Marketing Commons^™

Student-Lead Marketing: It’S Your Story, Steve Zelows

Transformations: Presentation Slides

Story-brand marketing is a customer-facing approach that places the prospective participant at the center of their own success story. This presentation will share how a student researched, developed and applied this marketing strategy to a campaign to increase awareness the Recreation Management major. The transferable marketing principles will be shared as they can be applied to a variety of initiatives, particularly for those that center on creating meaningful experiences for the participant.

2021-April-29-Etsu Health Resuming Covid-19 Vaccine Clinics, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 29, 2021) – ETSU Health will host three Janssen Johnson & Johnson COVID-19 vaccine clinics, which are free and open to anyone age 18 or older. Two of the three clinics will be available to walk-in patients, with no appointments required.

The upcoming clinics are as follows (please note the new location for April 30 and May 4):

• Friday, April 30, noon-2 p.m.
  Martha Street Culp Auditorium, D.P. Culp Student Center
  No appointment is required.
• Saturday, May 1, noon- 2 p.m.
  The James and Nellie Brinkley Center, 2001 Millennium Place
  Appointments are required at ETSUHealth.org. Those …

2021-April-29-Alumnus Creates Endowment To Support University School, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

article> The following article was released by ETSU News - University Relations:

Alumnus Creates Endowment to Support University School

JOHNSON CITY (April 29, 2021) An alumnus of University School and East Tennessee State University has announced the creation of an endowment to support his alma mater as one of the top K-12 schools in the state and nation.

The A. Richard Wilson University School Endowment will provide resources for University School to supplement public funds in support of capital improvements, technology upgrades and maintenance, staff and faculty professional development, and for scholarships for graduates attending ETSU.

Wilson credits the University …

2021-April-29-Etsu Health Alberga ClíNicas De VacunacióN Contra Covid-19 Para Cualquier Persona Mayor De 18, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (29 de abril de 2021) - ETSU Health albergará tres clínicas de vacunación COVID-19 de Janssen Johnson & Johnson, que son gratuitas y están abiertas para cualquier persona de 18 años o más. Dos de las tres clínicas estarán disponibles para pacientes sin cita previa, sin necesidad de cita previa.

Las próximas clínicas son las siguientes (tenga en cuenta la nueva ubicación para el 30 de abril y el 4 de mayo):

• Viernes 30 de abril, de 12 p.m. a 2 p.m.
  Martha Street Culp Auditorium, D.P. Culp Student Center
  No se requiere cita previa.
• Sabado, 1 de …

2021-April-29-University School Endowment, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 29, 2021) An alumnus of University School and East Tennessee State University has announced the creation of an endowment to support his alma mater as one of the top K-12 schools in the state and nation.

The A. Richard Wilson University School Endowment will provide resources for University School to supplement public funds in support of capital improvements, technology upgrades and maintenance, staff and faculty professional development, and for scholarships for graduates attending ETSU.

Wilson credits the University School’s faculty with laying the foundation for his success in life and business. Keeping the University School among …

Do Students Buy Attention-Grabbing Stocks? A Field Experiment, George Psaradakis

Business and Economics Honors Papers

In this paper, we look to find out whether or not student investors are drawn to “attention-grabbing” stocks. We define “attention-grabbing” stocks as those that are issued by companies with either large numbers of Twitter followers, large general marketing budgets, or both. Our theory is that the more followers that a publicly traded company has on Twitter and/or the more money the company spends on marketing and advertising, the more likely a student would be to invest in its stock.

A field experiment was conducted in which undergraduate students constructed their own virtual stock portfolios. A treatment group was given …

Your Emerging Career Assignment Focused On Procter & Gamble, Madeline Hoffman

School of Business Student Scholarship

Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

Your Emerging Career: Nike, Meghan Reynolds

School of Business Student Scholarship

Meghan Reynolds ’24
Major: Finance
Faculty Mentor: Professor Rae Caloura

Proposed Acquisition Of Paytronix By Hubspot, Madeleine Scotti

School of Business Student Scholarship

Madeleine Scotti ’21
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

For this case study, I was tasked with determining which parent company would be best to acquire Paytronix, a customer loyalty SaaS company, along with one that the parent company should delete in its place. Throughout my research, I concluded that HubSpot, the SaaS company that produces marketing, customer service, and sales software, would be the best fit to acquire Paytronix. In order to make this decision, I utilized the strong brand association, HubSpot’s trend of acquiring firms, and Paytronix’s specialization to justify this acquisition. Likewise, I utilized these …

The Decline In Brick-And-Mortar Shopping, Patrick Stephens, Crosby Colyer, Caroline Mohan, Lucas Pinter, Kyle Meyer

School of Business Student Scholarship

Patrick Stephens ’23, Marketing major
Crosby Colyer ’23
Caroline Mohan ’23, Marketing major
Lucas Pinter ’23
Kyle Meyer ’23, Marketing major, Spanish minor
Faculty mentors: Dr. Kevin Newman and Dr. Mark DeFanti

There has been a decline in the number of consumers that were partaking in in-person retail shopping especially during the holiday season. We wanted to understand the causes that existed behind this change in brick-and-mortar retail. The two problems that we discovered were Covid 19 and the inability for stores to enforce their guidelines, along with this is the movement towards convenience within the commerce world. With a …

The Impact Of Patient Shadowing On Service Design: Insights From A Family Medicine Clinic, Andrew S. Gallan, Bruce Perlow, Riddhi Shah, Judith Gravdal

Patient Experience Journal

A central tenet of patient-centered care is to truly and deeply understand how patients experience health care. One particular qualitative method, patient shadowing, holds the promise of seeing things through the patient’s eyes in real time. The purpose of this research is to utilize patient shadowing to capture the realities of patient experiences in an outpatient family medicine clinic and to report opportunities for improvement to clinic leadership. A total of twenty (20) patients were shadowed at a family medicine outpatient clinic over the course of eight (8) different days, providing a variety of circumstances including staffing levels, shift changes, …

The Satisfaction Of Bangladeshi Pilgrims: Service Gaps In Spiritual Tourism Based On Gender And Expenditure, Mohammad Mominul Islam

International Journal of Religious Tourism and Pilgrimage

This study sheds light on the satisfaction of pilgrims and service gaps of tour operators. Data were gathered from 236 Bangladeshi pilgrims in the Kingdom of Saudi Arabia at Mecca and Madina and in Bangladesh in 2019. The results reveal that 94.9% of the tourists were satisfied with air services, followed by food, accommodation, Hajj- training, sightseeing, stone-throwing, Arafa, Mujdalifa, Meena and transportation services (75.8%, 61.9%, 56.8%, 54.3%, 54.3%, 53.4%, 52.5%, 51.3%, and 43.2% respectively. Under the Mann-Whitney U test, pilgrims’ perceptions of tour operators’ services significantly differed based on gender and expenditure of respondents. The results show that satisfaction …

Strategy & Tactics To Improve Sales For B2b Manufacturing Firms: A Case Study, Frank T. Ricci, Jr.

Honors Projects in Marketing

Manufacturing businesses primarily focus on producing products, but as a result, these firms can fall behind on their marketing efforts when compared to other business sectors. Through a case study approach, an analysis was conducted to reveal how business to business 'B2B' manufacturing firms can attain and use marketing research supplemented by robust data analysis from its customers to improve sales. The study was divided into 7 sections. Sections 1, 2, and 3 show the dynamics of this business sector and motivations for this project. The remaining sections 4, 5, 6, and 7 explore the practical implications through a live …

2021-April-28-Etsu Rotc Hall Of Fame Inducts Five, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 28, 2021) – The U.S. Army Reserve Officers’ Training Corps (ROTC) at East Tennessee State University inducted five individuals into the Class of 2020 ROTC Hall of Fame during a special ceremony held earlier this month. The ETSU ROTC Hall of Fame recognizes alumni, former cadre members and others who have distinguished themselves professionally and have made significant contributions to the program. The 2020 ceremony was rescheduled for this spring due to the COVID-19 pandemic. Photos of honorees will be displayed outside the Department of Military Science in Brooks Gym.

Those inducted into the 2020 ROTC Hall …

2021-April-28-Distinguished Ccrhs Alumni And Hall Of Fame Inductees, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 28, 2021)  – East Tennessee State University’s College of Clinical and Rehabilitative Health Sciences (CCRHS) recently announced its 2020 Distinguished Alumni and Hall of Fame Inductees.

Typically, honorees are announced in the fall. However, due to the COVID-19 pandemic last fall, the 2020 honorees will be recognized along with the 2021 honorees to be announced later this fall.

The two recipients of the 2020 Distinguished Alumni Award from the CCRHS are:

• Kim Garland – Garland received her Bachelor of Science degree in psychology and criminology from ETSU in 1998, and then returned to ETSU, where she earned …

2021-April-28-University School Ranked 11th In Tennessee By Us News, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 28, 2021) University School is ranked 11^th in Tennessee by U.S. News & World Report in its “Best High Schools” listing published this week.

Located on the campus of East Tennessee State University, University School is the highest ranked school in the Northeast Tennessee region as well as east of Knoxville.

“This has been a challenging year for the University School community as significant adjustments to our operations were made throughout the pandemic,” said Dr. Brian Partin, director of University School.  “Nevertheless, our students and faculty remained focused on the reason we are all here, …

2021-April-28-University School Ranked 11th In Tennessee By Us News, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2021-April-27-Etsu Faculty Granted Promotion And Tenure, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (April 27, 2021) – Forty East Tennessee State University faculty members were promoted and 23 granted tenure by the ETSU Board of Trustees, the university’s governing body, during its quarterly meeting on April 23.

The following 13 faculty members attained the rank of full professor: Bess Sirmon-Taylor, Audiology and Speech-Language Pathology; Aruna Kilaru, Biological Sciences; Antonio Rusinol and Douglas Thewke, Biomedical Sciences; Chih-Che Tai, Curriculum and Instruction; Alison Barton, Kimberly Hale, Pamela Mims and Arnold Nyarambi, Educational Foundations and Special Education; Roland Huffaker, Obstetrics and Gynecology; John Bossaer, …

2021-April-27-Understanding Sport Management, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (April 27, 2021) Dr. Natalie Smith from East Tennessee State University is the co-author of the new book, “Organizational Behavior in Sport Management:  An Applied Approach to Understanding People and Groups.”

Her co-authors are Dr. Chris Barnhill, who is associate professor of Sport Management and Program Coordinator at Georgia Southern University, and Dr. Brent Oja from University of Northern Colorado where he is assistant professor of Sport Administration.

Geared toward undergraduate students, the book discusses how sports organizations function and the mechanisms that go into organizational behavior as well as how employees are motivated and work together. …

The New Wbgu: A Social Media Marketing Strategy, Brittany Line

Honors Projects

This project looks to find the most effective ways of growing and engaging a social media audience for WBGU-FM. Included in this is strategy used to interact with more people, an analysis of what elements were effective, and ways to increase content. Social media holds growing importance in promoting and connecting with an audience. This project is needed because recently, WBGU-FM has not been frequently or effectively using their social media platforms to connect with the community. As the shift of WBGU-FM’s purpose takes effect to focus on more community aspects of radio, it is important to have multiple ways …