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.
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- Creators: Mokwa, Michael
Description
This section acts as a guide for newly established nonprofits in creating a marketing plan. Through extensive research on what strategic marketing looks like in the nonprofit sector, we have developed a guide for nonprofits that are attempting to establish their brand and expand their marketing techniques.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
ContributorsMertz, Allison Michele (Co-author) / Thresher, Kaitlin (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Sanford School of Social and Family Dynamics (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This section acts as a guide for newly established nonprofits in creating a marketing plan. Through extensive research on what strategic marketing looks like in the nonprofit sector, we have developed a guide for nonprofits that are attempting to establish their brand and expand their marketing techniques.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
First, we created two separate surveys, taking responses from over 1000 individuals at Arizona State University. These surveys focused on building trust in nonprofits, preferred marketing strategies as a consumer, and general awareness for various social issues that affect local and national nonprofits. Second, we conducted professional interviews with marketing leaders at nonprofits. These ranged from smaller, local nonprofits to nonprofits that operate on a national level. Their missions were all geared toward different causes, meaning they offered a diverse set of skills and advice on nonprofit marketing.
After obtaining this data, we created a guide for nonprofit marketing. Because there is a lack of information available on building marketing techniques in the nonprofit sector, we aimed to create a general guideline that could be applied to a variety of nonprofits and develop their marketing strategy. This includes details on how to create an executive summary, conduct a SWOT analysis, and the different strategies a nonprofit organization should implement.
Further, to test this marketing plan, we partnered with a local nonprofit in Arizona, Million Dollar Teacher Project. Million Dollar Teacher Project is a relatively new nonprofit, and focuses on educational inequality in Arizona. After looking over all our research and the nonprofit marketing guide, we were able to develop a plan for increasing engagement, awareness, and trust for Million Dollar Teacher Project. We pinpointed areas of improvement, such as social media, ambassador programs, email marketing, and follow up strategy.
The nonprofit marketing plan, our survey results, interview transcripts, as well as our marketing plan for Million Dollar Teacher Project can be found below.
ContributorsThresher, Kaitlin Brynn (Co-author) / Mertz, Allison (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / School of Film, Dance and Theatre (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This paper examines the fundamental problem statement of: How can the hotel & resort industry resist and overcome the new competitive challenge that the sharing economy and Airbnb have imposed on it? This wasn’t a problem up until this past decade, as hotels had long been the world’s main solution for individuals looking for a place to stay in exchange for a fee. That has changed nowadays as the rise of the sharing economy has created a new, fast-growing demand for Airbnb in the hospitality industry. We have witnessed powerful companies die as a result of not taking disruptive technology seriously, as seen with Blockbuster and Kodak; however, we have also seen impressive reactions to disruptive technology in other cases such as Walmart and Alibaba that use it to enhance the customer experience. Hotels arose from humble beginnings and progressively became more than just a place to sleep. This is evidenced by the progression from 16th century humble inns to large luxury hotels in the 19-20th century to many hotels being significant tourist attractions themselves nowadays. While some factors such as security, hygiene, and consistency currently remain on the hotel industry’s side, the main factors fueling the growth of Airbnb are closely tied to consumer preferences and Airbnb’s ability to create unique, authentic experiences. A questionnaire with 756 responses from ASU students was conducted for this project’s primary research. The results concluded that this demographic travels often, slightly prefers hotels over Airbnb, and values location, convenience, and cost the most. Results were consistent with findings discussed in literature, since the bulk of respondents said they look at Airbnb for low-cost options and hotels for high-end options. Hotels reign supreme in the high-end market and benefit from their location and convenience factors, but Airbnb might have an opportunity to leverage their attractive capabilities while also incorporating some of hotels’ best aspects. This can cause the preference of hotels over Airbnb to diminish further going forward. Hotels can combat Airbnb in multiple ways. One is for hotel chains to customize more hotels to fit the local destination like Airbnb rather than keeping a more standardized vibe and design across all locations. Another is to continue focusing on creating unmatched service experiences in the high-end market that are hard for Airbnb to replicate. A third one is to implement more competitive pricing relative to Airbnb during peak seasons across different cities. Finally, given the increased awareness on hygiene and health that the COVID-19 crisis will likely bring after the pandemic, hotels should put greater emphasis on their hygiene factor when conducting publicity efforts, since this remains in favor of hotels rather than Airbnb and can attract customers who are still reeling with fear from the pandemic. All of this can help hotels to retain their crucial competencies while leveraging Airbnb’s competencies to create an incredible customer experience that is the best of both worlds. All of it prevent the hotel industry from going down a darker path than it has gone through before.
ContributorsValenzuela Gallardo, Juan (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Collegiate athletes have long been deemed amateurs and have not been entitled to payment. However, recent law changes as well as social movements have made this a topic of discussion in the current sports climate. This thesis serves to educate the reader on the history of the NCAA, why athletes are currently not compensated, current actions being taken to compensate athletes, along with possible solutions. The historical section seeks to inform readers how we got to the current status of the NCAA, notably the NCAA’s assignment of amateur status to current collegiate athletes. This ties in to the analysis section which draws down the NCAA’s current rules and regulations regarding athlete compensation. The current changes section seeks to get the reader up to speed with the current climate of the NCAA. Lastly, the recommendations serve to offer the reader a source of consideration for how these issues can be approached moving forward given what we currently know.
These statements are backed by both primary and secondary data collections which were garnered at various NCAA member institutions. This thesis further explores opinions and views of other researchers and offers counterarguments to opinions regarding future actions deemed necessary by the NCAA. The thesis lays out the Issues, Analysis of the issues, draws conclusions and gives final recommendations. Strong consideration is given to the recent advancements in the areas of Name, Image and Likeness laws. It is further explored the avenues that NIL can create the greatest impact moving forward in the NCAA.
These statements are backed by both primary and secondary data collections which were garnered at various NCAA member institutions. This thesis further explores opinions and views of other researchers and offers counterarguments to opinions regarding future actions deemed necessary by the NCAA. The thesis lays out the Issues, Analysis of the issues, draws conclusions and gives final recommendations. Strong consideration is given to the recent advancements in the areas of Name, Image and Likeness laws. It is further explored the avenues that NIL can create the greatest impact moving forward in the NCAA.
ContributorsKnight, Brendan W (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Companies can spend anywhere from hundreds to millions of dollars in creating as well as redesigning their logos and brand images. To make sure that they are creating their logos in an effective way, it is important to look at how consumers will be affected by the choices that are made with the design.
The purpose of this paper is to examine how colors and orientations of logos affect consumer’s brand perception. This was done by distributing a survey that asked for participant’s feelings toward a certain subject. The survey first asked for the participant to define certain terms. Then, it asked what emotions the participants felt when thinking about certain colors. Finally, it asked users their opinions of logos after specific changes had been made. These changes include changing the colors of the original logos and changing the orientation of the original logos.
This paper will provide a look into over 600 participants' minds and how they perceive color. These participants were Arizona State University marketing students enrolled in Dr. John Eaton’s course during the 2020 Spring semester. This paper will provide recommendations to those looking to rebrand or create a brand logo.
After looking at the results of the survey and some outside research, it was hard to determine exactly what emotions consumers would feel with each color. Even though there was a large sample size, there were a lot of limitations in the survey which caused complications with the results. Due to these limitations, it made the correlation between specific colors and an emotion inconclusive.
The purpose of this paper is to examine how colors and orientations of logos affect consumer’s brand perception. This was done by distributing a survey that asked for participant’s feelings toward a certain subject. The survey first asked for the participant to define certain terms. Then, it asked what emotions the participants felt when thinking about certain colors. Finally, it asked users their opinions of logos after specific changes had been made. These changes include changing the colors of the original logos and changing the orientation of the original logos.
This paper will provide a look into over 600 participants' minds and how they perceive color. These participants were Arizona State University marketing students enrolled in Dr. John Eaton’s course during the 2020 Spring semester. This paper will provide recommendations to those looking to rebrand or create a brand logo.
After looking at the results of the survey and some outside research, it was hard to determine exactly what emotions consumers would feel with each color. Even though there was a large sample size, there were a lot of limitations in the survey which caused complications with the results. Due to these limitations, it made the correlation between specific colors and an emotion inconclusive.
ContributorsPaulsen, Dagny Yuanli (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / The Design School (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05