Marketing Commons^™

Manufacturing Process Of A Wooden Tortilla Press: Idea To Production, Olivia R. Marque

Honors Theses

The purpose of this thesis is to document the design, development, and manufacturing of a wooden tortilla press completed as a capstone project through the Center for Manufacturing Excellence (CME). Following the technical details of this thesis is a personal reflection by one team member, Olivia Marque. The project follows a structured product development process that begins with problem definition and concept development, progresses through design, prototyping, and jig fabrication, and culminates in a full production run on the CME shop floor. A multidisciplinary team, including engineers, a marketer, and an accountant, collaborates throughout the project to support both technical …

Beyond The Bricks: The Friends Of The Burns-Belfry Online, Madeline M. Webb

Honors Theses

This capstone project was completed to offer a new website to the members of the Friends of the Burns-Belfry Museum and Multicultural Center. This project entailed research into the importance of a museum’s digital presence, the significance of community and cultural spaces for historically marginalized groups, and the role of community engagement initiatives for students and community leaders. All findings were considered and implemented into the website and website manual deliverables.

Podcasting As A Marketing And Communication Modality: Exploring Its Impact On Potential New Members’ Satisfaction, Attitudes, And Decision-Making In Utc Sorority Recruitment, Britain Meyers

Honors Theses

This study explores podcasting as a marketing and communication modality within the context of sorority recruitment, specifically examining its impact on Potential New Members’ (PNMs) preparedness, satisfaction, attitudes, and decision-making. Centered around Scrappy’s Sorority Scoop, a four-episode podcast created by the University of Tennessee at Chattanooga 2025-2026 Panhellenic Council, this research investigates how podcast engagement influences the recruitment experience. Using qualitative interviews with eight participants who both joined a Panhellenic chapter and listened to the full podcast series prior to recruitment, the study identifies key themes related to the podcast’s effectiveness. Findings indicate that podcasting enhances PNMs’ understanding of the …

Personal Tendencies And Traveler Preferences: A Study On Personality-Driven Travel Marketing, Evelyn Filleman

Honors Theses

This study examines the influence of personality typing (as outlined by the International Personality Item Pool test structure) on travel decision-making as it relates to marketing matrix strategies. Understanding the relationship between personality type and travel is crucial, as individuals will have different need hierarchies and place decision-making factors on different levels of priority. This study uses the theoretical frameworks of Clifford Geertz and Michael Pacanowsky (Cultural Approach to Organizational Communication) and Judee Burgoon (Expectancy Violations Theory) to inform, direct, and explain the results of the completed research. A total of 261 participants were asked to take a survey outlining …

Navigating Study Abroad: Improving Western Michigan University Students' Understanding Of University-Approved Provider Programs Through A Website Redesign, Gillian Gold

Honors Theses

Study abroad is a valuable opportunity for students' personal and professional development and is offered in various study abroad models and frameworks, including university-run or externally-run. Western Michigan University offers various options, including Faculty-Led Programs, WMU Exchange Programs, Partner Study Abroad Programs, University-Approved Provider Programs, International Internships, and Independent Study Abroad Opportunities. The University-Approved Provider Programs option at WMU allows students to study abroad through a provider that could more directly meet their interests and goals due to the personalized options available. Despite the benefits of the University-Approved Provider Programs, participation in these programs is low. The information about this …

Analyzing Social Media Content Strategies That Drive Engagement For Independent Hairstylists, Aurora Batts

Honors Theses

This study explores how social media, has changed the way independent hairstylists market themselves and connect with clients. Social media has become a huge tool in the beauty industry, allowing stylists to showcase their work, build their brand, and attract new clients. Because platforms like Instagram act as a digital portfolio, clients are making decisions based on what they see online rather than just location or recommendations.

Due to this shift, it is important to understand which types of content perform well and generate engagement. This study focuses on identifying the specific content characteristics that lead to higher engagement for …

Evaluating Current And Prospective Major League Soccer Marketing Strategies To Spanish Speakers In The United States, Larissa Lee

Honors Theses

This quantitative study identifies the relationship between Spanish-language marketing and Major League Soccer (MLS) fandom and support among consumers. Data were collected by administering a survey in both English and Spanish to ensure inclusivity and increase accessibility. A total of 497 responses were collected, and a series of simple linear regressions were conducted using SPSS to evaluate if MLS fandom and team support could be predicted by language preference for marketing campaigns, perceptions of current Spanish-language content availability, cultural representation, cultural inclusion, and demand for more Spanish-language content.

Results indicated statistically significant differences across all hypotheses. Regarding the dependent variable …

Designing A Scalable Recruitment & Partnership System For The Leadership And Business Strategy (Lbs) Program Through Strategic Marketing And Brand Development, Daniela Padilla

Honors Theses

The Leadership and Business Strategy (LBS) program at Western Michigan University delivers a highly immersive experience that allows students to learn business by doing business. Students engage directly with executives, including CEOs, working alongside them on complex consulting projects with real companies. The program takes place at Sleeping Giant Capital, a Michigan-based private equity firm, where students operate in a real business environment and gain exposure to high-level strategy and decision-making. Yet despite its impact, many students only discover LBS after enrolling at the university. Student data reinforces this gap, showing that while most students know their intended major before …

Sync, Lauren Brown

Honors Theses

The goal of my thesis is to develop an efficient way for dance professionals to network with each other. The dance industry is saturated with talent; therefore, relationships are key to booking jobs. Relationships connect mentors and collaborative spaces that lead to consistent and long-term growth. Dancers enter the professional industry with limited experience. The financial pressure to afford the living costs in dance hub cities like New York and Los Angeles often requires dancers to work multiple jobs. Balancing multiple jobs causes dancers to struggle to find time and opportunities to network meaningfully. Thus, the core problem is when, …

Reap What You Sow: Using Historic Enrollment Data To Strategically Recruit Students, Hayden Cherry

Honors Theses

As the higher education landscape continues to become more competitive, adapting our marketing strategies to affordably recruit students will be imperative to maintaining both relevance and financial stability. Research has predicted an increase in tension as institutions weather the enrollment cliff, a period characterized by a steep decline in the number of college-age students in the United States. While this research is useful in informing our outlook in the coming years, there is little research surrounding the most efficacious methods for recruiting college students. Using data from Mississippi State University's Office of Institutional Research and Effectiveness on student status and …

Surveying The Effects Of In-Person And Word Of Mouth Appeals To Gen-Z On Fundraising Outcomes, Stephanie Huynh

Honors Theses

Fluctuations in consumer behavior and perceived disposable income are a concern for nonprofit budgeting. Even with recurring donor subscriptions, donations can be an unreliable source of income. As Gen Zers become more prevalent in the workforce, it is a matter of time until they form the majority of the donor pool. This study explored the efficacy of repetition as a fundraising tool in appealing to Gen Zers. The sample was Gen Z students at the University of South Alabama, and a voluntary exploratory quantitative survey was administered. 113 responses were gathered. Through analysis with Spearman’s correlations and descriptive statistics, it …

Media And Attitudes: Glp-1 Medications For Weight Loss, Wiio Meinheit

Honors Theses

This thesis aimed to explore relationships between media and attitudes toward using GLP-1/antidiabetic medications for weight loss. This survey-based study collected data on media usage, consumer behaviors, and attitudes from students attending a public, mid-major university in the southern United States. Data from the survey was statistically analyzed to find significant relationships and correlations between variables. The results showed that attitudes toward GLP-1/antidiabetic medications for weight loss had the strongest correlation with willingness to try these medications recommended by famous athletes. The results also showed that attitudes strongly correlated with willingness to try these medications recommended by social media influencers …

An Introduction And Examination Of Firm-On-Firm Activism, Martha Jimena Paredes Villela

Honors Theses

This research examines firm-on-firm activism, defined as public, coercive actions taken by corporations against another corporation to influence them socio-politically. I investigate how consumers evaluate this emerging form of corporate activism using costly signaling theory. I propose that consumers will perceive firm-on-firm activism as more authentic due to the financial and nonfinancial costs incurred by the firm, ultimately leading to increased consumer support. An online experiment will manipulate the type of corporate activism (firm-on-firm vs. traditional) and measure perceived costs, authenticity, and consumer support intentions. This study contributes to the corporate activism literature by introducing and examining a novel form …

Social Media Marketing, Overconsumption, And The Female Gen Z Consumer, Margaret G. Leslie

Honors Theses

Social media has fundamentally changed the way consumers engage with products, trends, and purchasing decisions. The rise of digital marketing has amplified consumption patterns, particularly through influencer culture, microtrends, and the fear of missing out (FOMO). Over time, these factors have contributed to a cycle of overconsumption, where consumers are encouraged to make frequent, impulsive purchases with little consideration for sustainability or long-term value. This research examines the role of social media in driving overconsumption, with a specific focus on female Gen Z consumers. Through qualitative interviews, this study explores consumer motives, social validation, and the influence of marketing strategies …

Latino Student Engagement In Rsos At Hcob, Angel Cordero

Honors Theses

Latino students at the Haworth College of Business (HCOB) are significantly underrepresented in Registered Student Organizations (RSOs), raising concerns about inclusivity and engagement within the college’s extracurricular community. This study aims to identify the barriers preventing Latino business students from participating in RSOs, exploring factors such as cultural representation, language preferences, financial constraints, and perceived social inclusion. Using a Qualtrics survey distributed to Latino business students at Western Michigan University, this research collects qualitative and quantitative data to assess their experiences and perspectives on campus involvement.

Findings reveal that many Latino students feel disconnected from existing RSOs due to a …

Capturing Tradition: The Business, Branding, And Personal Identity Of Senior Portraits In The Modern South, Xenia R. Minton

Honors Theses

The rise of college students starting photography businesses, particularly in graduation portraits, has transformed the creative and entrepreneurial landscape in the South. This thesis explores the senior portrait culture at the University of Mississippi, analyzing its rapid growth through the perspectives of photographers and academic experts in Southern Studies. Grounded in eight years of experience as a photographer, this study examines the evolution of the industry, business strategies, and cultural significance. Through interviews with seasoned senior portrait photographers and Southern Studies professors, this research investigates how regional traditions, social media, and consumer expectations have shaped the profession. By analyzing these …

Truly We Speak Podcast - Creative Thesis Project: "Uplifting Faith, Community, And Education Through The Voice Of The People.", Sierra Ward

Honors Theses

This creative thesis has been curated by Sierra Ward, a Sales and Marketing student at Western Michigan University. The intent behind this project was to combine shared interests between Faith, Community, and education to create a podcast, interviewing prominent members of the community, in hopes of inspiring others to “speak truly” and use their voice to evoke everlasting change. A wide range of guest were chosen to have authentic conversations with the purpose of educating the audience about real life situations. The filming of this project started in Fall of 2024 and concluded in the Spring of 2025.

Growing up …

Students For Sustainable Fashion & The Impact Of Fast Fashion, Anne M. York

Honors Theses

This thesis report took a project-based approach, making a change on campus through Students for Sustainable Fashion (SFSF), a club I founded here at the University of Mississippi. My thesis intends to document the establishment process and record the growth of SFSF throughout its last three semesters. SFSF emerged due to a significant challenge identified through casual class conversations, observational thinking, and campus engagement. However, university students are provided with abundant information about fast fashion's detrimental effects, and many feel unable to act due to social pressures, financial constraints, and the influence of fast-paced consumer culture. While students often desire …

Sweet Lies: Influence Of Food Marketing On Childrens’ Health And The Need For Reform, Mollie M. Warrington

Honors Theses

Markedly, there is heavy marketing of unhealthy food to children. This has become a significant public health concern because of escalating rates of child obesity, which have long-term consequences for physical health and severe mental health repercussions, such as body image concerns and low self-esteem. This thesis explores how food marketing strategies, historically rooted in television ads and evolving through digital platforms, are linked to children's dietary choices and broader public health implications. It analyzes various manipulative tactics, such as digital advertising, influencer endorsement, and gamification, showing how companies take advantage of the cognitive vulnerabilities of children to propagate unhealthy …

Improving On-Time Delivery Rates In Manufacturing By Manipulation Of Materials Requirements And Planning Dates. Aligning Scheduled Production Finish Date With Customer Request Date., Devin Dereski

Honors Theses

Firm A is a leading manufacturer of their product category. However, even still there is great pressure from customers to take business to their competitors based on the reliability of Firm A’s on-time Delivery. There are large financial consequences for these customers anytime they need a specific product but are not able to get it in time, amounting in hundreds of thousands of dollars per day per part. This has led Firm A to base their primary performance metric to be their on-time delivery rate for their Order Management Department.

For some reason, on-time delivery was a constant struggle for …

An Overview Of The Product Development Process For A Lounging Grove Chair: The Rebel Lounge, Gracey Massengill

Honors Theses

This report focuses on the process of completing my senior capstone project for the Center for Manufacturing Excellence with my teammates, Andrew Brady, Carter Doss, Brooke Grissinger, and Karson Wardell. It explains the development, design and manufacturing of the Rebel Lounge Chair, a comfortable, portable and versatile chair made with the University of Mississippi Grove in mind and the prospective customers that would purchase such a chair. The report describes the phases of brainstorming, market research, prototyping, manufacturing process development, and accounting analysis that the Rebel Lounge capstone team went through to create their product.

Due to out-of-the-box brainstorming and …

The Emergence Of Approachable Luxury In The Grocery Industry, Joseph Curcio

Honors Theses

This thesis examines various trends in the grocery industry that have led to the new age grocer. These trends are centered around the emergence of approachable luxury products on grocery shelves and new grocery stores centered around an approachable luxury approach. Due to the subjective nature of the term “luxury,” it is hard to define, but multiple academic definitions from the Journal of Business Research are analyzed.

The timeline of the luxury grocery is outlined – beginning with traditional Iberian shops to the emergence of the new curated grocer to the revitalization of big box stores. The thesis includes psychological …

The Competitive Advantage Of Prioritizing Human-Centered Design Thinking In Business, Joshua Rajan

Honors Theses

This thesis examines the impact of design thinking on promoting innovation within businesses. Design thinking is a human-centered problem-solving approach that solves problems using empathy, creativity, and iterative prototyping. The thesis commences by clearly defining design thinking and presenting its fundamental concepts, emphasizing how it differs from traditional business thinking. The thesis vividly illustrates the real-world impact of design thinking through compelling case studies from the consumer electronics, healthcare, automotive, and entertainment industries. It showcases how design thinking fosters creativity and develops solutions that prioritize customers' needs. The case studies show how companies gained a competitive advantage by deeply understanding …

Understanding The Influence Of Follower Count On Purchase Behavior And Consumer Perception In Influencer Marketing, Emaan Aziz

Honors Theses

In recent years, influencer marketing has emerged as a popular strategy for brands to connect with consumers on social media. This study examines the impact of influencer follower count on consumer purchase behavior and perception of influencers in the context of influencer marketing. A qualitative research approach was employed, surveying 60 participants familiar with the concept. The findings suggest a relationship between influencer follower count and consumer perceptions of influencer attractiveness indicating that influencers with larger followings are more likely to be deemed attractive to social media users. This research contributes to the growing body of literature on influencer marketing …

Expanding On Experiential Differentiation In Crowded Markets: Success Through Understanding And Addressing Intangible Consumer Needs, Mitchell Hibbs Hibbs

Honors Theses

This thesis project focuses on exploring and elucidating how businesses in crowded markets achieve their respective success. Markets include personal care, skin products, cosmetics, perfume, and others, to name just a few relevant to this work. I argue that by focusing on customers' intangible needs and engaging them through experiential means, businesses can create a substantial, sustainable, and compelling niche, differentiating themselves from the crowd. I propose an original model, EIND (experiential and needs-based differentiation), and a working structure to implement, analyze, and design using EIND principles.

Sipping Success: A Complete Digital Marketing And Customer Journey Makeover For Local Business Mi Boba Using Principles Of Change Management, In-Store Experience Enhancements, And Website Redesign., Joanna Holecko

Honors Theses

Sipping Success captures the journey of customer experience and marketing strategies for a small, woman-owned business in Kalamazoo, Michigan: Mi Boba. Beginning with an in-depth analysis of existing in-store experience using reviews and interviews, this thesis uses insights to guide the creation of a customer service blueprint catered to creating the perfect Mi Boba interaction. From that blueprint, new signage and menus were created to improve the customer experience. Next, the website was completely redesigned to address issues of navigation, visual representation of products, and search engine optimization (SEO). These enhancements improved user experience, resulting in significant increases in website …

Diver Perceived Value And Satisfaction On The Mississippi Gulf Coast, Ka'lon Duncanson

Honors Theses

The Mississippi Gulf Coast is known for its coastal beauty and the tourism that comes from the recreational activities associated with the water. However, there appears to be an underserved segment of the tourism industry. The coast provides opportunities for local scuba divers to take part in a range of diving activities, but there is minimal support for this tourism activity in Mississippi. There is a need for greater understanding about what local divers value in their diving experiences and how this might lead to greater satisfaction with this activity. Along with overall perceived value, the argument is made that …

Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver

Honors Theses

A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …

Pour-Over Coffee Stand With Warmer, Francesca Patawaran

Honors Theses

This project sought to demonstrate the process of bringing a new product into the market, from the initial design and prototyping stage to marketing and, ultimately, mass production. As part of the curriculum of The Haley Barbour Center for Manufacturing Excellence (CME), the project team manufactured fifteen Pour-Over Coffee Stands with electric heating components. We first created a 3D model of the proposed design, ensuring that all components fit together in an assembly. Next, we worked with the lab technicians to create a prototype of the product. Then, we refined the manufacturing process to eliminate waste where possible. Throughout the …

A Marketing Analysis On Disney Cruise Line, Erin Bradley

Honors Theses

The objective of this thesis is to discuss the SWOT analysis and PEST analysis of Disney Cruise Line and to provide recommendations. The SWOT analysis involves identifying the company's strengths, weaknesses, opportunities, and threats, while the PEST analysis focuses on analyzing external factors that could impact the company's success such as political economic, sociocultural, and technological factors. The SWOT analysis highlights the opportunities for the company to expand into new destinations, form partnerships and acquisitions, and capitalize on industry growth, while also identifying the threats of competition, changing consumer preferences, and economic downturns. The strengths of the company include its …