Matching Items (46)
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- All Subjects: Marketing
- Creators: Department of Supply Chain Management
- Creators: Montoya, Detra
Description
As the world becomes increasingly globally connected, more people than ever live away from their birth country. This means that more and more people will need to learn to adapt and integrate with new cultures and experiences. This can be a difficult process, because in their efforts to adapt, they might try to forget or abandon their previous culture in order to better assimilate to their new home. In this Creative Project, I examine my own transnational journey as a Russian living in America. I wanted to see how my identity as a person linked by two very different places has shaped who I am and what I want to be. Now that I am finishing college, how will my Russianness shape my possibilities in the future? In order to start this reflective process, I read 10 transitional novels to gain a sense of how other Russians processed their lives in America. I then used the insights I gained from these texts to design a set of questions that I asked myself and two other people, both with backgrounds that were similar to my own. Based on these discussions, I gained a greater appreciation for how my Russianness could be a real strength as I chart my future path in life.
ContributorsNovokreshchenov, Viacheslav (Author) / Popova, Laura (Thesis director) / Levin, Irina (Committee member) / Dean, W.P. Carey School of Business (Contributor, Contributor) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music while also upholding individuality. With technology advancements, to include self-recording technology, wearable devices, and mobile operating systems, independent artists are able to extend their reach to a variety of audiences. Social media platforms' progression has further catalyzed artists' capability of growth, as they have the capacity to personalize marketing content, develop loyal fan-bases, and engage directly with potential consumers. Artists are increasingly fabricating their own unique spaces in an industry that was formerly controlled by conventions. This thesis involves the production of a three-song extended play, and ascertains how to effectively capitalize on the wide array of modern marketing platforms.
ContributorsBerk, Ruth C (Author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Supply Chain Management (Contributor)
Created2015-05
Description
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Branding is one of the most important tools a business can use. Whether consumers know it or not, every purchasing decision that they make – be it for a product or service – is rooted in the brand. Thus, it is somewhat of a surprise that branding for individuals did not become popularized until 1997, with Tom Peters’ article “The Brand Called You.” In his article, Peters remarks on how changes in the marketplace and technology make developing a personal brand more accessible, as well as more important. The increasingly competitive marketplace combined with the rise of social media means that personal branding is even more important and more attainable today. Thus, it is vital for students entering the workforce to develop a brand that will allow them to distinguish themselves. This research examines whether or not students understand what personal branding is and if they have taken the steps to develop their personal brand. The research questions are as follows:
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.
ContributorsBinsfeld, Jacqueline Rose (Author) / Montoya, Detra (Thesis director) / Gray, Nancy (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
Description
The purpose of this thesis is to analyze how the cultural conceptions that American Arizona State University (ASU) students have of Germany change with experience. More specifically, this thesis answers how these cultural conceptions change after students learn the German language or visit the country. In order to accomplish this, three representative groups of people with varying levels of experience were interviewed. Structurally speaking, the thesis first provides background information why the topic was chosen and how a survey was designed to conduct a study on the topic. Next, the data from the study is presented in its raw form as well as in organized charts and graphs. A set of observations that were taken from the data will be explained, supported, and then analyzed. The thesis then concludes with a discussion of how the study could be improved or changed to further analyze the topic.
ContributorsGourley, James (Co-author) / Baskin, Connor (Co-author) / Lee, Sara (Thesis director) / Gray, Jamison (Committee member) / Department of Finance (Contributor) / W. P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The purpose of this thesis is to explore if any correlation exists between the proposed components of happiness with overall self-perceived happiness. This thesis also explores how introversion and extraversion, gender, and working status affects the proposed components of happiness for college students and how their happiness influences engagement, motivation, preference of organizational culture, and the activities that they engage in. This research was gathered from secondary sources and a survey that was given to undergraduate students at Arizona State University. We found that well-being, gratitude, achievement, psychological empowerment, and affection contribute to both extraverts and introverts' happiness. In addition, we found that extraverts reported higher means than introverts in each factor; including happiness in general and what contributes to it. Contrary to popular belief, our research shows that autonomy either had no correlation or negatively correlates with happiness. In addition, we found that both extraverts and introverts participate in social and nonsocial activities rather than solely on their expected type of activity. Our research also shows that females reported higher means than males on gratitude, achievement, and autonomy. One significant implication of this study is that it can help individuals to better understand themselves and people they interact with.
ContributorsVasquez, Delia (Co-author) / Lopez, Miguel (Co-author) / LePine, Marcie (Thesis director) / Arce, Alma (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Psychology (Contributor) / School of Accountancy (Contributor)
Created2014-12
Description
In today’s society we see a strong encouragement of those who put effort into various aspects of their life. Additionally, we also see a strong push towards making oneself more attractive to reap social benefits. However, a paradox exists between effort and attractiveness. In a society that values both effort and attractiveness, why do we see negative reactions to those who put effort into their appearance, and can we make these effects go away? How can cosmetic companies alter those reactions to suit their advertising needs? Through a pretest and a main study we show how consumers react to differing amounts of perceived effort in a cosmetic product, and how we can alter the effect that effort has by priming consumers with the idea of their ‘natural self’ vs. their ‘ideal’ self.
ContributorsDaniels, Michelle Elizabeth (Author) / Samper, Adriana (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
A fun, interactive, and practical motivational speaking package designed to inspire and encourage high school and college students, as well as young adults, to achieve success and discover their leadership potential. Using secrets learned from starting my own business, Board Blazers LED Underglow Skateboard Lighting, and performing as Drum Major of the 400+ member ASU Sun Devil Marching Band, I share tips and tricks that can be applied in everyday life. Topics include surviving in difficult leadership situations unique to young leaders, celebrity confidence secrets, and creating infectious enthusiasm while working on a team.
ContributorsRudolph, Gregory James (Author) / Eaton, John (Thesis director) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
The sole purpose of this innovative thesis is to produce and provide strategic recommendations for one of Arizona's premier Asian Supermarkets, that is, Lee Lee Oriental Supermarket. These strategic recommendations will then be utilized and integrated with Lee Lee's current marketing consultant company's marketing components, by Air Marketing, for Lee Lee. These recommendations will aim to serve four main purposes. These four main purposes will be to (1) create exchanges, which will create, deliver, and communicate value, (2) assist to continue developing the identity of Lee Lee, (3) establish relationships to grow Lee Lee's network, and (4) to help solve customer problems. Through these effective marketing recommendations, this innovative thesis project will assist to increase awareness of the supermarket, increase brand recognition and, ultimately, to assist in further defining the brand and uniqueness of the ethnic retail store.
ContributorsRodriguez, Elindoro Joseph (Author) / Brooks, Dan (Thesis director) / Eaton, John (Committee member) / Truong, Paulina (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2013-05
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