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.
This paper analyzes the differences between for-profit marketing and nonprofit marketing and the nuances around nonprofit marketing. There are currently almost 1.8 million nonprofits registered with the Internal Revenue Service (IRS). This sector contributed approximately $1.047.2 trillion to the US economy in 2016 alone (National Center for Charitable Statistics, 2020). Prior research on nonprofit marketing indicates that nonprofit marketing is more complex and nonprofit organizations face many challenges in developing marketing strategies. Many studies have shown a trend in emerging technologies impacting the way nonprofits can market, including demographic changes, social media, targeting strategies, and improved customer relationships (Andreasen, 2012; Switzer, 2021; Crawford and Jackson, 2019; George and Shah 2021; Graca and Zwick, 2020). To further explore nonprofit marketing and trends in the industry, I interviewed marketing specialists working in nonprofit organizations in Arizona to gain their perspective on marketing in the nonprofit sector. I found a lot of similarities between the results from prior studies on nonprofit marketing and the findings from my interviews such as personalized targeting strategies, the importance of relationships, technological advancements, lack of resources, and digital marketing strategies. However, it was interesting that respondents did not highlight issues related to demographic trends and social media as being central to their marketing strategies.
Experience Marketing philosophy revolves around brand interaction with consumers’ physical senses in order to provide an exceptional experience that has value and creates affinity towards the brand (Datta, 2017).<br/>Experience Marketing and its various subcategories have been defined through a multitude of academic journals and publications (e.g., Experience v. experiential). However, there is a lack of consensus in academic literature over best practices regarding experiential marketing efforts. This thesis conducted primary research in the form of in-depth interviews to understand how current experiential marketers utilize academic models and understandings of experiential marketing. Interview data suggests that most brands stage experiences strategically based on their brand elements. In-depth interviews revealed that brands use academic frameworks as a reference point rather than a guide. Accurately measuring relevant metrics remains the largest challenge of Experience Marketing.
