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This thesis examines Endgame, a gaming themed bar and restaurant located in the heart of Tempe, Arizona on Mill Avenue. The business serves regular bar fare and offers a wide selection of video games for its customers to play and enjoy. Recently Endgame recognized that it was unsatisfied with its

This thesis examines Endgame, a gaming themed bar and restaurant located in the heart of Tempe, Arizona on Mill Avenue. The business serves regular bar fare and offers a wide selection of video games for its customers to play and enjoy. Recently Endgame recognized that it was unsatisfied with its current revenue stream, prompting this investigative study. Upon completing this project, three business problems that are limiting Endgame's revenue growth were identified. The issues identified were: food sales, visibility/access, and alcohol sales. To better understand each of these issues a study was conducted in the form of ethnography research and a survey was distributed to Endgame's target market. Two instances of observational research were conducted and a survey was distributed to 400+ students in the W. P. Carey School of Business. The data collected revealed underlying sentiments about Endgame's food/beverage service and issues related to locating the bar. This investigation revealed that ordering food and beverages at Endgame is difficult and not a straight forward process. This led to a set of recommendations related to creating an efficient and simple ordering process. The study also showed that Endgame (which is on the second floor of a building) lacks the appropriate signage to indicate its location. Using this information, recommendations were made for Endgame to create additional signage near stairs and elevators to indicate their location. The research also revealed a general lack of consumer awareness in relation to alcoholic beverages that contributed to low sales. This led to a strategy to revitalize Endgame's marketing campaign and a redesign of their beverage menu. Outside of the three business problems found during observational research, several other areas were examined in the survey at the request of Endgame's management. These areas revealed additional understandings into consumer behavior and feelings towards Endgame. These customer insights along with the recommendations given in this paper will be used by Endgame to increase their overall business revenues.
ContributorsPaplham, Tyler James (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores,

It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores, as many customers now prefer to shop online. To compensate for this, storefronts need to provide an increasingly exceptional in-store experience to drive sales and maintain customer relationships. Creating excellent training programs for in-store associates is the best way in which to improve the relationship between the customer and the associate and create an excellent store experience. Strong associate training programs have numerous benefits to the overarching organization. An employee that feels confident and competent in their job is more engaged at work. Engaged employees are less likely to quit than average, which means a strong training program can save a company turnover costs and loss of institutional knowledge. Additionally, an engaged associate is more likely to exert extra discretionary effort, which increases operational efficiency. Ultimately, an engaged employee will strengthen the service profit chain and create a better overall experience for the customer. When creating a training program it is important to take into account the learning preferences of the company's associates. Millennial learners prefer working in groups, integrated technology, and lessons that are applicable to real life. Generation X learners are self-sufficient and view time as a luxury. They expect material to be straightforward and concise. Additionally, when creating a training program it is important to benchmark programs within and outside of the operating industry. REI has a comprehensive training program that focuses on connecting employees to the mission of the company as well as in-depth product knowledge. Macy's recently overhauled its training program to include more face time with managers and semi-annual refresher trainings. Ritz-Carlton, a step outside of the retail industry, provides legendary training where employees receive over 250 hours of training in the first year alone. Ritz-Carlton employees are highly engaged and autonomous in their work, which leads to an excellent hotel experience. Using my internship as a field study, I share some important results from work with a Fortune 400 specialty retailer headquartered in the Phoenix Valley. Here I examine the associate and customer relationship with the aim of improving the in-store experience. Through benchmarking, associate interviews, and data analysis I am able to recommend a long-term vision for training at the organization where up-to-date product information is accessible in the aisle and overall knowledge well rounded through buddy shift programs and cross-training. My overall recommendation for the specialty retail industry is to take a holistic approach to training. I advocate looking at training programs from multiple perspectives including learning preferences, employee motivations, and corporate culture. Additionally, holistic training means that a company educates and trains associates in all areas of the business through cross-training and buddy shifts. Holistic training will create an engaged work force and improve the customer experience.
ContributorsHouts, Madeline Kirby (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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The "Dutch Dukeout" is a memorial, community engagement venture founded by Scott Fitzgerald and Sam Minton. The event was also supported and facilitated through the help of a third party member, Dylan Bryant. The "Dutch Dukeout" will continue annually, as an opportunity for Brophy College Preparatory alumni and current students

The "Dutch Dukeout" is a memorial, community engagement venture founded by Scott Fitzgerald and Sam Minton. The event was also supported and facilitated through the help of a third party member, Dylan Bryant. The "Dutch Dukeout" will continue annually, as an opportunity for Brophy College Preparatory alumni and current students to come together and connect. This venture also exists to celebrate and honor the life and legacy of Fr. Harry "Dutch" Olivier, a former, prominent faculty member of Brophy. Additionally, the "Dutch Dukeout" aims to raise money to support the Brophy Scholarship Foundation, a resource for current Brophy students to offset the financial burden it costs to attend the prominent college preparatory. Foremost, the "Dutch Dukeout" flag football tournament provides a powerful way for Brophy Alumni to reconnect with their school. By communicating and participating with graduates from various classes, alumni have an opportunity to provide valuable life lessons and share personal stories with the youth, as well as bond over their shared experience at Brophy. For a school that is able to continually develop community leaders and social activists, the "Dutch Dukeout" provides a platform for collaboration and inspiration for everyone who participates. By raising money to support the Brophy Scholarship Foundation and providing an opportunity for alumni to engage in their community, the "Dutch Dukeout" is an event that truly embodies Fr. Olivier's values and beliefs. This thesis report documents the ideas, work and efforts that were completed to launch and then ensure the success and longevity of the venture. It also serves as an example for future social entrepreneurs who aim to make a difference in communities of their own.
ContributorsFitzgerald, Scott (Co-author) / Samuel, Minton (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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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

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
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Description
Entering into my final year of W. P. Carey, I decided I wanted my thesis to combine what I've learned over the course of my undergraduate Marketing degree with my passion for baseball. Furthermore, I wanted my thesis to contain both a research element and creative application. I felt the

Entering into my final year of W. P. Carey, I decided I wanted my thesis to combine what I've learned over the course of my undergraduate Marketing degree with my passion for baseball. Furthermore, I wanted my thesis to contain both a research element and creative application. I felt the best way to achieve the integration of these goals was to research and then select an MLB team to relocate to a more attractive American market. After performing research to determine an ideal team and city for relocation, I created a comprehensive marketing strategy to best cater this team for its new market. The first half of my thesis focuses entirely on the research required to select an optimal team and attractive market for relocation. I begin my thesis by performing an external analysis of the current MLB landscape. To elaborate, I gathered W-L records and fan attendance records for all 30 MLB teams between 2000 and 2016. I also collected the most recent team revenues and valuations before putting all of this data in Excel to create visual graphs. Using this data, I determine a list of the top 4 most attractive teams for relocation based on consistently poor performance in the metrics I collected data on. After selecting the Tampa Bay Rays as the ideal team to relocate, I then dive deeper into the organization through an internal analysis. Then, I focus on performing an external analysis of the most attractive markets for relocation before ultimately selecting Charlotte, NC as the best city. My research ends with a comprehensive external analysis of the Charlotte, NC market to help in creating a brand that caters to the makeup and culture of the distinct city. My analysis of Charlotte focuses on the city's demographics, population growth, local economy, political environment and trends that could impact target market segments. After performing extensive research on identifying the best team and city for a relocation, I switch gears to developing a comprehensive marketing strategy to best help the team achieve success in its new market. This begins with creating a unifying segmentation, targeting, and positioning strategy to outline the direction the team will take. These strategies place tremendous emphasis on the need for the Charlotte team to create an "irresistible cultural experience" that expands the traditional MLB mold to attract young Millennial fans to games that normally wouldn't be interested in attending games. Next, I begin by developing key elements of the brand including the team name, logos, uniforms, sponsors, and stadium. With the stadium, I even go as far as determining an ideal location along with unique features, such as lawn seating and even local vendors that have appeared on Food Network to add to the cultural experience of the brand. Then, I focus on a unifying initial marketing campaign through TV/print ads, radio ads, social media, and public relations to help the team seamlessly transition into its new home. My thesis ends with recommendations for future steps to take to ensure the relocated organization achieves lasting success in its new city.
ContributorsSchwartz, Justin David (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to create a sports brand, as well as a brand's impact on a soccer club's location and community. We determined that

The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to create a sports brand, as well as a brand's impact on a soccer club's location and community. We determined that visual identity is the dominant aspect of a sports brand that is designed, and we limited our work accordingly. We defined the visual brand identity as being made up of the color palette, team name, logo, typography, and uniforms of a prospective soccer club. In order to create a strong brand, we chose to develop four unique visual identities and gain feedback from an expert panel of trusted colleagues to select a preferred brand. Using panel responses allowed us to identify the brand that most excited and captivated existing Arizona sports fans, thus ensuring the selected brand would be successful when implemented. The creation of each brand identity was constrained by four assumptions. These limitations were inspired by research of the current Arizona sports landscape and Major League Soccer branding, and ensured that our four proposed visual identities successfully assimilated into Arizona and MLS. After presenting our brand proposals to our expert panel, we learned that the AZFC brand proposal had the most popular assets, yet the Arizona SC brand proposal was the most popular overall. From this we discovered that providing a connection between brand and location is critical in order to capture attention. We also learned that this connection must be applied across a unified brand identity, rather than being expressed through individual assets.
ContributorsCambron, Reece (Co-author) / Hyland, Chelsea (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / J. Denny Sanford School of Social and Family Dynamics (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
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Description
Incidents relating to professional/collegiate athletes and their use of social media have been a prominent topic in the news for the last several years. For collegiate athletes, a distasteful, offensive post can have a substantial impact on the rest of their lives, as he/she can have scholarships revoked, legal action

Incidents relating to professional/collegiate athletes and their use of social media have been a prominent topic in the news for the last several years. For collegiate athletes, a distasteful, offensive post can have a substantial impact on the rest of their lives, as he/she can have scholarships revoked, legal action taken upon them, and professional offers cut. An athlete's poor actions will affect their brand image and that of the school whose uniform they wear. Outcry over these incidents have caused teams, themselves, to compensate in a variety of ways. The following thesis is a narrative representation of these incidents, resulting outcry, and desperate compensation. The narrative touches upon the impact social media can have on a team, athletic department, and university. It explores the rules/restrictions of social media, marketing concepts such as branding, the right to free speech, and the impact/consequences of bad choices. The narrative is preceded and followed by analysis of real-world examples to provide sound rationale for the actions taken in the narrative.
ContributorsBornhoft, Holly Marie (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
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ContributorsPanosian, N. Zari (Author) / Ison, Tara (Thesis director) / Fortunato, Joe (Committee member) / Talerico, Daniela (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor)
Created2013-05
Description

In this formative research project, we seek to better understand the general barriers to refugee access to higher education. Using mixed methods research--which included surveys, interviews, and course data--we evaluate the benefits and challenges experienced by refugee students in Israel who are enrolled in Arizona State University's Education for Humanity

In this formative research project, we seek to better understand the general barriers to refugee access to higher education. Using mixed methods research--which included surveys, interviews, and course data--we evaluate the benefits and challenges experienced by refugee students in Israel who are enrolled in Arizona State University's Education for Humanity programs. In the end, this case study resulted in 24 recommend programmatic changes designed to eliminate the barriers that prevent refugee students from accessing and succeeding in higher education.

ContributorsJackman, Julia (Co-author) / Altaf, Amal (Co-author) / DeLargy, Pamela (Thesis director) / Mokwa, Michael (Committee member) / School of Civic & Economic Thought and Leadership (Contributor) / School of Molecular Sciences (Contributor) / School of Human Evolution & Social Change (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

The retail department store industry has been in decline for years. Online shopping has become increasingly popular, and this was happening even before the pandemic. Department stores made the mistake years ago of focusing on expansion instead of improving their presence online. In this paper, I make recommendations to hel

The retail department store industry has been in decline for years. Online shopping has become increasingly popular, and this was happening even before the pandemic. Department stores made the mistake years ago of focusing on expansion instead of improving their presence online. In this paper, I make recommendations to help retail department stores make more sales online, as well as get more shoppers back in their brick-and-mortar locations. There needs to be a new target customer that is much younger than the previous. Department stores need put money and time into building their social media platforms. These stores should be looking for several e-commerce brands to incorporate into their stores online, but more importantly in their brick-and-mortar locations. To grow bigger faster, department stores should start to consider using trusted third-party sellers like their biggest competitor Amazon does. Many younger people choose to shop from sustainable and socially responsible brands. Department stores should put in their best efforts to make sure they are caring about these things, not only to help make a change but to also increase their popularity among consumers. It is critical that large retail department stores use several influencers to promote their store and products among all forms of social media. This has become one of the most inexpensive and effective ways to increase sales. Finally, department stores should consider trying livestream shopping as a way to connect with their customers and sell more product. I have covered several ways that department stores can start to expand their business and begin to grow again. I believe these recommendations can transform the retail department store into possible something even more successful than it was before.

ContributorsBell, Emily Ann (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05