Social and Behavioral Sciences Commons^™

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.

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 …

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.

The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran

Public Administration Master’s Projects

This qualitative case study examines the intersection of a Native-owned casino, revenue-sharing with its host community, and the impact of tourism marketing efforts vis-à-vis funds provided to the community’s tourism agency. Specifically, this report studies downtown Niagara Falls USA from the time period between 2006 and 2016, and seeks to determine whether and how funds from Seneca Niagara Resort & Casino boosted tourism marketing efforts by Niagara Tourism & Convention Corporation (NTCC). Background research and a series of elite interviews with city officials and tourism agency leaders uncovered overall positivity in terms of growth in Niagara Falls USA’s tourism efforts …

Pedagogical Design For A Cross-Functional Course In The Accelerated Mba Program, Bhanu Balasubramnian, Tanja Steigner, Kevin R. Coulson

Administrative Issues Journal

The sub-prime financial crisis exposed weaknesses in the financial risk management of several prominent firms. A deficient risk management is mainly attributed to the lack of integration of finance with other business disciplines. In this paper, we describe a tested implementation of a cross-functional project that improves students’ understanding of firm-value creation and risk management. While this approach can be implemented in any MBA program, we focus specifically on accelerated MBA programs with tight time constraints. Our methods are different from most other integrated courses in several ways. Our cross-functional project bridges the knowledge gaps of students in the area …

Meeting An Unmet Need: Extending The Learning Commons Concept Through On-Campus Partnerships And Branding, La Loria Konata

La Loria Konata

In 2007, a 23 million dollar renovation project was completed on the Georgia State University Library. A result of this “transformation” project was the Learning Commons space and the Learning Commons Department. The Learning Commons Department was born to serve undergraduates as the Liaison Department primarily served graduate students. A year later, the Learning Commons space has been quite successful –computer use is at a premium and students seem to enjoy the group study rooms. The only thing missing was the integration of the Learning Commons department into the academic and cultural life of the Georgia State University undergraduate experience. …

Reinventing Libraries For Next Generation Of Library Users, La Loria Konata

La Loria Konata

Libraries have reinvented themselves to remain relevant in the 21st Century. During the early 1990s voters pushed towards “reinventing government.” Like governments in the 1990s, libraries are operating in a new environment and community that forces them to advocate their own relevancy against competitors and attract millennials as the next generation of library users. This paper examines how libraries are “reinventing” themselves and discusses key business management principles libraries must adopt to compete in a more diverse and abundant information environment.

Book Review 8 Inspired Marketing!: The Astonishing Fun New Way To Create More Profits For Your Business By Following Your Heart By Joe Vitale And Craig Perrine, William C. Mcpeck

William C. McPeck

This is my personal review of Inspired Marketing! The Astonishing Fun New Way to Create More Profits for Your Business by Following Your Heart by Joe Vitale and Craig Perrine and published by Wiley in 2008.

Book Review 7 The Seven Lost Secrets Of Success: Million Dollar Ideas Of Bruce Barton, America's Forgotten Genius By Joe Vitale, William C. Mcpeck

William C. McPeck

This is my personal review of The Seven Lost Secrets of Success: Million Dollar Ideas of Bruce Barton, America's Forgotten Genius by Joe Vitale and published by Wiley in 2007.

An Empirical Investigation Of A Model Of Environmentally Concerned Consumer Behavior And Its Determinants: The Moderating Role Of Market Mavenship And Product Involvement, Kishwar A. Joonas

Doctoral Dissertations

Extant literature offers incomplete explanations of environmentally concerned consumer behavior (ECCB), based on subsets of determinants. In this study, I have presented an integrated model of ECCB, and examined the main effects of three key psychological determinants (environmentally concerned beliefs and attitudes, personal norm, and perceived consumer effectiveness) and two key socio-cultural determinants (injunctive norm and collectivist orientation), on four dimensions of ECCB, namely purchase behavior, search for information, conserving behavior, and supporting intent. The study also examined the interactional effects of market mavenship and involvement on these direct linkages.

I conducted a national online survey among members of environmental …

Spruce Up The Plan Reports To Gain Some Notice, Chester Smolski

Smolski Texts

"It was just a decade ago that the comprehensive plan for the city of Springfield, Mass. was published, and almost immediately, the national news media picked it up and publicized it throughout the country. What was it about this plan for the future of a middle-sized city that would generate this type of attention? After all, most cities produce similar plans, but these usually go unnoticed and unread, even in the communities for which these plans are made.

The imaginative approach used in the Springfield plan was to publish it in the Time magazine format, even to a title that …

Hitting The Untapped International Tourist Market, Chester Smolski

Smolski Texts

"It is the third-largest retailing operation in the nation with approximately five million employees. In New England it generates more than $620 million of state and local taxes annually. And in Rhode Island in 1986, it is estimated that $800 million was spent in this 'invisible industry.'"

Beating The Drum For Tourists: Hartford Leads By A Mile, Chester Smolski

Smolski Texts

"This capital city of the Nutmeg state is remarkably similar to Rhode Island's capital city both in terms of historical development and present day status. Bu there is one striking difference: the ability and commitment to 'sell' itself."

Role For Business Leaders In A Cleaner Downtown, Chester Smolski

Smolski Texts

"The recent sales promotion by the Providence Intown Merchants Association proved quite successful. Five-cent bus rides and bargain sales generated considerable business, especially on Saturday, normally a quiet day for retail sales in the downtown. This well illustrates what is possible when salesmanship and cooperation among downtown merchants are used to full advantage."