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- Creators: Walter Cronkite School of Journalism and Mass Communication
Description
The purpose of this thesis is to analyze how colleges and universities throughout the United States market its study abroad programs to students. The author reflects not only on this central question but also explores the evolving digital age in which we are consumed and how it has changed the marketing environment entirely.
The following research questions spurred the curiosity for this knowledge. These questions are:
1. How does Arizona State University market its study abroad programs?
a) How does ASU most effectively market its study abroad programs to students—what marketing tools are needed and used?
2. How do other college and universities throughout the United States market its study abroad programs?
b) How do they best market its study abroad programs to students—what marketing tools are needed and used?
3. How has this new digital age shaped the marketing environment today?
4. How do you develop relevant marketing strategies for a specific study abroad program in order to increase participation?
Before answering the preceding questions, this thesis first examines the origin of international education and its history.
Additionally, the author of this thesis created a series of questions that was sent via SurveyMonkey.com to various college and university study abroad offices, directors, advisors and marketing specialists throughout the U.S (a total of 18 schools from various parts of the region responded to the 37 question survey). This in turn allowed the author to answer a large portion of the above research questions. See attached documents (Appendix A) for a list of all the questions asked via survey, as well as each school’s response.
After a thorough analysis of the above research questions, the author focuses on the development of marketing strategies to help promote a specific faculty-led study abroad program at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication (the official name for that program: “Cronkite Euro: Social Media Across Cultures: The European Perspective”). It is the analysis of the above research questions that in turn helped the author create marketing strategies that were tailored to this specific faculty-led study abroad program.
These marketing activities included the expansion of Cronkite Euro’s social media presence, specifically by creating an Instagram account for the study abroad program (@asucronkiteuro). Another major marketing activity included the expansion of Cronkite Euro’s online presence. The author of this essay completely revamped the study abroad program’s website so as to adequately keep up with the tech-savvy, digital natives of today (www.asucronkiteuro.com). The importance of implementing these specific marketing strategies will be later discussed in part IV of the thesis.
The following research questions spurred the curiosity for this knowledge. These questions are:
1. How does Arizona State University market its study abroad programs?
a) How does ASU most effectively market its study abroad programs to students—what marketing tools are needed and used?
2. How do other college and universities throughout the United States market its study abroad programs?
b) How do they best market its study abroad programs to students—what marketing tools are needed and used?
3. How has this new digital age shaped the marketing environment today?
4. How do you develop relevant marketing strategies for a specific study abroad program in order to increase participation?
Before answering the preceding questions, this thesis first examines the origin of international education and its history.
Additionally, the author of this thesis created a series of questions that was sent via SurveyMonkey.com to various college and university study abroad offices, directors, advisors and marketing specialists throughout the U.S (a total of 18 schools from various parts of the region responded to the 37 question survey). This in turn allowed the author to answer a large portion of the above research questions. See attached documents (Appendix A) for a list of all the questions asked via survey, as well as each school’s response.
After a thorough analysis of the above research questions, the author focuses on the development of marketing strategies to help promote a specific faculty-led study abroad program at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication (the official name for that program: “Cronkite Euro: Social Media Across Cultures: The European Perspective”). It is the analysis of the above research questions that in turn helped the author create marketing strategies that were tailored to this specific faculty-led study abroad program.
These marketing activities included the expansion of Cronkite Euro’s social media presence, specifically by creating an Instagram account for the study abroad program (@asucronkiteuro). Another major marketing activity included the expansion of Cronkite Euro’s online presence. The author of this essay completely revamped the study abroad program’s website so as to adequately keep up with the tech-savvy, digital natives of today (www.asucronkiteuro.com). The importance of implementing these specific marketing strategies will be later discussed in part IV of the thesis.
ContributorsSalari, Alexa Marie (Author) / Silcock, Bill (Thesis director) / Scott, Tracy (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
This full-length, two-act play explores the way loss brings together and tears apart two families in the United States, a lower-middle class Mexican family and a relatively wealthy white family. Throughout the play we explore family dynamics, culture, and how we all ultimately cope with navigating a complex and often devastating world. While this thesis project has completed the honors requirements, the play itself is still under construction. The version you see here is a final thesis project, but not a final product.
ContributorsBilker, Molly Alexandra (Author) / King de Ramirez, Carmen (Thesis director) / Stephens, Mary (Committee member) / Barrett, The Honors College (Contributor) / College of Letters and Sciences (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
Woman with Wanderlust is a travel blog made to break down the stereotypes of female travelers as they are portrayed in mass media. The idea came to me when I was preparing to study abroad in Morocco and every person I talked to felt the need to remind me how dangerous the world was for a woman on her own. There were many references to the popular movie ‘Taken’ starring Liam Neeson. When I decided I wanted to continue the blog on my backpacking trip through Europe, once again ‘Taken’ was referenced but people also insisted I was going to fall in love with an Italian man and never come home. It felt, to me, that the world saw the female traveler as naive and weak or in need of a man in her life. In contrast men are often encouraged to take years off to travel, to seek adventure or find themselves.
I decided I could use my education from the Cronkite School in writing, photography and social media to produce a resource for women looking to travel abroad. I could tell stories of my personal experiences that could both inspire and prove that a solo trip can be done. I also wanted to touch on topics that are not generally covered by popular travel blogs since they are specific to women. Topics like how to dress, making sure you travel during the day if you’re traveling alone and finding birth control or feminine hygiene products when you are traveling.
I funded the trip myself and currently the blog is designed, written and photographed entirely by me. Moving forward I would like to feature other women on my blog, especially those who have made travel a priority or a career. I plan on continuing to build the blog, hopefully gaining sponsors and becoming a more well known resources, and helping change the landscape of travel and travel blogging to become more female friendly.
I decided I could use my education from the Cronkite School in writing, photography and social media to produce a resource for women looking to travel abroad. I could tell stories of my personal experiences that could both inspire and prove that a solo trip can be done. I also wanted to touch on topics that are not generally covered by popular travel blogs since they are specific to women. Topics like how to dress, making sure you travel during the day if you’re traveling alone and finding birth control or feminine hygiene products when you are traveling.
I funded the trip myself and currently the blog is designed, written and photographed entirely by me. Moving forward I would like to feature other women on my blog, especially those who have made travel a priority or a career. I plan on continuing to build the blog, hopefully gaining sponsors and becoming a more well known resources, and helping change the landscape of travel and travel blogging to become more female friendly.
ContributorsMcfarland, Cydney Grey (Author) / Amparano, Julie (Thesis director) / Hawken-Collins, Denise (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
http://www.fthecrust.com/ Health is influenced by culture, ethnicity, age, gender, socioeconomic conditions, geography and many other factors. However, in an age of constant scientific evolution where new technologies and ways of determining health solutions are changing each day, finding proper ways to communicate these findings can be difficult. Change occurs when people are able to share common understanding. Being a part of a social group, being amused, relaxed and able to escape routine activities often allow people to learn and understand new concepts. Gluten is a popular new buzzword in the health industry that is not fully understood. Furthermore, gluten's presence in credible online resources is scarce. The objective of this thesis is to portray gluten in a way that is comprehensible and entertaining. Through web creation and site design, a credible online health resource, focusing on gluten, will be born. Research estimates 18 million Americans have gluten sensitivity. About 1 in every 133 Americans, about one percent of the population, has celiac disease. Around 83 percent of Americans with celiac disease are undiagnosed or misdiagnosed and a lack of resources would not seem to help that statistic. The population of people involved in gluten dietary restrictions is too high to not have ample resources. With social media's influence on the rise, more and more people are looking for advice from peers and experts online. Health is important and knowing how to take care of health with a click of a button is the gift of the modern world we live in.
ContributorsGoe, Amelia (Author) / Dodge, Nancie (Thesis director) / Roschke, Kristy (Contributor) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
Breathe, Don't Speak is an exploratory public relations campaign that applies strategic communication theories by thought leaders in social media and Millennial marketing to the promotion of an independent musical artist brand created by Allie Long. The project utilized methods of digital communication, including a website, social media channels and music hosting to promote the Breathe, Don't Speak brand. The campaign was also supported by the offline communication strategies of strategic partnership and content co-creation.
ContributorsLong, Alexandra Diane (Author) / Sweeter, Janice (Thesis director) / McConnell, Amy (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This project is a web development effort to improve the web presence of GlobalResolve. Established in 2006, GlobalResolve has directly improved the lives of underprivileged people locally and in underdeveloped nations throughout the world. This social entrepreneurship program at Arizona State University has enhanced the educational experience of students and faculty by involving them in real world projects that have shown direct results. The initiative goes beyond the traditional model of philanthropy but works to establish successful business ventures of solutions to provide sustainable economic development to the underserved communities they work with. GlobalResolve: A Digital Story is a website that was proposed to help improve the current GlobalResolve website and make a more compelling presentation of the program in hopes of attracting new funding for new projects and also student to be involved as problem solvers. The problems seen in the current website are: lack of student testimonials, sense of up keeping, context in the use of multimedia, and best web design practices. The resulting objectives for the new site were: build a product that would assist in publicizing the GlobalResolve program and tell its story to future students and prospects and potential donors. The new website solved these issues by: incorporating student experiences, embedding social media widgets regarding current projects, details of multimedia elements to provide context, and researching and implementing best design practices. The new website was developed to be an interactive experience, delivering the story of the initiative from its beginnings to it current state. The information is presented on a website with data maps, digital timelines, and short video clips, to give a thorough, interesting, and an explanation of GlobalResolve. With the incorporation of photos and graphics to assist, the website was designed to tell a compelling, composing informative yet engaging digital media. This was confirmed by doing a beta test of the website. This project evolved in many ways as an effective ways of relating information. Ultimately, the goal of this thesis was to make a digital case statement for the initiative, in order to create a clear message to prospects and potential donors. The case statement represents GlobalResolve's digital needs and how those needs can be achieved. Using digital tools and marketing, the website was approached as a strategic business plan and meant to deliver a more effective representation of the program, while setting up a template to be used for future use to allow updates that can show the progressive success of GlobalResolve.
ContributorsLopez, Carolina (Co-author) / Jeong, Yihyun (Co-author) / Henderson, Mark (Thesis director) / Reilley, Michael (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-12
Description
Dysmorphia is a series of large-scale paintings that address the relationship between a body image disorder called Body Dysmorphia (BDD) and plastic surgery. The audience sees women of all colors, shapes and sizes in their most vulnerable state. However, the shapes of their bodies and the abnormal background are not what we are used to seeing. Presented in the IAP Studios, Dysmorphia aims to start a conversation around the rising global occurrences of cosmetic procedures, the patients who suffer from Body Dysmorphia, and how the two subjects relate. Plastic surgery is a highly controversial conversation that the world is currently having. However, BDD is not a common topic that comes up within those discussions. Many surgeons may not realize or choose to ignore the fact that a vast majority of their patients have a body image disorder. Sometimes the patients themselves may not even realize it. Whether we believe plastic surgery is a positive life-changing choice or that it takes advantage of those who have disorders such as BDD, the end result will be up to the audience to determine. By establishing a connection between the two contrasting ideals, society can then begin to identify where they might fit in the conversation. Dysmorphia aims to spark informative discussions about these kinds of social issues by exploring the female body and bringing to light plastic surgery's attempt to alter it.
ContributorsArnold, Brittany Marie (Author) / Kim, Marianne (Thesis director) / Clark, Patricia (Committee member) / School of Art (Contributor) / School of Humanities, Arts, and Cultural Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Abstract Retrograde presents questions about the creation and value of art through a graphic novel. Materials used to create the work were illustration paper, ink, brushes, and printed screen tones. The piece was created in four stages: first, each panel was sketched into the first draft; second, the sketch was researched and fully developed into a complete drawing; third, the sketch was completely traced with ink and texture was added; finally, the drawing tones were added with ink and screen tones. The plot of Retrograde revolves around the protagonist, Vera, as she attempts to find a place for her art in an artistic community that rejects her for her lack of commercial success and for the advantages she got through connections. When Vera appears to have succeeded, a sudden plot twist reveals a conspiracy which undermines her success. By following Vera, the novel illustrates a corrupt artistic society in which the value of art is established by a small amount of artistic elites. The written portion of the project expounds on the various ideas that drove the novel, including how art forms like graphic novels come to be situated low in artistic hierarchies and how interpretations can be negatively guided by already established institutions. Among some of the theorists referenced within the paper are Walter Benjamin, Clement Greenberg, and Susan Sontag. In conclusion, the project illustrates an inclination to judge art by potential commercial value and by already established hierarchies, limiting the possibilities of new interpretations and shifts in those same hierarchies. Keywords: art, art theory, graphic novels
ContributorsCervantes, Liliana (Author) / Dove-Viebahn, Aviva (Thesis director) / Solis, Forrest (Committee member) / School of Humanities, Arts, and Cultural Studies (Contributor) / School of Art (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Link to website project: http://cacoope6.wix.com/tolerancemuseum The East Valley Jewish Community Center is working to build a Holocaust & Tolerance Museum adjacent to their community center campus in Chandler. As a sophomore in college I was introduced to the EVJCC and this project when I saw two Holocaust survivors who lived through Sobibor death camp speak at an EVJCC event. After that, I looked for more information online, only to find none. A series of conversations with Steve Tepper of the EVJCC later, we decided on a project - a website that would be easy for him to maintain after I passed it over when my thesis was complete. I spent a little over a year gathering materials for this project and familiarizing myself with the people and projects involved. In addition to my own original materials, I used a collection of materials I was given access to by Steve Tepper, including filmed interviews with survivors, a documentary, news stories and more. I attended events, took my own photos, talked with Holocaust survivors and learned more about the museum itself, which will be a museum not only to commemorate the Holocaust but genocide and persecution around the globe. When it came time to make the website, I chose Wix as the medium because it was something I could make to the EVJCC's standards and specifications with my own original touches and flair, and something they could easily take over and update after I pass it along. The final product is a beginning website to help them get started with their online presence as a museum.
ContributorsCooper, Clarissa Aileen (Author) / Dodge, Nancie (Thesis director) / Kiefer, Michael (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Underneath the Jersey: Profiles of ASU Student-Athletes is a collection of four 5,000-6,000-word profiles with multiple multimedia elements for each, written and created by Samantha Pell. This collection was made to reveal the personal stories of several Arizona State University student-athletes and what brought them, or what they have personally experienced, while attending ASU. Subjects were chosen not by popularity or by contributions to their respective teams, rather they were chosen in order to shed light on some athletes' stories that would normally go unnoticed in the public domain. Most of the time in this day and age, the price tag of a professional or student athlete is more important to fans than the player's actual lives. It is so easy for society to lose sight of the human under the uniform so the question I wanted to answer with this collection is: At their core, who are these athletes and who are they besides the number on their jersey? The subjects in the profiles range from an ASU wrestler, an ASU women's water polo player, and both ASU men and women's basketball players. In addition to the subject's themselves, other sources like friends, coaches, and family members were also interviewed and included in the profiles. The website housing the articles offers a variety of multimedia elements included for each subject. Those range from a Q&A video, interactive timelines, and photos. Visit the website at: www.underneaththejersey.wordpress.com
ContributorsPell, Samantha Jade (Author) / McGuire, Tim (Thesis director) / Harding, Stephen (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05