Marketing Commons^™

A Guide For Hiring Mature Employees At Ascentria, Binghe Change, Calleigh Leach, Elsie Lu, Hongquiang You, Mengge Wang, Nina Mariotti

School of Professional Studies

This paper will explore existing literature on aspects of an intergenerational workplace in a nonprofit organization and provide recommendations for recruiting and retaining older employees for a human service organization, Ascentria Care Alliance, in Worcester, MA. The paper will review research on trends in the nonprofit industry, a comprehensive breakdown of generational workplace values, reasons people are returning to work and effective marketing strategies that appeal to older generations. Marketing strategies specifically will explore best practices for website design, social media usage, and job descriptions. Additionally, this paper will research case studies of nonprofits with successful intergenerational workforce initiatives, as …

Clear The Air: Moving Towards A More Supportive, Welcoming, Tobacco-Free Clark University, Edward Aroko, Simon Elliot, Jackson Espe, Donovan Smith, Michael Spanos

School of Professional Studies

The deleterious health effects of the consumption of tobacco products, especially for youth, have been documented thoroughly and are nearly universally recognized. Numerous federal, state, and local regulations, coupled with health education and tobacco cessation initiatives have been launched to address these effects. Although these pushes have done much to reduce the rates of preventable health conditions and death due to the usage of tobacco, there remains much work to be done at the local level to discourage and disrupt patterns of substance use and abuse. The mission of Clark Clear the Air is to propose various and creative ways …

Inbound Marketing, Hasini Assiriyage, Isabelle Zoeckler, Emmanuel Aghado, Kefu Bu, Xiouyu Jiang, Rajesh Kamble, Yan Wang

School of Professional Studies

This study looks into inbound marketing practice through the process of secondary research. This insight on best practices and market examples have been employed in order to identify the benefits of Inbound Marketing for the School of Professional Studies at Clark University. Through the research, this team has consolidated a number of recommendations for the SPS marketing strategies moving forward. A focus has been placed on identifying solutions, which were effective and financially feasible. The primary solutions are internally sourced; with a future long term recommendation of seeking advice from a third party firm to automate the process.

Adult Learners: A Targeted Marketing Approach, Sarah Baldelli, Camilo Botero, Camille Ferreol, Caleb Horton, Xinyue Ma, Stefan Sprinkmoller

School of Professional Studies

The development of the Adult Learner Capstone Project started with a focus and need to learn more about affinity groups in the Worcester area in order to reach the potential adult learner demographic. Although some partnerships already existed, the Director of Marketing and Communications for Graduate Admissions, Tara Probeck, yearned to explore the potential partnerships and alternative uses of professional organizations to market to the current working professionals. From this idea, our capstone project was introduced in hopes of establishing a comprehensive and exhaustive list of potential organizational partnerships, specific for the School of Professional Studies.

My Choice Greens, Alina Zulfikarova, Amelia Mohr, Hesi Zhang, Ruiqi Huang, Sean Tatar, Yuhao Zhou, Zijun Zhou

School of Professional Studies

My Choice Programs for Independent Living is a nonprofit in Worcester, Massachusetts that helps individuals with special needs. In 2016, My Choice Programs added a branch to their organization called My Choice Greens. My Choice Greens is committed to growing fresh produce in their hydroponic farm. The profit generated from selling their vegetables is put back into direct programming for My Choice Programs. My Choice Greens is the first hydroponic farm in Worcester, but unfortunately not many people are aware of their program. Also, since they are a small nonprofit, they do not have sufficient funding or resources to market …

Optical Heritage Museum: An Interactive Touch, Connor Guerin, Ankur Halwai, Jinzhao Liu, Qi Liu, Yangjing Wang, Yashaswini Bharti

School of Professional Studies

Optical Heritage Museum (OHM) was established in 1983 with the aim to preserve, promote and display historical artifacts of the optics industry and educate all of its vital role optics has played in societal development. Over the years, the museum has grown in its physical space along with exhibit development to engage audiences in innovative, effective methods. Clark University’s School of Professional Studies department and curator of Optical Heritage Museum, Mr. Whitney’s Whitney, have establish a collaboration that has spanned over two semesters with the goal to support and aid in improving OHM. Our capstone group was assigned the task …

Leicester Research A Study In Effective Technology In Education, Jimeshkumar Chauhan, Anna Lakomy, Li Liu, Christina Mccarthy, Scott Mccarthy, Roman Pena, Emilie Smiley

School of Professional Studies

The LPS Research Team has been tasked with researching and recommending a technology plan for a new school that Leicester Public Schools is planning to build. In this paper, we present an overview of the our goals and our client’s goals, an introduction to industry trends, and discuss our findings based on research conducted via interviews with schools that have undergone similar projects. We also outline the conclusions drawn from this research and our analysis of the data we uncovered, and make specific recommendations for technology to be utilized in Leicester’s new school. Finally, we present a 3-part framework that …

Leicester Public Schools Information And Data Portal: Research And Recommendations, Yue Cen, Natalie Bonetti, Rashida Buchanan, Sathark Jain, Yuwei Wong

School of Professional Studies

The purpose of this project is to develop a strategy for the creation of a multifaceted portal to help with the organization and dissemination of information about the Leicester public school district. The functionality of this portal is to provide comparative financial, demographic, and academic data to other relative school districts in the area, both for the parents’ and for the city’s reference. It will be an examination into the best practices for creating a portal, both technological and aesthetic recommendations, as well as research into the value the publication of this data would provide for the parents of current …

Water In Worcester A Campaign For Public Fluoridation, Ryan Early, Xiao Gu, Yajing Huang, Lauren Meininger, Emma Phillips, Yao Su

School of Professional Studies

Water in Worcester: A Campaign for Public Fluoridation arose as a project from our sponsors, Chris Philbin, Vice President of Government Relations at UMass Memorial Health Care, and Joe O’Brien, former Worcester Mayor, Executive Director of the Environmental League of Massachusetts, and Clark University Adjunct Professor. Our goal has been to produce resources that will support the fight for fluoridation in the City of Worcester. Fluoridation has failed to pass in Worcester on four separate occasions, but Mr. Philbin and Mr. O’Brien believe that the time has come to try again.

In order to fluoridate Worcester’s water supply, the municipal …

Canine For Disabled Kids Awareness Campaign Research And Implementation Plan, Jiamin Gu, Kendall Harcourt, Chang Liu, Kiamu Liu, Jemmie Tejada

School of Professional Studies

According to the Americans with Disabilities Act (ADA) service animals are: “dogs that are individually trained to do work or perform tasks for people with disabilities” ( ADA, 2015). On the other hand, emotional support animals are: “dogs that provide comfort and support in forms of affection and companionship for an individual suffering from various mental and emotional conditions.” In addition, an emotional support animal is not required to perform any specific tasks for a disability like service dogs are (Ibid).

The ADA limits the number of questions that can be asked to protect the privacy of utilizers. In fact, …

Life Can Change In The Blink Of An Eye Capstone, Christopher Rutigliano, Jillian Elalaoui, Kristin Humphrey, Phillip Gates, Mohamed Ndjikam, Highness Meena, Adam Menard, Spencer Pickney

School of Professional Studies

Texting and driving is one of the most widespread and uncontrollable of epidemics that have arose to prominence in the 21st century. Texting and driving is now a global issue, that has left nations across the road scrambling to implement new laws and preventative measures to stunt the increasing rates of accidents and fatalities caused by texting and driving. The severity of the issue has lead to a multitude of different entities ranging from domestic and foreign governments, cell phone and car manufacturers, cell phone carriers, and insurance agencies to seek new methods to prevent texting and driving. Determining the …

A Social Media Plan For The Changemakers’ Playground, Meng Cong, Ciara Kilian, Xinling Wang, Sumanth Wilson, Chenyu Yan

School of Professional Studies

The purpose of this project was to create a social media plan for the Changemakers’ Playground campaign. The Changemakers’ Playground is a website thought up by our client, Sarah Lange, whereby ordinary individuals doing extraordinary things in their community can be celebrated for the work they are doing. Each person featured on the website, also known as a Changemaker, was interviewed by Sarah and that interview was split into three videos to be posted on the Changemakers’ Playground website throughout the week they are being featured. In short, our task was to create the Facebook, Twitter, and Instagram content to …

Surprisingly Open Or Openly Surprised? That Is The Question; Using Surprise Experiences To Increase Openness To Experience And Tolerance Of Ambiguity, Anneke Veenendaal-De Kort

Creativity and Change Leadership Graduate Student Master's Projects

Using Surprise Experiences to Increase Openness to Experience and Tolerance of Ambiguity

In the fast-changing world in which we are currently living, we constantly come across situations and problems that we have not encountered before. An open mind and the ability to tolerate ambiguity are important skills in uncertain times. People who embrace the unpredictable can develop their resilience and flexibility. Surprisologists Luna and Renninger (2015) have discovered that a great way of dipping into unpredictability is through surprise. For my Master’s Project, I designed experiences that transform people’s openness and tolerance for ambiguity through surprise. This paper begins with …

2018 May, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2018.

Cultural Disparity And The Impact On Work Life Balance, Bryan Campbell

Senior Theses

This research examines the differences in work life balances between varying countries around the world. In order to do so, a proxy index was created by investigating a portion of questions from respondents of the World Values Survey. Comparing this to Hofstede's Insights on National Culture allowed for a unique perspective as to whether the country individualism ratings could then be used to assert a relationship between these metrics.

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

2018 April, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases from April of 2018.

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

2018 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh

Journalism

The following study investigates the strategies and tactics that are most important when developing and implementing a public relations campaign geared towards university students. It analyzes the best practices of researching, creating and evaluating awareness programs. This study serves as the basis for the “Bringing Awareness of Associated Students, Inc. Club Funding Opportunities to Cal Poly Clubs: Increasing Participation Through Public Relations” campaign. In this campaign, Associated Students, Inc (ASI) Club Services is seeking to increase awareness and participation in its club funding program. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation, …

2018 March, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2018.

The Emerging International Taxation Problems, James G. Yang, Victor N.A. Metallo

Department of Accounting and Finance Faculty Scholarship and Creative Works

The problems of tax evasion and tax avoidance are as old as taxes themselves. Between 2015 and 2016 alone, many U.S. multinational corporations were involved in tax disputes with the European Commission. From a historical perspective, these disputes are unprecedented as they have resulted in tremendous amount of tax penalties. The most notable case was Apple for €13 billion of unpaid tax. This article discusses what tax strategies these corporations used that caused such disputes. It specifically investigates seven corporations: Apple Inc., McDonald’s, Starbucks, Fiat, Amazon, Google, and Ikea, and elaborates on the following tax strategies: high royalties, intercompany transfer …

Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes

Q2S Enhancing Pedagogy

In this course and over the entire quarter you will be involved in a group project, which explores and aims to solve a real design and communication problem. As times have changed and the face of art and design has changed so has our perception of what art and design are, as well (and most importantly to you, “where do I fit in, and what skill sets will I need to be successful in this new creative workforce?) Three new studies show that the skills wanted by employers in the design related fields involve not only the hard skills like …

Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche

Atlantic Marketing Journal

College sports programs are embracing promotional activities that aim to create spectators and fans for live-action events. Whereas relationship marketing and fan engagement tactics are a mainstay of professional sports organizations, their inclusion within college sports programs is not ubiquitous. This study explores the promotional strategies for college sports, surveys the sports marketing literature, and presents findings from a spectator/fan questionnaire (n = 600) conducted with full-time enrolled students for a Division III college sports team. The twofold purpose of the questionnaire was to investigate what motivates student-spectators to attend men’s college basketball games and how to increase the level …

Graduate Admissions Recruitment Project, Kevin Anderson, Chiemela Dike, Yixin Du, Arvinder Kaur, Amanda Popp, Huizhong Yang

School of Professional Studies

In this project, several comparison schools were interviewed and disclosed to have used search lists to find candidates. The organizations that have valuable search lists which may be of good use for the School of Professional Studies include Educational Testing Service (ETS) and the Graduate Management Admission Council (GMAC). By choosing criteria such as demographics, location, academic performance, educational history provided by search lists, we believe there are many quality candidates for SPS programs. However, as we further investigated the functionality and cost-efficiency or return of investment of GRE search list, we spotted many uncertainties and few solid and successful …

Worcester Center For Crafts: A Transition To Online Sales, Monica Gow, Carly Branconnier, Srilatha Prodduturi, Ekaterina Shusharina, Alberta Yamoah

School of Professional Studies

The Clark University School of Professional Studies created a capstone team consisting of Monica Gow, Carly Branconnier, Iana Matkovskaia, Srilatha Prodduturi, Ekaterina Shusharina, and Alberta Yamoah to assist Worcester Center for Crafts (WCC) with the launch of their new online store. Worcester Center for Crafts wanted to showcase their beautiful American handmade crafts on an online platform, Shopify, in order to increase their sales and expand their market reach. The capstone team created a charter that outlined the scope of the project and what the team would deliver to WCC by the end of the project. The team agreed to …

Audubon Data Project Final Report, Askhat Beygenov, Valinur Kutlambetov, Shrikant Patel, Phoebe Roberts, Ulfat Sayyed, Shriram Sivaraman

School of Professional Studies

The Audubon Data Project was initiated as a Clark University Capstone project. The project’s client, Mass Audubon’s Shaping the Future of Your Community program, had identified a need to improve their data management methods and make better use of their data. The Capstone team, composed of Clark University graduate students, met with the client regularly to review the current state of the data and potential improvements to be made. The process began with a data review. During the review we worked with the client to explicitly define the purposes and requirements of the data, the current process for updating and …

Factors Influencing Efficacy Of Celebrity Endorsement In Saudi Arabia, Ibrahim Qabur

ETD Archive

The study investigates factors that influence the efficacy of celebrity endorsement on social media in Saudi Arabia. The study builds upon the findings of research done primarily in East Asia and in the U.S. This research studied how celebrity endorsement via social media influences celebrity followers on brand recognition, purchase decision, support a cause, and overall, celebrity influence. This study’s 911 respondents were selected through the snowball method of sampling. Data was conducted using online survey with Saudi nationals, both in Saudi Arabia and in the United States, on their attitudes towards the credibility of celebrities and their influence. This …

Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan

Business Faculty Articles and Research

In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …