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- All Subjects: Marketing
- All Subjects: Sales
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Resource Type: Text
To bridge the gap between the growing sales industry there is the ability to properly train Millennials so they are successful and stay within their roles longer. By attacking this problem from a university level by strengthening sales programs as well as having employers understand and respond to needs of the Millennial generation, this will create an overall successful Millennial salesperson that will stay with their employer long term.
Strengths and weaknesses of this generation are also important to understand. Millennials are known to be tech-savvy, open-minded, collaborative, and connected, resourceful networkers. They also carry weaknesses and stereotypes of being lazy, lacking communication skills, impatient, entitled, and demanding of feedback and work flexibility. From an employer, they expect a large salary as well as a good culture, manager feedback, a mentor, work-life integration, an employer with a social responsibility mindset, and a sense of purpose.
An analysis of 12 sales programs at various universities across the country helped to understand what is being taught and offered to students as well as commonalities and differences that make a strong sales program. Commonalities among these programs include, about 250+ students, high job placement, sales labs, hosting and competing in sales competitions, and a desire to expand and grow their programs. Unique aspects of various programs were partnerships with the sales industry, hosting fundraisers, student ambassadors for the sales program, CRM courses, and internships and competition requirements.
Primary research was conducted to understand various sales development programs from companies in the sales industry. The 12 companies that participated in this research were from Arizona State University’s Sales Advisory Board. These companies completed a survey that provided detailed information of their onboarding and training process as well as their opinions of Millennial employees.
From this research, recommendations were formed for employers,
• creating a collaborative and innovative culture
• A mentorship program
• work flexibility
• continuous learning
• sense of purpose
As for Arizona State’s Sales Program, recommendations include,
• a mentorship program between Sales Scholars and the Sales Advisory Board
• creating a sales lab
• implementing CRM curriculum in classes
• continued support from the Board and alumni of the sales program
The purpose of this thesis is to analyze the impacts of virtue signaling and tokenism within the cosmetic industry and how it relates to corporate social responsibility. Secondary research has been gathered and analyzed to find insight into how these aspects in marketing can impact the profits and other measures of success within business. This will lead to an understanding of how corporate social responsibility can be beneficial to the cosmetic industry, especially as companies grow and expand their target market. This thesis research is based on secondary research built from articles and advertisements. Additionally, research will be pulled from company statistics in profits and sales to determine success in different product launches and the marketing tactics utilized. After analyzing these differences and the types of advertisements that lead to the most successful results, it can be determined that virtue signaling and racial/ethnic tokenism can hinder success potential and thus, in contrast, companies that adhere to the ethical implications within corporate social responsibility will benefit from a reputation of sincerity.