Matching Items (6)
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- All Subjects: Poetry
- All Subjects: Business Data Analytics
- Member of: Theses and Dissertations
Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
In our radically diverse world, individuals cling to their unique values and beliefs dearly, and these beliefs drive their actions and have a significant influence on their worldview. Many people derive their beliefs from religious traditions and the beliefs of their ancestors that have trickled down throughout cultures over thousands of years. Some of these beliefs are adhered to so strictly that openness and love for people that do not hold the same beliefs is neglected, and as a result we see the manifestations of hate between cultures running rampant in today's world. However, as a human race we all came from one point of origin, or "seed". In this paper, the author posits that this "seed" arose from some divine power. The author does not seek to identify or name this divine source, only to support the idea that there is a common, spiritual origin to the human race through the examination of three diverse groups, or units, of texts. A supporting topic of this paper is the use of creative forms of language, such as poetry, to describe the spiritual "seed" of humankind. The first unit examines the pre-Christ texts of Plato and Neoplatonists. The second unit is built on Early Eastern texts like the Upanishads. The third and final unit is an analysis of mystical thinkers of the medieval ages. Finally, a conclusion follows that supports the original thesis of a common, divine origin by drawing similarities between these diverse readings.
ContributorsWathen, Samuel Isaac (Author) / Hampton, Alexander (Thesis director) / Fette, Donald (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
"Filling a Body That's Yours" is a collection of poetry that celebrates queer survival and the fluidity and mutability of identity. The poems arise from personal experience and expand to the universal in order to question and critique constructs of mental illness, queerness, transness, and identity. Via intuitive imagistic shifts, unexpected language, and urgent vulnerability, the poems share a personal account of mental illness and treatment, and set out to critique the mental health industrial complex and shortcomings in language, psychiatry, and psychology. For this project, the collection of poems is coupled with a written analytical component that discusses the personal and theoretical backgrounds for the work, as well as poetics and influences. The essay specifically addresses three main themes that appear in the poems: queerness/gender, mental illness and treatment, and identity, using theorists such as Judith Butler and David Hume. Further, the essay provides personal background for the work and discusses poetic influences such as Sylvia Plath, Li-Young Lee, Claudia Rankine, and Norman Dubie. Both the poems and the essay, while addressing these themes, attempt to ask and examine questions such as: "Is my gender entirely mine? Was it thrust wholly or in part upon me? Do I choose to claim queerness, or is it innate?" In asking these questions, the poems challenge readers to consider how they came to understand their bodies as gendered, and what political ends their identities may serve. Ultimately, the poems and their theoretical counterparts complicate constructs we commonly accept as essential givens, and meditate upon timeless existential questions in new, visceral ways.
ContributorsWinter, Elliot (Author) / Fette, Donald (Thesis director) / Murdock, Natasha (Committee member) / Barrett, The Honors College (Contributor)
Created2017-05
Description
This thesis, through a thorough literature and content review, discusses the various ways that data analytics and supply chain management intersect. Both fields have been around for a while, but are incredibly aided by the information age we live in today. Today's ERP systems and supply chain software packages use advanced analytic techniques and algorithms to optimize every aspect of supply chain management. This includes aspects like inventory optimization, portfolio management, network design, production scheduling, fleet planning, supplier evaluation, and others. The benefit of these analytic techniques is a reduction in costs as well as an improvement in overall supply chain performance and efficiencies. The paper begins with a short historical context on business analytics and optimization then moves on to the impact and application of analytics in the supply chain today. Following that the implications of big data are explored, along with how a company might begin to take advantage of big data and what challenges a firm may face along the way. The current tools used by supply chain professionals are then discussed. There is then a section on the most up and coming technologies; the internet of things, blockchain technology, additive manufacturing (3D printing), and machine learning; and how those technologies may further enable the successful use of analytics to improve supply chain management. Companies that do take advantage of analytics in their supply chains are sure to maintain a competitive advantage over those firms that fail to do so.
ContributorsCotton, Ryan Aaron (Author) / Taylor, Todd (Thesis director) / Arora, Hina (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
According to a Washington Post and YouGov study conducted in 2014, 60% of
the 861 U.S. citizens surveyed supported aid and subsidized housing for the homeless
Population. Of that same survey group, however, 52% and 46% supported banning panhandling
and sleeping in public, respectively. This disconnect highlights how we as Americans view
homelessness: people who are on the fringes of society that deserve help, but only from a
distance. This creative project is a book of twenty poems in which each poem will correspond
aspects of the homeless experience. This project also serves to make the homeless population
more relatable to the general population, bring a voice to a marginalized population who are not
heard or helped, and bring about better resources for the homeless population.
The project was completed in stages. First interviews with homeless individuals were
conducted and questions such as “What is your passion?” and “What three words would you best
describe homelessness as?” A special effort was made to make sure that the thoughts and
feelings of the homeless individuals were presented without bias. The book was then put together
as a manuscript. An analytics paper was also prepared that discussed the background of the
problem, influences on poetry, and challenges throughout the process. A presentation on the
process was also prepared for the thesis defense.
the 861 U.S. citizens surveyed supported aid and subsidized housing for the homeless
Population. Of that same survey group, however, 52% and 46% supported banning panhandling
and sleeping in public, respectively. This disconnect highlights how we as Americans view
homelessness: people who are on the fringes of society that deserve help, but only from a
distance. This creative project is a book of twenty poems in which each poem will correspond
aspects of the homeless experience. This project also serves to make the homeless population
more relatable to the general population, bring a voice to a marginalized population who are not
heard or helped, and bring about better resources for the homeless population.
The project was completed in stages. First interviews with homeless individuals were
conducted and questions such as “What is your passion?” and “What three words would you best
describe homelessness as?” A special effort was made to make sure that the thoughts and
feelings of the homeless individuals were presented without bias. The book was then put together
as a manuscript. An analytics paper was also prepared that discussed the background of the
problem, influences on poetry, and challenges throughout the process. A presentation on the
process was also prepared for the thesis defense.
ContributorsRajani, Shashank Mahesh (Author) / Fette, Donald (Thesis director) / Cohen, Liz (Committee member) / Department of Information Systems (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
As a Marketing and Business Data Analytics student, it has become increasingly apparent through coursework and professional experiences that the landscape of e-commerce and data-driven marketing is changing. Many companies flounder and are barely keeping up with the fast-developing world of e-commerce, while others are thriving and becoming “E-Commerce Giants”. What do they do that make them successful?
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
ContributorsSirois, Natalie Rose (Author) / Giles, Charles (Thesis director) / Fette, Donald (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05