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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
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Our research encompassed the prospect draft in baseball and looked at what type of player teams drafted to maximize value. We wanted to know which position returned the best value to the team that drafted them, and which level is safer to draft players from, college or high school. We

Our research encompassed the prospect draft in baseball and looked at what type of player teams drafted to maximize value. We wanted to know which position returned the best value to the team that drafted them, and which level is safer to draft players from, college or high school. We decided to look at draft data from 2006-2010 for the first ten rounds of players selected. Because there is only a monetary cap on players drafted in the first ten rounds we restricted our data to these players. Once we set up the parameters we compiled a spreadsheet of these players with both their signing bonuses and their wins above replacement (WAR). This allowed us to see how much a team was spending per win at the major league level. After the data was compiled we made pivot tables and graphs to visually represent our data and better understand the numbers. We found that the worst position that MLB teams could draft would be high school second baseman. They returned the lowest WAR of any player that we looked at. In general though high school players were more costly to sign and had lower WARs than their college counterparts making them, on average, a worse pick value wise. The best position you could pick was college shortstops. They had the trifecta of the best signability of all players, along with one of the highest WARs and lowest signing bonuses. These were three of the main factors that you want with your draft pick and they ranked near the top in all three categories. This research can help give guidelines to Major League teams as they go to select players in the draft. While there are always going to be exceptions to trends, by following the enclosed research teams can minimize risk in the draft.
ContributorsValentine, Robert (Co-author) / Johnson, Ben (Co-author) / Eaton, John (Thesis director) / Goegan, Brian (Committee member) / Department of Finance (Contributor) / Department of Economics (Contributor) / Department of Information Systems (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Description
The changing student demographics of schools in the US offer opportunities to introduce new curriculum. Schools are seeing an increase in the diversity within classrooms, including an increase in the amount of students from other countries. This project discusses the potential benefits of introducing four specific Global Young Adult novels

The changing student demographics of schools in the US offer opportunities to introduce new curriculum. Schools are seeing an increase in the diversity within classrooms, including an increase in the amount of students from other countries. This project discusses the potential benefits of introducing four specific Global Young Adult novels to high school classrooms in hopes of achieving a more culturally-responsive classroom. These novels include: Purple Hibiscus by Chimamanda Ngozi Adichie, Now Is the Time for Running by Michael Williams, Climbing the Stairs by Padma Venkatraman, and The Red Umbrella by Christina Gonzalez. As there are many arguments for Global YA Literature, this project focuses on the themes of the novels and the implications for the classroom. From a thematic approach, these four novels offer insight into the fluid nature of culture, as the characters must balance different identities as they move around the world. These themes can be used to create dialogue between students on cultural identity and how cultural surroundings affect their identities. These novels can also give students a more empathetic approach as they encounter cultural differences, creating a better community within the classroom.
ContributorsBurbank, Nicole Lauren (Author) / Durand, Sybil (Thesis director) / Clark-Oakes, Angela (Committee member) / Department of English (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
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
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Description

In recent years, advanced metrics have dominated the game of Major League Baseball. One such metric, the Pythagorean Win-Loss Formula, is commonly used by fans, reporters, analysts and teams alike to use a team’s runs scored and runs allowed to estimate their expected winning percentage. However, this method is not

In recent years, advanced metrics have dominated the game of Major League Baseball. One such metric, the Pythagorean Win-Loss Formula, is commonly used by fans, reporters, analysts and teams alike to use a team’s runs scored and runs allowed to estimate their expected winning percentage. However, this method is not perfect, and shows notable room for improvement. One such area that could be improved is its ability to be affected drastically by a single blowout game, a game in which one team significantly outscores their opponent.<br/>We hypothesize that meaningless runs scored in blowouts are harming the predictive power of Pythagorean Win-Loss and similar win expectancy statistics such as the Linear Formula for Baseball and BaseRuns. We developed a win probability-based cutoff approach that tallied the score of each game once a certain win probability threshold was passed, effectively removing those meaningless runs from a team’s season-long runs scored and runs allowed totals. These truncated totals were then inserted into the Pythagorean Win-Loss and Linear Formulas and tested against the base models.<br/>The preliminary results show that, while certain runs are more meaningful than others depending on the situation in which they are scored, the base models more accurately predicted future record than our truncated versions. For now, there is not enough evidence to either confirm or reject our hypothesis. In this paper, we suggest several potential improvement strategies for the results.<br/>At the end, we address how these results speak to the importance of responsibility and restraint when using advanced statistics within reporting.

ContributorsIversen, Joshua Allen (Author) / Satpathy, Asish (Thesis director) / Kurland, Brett (Committee member) / Department of Information Systems (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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.

ContributorsAltaf, Amal (Co-author) / Jackman, Julia (Co-author) / DeLargy, Pamela (Thesis director) / Mokwa, Michael (Committee member) / School of Life Sciences (Contributor) / School of Human Evolution & Social Change (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description
An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segments are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises,

An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segments are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises, as well as, for MLB as a whole, outlining how the league and teams can more effectively serve their fanbase and improve attendance.
ContributorsBrown, Jake (Author) / Mozilo, Dominick (Co-author) / Pleskovitch, Jack (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor)
Created2022-05
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Description

This thesis aims to develop a new way to value players for all teams in the MLB, despite the financial disparity. Displayed in the rest of this paper, is a player valuation model created around each team's salary level, focusing on the player’s offensive output. The model functions in a

This thesis aims to develop a new way to value players for all teams in the MLB, despite the financial disparity. Displayed in the rest of this paper, is a player valuation model created around each team's salary level, focusing on the player’s offensive output. The model functions in a way that values players by their ability to help their team score runs and win games by setting parameters for salary expectations based on player performance. This allows for small market MLB teams, like the Cleveland Guardians, to build a roster of players around their specific salary limit, specifically to score the maximum runs and win games. On the contrary, the model also works for big market teams, like the Los Angeles Dodger, allowing them to project their larger salary limit to players and build their ideal roster as well.

ContributorsLewis, Spencer (Author) / Pearce, Eric (Co-author) / Licon, Lawrence (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Information Systems (Contributor) / School of Mathematical and Statistical Sciences (Contributor)
Created2022-05
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Description
An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segmentation are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises,

An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segmentation are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises, as well as, for MLB as a whole, outlining how the league and teams can more effectively serve their fanbase and improve attendance.
ContributorsMozilo, Dominick (Author) / Brown, Jake (Co-author) / Pleskovitch, Jack (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Department of Economics (Contributor)
Created2022-05
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Description
An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segments are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises,

An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segments are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises, as well as, for MLB as a whole, outlining how the league and teams can more effectively serve their fanbase and improve attendance.
ContributorsPleskovitch, Jack (Author) / Brown, Jake (Co-author) / Mozilo, Dominick (Thesis director) / Mokwa, Michael (Committee member) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05