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The millennial generation is quickly solidifying its place as the dominate generation within the workforce. As millennials transition through workplace hierarchy it is essential organizations understand how to properly develop incoming talent. This is especially important within sales as the opportunity cost for hiring and developing new sales professionals is

The millennial generation is quickly solidifying its place as the dominate generation within the workforce. As millennials transition through workplace hierarchy it is essential organizations understand how to properly develop incoming talent. This is especially important within sales as the opportunity cost for hiring and developing new sales professionals is much higher compared to other professions. Downward trends in millennial retention rates is also a strong contributing factor to the importance of understanding the millennial generation. This paper aims to identify key concepts and elements employers should incorporate into their sales training programs in order to better develop millennials entering sales roles. Through an analysis of each generation and sales training a clear framework will be identified to achieve this goal. Analyzing millennials unique strengths and weaknesses will provide the basis for the key areas employers need to focus on when designing their sales development programs. The framework identified is easily adaptable within any organizations as the concepts discussed can be universally applied.
ContributorsStensland, Zachary William (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Influencer marketing continues to be a tool that companies utilize to add value to their brands. This thesis explores the impact that influencer marketing has within the alcohol industry. This was done by conducting secondary research that highlights the size of the alcohol industry, the rules and regulations that apply

Influencer marketing continues to be a tool that companies utilize to add value to their brands. This thesis explores the impact that influencer marketing has within the alcohol industry. This was done by conducting secondary research that highlights the size of the alcohol industry, the rules and regulations that apply to alcohol marketing, the power of social media and consumer behavior, and the effectiveness of influencer marketing. From this research, I compile a set of industry best practices and offer a series of recommendations for smaller brands to take into consideration when using influencer marketing. I believe that my research-based recommendations of partnering with local influencers to create genuine connections with niche audiences, creating branded hashtags for marketing purposes, and capitalizing on current social media market trends allows for niche alcohol brands to implement influencer marketing in a way that best fits the brand and the people it serves.
ContributorsSanyal, Anjali (Author) / Giles, Bret (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05