Theses and Dissertations
This collection includes both ASU Theses and Dissertations, submitted by graduate students, and the Barrett, Honors College theses submitted by undergraduate students.
Displaying 1 - 4 of 4
Filtering by
- Creators: W. P. Carey School of Business
Description
The following thesis analyzed the non-profit organization, Welcome to America Project (WTAP) to understand and identify effective marketing techniques for non-profits. The primary focus of the WTAP, a non-profit organization helping newly arrived refugees in Arizona is to provide them with basic necessities by collecting monetary and in-kind donations from volunteers. WTAP's limited resources require the organization to use creative marketing techniques to solicit donations effectively and efficiently. Through an analysis of WTAP's current marketing techniques and the marketing methods of three benchmark organizations, Project C.U.R.E., Feed My Starving Children, and Maggie's Place, we have identified several opportunities for WTAP to consider.
ContributorsVasoya, Charmi (Co-author) / Chan, Dona (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / O'Connor, Megan (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2013-05
GAME (NOT) OVER: AN INVESTIGATION OF ATHLETE REPRESENTATION FROM PLAYING CAREER TO LIFE AFTER SPORTS
Description
The amount of professional athletes, who declare bankruptcy after retiring from the sport they love, is now occurring at an epidemic level. The amount of income athletes earn in America, the fame they achieve and the relationships they establish, should provide them with all the resources they need so this problem never plagues their lives. The single greatest influencer in an athlete's life could be their agent. This presents the agent an opportunity to guide their client, and friend, to a future of financial security for the rest of their lives. Game (NOT) Over, will discuss what is required to prepare for and represent an athlete in a professional sports league by always preserving the athletes best interest. In order to achieve a desirable outcome for an athlete, the agent will consistently focus on their own and their client's unique qualities, while paying close attention to the cost and rules within the industry. Ultimately, the agent must proactively pursue ways to derive alternative income streams for a life after sports. The guidance and support should not end when the athlete receives their last paycheck; they need an agent for life.
ContributorsLofrisco, Jonathan (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2013-12
Description
As the third-largest source of revenue, sponsorships play an integral role in the world of sports business. Sports are the fastest growing category among all sponsorship spending, with the North American sports sponsorship revenue expected to grow to $18.7 billion in 2020. Identified as the most valuable benefit for sponsors, category exclusivity rights allow a sponsor to be the only company in a certain category to have an official relationship with the property. However, the popularity of category exclusivity has been declining due to the high fee associated with it. This has led to sports properties splitting up previously exclusive category to allow multiple partners to hold rights. As a result, sponsors are finding exclusivity rights at a smaller level: specific marketing platforms. This strategy permits only one corporate partner to activate in a specified channel. Although not as prominent as in professional sports, category exclusivity is still a key factor in collegiate athletics sponsorships. Sponsors concentrate mainly on creating brand awareness as college students are at the age where they begin to make their own decisions. By increasing brand awareness, these companies are also increasing the probability that the students will purchase from it, and eventually become loyal, long-term consumers. As an intern for Sun Devil Athletics Corporate Partnerships, my experience guided me through a study of the exclusive sponsorships of Sun Devil Athletics. Through an analysis of ASU students' attitudes toward and knowledge of the official sponsors of Sun Devil Athletics, this thesis discusses the effectiveness of the exclusive sponsorships with a special focus on how being aware of a company's relationship to ASU affects students' intent to purchase that company's products or services.
ContributorsSmith, Lauren Rose (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / W. P. Carey School of Business (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Marketing (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
White Dove Thrift Shoppes, two stores in Phoenix run by Hospice of the Valley, serve a vital function in the city. These stores allow members of the community to donate and shop while furthering the Hospice cause. Many aspects of the stores run smoothly but there is always room for improvement. While no formal goals have been established, it seems likely that management is looking for ways to increase sales and improve brand awareness. To determine how this can be accomplished, I conducted an external audit interviewed White Dove personnel. To remain competitive, White Dove needs to emphasize its strengths. Among these is the sense of community White Dove provides for its volunteers, customers, and management. The store offers high quality merchandise at a low price, which is essential for the thrift industry. The stores also are quite innovative, which will serve them well in the future. Along with its strengths, White Dove has some areas for improvement. To maximize profitability, it is recommended that White Dove engage in business practices that it is currently not exploring. In terms of marketing, the stores could advertise more within Hospice and the local community. Store tangibles could also be modified to make customers feel more comfortable. Additionally, White Dove should improve training methods for its volunteers and make all volunteers feel appreciated. Finally, managers have indicated that they would like to expand to a younger demographic. To accomplish this, White Dove can utilize ASU students and Greek life. If White Dove can successfully implement these recommendations and continue to highlight its strengths, the stores will remain competitive in the future.
ContributorsMcLellan, Brittany Ann (Author) / Ostrom, Amy (Thesis director) / Mokwa, Michael (Committee member) / Hutchman, Elizabeth (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / School of Humanities, Arts, and Cultural Studies (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2013-05