Marketing Commons^™

A Learning Framework For The Ywca Central Massachusetts, Dayna Ankermann, Manjushree Burdekar, Priyanka Joshi, Ying Song, Yumeng Chen, Xing Xie

School of Professional Studies

After meeting with the Director of Wellness and Health Equity at the YWCA Central Massachusetts (which will be referred to as the YWCA from here on out), we learned that as a non-profit gym and health center, it is heavily underfunded. The main focus of the project was to determine how to upkeep the facility while bringing in new customers with limited resources and budget. Due to the needs of the YWCA, our group focused on six aspects: revenue stream, donor retention, increasing membership, customer experience, social media marketing, and membership fee structure. After completing extensive research, we were able …

Human Services Management (Hsm) Certificate Program Expansion To Western Massachusetts Feasibility Study, Paul Campbell, Patrick Deschenes, Maria Pacheco, Bradley Paul, Elizabeth Vittum, Jing Zhang

School of Professional Studies

One of the most popular cost-savings programs that the Providers’ Council currently offers its members is a Certificate in Nonprofit Human Service Management (HSM) provided in partnership with Clark University and Suffolk University. As human services providers are struggling to hire and retain qualified staff, the need to provide professional development opportunities to help grow and expand a skilled health and human services workforce is a critical issue facing nonprofit organizations and communities in Massachusetts. This feasibility study examines the viability of Providers’ Council and Clark University expanding its HSM Certificate Program to organizations and staff located in western Massachusetts. …

Somali National University, Sharmarke Abdulla, Nikala Pieroni, Jenna Caskie, Sergii Odnodvorets, Tanyue Gong, Lahari Dasari

School of Professional Studies

The executive summary presents an overview of the principal conclusions and recommendations for Somali National University Faculty of Education (FoEd) regarding the following concerns: Difficulty with recruiting high quality prospects to the FoEd; Ineffective and counterintuitive use of social media as a tool to improve brand equity, as well as as a tool to attract and communicate with prospective and current students; Unbalanced gender ratio of current student body; Absence of student services and student supports; Low student retention rate; Limited resources for academic advising; This document is the result of a Clark University School of Professional Studies Capstone Project.

Putting The Honey On The Table: A Business Plan To Create A Successful Part-Time Beekeeping Operation, Samuel L. Goll

Agricultural Economics and Agribusiness Undergraduate Honors Theses

The objective of this thesis was to use a survey targeted at different niche markets to gain insights about different honey bee products and thereby to provide information for their economic feasibility when produced on a small, local scale for retailers that support such producers and cater to such consumer demand. Since cost of production information about operating an apiary is widely available, the focus of this work was on gaining marketing knowledge. One of the aspects of the survey was to develop a better sense of what potential resellers of honey bee products considered locally-produced. Another objective was to …

Three Essays On The Role Of Sales Strategy In Salesperson Performance, Eddie Inyang

Marketing Dissertations - Archive

The importance of the sales force to implementing organizational strategy has been widely acknowledged in both the academic and practitioner literature. With organizations spending over $800 billion a year on their sales forces, when the activities of the sales force become uncoupled from organizational strategy, it results in direct and indirect costs to the firm. Despite the importance of the sales force to implementing organizational strategy, there have been scant empirical studies in the academic literature on the role of salespeople in implementing strategy. In this dissertation, three essays examine the performance outcomes of salesperson implementation of sales strategy, along …

Perceived Entitlement Among Amillenials Versus Baby Boomers: A Cross-Generational Examination, Eliza Comer

Undergraduate Honors Capstone Projects

As the Millennial workforce grows, understanding how Millennials are viewed- specifically in terms of entitlement-is an issue that merits attention, since perceived entitlement could negatively impact the extent to which an individual's contributions are valued in the workplace. While prior research suggests that Millennials are entitled (Allen 2015; Fisk 2010; Myers 2010), it neglects how perceptions of entitlement may differ across generations. We aim to address this gap by examining whether Baby Boomers and Millennials differ in their perceptions of what constitutes entitled behavior. Specifically, we test whether an individual's age, together with situational factors, may influence the extent to …

Sustainable Tourism Study Through Solimar International, S Silongwengjia

Capstone Collection

This inquiry explores a pragmatic approach of sustainable tourism and its application as a transformative development instrument. It seeks a general understanding of the global tourism sector, looks specifically at an individual tourism enterprise, Solimar International, and examines rural tourism, and its proposed standards. It discusses the opportunities and threats to the culture, ecology, and livelihoods of the residents of destination tourism and the unique experience to geotravelers. It analyzes the theoretical development history of tourism and the integrated approach of Solimar International as a leading agency in the tourism industry sector. And it seeks to understand a new type …

2017-May-01-Ali Gibson, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-May-01-Congratulations!, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-May-01-Quillen Commencement, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Image And Perception Of The Top Five American Tourist Cities As Represented By Snow Globes, Caitlin Malloy

Architecture Undergraduate Honors Theses

This thesis investigates the connection between popular culture’s perception of place and the physical augmentation of reality. Focusing on the top five tourist cities in America, this disparateness is observed through the lens of a souvenir: the snow globe.

The presentation of the work is broken into two parts: the written portion and the book of diagrams. A total of 45 snow globes (9 for each of the 5 cities) were selected for the study, each carefully analyzed for content to include monuments, colors, text, dimensions, realism, and layout. This resulted in a series of diagrams which graphically express the …

2017-May-Etsu's Bill Gatton College Of Pharmacy Graduates 82 In Commencement Exercise, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY A commencement ceremony took place Friday morning for the 82 students making up the Class of 2017 in the Bill Gatton College of Pharmacy at East Tennessee State University.

During her address, Dean Debbie Byrd thanked the graduates for choosing to attend pharmacy school at ETSU.

As you probably know, colleges compete for great students and these students could have gone anywhere they wished to pharmacy school, Byrd said. We are so pleased they chose to go on the journey to becoming a pharmacist with us. The Class of 2017 made this college its own and they are …

The Buffering Effect Of Brands For Companies Facing Legislative Homogenization: Evidence From The Introduction Of Sarbanes-Oxley, Felipe Thomaz, Leonce Bargeron, John Hulland, Chad Zutter

Institute for the Study of Free Enterprise Working Papers

Brands not only enhance the positive impact of marketing initiatives, but also buffer the firm from the full consequences of unexpected and negative market shifts. While this protective effect has been demonstrated for firm-specific events (e.g., product recalls, public relations crises), its impact has not been observed in response to market-wide environmental shifts. Our study demonstrates the buffering properties of strong brands in exactly such a context: the passing of new legislation. By examining responses to the introduction of the Sarbanes-Oxley Act of 2002, we show that (1) firms exhibit a rapid and homogeneous response as they comply and adjust …

In A World Where We Are Constantly Connected, How Connected Are We?, Samantha Valenza

Senior Honors Projects

Social media in today’s world is common amongst millennials (trend-setting young adults born 1980-2002) as a source of news and networking. Social media has yielded benefits, including the ability to connect with geographically dispersed, like-minded individuals for entertainment, employment opportunities, or to engage in activism. However, the popularity of social media, as well as the frequency of its use, raises questions about its effects on our lifestyles, habits, and interpersonal relationships. Despite its benefits, social media usage may have a darker side. Extreme cases involving addiction, fake news, identity theft, cyber-bullying, and other criminal activities have received some attention. Less …

Sustainability Of Direct Sellers In Marketing, Ashten N. Holloway

Honors Theses

This paper examines the characteristics of people who are a good fit for a career in direct selling marketing as well as the characteristics of those who are not. It is also an examination of the motivations to join direct selling and the different levels of “success” that some may find in their careers as direct sellers. Some of the motivators for success came from emotional drives while some were situational. Analysis of the questionnaires given to each participant led to the discovery of three common determinants of what does make a successful direct seller and four determinants of characteristics …

Digital Transformation And Value Creation: Sea Change Ahead, Srinivas K. Reddy, Werner Reinartz

Research Collection Lee Kong Chian School Of Business

Digital transformation is taking place all around us and there is hardly a single aspect of life that has not been affected. In a traditional sense, digital transformation refers to the use of computer and internet technology for a more efficient and effective economic value creation process. In a broader sense, it refers to the changes that new technology has on the whole; on how we operate, interact, and configure, and how wealth is created within this system. It has become clear by now that the digital transformation has an obvious, lasting, and even revolutionary impact, not only on the …

Moral Traps: When Self-Serving Attributions Backfire In Prosocial Behavior, Stephanie C. Lin, Julian J. Zlatev, Dale T. Miller

Research Collection Lee Kong Chian School Of Business

Two assumptions guide the current research. First, people's desire to see themselves as moral disposes them to make attributions that enhance or protect their moral self-image: When approached with a prosocial request, people are inclined to attribute their own noncompliance to external factors, while attributing their own compliance to internal factors. Second, these attributions can backfire when put to a material test. Studies 1 and 2 demonstrate that people who attribute their refusal of a prosocial request to an external factor (e.g., having an appointment), but then have that excuse removed, are more likely to engage in prosocial behavior than …

Who Am I? Customer Identification: A Quantitative Synthesis, Omar S. Itani

Marketing Dissertations - Archive

Customer identification defined as ‘customer’s perceived oneness with a company/brand’ is receiving increased attention in marketing. Despite the critical role customer identification plays, there is a lack of comprehensive work explicating the antecedents, outcomes, and possible boundary conditions of customer identification. The current study fills this gap in the literature by conducting a meta-analysis that synthesizes studies conducted over the past 25 years. The meta-analysis includes 167 independent samples (N = 87,538 customers) from which 24 antecedents and 7 outcomes of customer identification are identified and tested. Significant antecedents are grouped into two categories: company/brand antecedents and customer antecedents. Findings …

A Social Marketing Plan For 7hills Homeless Center, Kendra Labri Williams

Graduate Theses and Dissertations

7hills Homeless Center is located in Fayetteville, Arkansas and is committed to ending homelessness in Northwest Arkansas by developing and implementing innovative services to equip the near-homeless and homeless in leading healthy and productive lives through strategic community partnerships with citizens, business, and government agencies. This thesis offers 7hills Homeless Center a comprehensive social marketing plan. The goal is to increase awareness of homelessness in Northwest Arkansas and to increase donor and volunteer involvement with 7hills. In order to accomplish these goals, a social marketing plan was developed by researching target volunteer and donor audiences, homelessness, and successful campaigns from …

2017-May-01-Displaying Our Work, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.