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Description
Businesses stand to face many uncertainties from the moment they start up to every moment in between. A business can try to recognize them and plan ahead, react to them as they occur, or be rocked by a black swan they never saw coming. How a business deals with unforeseen

Businesses stand to face many uncertainties from the moment they start up to every moment in between. A business can try to recognize them and plan ahead, react to them as they occur, or be rocked by a black swan they never saw coming. How a business deals with unforeseen events can increase its potential for success or failure. With this in mind, there is no better bridge between the here and now and the future than planning for change in order to move a company toward preparing for change, adapting to change and achieving optimal results. Interested in taking a step toward the digital age, Alpha Homes Management, Inc. (Alpha Homes) sought our help to explore ideas and options to take their company to a new level. This Barrett Creative Project was centered on designing a system for Alpha Homes that will replace their outdated paper-based system with a more digital one. This aligns with the project also featured as a capstone project as required by the information technology degree expectations. In supplement to the capstone, and for the Barrett Creative Project, the final product was presented to the owners of Alpha Homes Management, Inc. to be utilized by the business. The end goal is to provide a platform which provides a paperless environment for documentation and bring the company a step closer to having a robust internet presence. Now that the web-based application product has been created and presented, the testing phase can now begin to evaluate its efficacy.
ContributorsBrice-Nash, Tristan (Co-author) / Alfawzan, Mohammad (Co-author) / Doheny, Damien (Thesis director) / Rodriguez, Carlos (Committee member) / Information Technology (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider

This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider segmentation and the products and platforms that best target them in order to maximize revenue. A survey was performed with a sample size of 314 participants to find out consumer behavior and preference as well as producer situation. Consumers come from both the United States and abroad. Customers come directly and almost exclusively from followers. Therefore, increasing the number of followers on Instagram is essential to increasing revenue. Jennifer has time, resource, and ability constraints, while the market has limited potential. The conclusion is that Jennifer should become more organized as a business. To grow her following, she should cater more towards the most popular fandoms (BTS), make art tutorials, consider collaborations, and better inform followers of her products/services available for purchase. The social media platforms key to marketing Jennifer's products are Instagram and Twitter. Other platforms to be used to increase exposure are Tumblr, Amino Apps, DeviantArt, Reddit, and YouTube. She must also declutter all of these virtual storefronts of unnecessary content to varying degrees in order to build ease of access and a trustworthy brand image. The best platforms for transaction is a personal store, RedBubble (a website that allows users to sell a variety of products with their uploaded images printed onto them), Patreon, and in-person at conventions.
ContributorsXu, Everest Christine (Author) / Eaton, Kathryn (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Description
The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the

The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the recognizable—and unrecognizable—firms scattered around the world today. In the United States alone, there are roughly 13.4 thousand agencies, many of which also have branches in other countries. The evolution of the modern advertising agency coincided with, and even preceded, some of the major inflection points in history. Understanding how and why changes in advertising agencies affected these inflection points provides a glimpse of understanding into the relationship between advertising, business, and societal values.

In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
It is important for organizations and businesses to have some kind of online presence, as there are enormous benefits, including utilizing the power marketing tools to provide services for people. However, creating a website with a strong presence is difficult, in addition to ranking your website to be on to

It is important for organizations and businesses to have some kind of online presence, as there are enormous benefits, including utilizing the power marketing tools to provide services for people. However, creating a website with a strong presence is difficult, in addition to ranking your website to be on top of google. Thus, the goal of this project was to rank a website using several marketing tools to increase an organization’s search engine optimization (SEO) for the company, Artificial Grass Master.
ContributorsSanchez-Apodaca, Esperanza Angelica (Author) / Steve, Cho (Thesis director) / Cynthia, Reid (Committee member) / Tech Entrepreneurship & Mgmt (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are

This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Description
After freelancing on my own for the past year and a half, I have realized that one of the biggest obstacles to college entrepreneurs is a fear or apprehension to sales. As a computer science major trying to sell my services, I discovered very quickly that I had not been

After freelancing on my own for the past year and a half, I have realized that one of the biggest obstacles to college entrepreneurs is a fear or apprehension to sales. As a computer science major trying to sell my services, I discovered very quickly that I had not been prepared for the difficulty of learning sales. Sales get a bad rap and very often is the last thing that young entrepreneurs want to try, but the reality is that sales is oxygen to a company and a required skill for an entrepreneur. Due to this, I compiled all of my knowledge into an e-book for young entrepreneurs starting out to learn how to open up a conversation with a prospect all the way to closing them on the phone. Instead of starting from scratch like I did, college entrepreneurs can learn the bare basics of selling their own services, even if they are terrified of sales and what it entails. In this e-book, there are tips that I have learned to deal with my anxiety about sales such as taking the pressure off of yourself and prioritizing listening more than pitching. Instead of trying to teach sales expecting people to be natural sales people, this e-book takes the approach of helping entrepreneurs that are terrified of sales and show them how they can cope with this fear and still close a client. In the future, I hope young entrepreneurs will have access to more resources that handle this fear and make it much easier for them to learn it by themselves. This e-book is the first step.
ContributorsMead, Kevin Tyler (Author) / Sebold, Brent (Thesis director) / Kruse, Gabriel (Committee member) / Computer Science and Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Description
Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students'

Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in

The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Description
Although there are some key qualities that all good leaders employ, variations in effective leadership approaches are evident across different cultures. This project sought to compare and analyze the differences and similarities in leadership principles between Chinese and American business cultures, with emphasis on the divergence caused by the influences

Although there are some key qualities that all good leaders employ, variations in effective leadership approaches are evident across different cultures. This project sought to compare and analyze the differences and similarities in leadership principles between Chinese and American business cultures, with emphasis on the divergence caused by the influences of history, culture and politics.
ContributorsLe Tourneur, Maxine Archondakis (Author) / McKinnon, David (Thesis director) / LePine, Marcie (Committee member) / Department of Supply Chain Management (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
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Description
Through the research of: accredited business articles, wedding sites such as The Knot, personal interviews with brides, research novels, television shows, and movies; this project will depict why and how traditional, American "White Weddings" have become so commercialized by advertisements and businesses as a result of various media channels' reinforcements

Through the research of: accredited business articles, wedding sites such as The Knot, personal interviews with brides, research novels, television shows, and movies; this project will depict why and how traditional, American "White Weddings" have become so commercialized by advertisements and businesses as a result of various media channels' reinforcements of cultural ideals and norms about brides and weddings since the 1920s. The purpose of this paper is to identify the largest cultural and commercial forces that contributed to the growth and expansion of the wedding industry.
ContributorsHovendon, Allison Michelle (Author) / Suk, Mina (Thesis director) / Ostrom, Amy (Committee member) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12