Business Commons^™

A Pedagogical Mystique?: Lessons Of Incorporating Feminism Into Skills-Based Communication Courses, Daniela Molta, Regina M. Luttrell Ph.D., Christopher J. Mccollough

Journal of Communication Pedagogy

It is imperative that today’s advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into skills-based communication courses. The researchers conducted 20 qualitative interviews with academics to discuss various approaches, examples, and learnings. The findings suggest that using a feminist framework to teach skills: (1) enhances the skill being taught, (2) allows students to communicate more effectively, (3) builds life skills, and (4) comes in many forms. The article …

Collegiate Dance Club Marketing Plan, Aubrie Malhoit

Honors Theses

The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club. …

Marketing Plan For The Foundation Scholarship Program, Marissa Chupp

Honors Theses

The Foundation Scholarship is a full-tuition scholarship for incoming freshman who meet the scholarship’s criteria at Western Michigan University (WMU). Along with the scholarship funds, the Foundation Scholar program aids students by providing a solid community of peers and mentors. Since the program’s debut in 2015, there has been no marketing plan set in place. This thesis is devoted to the creation of a marketing plan that can be used as a guideline to promote the Foundation Scholarship. The goal of this marketing plan is to persuade donors to give to the program and incoming WMU students to apply for …

Stakeholder Theory In Ethical Business Decisions: The Case Of Nestle, Mckayla Marcola

Honors Theses

The traditional view of business is that executives have an obligation to base all decisions around increasing the value of the business. But what happens when those decisions infringe on the surrounding environment? In 2017, Nestlé proposed a water withdrawal increase at their Evart, MI water bottling plant from 250 gallons per minute, to 400 gallons per minute. During April 2018, the Michigan Department of Environmental Quality approved the new withdrawal proposal; this caused an up roar in the environmental community. From local citizens, to public interest groups, many have expressed their opposition for this increase stating that this increase …

Harnessing The Power Of Gold, Christopher Hunt

Academic Leadership Academy

Consistent branding at WMU has been the topic of many on-campus discussions in 2017. The Strategic Management Executive Council (SMEC) identified brand and communication consistency and continuity as a risk priority. As part of that risk assessment, a Collaborative Risk/Opportunity Management (CRŌM) team has been assigned to evaluate the following issues: •Many units are still not aligning with established brand messages and design guidelines, diffusing marketing efforts. •Lacking clear voice for the University. •Internal communication occurs in silos, so people do not get the full picture; especially a problem with part-time staff and faculty, impacting overall staff morale. •Under-empowered University …

Structural Factors Affecting Marketing At Wmu, Joe Vanderbos

Academic Leadership Academy

This capstone project started with a goal of answering two questions: 1) What structural barriers do WMU staff perceive to prevent the university from creating a more unified, responsive approach to marketing? 2) What organizational structure would lead to a more unified, responsive approach to marketing at WMU?

Shopping With Strangers: Grocery Shopping Behaviors Of Generation Z, Madelyn Olsen

Honors Theses

Marketers frequently segment different populations by generation to target their products more efficiently. Each generation has its own characteristics and behaviors. Marketers use these characteristics and behaviors to improve ways to get consumers’ attention, increase interactions with brands, and increase purchase of products and services.

In a rapidly changing world, these generations are becoming increasingly visible and identifiable due to the integration of technology and social media into daily life. The generation that this study focuses on is called Generation Z. Generation Z has not been fully identified yet because their group is still emerging. Researchers have found it difficult …

Kalamazoo Wings Student Participation Campaign, Kelly Hughes

Honors Theses

This public relations campaign is to increase participation of Western Michigan University students at Kalamazoo Wings hockey games. The *millennial audience represents 25-30% of many professional sports teams’ overall revenue base (Fisher 2015). Western Michigan University students have low participation at Kalamazoo Wings hockey games since they do not even make up 1% of the fans that attend Kalamazoo Wings games. The campaign goal is to increase participation of Western Michigan University students at Kalamazoo Wings hockey games by 25% by May 2018. *Millennial: A person reaching young adulthood in the early 21st century.

My research has indicated that the …

Western Michigan University’S Department Of Dance Marketing Plan, Cassandra Hartline

Honors Theses

The following report constitutes the formal marketing plan for the department of dance at Western Michigan University. This plan is intended to synthesize all of the marketing related information pertinent to Western’s dance department and provide easy one step access to this material at any time. The other purpose of this plan is to dictate the primary objectives the department is looking to accomplish through implementation of marketing tactics.

The first primary objective includes increasing visibility of the department of dance as a whole to both our primary and secondary target audiences; the second objective is to create innovative marketing …

Does Social Media Help Create Brand Loyalty?, Ali Russo

Honors Theses

Throughout my time at Haworth College of Business, Social Media has been a big topic of discussion. The issue has not been if companies should use it as a tool to reach consumers but how do companies effectively utilize Social Media sites. Companies have two important ways to utilize these sites: the first is to collect data from users, and the second is to create a platform where they can interact and influence purchasing decisions. I wanted to create a thesis that focused on the interaction side of Social Media. Initially, I wanted to see if Social Media would create …

Evaluating The Visual Identity Program Guidelines, Kim Nelson

Academic Leadership Academy

The focus of this project is to pull together individuals from across campus who are responsible for visual communication and form a Designers on Campus group. During 2014 and 2015, this group has met to discuss a variety of design topics, share ideas and show completed work. The group has provided valuable input into revising WMU’s Visual Identity Program guidelines. This ongoing project will result in a new release of the guidelines in early January, 2016.

Acknowledgements/Image Credits, Molly Lynde-Recchia

Transference

No abstract provided.

Increased Enrollment For The Graphic And Print Science Program Through Specialty Print Advertisement, Christa Ickowski

Honors Theses

This project evaluates whether a mailer (containing information on the Graphic and Print Science Program) that is folded in a unique manner and containing color graphics would attract more students to the program. With this printed piece the capabilities of the program's students and the program are demonstrated to attract more motivated students who wish to pursue the Graphic and Print Science field. The current method of advertising the program consists of sending form letters which tend to be a little interest to the target audience of high school graphic arts students. With a specialty folded, 4-color mailing in a …

Easy: An Integrated Marketing Communications Program For The City Of New Orleans, Brett Rogers

Honors Theses

The following is an integrated marketing communications program for the city of New Orleans entitled "Easy." The paper outlines the history of the marketing of New Orleans, as well as the city's current goals. A detailed summary of the current market is provided with detailed demographics and beliefs held, as well as the segmentation variables that will be used within the "Easy" campaign to define the targeted audiences. The PRIZM NE segmentation system is used to better define the target markets of the campaign. Broadly defined, the two targeted segments of the campaign are: 1. younger families with children who …

Children's Attitudes Toward Television Advertising: A State Of The Art Review, Heidi L. Haskins

Honors Theses

The issue of children and advertising came to light in the 1970s and has continued to be a topic of much discussion ever since. In started in the 1970s when the Action for Children's Television petitioned the Federal Communications Commission (FCC) to eliminate all commercials from children's TV programs. Then in January 1973, the major networks agreed to reduce commercial time in children's weekend programs from 16 minutes an hour to 12 minutes an hour. In 1991, the Better Business Bureau estimated that children in the U.S. watch an average of 3.5 hours of television every day, and the average …

A Comparison Of Print Advertisements To Corresponding Web Sites: Are Marketers On Target, Sarah Jo Sautter

Honors Theses

Technological advances constantly make lives easier and information more accessible. Marketers seek the best ways to communicate with their prospects. This means keeping pace with technology, and being a pioneer in the industry. The Internet is one communication medium growing in popularity among marketers. As a new advertising medium, companies rush to beat their competitors, and many others follow. As a result, Web addresses are found in traditional media like television, radio and especially print.

The Value Of Subliminal Advertising To The Modern Marketer, Bruce Peckover

Honors Theses

This paper provides an evaluation of the arguments and evidence advanced supporting and denying the effectiveness of various subliminal techniques used in advertising. These practices supposedly influence consumer behavior by subconsciously altering attitudes or preferences toward products. While researchers offer some marginal evidence of subliminal stimuli influencing like/dislike reactions, the marketing relevance of the evidence remains to be documented. This investigation examines the history, use, legality, and value of subliminal advertising to the marketer. A thorough discussion of each of these points is made with reference to documented sources. The intent of this paper is not to deny the existence …

Television Advertising And Children, Vince Delange

Honors Theses

Thesis begins by examining the learning and cognitive processes and development of children, followed by a history of advertising to children, then explores the traditional concerns with advertising to children. The author discusses research findings and makes recommendations regarding advertising to children.