Marketing Commons^™

Creative Brief For The University Of Arkansas Student Technology Center, Emma Sutherland

Marketing Undergraduate Honors Theses

Creative Brief for the University of Arkansas Student Technology to improve the awareness and quality of the center.

From Espresso To Frappuccino: Analyzing Starbucks' Business Plan For Entering The Italian Market, Cameron Demott

Marketing Undergraduate Honors Theses

Starbucks is a multinational coffeehouse chain founded in Seattle, Washington in 1971 (Starbucks, 2023). The company has become one of the world's most recognizable brands, with over 30,000 locations in 78 countries worldwide (Starbucks, 2023). The coffee house has a reputation for providing high-quality coffee, great customer service, and a unique in-store experience. Americans view Starbucks as the golden standard for coffee shops and admire the brand for its success. After establishing a strong presence in the market in the United States, Starbucks decided to go global. In 1996, the chain opened its first store overseas in Japan and then …

Business Plan For Destraal Bakery, Lauren Frazier

Marketing Undergraduate Honors Theses

Destraal Bakery is a bakery café that will offer patrons a space to slow down and treat themselves. Offering bread products and coffee, Destraal differentiates itself through product quality, shop atmosphere, delivery, and social responsibility. Destraal will eventually seek B- Corp status.

Located in West Colorado Springs, more specifically, Old Colorado Springs, Destraal will benefit from grants and loans offered to female entrepreneurs, high levels of tourism and foot traffic, and close proximity to the target demographic. In a growing industry, Destraal is forecasted to be profitable within the first year. The bakery café will achieve 14% profit margin in …

Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill

Marketing Undergraduate Honors Theses

Influencer marketing has become exceedingly relevant with the rise of the digital age, difficulties of the attention economy, and successes of social media marketing. Clearly, influencer marketing can be advantageous for brands, however research is limited, and best practices are generalized. This particular research focuses on influencer marketing in the fitness industry and best practices for brands implementing fitness influencers. This paper specifically analyzes the emotion breakdown of fitness influencers’ content and the value of portraying joy through branded content to the success of these influencer marketing campaigns. Through comparing quantitative data collected from third-party platforms with data gathered through …

The Ethical Implications Of The Multi-Level Marketing Industry, Lauren Longworth

Marketing Undergraduate Honors Theses

The first multi-level marketing (MLM) businesses were created in the early 20th century and have seen a substantial increase in popularity during the COVID-19 pandemic due to their work-from-anywhere nature. Multi-level marketing is “the practice of distributing, selling or supplying products or services through various levels of independent agents” (Koehn, 2001, p. 153). As working from home became the norm in the past few years, MLM businesses promised financial freedom, a steady income, and opportunities for growth, all by working on the Internet. What was often less transparent is the likelihood of these independent agents making a profit. Distributors have …

Challenges And Recommendations For Disaster Response For The Medical Supply Chain: A Case Study Of Hurricane Laura, Anna Catron Lee

Marketing Undergraduate Honors Theses

There are many areas that need improvement in the medical supply chain when it comes to humanitarian disaster responses specifically related to hurricanes. The purpose is to provide an overview of the various factors and challenges in the medical supply chain that must be considered when responding to a hurricane disaster, focusing specifically on Hurricane Laura. Specifically, I focus on five key issues that I assembled based on the literature that must be taken into account when responding to hurricane disaster: (1) availability of resources, (2) inventory management control, (3) risk management strategies, (4) coordination among stakeholders, and (5) debris …

A Consumer's Guide To Greenwashing, Katie Fowler

Marketing Undergraduate Honors Theses

Over the past 37 years since the term greenwashing was coined, there have been sparse attempts to regulate this deceptive environmental marketing. The Federal Trade Commission (FTC) created its Guides for the Use of Environmental Marketing Claims, also known as the Green Guides, in 1992. The Guides have been revised on three separate occasions – 1996, 1998, and 2012 – in an attempt to remain relevant with the proliferation of environmental marketing claims and trends. However, the Guides were created as interpretive rules that do not give the FTC the authority to enforce the regulations unless they can prove that …

Recruiting Gen Z: An Emerging Talent Internship Thesis At Petsmart, Emma Jewell Symancyk

Marketing Undergraduate Honors Theses

During the summer of 2021, I served as the Emerging Talent intern in Human Resources for PetSmart. While this internship was virtual, PetSmart is the largest pet retailer and is headquartered in Phoenix Arizona. I served as the Human Resources intern in Emerging Talent. The Emerging Talent team is responsible for recruiting and developing the future talent of PetSmart through identifying diverse top-caliber talent and positioning the organization as an employer of choice. Over the summer, I was tasked with developing a campus ambassador program for talent acquisition to increase diversity in the variety of roles and programs that Emerging …

Social Entrepreneurship And Its Impact On Women In Poverty., Allison Primm

Marketing Undergraduate Honors Theses

Poverty is a complex issue that will require complex solutions. There is a disconnect between the two as people living in poverty usually connect it to ideas of self-esteem, pride, and confidence. In contrast, people who aren't living in it will connect poverty to the lack of material possessions and more physical needs. Proposed solutions and ventures that seek to assist those living in poverty must consider that each individual living in poverty has a different situation. This paper will explore the effect that social enterprises have on Women in poverty by providing employment, training, and support. The company Trades …

Marketing And The Church, Parker Panetti

Marketing Undergraduate Honors Theses

This paper attempts to take an in-depth look at the current state of the Church in America and how marketing has and will continue to play a key role in its position in society.

The word marketing comes from the concept of the merchant buying and selling a product - in the market. From a Christian perspective, marketing tells the story of the redemptive work of Jesus Christ - who bought and redeemed mankind for a price, saved from sin, and set apart for service to the Lord. Churches have this story, the greatest story to tell, but people are …

Corporate America Gives Back: Exploring The Best Practices And Implemented Programs That Help Combat Food Insecurity In America, Emily Uvaney

Marketing Undergraduate Honors Theses

As businesses of all types become more self-aware and responsive to consumers’ interests, they are quickly adapting their business models to include pillars of philanthropy. Philanthropic qualities are especially important in regards to the CPG industry (consumer packaged goods) since they often produce food products. Many consumers and analysts believe that CPGs have a moral obligation to cater to people with various types of dietary needs, restrictions, and preferences while also helping customers meet their nutritional minimums. Companies can aid consumers in a plethora of ways. Beneficial programs can include initiatives like fundraising, food drives, internal employee assistance programs, and …

Keurig Dr. Pepper Internship: Development Of A Tool In A Big Data Environment To Uncover Risks And Opportunities, Lindsey Ross

Marketing Undergraduate Honors Theses

Selling and sales management professions permeate job application websites. Sales is often associated with a pushy used-car dealership and cold calling. These practices are necessary, but selling, especially in our increasingly consumerist society, has long influenced and is a part of almost all business professions. You could argue that almost every employed individual operates in some sort of sales function due to the current job landscape. Whether this includes working directly with the sale of a product or even selling one’s self to a company or client. Selling in the retail space is understandably the heartbeat of the company, especially …

Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve

Marketing Undergraduate Honors Theses

According to recent trends, the global luxury market has grown due in part to a shift in young adult luxury consumers, including generations Y and Z, and millennials. Recognizing that consumer interest in luxury goods exists within this age range, new marketing strategies and insights are vital to encourage a lifetime of brand loyalty (Eastman, Shin, & Ruhland, 2020). With respect to brand loyalty, if a person were to have an exceptional experience while purchasing their first piece of fine jewelry at a store, then they would be more likely to remain a loyal customer at that same store as …

Achieving Brand Authenticity In The Age Of Cancel Culture: Why Brands Can No Longer Be Neutral Without Being Seen As Complicit, Caitlin Paris

Marketing Undergraduate Honors Theses

As cultural controversies arise, brands experience pressure from consumers and competitors to take a stance. The looming presence of cancel culture has increased this feeling, as users are quick to point fingers at organizations they think are falling short. However, increased brand engagement has created a gap between superficiality and moral accountability. When a crisis strikes, the media arena becomes filled with statements, pleas, and promises, but when the dust settles, those who lack action are quick to be criticized. Companies must strike a balance between focalized brand authenticity and short-term reactivity, in a culture where it is unacceptable to …

A Historical And Practical Analysis For Neuromarketing In Business Practices Today, Scott Wicinski

Marketing Undergraduate Honors Theses

What thoughts come to your mind when you think of the term neuromarketing? In a digital age where personal privacy seems to be diminishing and data exploitation appears to be rising, many people are skeptical about businesses' attempts to combine neurology, psychology, and business. This skepticism is unfortunately, legitimate. Our history reveals plenty of occasions where businesses have exploited their customers through unethical means and traded valuable relationships and resources for profits. However, despite the flaws business can introduce, business is arguably still the most powerful tool for creating value in a community. Through business, customers have had access to …

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

The Ethical Dilemmas Of The True Crime Genre, Jordan Smail

Marketing Undergraduate Honors Theses

Along with the recent mainstream popularity of true crime entertainment, the genre has been increasingly criticized for ethical violations. Interestingly, the centuries-long history of true crime and the moral debates around it has led to an abundance of literature on the subject with little to no consensus. The mere existence of true crime entertainment can even be considered controversial in some cases. For those who produce and market true crime content, a lack of common guidelines means receiving a wide range of feedback. This dichotomy of both backlash and praise being published about the same works reveals a gap in …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

For The Kingdom, Jack Conway

Marketing Undergraduate Honors Theses

For The Kingdom is a tabletop board game that I have developed for my thesis. In my thesis, I would like to cover three areas that have been crucial to the development of the game- the guidebook created to support and facilitate the board game, the changes made due to player feedback and testing, and the potential paths to getting the game to the market. Before Talking about those three areas, however, I will first describe the games genre and a bit about my approach to developing it.

Storytelling & Business: Rewriting The Narrative, Helen Woodham

Marketing Undergraduate Honors Theses

There is a reason that we know what happens to the pumpkin carriage at midnight, a reason we know that Toms donates one pair of shoes for every shoe bought, and that when an underdog commits to early morning practices and perseveres that more often than not, they succeed. The reason we know about the carriage, the shoes, and the underdog’s success is because of storytelling. Storytelling is the connective tissue that unites people across culture, language, generations, and so many other factors. The reason why storytelling is so impactful is that it is not merely words on a page …

Brave New World Reboot: Technology’S Role In Consumer Manipulation And Implications For Privacy And Transparency, Allie Mertensotto

Marketing Undergraduate Honors Theses

Most consumers are aware that our data is being obtained and collected through the use of our devices we keep in our homes or even on our person throughout the day. But, it is understated how much data is being collected. Conversations you have with your peers – in a close proximity of a device – are being used to tailor advertising. The advertisements you receive on your devices are uniquely catered to your individual person, due to the fact it consistently uses our data to produce efficient and personal ads. On the flip side, our government is also tapping …

The Pandemic Intern Of Nestlé Usa, Brenna Rose Beck

Marketing Undergraduate Honors Theses

Over the summer of 2020, I had the privilege to intern with Nestlé USA (NUSA), a sector of the multinational food and beverage processing conglomerate corporation that is headquartered in Vevey, Switzerland. As of 2014, Nestlé is known as the largest food and beverage company in the entire world. Over the course of ten weeks, I was able to learn from an immense number of opportunities that were available to me while working for this corporation. Nestlé was founded in 1866 by Henri Nestlé, originally as the Anglo-Swiss Condensed Milk Company that was aimed towards leveraging a safe, long shelf-life …

Generational Differences & The Millennial Impact On Business, Micah Wittschen

Marketing Undergraduate Honors Theses

Business is the backbone of the United States of America. Often called The American Dream, citizens grow up with the idea that the possibilities are endless living in the land of opportunity. This dream also comes with the desire for a family, thus a good job is needed for financial support. It is often believed and proven that those that work hard can yield financial returns and benefit socially.

Generational differences trickle down to every aspect of life including the different trends and impacts each cohort has on business. Each generation has a different view of work and behaves differently …

The Importance Of Assortment Discipline In The Retail Environment, Reed Fraser

Marketing Undergraduate Honors Theses

The primary objective of this paper is to emphasize and explain the importance of assortment optimization while analyzing a plan to create a disciplined assortment in United States retail stores. Assortment optimization has a direct effect on consumer decisions as this paper looks at some examples of success and failure while demonstrating the use of data processing systems created to help assist with assortment optimization for companies. Finally, an independent study through the execution of an internship was conducted that completed an assortment optimization project within Walmart. All recommendations given to the company were accepted which led to increased customer …

Media’S Portrayal Of Women And Its Impact On Body Image And Self-Esteem, Hannah Bareis

Marketing Undergraduate Honors Theses

This project addresses the portrayal of women in media and its damaging effects on body image and self-esteem. It raises two critical questions: What negative impact is media creating on women? What can be done to combat these destructive effects?

According to a study done by Common Sense Media, "American teens use an average of 9 hours of media daily, not including for school and homework" (Common Sense Media, 2015). This data, along with many others, shows the severity of media exposure to teens. This has brought a valuable discussion to the table. How has this impacted female body image, …

The Effects Of Corporate Social Responsibility On Consumer Behavior And Buyer Attitudes, Bailey Dial

Marketing Undergraduate Honors Theses

With the size and scope of Corporate Social Responsibility’s (CSR’s) presence in corporate America and beyond, this thesis dives into the history, composition, and application of a CSR framework within an organization. This thesis also reports the results of a survey of students to apprehend the framework’s external impacts on consumers, including brand perceptions and purchase decisions. Most individuals have experienced some degree of exposure to CSR in their professional lives. Levels of awareness and liking towards both the CSR framework and its application demonstrate a direct impact on consumers’ buying processes and company judgements.

The Bridge To Closing The Green Gap, Samantha Rife

Marketing Undergraduate Honors Theses

In today’s society, we have seen the theme of green consciousness and sustainability become more prevalent as the years pass by. Even as this concept seems to increase in consumer engagement there is not a proportional increase in consumer behavior. This is what is referred to as the gap between green consciousness and green consumerism. Many believe the root of this issue can be solved by increasing regulations. However, I believe this gap can be narrowed by using brands to shift consumers behaviors through their message. The main question that I want to focus in on is, “Can a brand …

Live Thankfully Little Rock: A Case Study Of Marketing For Nonprofit For Resale Shops, Ann Claire Cook

Marketing Undergraduate Honors Theses

This thesis discusses the best practices that nonprofit resale shops should follow when marketing.

What Consumers Don’T Know They’Re Giving Away (Data And Privacy Concerns), Bayleigh Reeves

Marketing Undergraduate Honors Theses

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing …

Are Accounting Firms Breaching The Age Discrimination Act With The Inclusion Of Mandatory Retirement Provisions, Emily Haggard

Marketing Undergraduate Honors Theses

Age is just a number. This phrase has been murmured time after time in history. From famous movie scenes, song lyrics, pages in books, and wisdom from mothers, everyone has heard this at least once in their lives. Some joke that age only matters in wine and cheese. Some argue that age is all a limitation that the mind gives you. People are taught to never ask a woman how old she is, and as a society we celebrate certain ages such as twenty-one and sixteen, yet shun and deny those such as thirty and fifty. There are rules for …