and enhancing student-centered learning experiences in both face-to-face and online environments. The workshop introduces key principles of instructional science, course design, active learning, formative assessment, and learner engagement, supported by established educational theories and evidence-based best practices. Participants examine strategies for developing well-organized, outcome-aligned courses; fostering collaboration and meaningful interaction; and enhancing student success through effective instructional planning …

Empowering Women Farmers Through Leadership And Entrepreneurship: A Pathway To Sustainable Development In North‑East Nigeria, Freda Ijanada Fidelis, Faith Debaniyu Ibrahim

Studia i Materiały Wydział Zarządzania Uniwersytet Warszawski

Purpose: This study explores the role of leadership engagement, decision‑making autonomy, and access to finance in boosting the empowerment of rural women farmers in conflict‑affected areas of North‑East Nigeria. The objective is to furnish empirical evidence regarding the impact of these elements on women’s socioeconomic empowerment and entrepreneurial achievements, thereby contributing to the discourse on sustainable development.

Design/Methodology/Approach: The study utilises a quantitative research approach employing survey data obtained from 1,146 rural women recipients across three states in North‑East Nigeria. Data were analysed using advanced statistical approaches to test the hypothesised links between leadership engagement, decision‑making autonomy, financial access, and …

From Story To Stage: A Journey In Pursuit Of Virtuous Leadership And Artistic Intentionality Through Student Directing A Full Play Production At University Level Theatre, Josephine L. Partridge

Honors Projects

A passionate storyteller and artist, earning her Bachelor of Arts Degree in Honors Liberal Arts and Theatre-Performance, explores her personal potential as the play Director of Little Women, a stage play adaptation based on the 1868 novel by Louisa May Alcott, adapted from the 1912 play by Marian de Forest and Jessie Bonstelle written by Josephine Partridge. Throughout the course of four months, Partridge adapted the script and works as Director and Marketing Director for this production with SPU Theatre Company club. She uses this experience to deepen her understanding and practice of intentionality with artistic vision and virtuous leadership. …

Music And Authenticity: The Emerging Role Of Ai In Music Creation, Education, And Consumption, Jon Littlefield, William Williams, Kimball P. Marshall

Atlantic Marketing Association Proceedings

No abstract provided.

The Use Of Music In Retro Branding, Jon Littlefield, Cortnee Young

Atlantic Marketing Association Proceedings

No abstract provided.

Strategic Choices: A Case Study Of Media And Entertainment Industry Survival Of The Covid-19 Pandemic, Stephen C. Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

Luxury Of Entertainment: Positioning Live Events As Third Places, Kelsie T. Martin

Honors College Theses

This study examines the shift of live entertainment into a luxury commodity and its implications for social accessibility and cultural participation. Rising ticket prices, dynamic pricing models, and industry consolidation restrict access to concerts and festivals to higher-income audiences, as seen through companies such as Live Nation. This increasing trend in the entertainment industry contradicts the original purpose of live entertainment and music events as a shared cultural experience.

By incorporating Ray Oldenburg’s theory of “third places,” this research explores how live events can function as inclusive social spaces that foster community, belonging, and social connection. Using an applied case …

Creative Aging: Living Well Through The Arts, Joshua Brown

Art 895 Research Papers

This research project discusses and analyzes arts programming designed to enrich the lives of older adults (defined here as people older than 55) using a qualitative approach with quantitative support, and how governments can fund community-based creative aging programming to promote wellness. Over the course of one semester, these research techniques were used to explore the practice of creative aging programming through analysis of state-level data, testimonials from participating artists, reviewing literature on the topic of creative aging, and examination of the artwork produced by older adults through these programs. These programs can directly impact the social health of older …

The Changing Landscape Of Artist Success: Evaluating Independent And Label-Signed Career Paths, With A Focus On The Christian Music Industry, Nicholas Ty Brueggemann

Senior Honors Theses

Traditionally, record labels have propelled the music industry (Christian and secular). They established themselves in the late 19th century, allowing artists to accumulate acclaim more efficiently. Since their inception, labels have connected artists to a support network that delegates career-related tasks. Getting signed to a label has historically been the industry standard career path for artists wanting to become successful enough to live off making music full-time. However, with the recent emergence of the digital landscape, more promotional methods, opportunities, and tools have become available to artists. Through this study, insights will be gained into the necessity of signing with …

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

The Business Of Music: Where Planning And Performing Meet, Mac Heelein

Honors Capstones

This project explores the intersection of business and music through the planning and execution of a collaborative recital featuring the NIU Viola Studio. In this process, I served as both the organizer and a performer, applying project management principles to handle logistics such as scheduling, venue coordination, and event promotion. The project required managing multiple moving parts while keeping both the artistic and organizational aspects aligned.

Through this experience, I found that while project management provides a strong structure, artistic settings require flexibility when unexpected challenges arise. This project also highlighted the importance of balancing organization with creativity to ensure …

Public Art And The Future Of Remembrance In Contested Spaces, Rebecca Ann Munoz

Open Access Theses & Dissertations

This dissertation examines the memorial landscape of El Paso, Texas as a contested site of public memory, cultural identity, and community representation. Situated at the U.S.-Mexico border, El Paso functions as a palimpsest of layered histories shaped by colonization, militarization, and ongoing negotiations of belonging. Drawing on memory rhetoric and composition studies, and art history, the paper raises critical questions about community engagement, representational equity, and the politics of visibility in public art processes. The paper ultimately calls for a deeper examination of the rhetorical strategies and institutional frameworks that shape memorial meaning-making at the local level, with broader implications …

The Harvey Pittel Saxophone Quartet: Its History And Legacy In American Saxophone Quartet Performance, James M. Lawhn

Glenn Korff School of Music: Dissertations, Theses, Student Creative Work, and Performances

The saxophone quartet has emerged as a legitimate chamber ensemble in the United States through the sustained efforts of a small number of pioneering professional groups. Despite the central role these ensembles have played in shaping repertoire, performance standards, and public perception, their histories have often gone undocumented. Among the most influential of these groups is the Harvey Pittel Saxophone Quartet, an ensemble that maintained an unusually active national and international touring career for nearly four decades and helped establish the saxophone quartet as a viable professional model.

This document addresses a significant gap in the scholarly literature by presenting …

University Theatre Guild Guide, Maria Perez

Honors Theses

The WMU Theatre Guild Assistant position is one of the primary assistantships in the Arts Administration department. The Theatre Guild Assistant works alongside Emily Duguay, the Director of Arts Administration, Joan Herrington, the Director of the School of Theatre and Dance, and the WMU Theatre Guild Board to manage their daily operations and help develop donor events. The University Theatre Guild Guide explains the details and processes this position follows. This guide is broken down into four sections. The first section is the Introduction. The Introduction includes congratulations from the past Theatre Guild Assistant and a short breakdown of the …

Supersuit Up Or Get Left Behind: Why A Personal Agentic Os Is Required For Commercial Viability In The New Economy, Gary Sheng, Ron Roberts

Digital Laboratory: Publisher of Internet Journal

In my first article, The Writing on the Wall, we laid out the case: self-improving AI has arrived, the economy is splitting, and every organization faces an existential choice. This paper answers the question we heard most after that piece: “Okay, I believe you. What do I do on Monday morning?” The answer is your Personal Agentic OS. It is the minimum viable infrastructure that turns you from a passive consumer of AI into a sovereign operator of it. And in April 2026, three events converged to make this the most urgent professional skill in the world: Andrej Karpathy’s LLM …

Marketing Art To Children, Jon Littlefield, William P. Williams

Atlantic Marketing Association Proceedings

No abstract provided.