Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
Displaying 1 - 10 of 37
Description
The Confessions of a College Entrepreneur is an honors project with the goal of revealing the business and marketing strategies that Charles Crawford used to create multiple successful companies. It's a collection of personal stories, book notes, millionaire interviews, and experiences that Charles had over the past 4 years of intense business experience and research across multiple industries. Charles wants college students and business owners to succeed in business ventures and life in general. This creative thesis project is the map for how to do just that.
ContributorsCrawford, Charles Joseph (Author) / Budolfson, Arthur (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor)
Created2014-12
Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The way that people consume media is changing. While every platform seems to shift to video, there is a not-so-quiet revolution going on in the podcast industry. Each week, 10,000 new podcasts are created and uploaded and this number continues to grow (Moore, 2018). As the prevalence of smartphones, faster download speeds, and streaming platforms have proliferated across the globe, more and more people are turning to podcasts to get their content fix. Young professionals are especially drawn to the format because it fits perfectly into their busy lifestyles. This thesis explored how to create, produce, and market a podcast to college students and entry level workers that are interested in pursuing a career in advertising. We collected data through conducting depth interviews and an online survey to podcast listeners as well marketing and design students. The insights drawn from this research were combined with a thorough trend analysis of the podcast market to find the factors that matter most to the target consumer. From there we produced eight episodes of the podcast and released them over a timespan of two and a half months. Finally, paid social media advertisements were used to target students at major advertising colleges around the country. The results of this thesis found that there are a number of important takeaways from the process that can help anyone build a podcast brand, audience and media strategy. Our research found that prospective podcasters should: maintain a consistent upload schedule, invest in audio quality, experiment with content strategy, know their target audience, own your show’s brand, and not rely on just one audio streaming platform.
ContributorsLarkin, Brianna Nicole (Co-author) / Larkin, Brianna (Co-author) / Teixeira, Trent (Thesis director) / Eaton, Kathryn Karnos (Committee member) / Giles, Charles (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The goal of this thesis project is to provide insight into the lives of Syrian refugees, asylum seekers, and migrants who have left Syria for the United States within the last 6 years, after the start of the conflict there. I have interviewed individuals who come from different regions of Syria, are members of different religious groups, and who have different opinions in regard to the conflict in Syria. One of the questions that I was most curious to ask and have answered was why America was selected as the final destination for their immigration. Along with their backstories from their time in Syria up until their arrival in the United States, I did research into the immigrants' acclimation process, and whether they feel that private organizations or that our government have helped them in that regard. I also collected data to see what the average amount of time to find a job and become self-sufficient in the United States is for these persons and their families. Although most educated Syrians know French, English, and Arabic, I was proven right in my hypothesis that many refugees have come to the United States knowing little, if any, English. Research was done into the programs that are offered to these people and their personal efforts to learn English were also documented. The primary purpose of this thesis was to find the economic and social effects of Syrian immigrants in the state of Arizona, and hopefully, on a larger scale. It was very challenging to get exact numbers on the amount of refugees and impossible to get specific details in regard to their economic impact on the economy. In order to get an approximation, I read David Card's research into the Mariel Boatlift, which documented the economic effects of Cuban immigrants on the Miami labor market, and Semih Tumen's work, titled, "The Economic Impact of Syrian Refugees on Host Countries: Quasi-Experimental Evidence from Turkey" which provides research-based analysis of the specific effects of Syrian refugees on the economy of Turkey. Conclusions for both the economic and social impact of Syrian refugees in the state of Arizona were made. Due to the current low numbers of Syrian refugees living in Arizona and the mentality that many of them possess, there is a net neutral economic impact. In regard to social impact, I was surprised to learn that the acclimation process for Syrian immigrants is relatively rapid, particularly when compared to other immigrant and refugee populations.
ContributorsGhazoul, John Anthony (Author) / Goegan, Brian (Thesis director) / Bonfiglio, Thomas (Committee member) / Department of Finance (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns that have successfully reached Generation Y, and the application of these findings to an advertising campaign with additional marketing mix elements for Bose headphones.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
ContributorsOechsner, Meredith Leigh (Author) / Montoya, Detra (Thesis director) / Ostrom, Amy (Committee member) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
The purpose of this thesis will be to outline the different tactics involving social and digital media that film studios currently use to market their films. Before that is done, a brief history will be provided about the ways the film industry has promoted itself in the past, as well as a brief history of the development of social media. After the history is provided, the marketing tactics that studios use that involve digital and social media will be listed and explained. In addition to discussing the tactics used by studios, there will also be a discussion of the shifts that have occurred in the marketing of films at a strategic level. After the explanation of all the tactics mentioned, there will be an analysis of the ways two major Hollywood blockbusters, The Hunger Games and Gravity, used some of those tactics to promote themselves. Through all these sections, the reader will be able to comprehend how big of an impact social media has made on the film industry and understand exactly how it is used to promote films.
ContributorsRamirez, Alvaro R (Author) / Gruber, Diane (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
This paper analyzes modern day Cuba and draws conclusions about the most likely future political and economic events that will take place. Because of Cuba's troubled economy, leadership change and the world's continued shift towards democratization, Cuba is in a position where drastic changes in its government and economic structure may occur. This paper investigates Cuba's history, politics, economy, and the general quality of life of its citizens, which are used to help predict what may happen to the Cuban government in the near future. The paper also analyzes options for foreign nations' policy towards Cuba and summarizes what actions they may take to increase the likelihood of an economic and political transition. Cuba's economic structure needs drastic reform, the reluctant privatization only increases wealth disparity, trust in the government continues to get weaker as more information and its human rights violations are causes of huge concern. There are four possible outcomes for Cuba's future: stagnation, adopting the mixed economic model, a peaceful transition to a democratic model, and rebellion. There is evidence that Cuba will not make drastic policy changes in favor of liberalization in the immediate future, however, if the economic conditions are not improved and an economic crisis ensues, this paper asserts that another revolution or coup will likely occur. The resulting government may be a new autocratic leader that fills the vacuum of leadership, or a democratic regime depending on the nature of the rebellion. The exact future of Cuba is uncertain, but one thing is clear, change is on the horizon.
ContributorsBeem, Christian D. (Author) / Anthony, Charles (Thesis director) / Bonfiglio, Thomas (Committee member) / Department of Economics (Contributor) / W.P. Carey School of Business (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Being Sparky will be a sports documentary about the life of Walker McCrae as Arizona State University’s mascot, Sparky. The idea behind this documentary is to outline all that encompasses being Sparky from events themselves to student life, as well as the time commitment needed for such a role. The purpose is to show the impact Sparky has not only on the university but on the people who are Sparky. While it can just be wearing a costume and getting really sweaty, the work one puts in to it will always reap rewards. To most people, Sparky life seems simple and straightforward but the reality is that it is much more complex and that is what we want to demonstrate in this documentary.
ContributorsMcCrae, Walker (Co-author) / Millon, Ellie (Co-author) / Ashby, Ben (Co-author) / Lizzy, Baxter (Co-author) / Ingram-Waters, Mary (Thesis director) / Bonfiglio, Thomas (Committee member) / Schildkret, David (Committee member) / Eaton, John (Committee member) / Scott, Jason (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
My thesis offers original research is in its direct analysis of the IRS conflict of interest regulations and their applicability to STOs, its discussion of my experience setting up an STO, and my interviews of State Legislators as a primary source. The primary goals of my investigation are to 1. Determine the regulations and standards that exist to prevent conflicts of interest in the operation of Arizona STOs. 2. Examine instances of alleged conflicts of interest encountered by STO operators. 3. Discuss the ethical implications of STO operator actions in situations of conflicts of interest. And 4. Propose legislative solutions to remove any and all conflicts of interest. From my examination of financial records and from my interviews with other state legislators, I have concluded that Arizona Christina School Tuition Organization is violating IRS regulations by operating with an objective of conferring on its director a private benefit. The STO I helped form, ------------- STO will need to carefully document its expenses and contracts to justify its overhead margin or else risk running afoul of the same IRS regulations. Even if an STO like ------------- STO, is allowed by Arizona law to have an overhead margin of 10%, those expenses must be justified, particularly if they confer a private benefit to restricted persons. Ultimately, even if an STO deliberately flouts IRS regulations regarding private benefits realized by "disqualified" persons, it is highly unlikely that the STO will face IRS scrutiny. Therefore, there exist sufficient federal regulatory safeguards to prevent financial conflicts of interest among Arizona STO board members, but such regulations are not sufficiently enforced to prevent those conflicts of interest.
ContributorsGunther, Nicholas (Author) / Koretz, Lora (Thesis director) / Bonfiglio, Thomas (Committee member) / Sandra Day O'Connor College of Law (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
"The Online Entrepreneur's Digital Marketing Handbook" is exactly what it sounds like \u2014 a resource for entrepreneurs (or aspiring entrepreneurs) to learn about all things digital marketing, ranging from web design to advertising to much more, in order to be better equipped to have success with building out their business ideas. The paper serves as not only a resource that explains fundamental elements of marketing strategy and digital strategy, but as something that connects people with the resources they need to actually implement these strategies. By reading this paper, you can learn about web design and how it correlates with digital and business strategy, about key advertising channels and what the current best practices are for using these platforms, about social media marketing tactics, about age-old marketing disciplines like email marketing, and about trends expected for the future of digital marketing. Nearly every discipline discussed within the paper is an extremely deep field itself, and thus learning more in depth about any of the fields is recommended, but the paper at least provides a compilation of what fields are most important to consider, and the most crucial elements of strategy and best practices needed for someone to have success, whether it's for a small project, or for the launch of a new business. Far too many entrepreneurs have the opportunity for success, and the resolve, but they focus their energy on the wrong things when it comes to marketing, because they don't know where to start. With a better grasp on the digital marketing landscape, key elements of strategy, and the most crucial digital marketing channels, entrepreneurs should have higher odds of success by diverting resources to what's important, and not getting distracted by all the choices out there.
ContributorsHubbard, Zachary Scott (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12