Marketing Commons^™

2020-May-12-Investment Competitions, University Marketing And Communication, East Tennessee State University

ETSU News

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CFA Institute Research Challenge team

Pictured from left: Flavio Sanguinetti, Alex Haley, Timothy Carroll, and Catrina Whatley.   

JOHNSON CITY (May 12, 2020) – Teams of East Tennessee State University business students performed strongly in the Tennessee Valley Authority Investment Challenge Program (ICP) and the Chartered Financial Analyst (CFA) Institute Research Challenge.

The ICP is a partnership between the TVA and 25 universities in the federally owned utility’s seven-state service area. Student teams gain hands-on financial asset management experience by actively managing stock portfolios for the TVA under the guidance of faculty members and within investment …

2020-May-12-18th Best Online Dnp Program, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 12, 2020) – East Tennessee State University College of Nursing’s online Doctor of Nursing Practice Program (DNP) is among the top 20 in the nation, according to a new ranking by Learn.org.

ETSU ranked 18^th, in the “Best Online DNP Programs” listing released this month.

ETSU’s DNP program is a doctoral degree focused on rural clinical practice in primary care settings. The program prepares advanced practice nurses and executive nurse leaders to assess and evaluate evidence from research and translate or use the findings to affect practice change and enhance and promote quality of care.

The …

Branding On A Budget: Marketing In The Nonprofit Sector, Nicholas Biere

Honors Projects

“Branding on a Budget: Marketing in the Nonprofit Sector” This service learning project combines academic research with experiential service learning. The purpose of this project was to create a strong brand for BeInstrumental, a nonprofit music education organization from Toledo, Ohio through the creation of a graphic branding plan. Principles of visual communication technology, graphic design, marketing strategies, branding, and graphic design are all implemented in this project.

Stand For The Small: How To Effectively Brand And Market Your Small Business On Social Media, Erika Glover

Honors Projects

This document is a resource intended for female entrepreneurs who own or are looking to launch their own small business. The focus of this resource is to help business owners understand and apply strong social media marketing tactics to their small businesses. The document draws on passions, mission, and brand identity to help the user visualize the long term vision of their company's image. This is achieved by providing research and information on social media marketing in the following categories: target audience, gaining customers, brand goals, mission, visuals, voice, platforms, hashtags, analytics, and a pep talk.

The final element of …

Brand Translation And Country Of Origin Advertising In The Jeans Market In Latin America, Elson Stewart

Honors Theses

As more firms decide to operate globally as a means of survival and growth, they must be prepared to understand the language and culture of their new target markets. This study aims to examine why firms may or may not translate their brand name and use country of origin advertising. Furthermore, this study aims to explain if economic and demographic factors have any effect on whether or not American firms may use certain marketing strategies. Findings in this study suggest that American firms are likely to be more active in Latin American countries with higher GDP PPP per capita, English …

Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann

Honors Theses

The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial …

A Study Of The Marketing Analysis Concerning Mind The Gap: A Wall-Bed Space Saving Platform, Brenna Johnson

Honors Theses

The purpose of this thesis is to conduct a marketing analysis on the capstone project concerning the product titled Mind the Gap. The thesis will explore the potential industries that could be entered and marketing strategies that would be implemented if the Mind the Gap product was mass produced and either sold online or through brick and mortar locations. Outlined in this research is an analysis of the competitive landscape, potential target markets, situational aspects concerning this product, and the resulting recommended marketing mix. The Mind the Gap is centered around a practical and efficient process which has a goal …

A Comprehensive Business Plan For Launching The New Edtech Company Dais Social Group Llc Dba Daisnotes, Nicholas Neilson-Slabach

Honors Theses

This thesis proposes that an online student-to-student academic social networking platform designed to enhance academic achievement and student satisfaction would be feasible and profitable. Ample evidence exists that student-to-student interaction in university courses increases academic achievement and student satisfaction. Student-to-student interaction is difficult to achieve in large classes common at universities. DaisNotes is a startup company developed to deliver this academic social networking experience.

Part I of this thesis will discuss the results of original empirical research into student attitudes on current studying methods and connection interfaces to explore the problems college students face academically. The marketing research study tests …

2020-May-08-Bill Gatton College Of Pharmacy Celebrates Virtual Hooding And Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

Bill Gatton College of Pharmacy Commencement

JOHNSON CITY (May 8, 2020) – East Tennessee State University Bill Gatton College of Pharmacy celebrated the Class of 2020 with a Virtual Hooding and Commencement for its 68 graduates on Friday, May 8.

The Class of 2020 is the 11^th graduating class of Gatton College of Pharmacy, and the first class at the college to celebrate its commencement virtually.

In her address to the graduates, Dr. Debbie Byrd, dean of Gatton College of Pharmacy, acknowledged that it is an …

2020-May-08-Quillen College Of Medicine Livestreams Virtual Commencement, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 8, 2020) – East Tennessee State University’s Quillen College ofMedicine held a Virtual Commencement ceremony on Friday, May 8, for its 39^th graduating class.

Commencement Speaker

The ceremony was livestreamed so that the 68 graduateswere able to participate in the virtual event andreceive their doctoral hoods together in real time. Presiding over the ceremony was Dr. Bill Block, a 1992 Quillen alumnus who now serves as vice president for clinical affairs and dean.

The guest speaker was Quillen …

2020-May-08-Rotc Commissioning Ceremony, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 8, 2020)– Nine cadets in the Army ROTC Program at East Tennessee State University have taken the oath of office and were commissioned as second lieutenants. The new officers will serve in various branches of the United States Army upon graduation from ETSU.

The commissioning is typically conducted during an in-person ceremony preceding ETSU’s Commencement Exercises, but for the safety of cadets and their families, a virtual ceremony is available to view online.

ETSU President Brian Noland provided the keynote address for cadets, and Lt. Col. Shawn Dodge, professor and chair of Military Science, led the …

‘How Has Art Refocused Consumers’ Attention Within A Visual World Through The Exploration Of Package Design?’, Frances Hackney

Honors Theses

The art of design has refocused the attention of consumers as they have entered into a visually demanding world. While this concept is complex and perplexing, stemming from endless influencing factors, the elements of design can be broken down into areas of focus to dissect the visual world of marketing. A simple way to communicate the influence of design on the consumers is to unveil the answers through the study of art.

In this thesis, the study will turn to the world of art to learn more about consumerism. The goal is to understand how visual images and the ongoing …

2020-May-07-Sga Officers 2020-21, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 7, 2020) – Students at East Tennessee State University recently elected Student Government Association (SGA) officers for the 2020-21 academic year.

Shivam Patel, a junior majoring in health sciences with a concentration in human health, was elected president of the SGA.  Patel is a member of the Roan Scholars Leadership Program and is a Preview and Orientation Leader. He spent the summer of 2019 as a site coordinator at Project Transformation, a literacy camp for children of low socioeconomic backgrounds in San Antonio. Patel was recently recognized as a recipient of the 2020 Appalachian Highlands Twenty Under …

2020-May-07-Pack To Moderate Panel On The Impact Of Covid-19 On The Opioid Crisis, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 7, 2020) – Dr. Robert Pack, executive director of East Tennessee State University’s Addiction Science Center, will moderate a panel discussion, via webinar, on how the COVID-19 pandemic is impacting efforts to address the opioid crisis.

The webinar, which is part of the 2020 Association of Schools & Programs of Public Health (ASPPH) Virtual Annual Meeting, will be held on Friday, May 8, from 1-2 p.m.

“The COVID-19 pandemic has complicated efforts to address the United States’ opioid crisis with a comprehensive, multi-part federal effort that combines primary medical care, essential support services, outreach to persons who …

Establishing & Applying Brand Guidelines For The Wood County Humane Society, Paige Isovitsch

Honors Projects

The purpose of this combined VCT Synthesis and Honors Project was to create consistent branding for the Wood County Humane Society (WCHS). The objectives were to create brand guidelines for the non-profit, and then implement the guidelines to create new marketing materials. This project is interdisciplinary in nature and includes visual design, marketing, and communications.

Many non-profits struggle with revolving staff, and some, such as WCHS, do not have a staff member with expertise in marketing and design. In the case of WCHS, this resulted in inconsistent branding that appeared unprofessional and confusing to the community. With this project, I …

2020-May-06-Etsu Offering Summer Online Courses Related To The Covid- Pandemic, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 6, 2020) – In response to the COVID-19 pandemic, East Tennessee State University is offering several online summer courses across multiple disciplines that are related to the pandemic and its effects on society.

“The COVID-19 crisis has affected every person and every class at ETSU,” said Dr. Wilsie Bishop, interim provost and senior vice president for academics. “I am proud of the way ETSU has responded to the crisis and how quickly our faculty have adapted courses and used their expertise to create new courses that address subject matter and challenges associated with the pandemic.

“This summer, …

2020-May-06-New Research Center Aimed At Improving Womens Health, University Marketing And Communication, East Tennessee State University

ETSU News

CARE Women's Health

JOHNSON CITY (May 6, 2020) – East Tennessee State University has created a new interprofessional research center that will expand ongoing efforts to improve the health and well-being of women, particularly women from the Southeast and Appalachian regions.

The ETSU Center for Applied Research and Evaluation in Women’s Health (CARE Women’s Health) was formally established this year. However, its roots go back to 2017, when ETSU’s College of Public Health received the largest research grant in ETSU's history …

2020-May-06-Percussion Virtual Concert, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 6, 2020) – The Percussion Studio in East Tennessee State University’s Department of Music will present a live virtual concert on Facebook on Friday, May 8, at 5 p.m.

This concert will feature material that students have been working on in their homes this spring since classes went online in response to the COVID-19 pandemic.

“Conducting classes online since spring break has been difficult, and there have been some challenges with all of the craziness that’s gone on,” said Dr. Matthew Geiger, assistant professor of percussion in the ETSU Department of Music. “But with the students staying …

The Status Of Women And Entrepreneurship In Utah: A 2020 Update, April Townsend, Susan R. Madsen, Ann Marie Wallace

Marketing and Strategy Faculty Publications

Throughout the nation, women are building and running successful businesses. In 2016, the Utah Women & Leadership Project (UWLP) asked whether Utah was a good place for women to start and run businesses. The answer to that question was released in a research and policy brief titled, “The Status of Women and Entrepreneurship in Utah,” which became part of a series that focused on understanding the status of women’s leadership in Utah’s politics, education, nonprofits, business, government, and other settings.

The Impact Of Review Valence And Awareness Of Deceptive Practices On Consumers’ Responses To Online Product Ratings And Reviews, Ismail Karabas, Ioannis Kareklas, T. J. Weber, Darrel D. Muehling

Faculty & Staff Research and Creative Activity

Many online retailers and some manufacturers/service providers have recently been engaging in questionable practices, where product reviews are often fabricated and/or posted without sufficient clarity and objectivity. Across an exploratory study and two main studies, we empirically examine this phenomenon and observe a pattern of effects that suggests that review valence (i.e., the average number of rating-stars a product receives) influences product attitudes and intentions, but that these outcomes are significantly impacted by the extent to which consumers are aware of potentially deceptive online review practices. Awareness of deceptive practices was found to differentially influence attitudes and intentions, depending upon …