Marketing Commons^™

2023-June-05-Earning Prestigious Prizes, University Marketing And Communication, East Tennessee State University

ETSU News

(June 5, 2023) – She is spending part of summer in Tanzania thanks to a prestigious scholarship. 

Jessica Potter, a child psychology major and Honors scholar, is studying Swahili in the East African country from mid-June through early August.  

“We are so proud of Jessica and what she has accomplished,” said Dr. Christopher Keller, senior international officer at ETSU and dean of the Honors College. “Jessica has worked hard and is very deserving of this. The award is a perfect fit to help her realize her personal and professional goals in the nonprofit and NGO (non-governmental organization) sector.” 

Potter captured …

Making Then Meaning, Ben Denzer

Masters Theses

This is an artist talk contained within a book. It is 816 pages and 49 minutes long. Closed captions run across the spreads. A video of this talk can be watched on bendenzer.com/making-then-meaning

At RISD, I’ve been prompted to expand the scope and tools of my practice and to reflect on questions of meaning in my work.

I spend my days making things, but I’ve never really had good answers to questions of why I make the things I make, or what their meaning is. I don’t think there are simple answers to these questions.

I think meaning comes from …

How Are Senior Citizens Capable To Cope With The World Of Digital Natives?, Hely Westerholm, Pirjo Takanen-Körperich

International Journal for Business Education

This study discusses the continuously growing threat to the senior citizens*), later called seniors, who can be isolated from the society if their digital competences and experiences are too poor in today’s digital world. It has been noted that to cope with one’s pursuits seniors need to actively construct and maintain their capabilities in ways that are flexible in the world of the digital devices, in response to the changing vicissitudes of life. Thus, the claim above illuminates the issue that the ability to learn from experiences is highly valued in the digital world.

The seniors are obliged to closely …

Exploring The Darkverse: A Multi-Perspective Analysis Of The Negative Societal Impacts Of The Metaverse, Yogesh K. Dwivedi, Nir Kshetri, Laurie Hughes, Nripendra P. Rana, Abdullah M. Baabdullah, Arpan Kumar Kar, Alex Koohang, Samuel Ribeiro-Navarrete, Nina Belei, Reto Felix

Marketing Faculty Publications

The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points linked with similar technologies, somewhat lacking academic and expert perspective. This study responds to the dark side perspectives through informed and multifaceted narratives provided by invited leading academics and experts from diverse disciplinary backgrounds. The metaverse dark side perspectives covered include: technological and consumer vulnerability, privacy, …

The Role And Impact Of The Communications Department And Investor Relations Functions On The Process Of Privatization, Iulia Erhan

Student Theses and Dissertations

Current market conditions, and the heavy responsibilities placed on publicly traded companies by investors and regulators alike, have led many publicly traded companies to consider going private. The going-private decision, however, involves a complex set of actions and strategies. This paper analyzes the privatization process and the role that the Communication and Investor Relations departments play throughout the transaction. Its initial focus will be on communication with employees, including communication that facilitates the executive team’s decision-making activity related to employee retention. It will be followed by a review of the range of external communications, such as the going-private transaction announcement, …

Overreaction At The Time Of Regulatory Policy Adjustment: Evidence From The A-Share Market In China, Jian Huang

Fordham Dissertations and Theses

The stock market is a significant place for capital allocation where paternalistic securities regulation is a necessary choice to hedge against risks in a growth-oriented capital market and enhance efficiency of capital market. However, paternalistic regulation can also lead to behavioral failure and amplify market failure, thus resulting in a decline in market efficiency. This dissertation attempts to empirically reveal that it is one of the objectives of securities regulation to increase the stock direct financing ratio (DFR), but policy adjustments can cause increased market volatility, and a stock market with increased volatility may exhibit overreactions, a phenomenon …

2023-June-01-Let's Rethink Appalachia And The South, University Marketing And Communication, East Tennessee State University

ETSU News

(June 1, 2023) – “Engaging the South,” a collection of photographs curated by East Tennessee State University graduate Joshua K. Harr with William Major, is coming soon to Johnson City.

The exhibition runs June 2-July 22 at Tipton Gallery with a reception planned for Friday, June 2, from 6-8 p.m. during the Blue Plum Festival. Nationally renowned Appalachian photographer Mike Smith will be on hand.

The exhibition brings to light new voices challenging negative stereotypes of the South, organizers said, through open dialogue and narratives from a wide spectrum of photographers who come from many backgrounds. Featured artists include Noah …

2023-June-01-A Trailblazer In Research, University Marketing And Communication, East Tennessee State University

ETSU News

Dr. Nicholas E. Hagemeier, vice provost for research and chief research officer at East Tennessee State University (VPR/CRO), is one of eight research leaders from across the country selected for the Association of Public & Land Grant Universities’ (APLU) Research Leader Fellowship Program.

Hagemeier will join the sixth cohort of the program, which is sponsored by the APLU Council on Research (COR). The year-long fellowship helps rising research leaders to gain expertise outside of their respective portfolios and fosters connections with COR’s extensive network of senior research officers through site visits and participation in COR meetings.

“The fellows chosen for …

2023-June-01-Paving The Way To A Four-Year Degree, University Marketing And Communication, East Tennessee State University

ETSU News

June 1, 2023 – East Tennessee State University and Asheville-Buncombe Technical College have joined forces in a new partnership, enabling students to seamlessly transition from A-B Tech's Associate of Applied Science in Human Services Technology program to ETSU's Bachelor of Science in Human Services program. 

The partnership will provide students who have completed a two-year degree at A-B Tech with an educational pathway to continue their studies as they work toward a four-year degree at ETSU.

A-B Tech’s two-year Human Services Technology A.A.S. degree prepares students for entry-level positions in institutions and agencies that provide social, community and educational …

2023-June-01-Creating A Path To Success, University Marketing And Communication, East Tennessee State University

ETSU News

Renee Williams' journey began when she and her two siblings were left on the steps of an orphanage in the late 1970s. Despite the challenges she faced growing up, Williams was determined to pursue higher education. Her quest to find her biological mom led her to the Appalachian Highlands and eventually to East Tennessee State University, where she began her journey as a first-generation college student.

But there are times life does not go as planned.

Williams left ETSU in 1999 without completing her degree, but in 2021 — more than 20 years later — she returned intent on finishing …

Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan

Journalism

This paper outlines how to run a non-commercial, non-profit radio station fundraising program, commonly called a Pledge Drive. Cal Poly’s radio station, KCPR 91.3, hosts an annual Pledge Drive in the spring. KCPR staff, specifically the fundraising manager and marketing director, lead the KCPR team in raising funds that support our operations for the upcoming year. This paper will detail the strengths of past fundraising drives and potential improvements to fundraising drives in the future while addressing the question of: How do college radio stations create continuity in non-commercial radio fundraising to ensure success amid changing economic conditions and the …

Battaglini Winery: Marketing Collateral Development & Rebranding, Lexi L. Battaglini

Graphic Communication

The Battaglini Winery is a small family-run winery located in Sonoma County. The winery has no existing brand guidelines and any marketing collateral in current use has outdated information and design elements. The purpose of this project is to provide the winery with cohesive and refreshed brand guidelines while using these guidelines to generate relevant marketing materials for consumers.

Moondoggie's Ad, Mia Horvath

Graphic Communication

I created a 2 minute ad for Moondoggies that defines the brands “attitude” as well as establishes its demographic, highlights the products they sell, and showcases the natural beauty of the region Moondoggies was founded in.

2023-June-01-Juneteenth- A Day Of Triumph, University Marketing And Communication, East Tennessee State University

ETSU News

Juneteenth is a day that commemorates the end of slavery in Texas on June 19, 1865, two years after the signing of the Emancipation Proclamation. Christa Reid, Dr. Kevin L. Brooks, Bethanie Dye and Ginette St. Louis from ETSU’s Mary V. Jordan Multicultural Center share why Juneteenth still resonates today. 

Juneteenth, a powerful moment in Black history, was the day Union soldiers led by Maj. Gen. Gordon Granger went into Galveston, Texas, with news that the Civil War was over. Although the signing of the Emancipation Proclamation had taken place two years prior, the news brought to Texas marked slavery’s …

2023-June-01-Bucs On Parade, University Marketing And Communication, East Tennessee State University

ETSU News

Confetti, cheers, and a surprise announcement topped off a historic season for the ETSU Marching Bucs.

On April 6, the campus community was invited to gather in the D.P. Culp Student Center for a “special recognition” of the marching band. With the largest band in ETSU history, it had been a memorable year and one worth celebrating. However, the students, faculty, and staff had no idea that a special guest had flown in to deliver important news.

“It is with great pleasure that I announce today that for the first time in this school’s history, the East Tennessee State …

2023-June-01-Etsu Alum's Nonprofit Raises Over $1.5 Million For Humanitarian Aid, University Marketing And Communication, East Tennessee State University

ETSU News

Imagine coming to a country thousands of miles from your home, leaving your family and loved ones behind – only to one day wake up to find them and millions of others in the middle of a war zone. That is the reality East Tennessee State University alumnus Yaroslav (Yaro) Hnatusko lives every day. Yaroslav (Yaro) Hnatusko

Combined with the love for his homeland and the skills Hnatusko honed at ETSU, he and his brother co-founded Restore Ukraine —a nonprofit organization aimed at providing essential humanitarian aid to those affected by the crisis in Ukraine. When war broke out in …

Small Business Marketing In The Sports Industry, Cheyenne L. Abbett

University Honors Theses

This thesis explores how small sports businesses can avoid high failure rates by establishing a strategic marketing plan that makes the most of their constrained resources. The current literature on sports marketing strategy examines social media, relationship, and influencer marketing, but is limited in its application to small businesses. The purpose of this thesis is to address and fill that gap. This thesis consists of a literature review of the previously stated topics, best practices that incorporate the findings of this research, and a brief case study of these recommendations in action. Best practices include establishing a greater purpose for …

2023-June-01-Aiming For A Healthier Community, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University’s Dr. Aaron Polichnowski was recently awarded a $601,092 grant from the National Institutes of Health to research a possible link between blood vessel function and hypertension – particularly salt-sensitive hypertension.

Polichnowski, a professor in the Quillen College of Medicine’s Department of Biomedical Sciences and expert in renal hemodynamics (dynamics of blood flow in the kidneys), will conduct the study in partnership with Augusta University’s Dr. David Mattson. Mattson is a professor and Chair of Physiology at Augusta University and an expert in inflammation, kidney disease and hypertension.

Together they will look at what role Tcells, an …

2023-June-01-Perfect Pitch, University Marketing And Communication, East Tennessee State University

ETSU News

A voice familiar to patrons of the East Tennessee State University Department of Music’s Choral Programs will be heard in the major leagues this Saturday, June 3, when Hannah Lawson Blanton steps to the mic to sing the National Anthem at the Minnesota Twins vs. Cleveland Guardians baseball game in Minneapolis.

The ETSU alumna, who now works for Delta Airlines as a flight attendant, was selected for this honor after responding to an email from Delta to its Minneapolis-based employees asking for auditions.

The opportunity to sing in public again means a great deal to Blanton, a 2020 ETSU graduate …

2023-June-01-Forging A Road Ahead In Public Health, University Marketing And Communication, East Tennessee State University

ETSU News

Though Kristen Surles began her academic career with a degree in anthropology at East Tennessee State University in 2011, a professor’s suggestion that she consider a career in public health set her on an entirely new path.

And after earning her master’s in public health from the University of South Florida, Surles returned to ETSU in 2020 to pursue a doctorate in health services management and policy within the College of Public Health. Now, after graduating again from ETSU in May, Surles is looking forward to her next chapter as a Presidential Management Fellow, a prestigious national fellowship to develop …