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Marketing to Millennials Within the Airline and Finance Industries Across Cultures

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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

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.

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Date Created
2016-05

Why We Don’t Call Her “Nasty Woman”: Understanding Race and Gender Perceptions of Women Politicians in the United States from 2008 to 2021

Description

The media often portrays and the public often percieves white women and women of color politicians experience feminist obstacles, such as the masculine-feminine double bind and being dehumanized in the same way. Many of these representations of women of color

The media often portrays and the public often percieves white women and women of color politicians experience feminist obstacles, such as the masculine-feminine double bind and being dehumanized in the same way. Many of these representations of women of color politicians in society do not incorporate the impact of intersectionality and confining gender schemas; therefore, women of color politician’s experiences are often lumped together with that of their white women counterparts. This phenomenon ultimately contributes to the persistence of color-blind racism in the United States, which negatively effects the life outcomes of women of color politicians and women of color in general. In effort to help lessen the effects of color-blind racism locally and in government, some tools on how to reflect on one’s own biases are provided and avenues for change are proposed.

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Created

Date Created
2021-05

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Intersectionality in Sport: Exploring the Construction of a Black Female Athlete’s Identity

Description

Research has shown that being a female athlete in a male-dominated sports world is an oppressive burden, yet the experiences of being a black female athlete have been largely ignored. To combat this lack of attention, this paper invokes communication

Research has shown that being a female athlete in a male-dominated sports world is an oppressive burden, yet the experiences of being a black female athlete have been largely ignored. To combat this lack of attention, this paper invokes communication and feminist theorist Bell Hook's concept of moving black women from margin to center to reveal the intersectional oppression of gender and racial narratives that they face in sports. By outlining the difference between white and black femininity and studying media portrayals of popular black female athletes such as Venus and Serena Williams and others, it becomes obvious how black women are typecast into certain social and athletic roles. This research also includes an auto-ethnographic component of my own experience as a black female lacrosse player at the NCAA Division I level. This component functions as a point of comparison and contrast of the ideas and concepts I discuss. Lastly, I offer recommendations and suggestions as to how to empower young black female athletes and retain them in a variety of sports. The goal of my thesis is to place special attention onto black women in an area which there is an extreme lack of representation. My own empirical research has led me to the conclusion that not only is such a discussion important, but it is absolutely necessary. If we are to fight back against hegemonic social structures such as racism and gender roles in the sports world, we must first understand what we are up against. My thesis gives us a glimpse into our imposing opponents, and I hope that future research continues this trend so that black female athletes like myself may one day be considered an athlete in the same sense that our white peers are.

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Created

Date Created
2021-05

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Autote and Loera Thesis Paper

Description

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon arrival at the university, transfer students are often overlooked and even unsupported throughout multiple aspects of the transfer process. To further understand the issues that are faced by transfer students throughout the transfer process, we conducted research to get a better understanding of exactly who transfer students are, what challenges they face, and how universities can better support these students so they are able to complete their baccalaureate. We compiled this research into an annotated bibliography and developed a presentation to discuss our findings, personal anecdotes, and the suggestions we have to help Barrett, the Honors College move towards a more transfer-receptive culture. All questions asked during the presentation have been documented.

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Agent

Created

Date Created
2021-05

The Transfer Experience: Overcoming Barriers And Paving The Path To Success

Description

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon arrival at the university, transfer students are often overlooked and even unsupported throughout multiple aspects of the transfer process. To further understand the issues that are faced by transfer students throughout the transfer process, we conducted research to get a better understanding of exactly who transfer students are, what challenges they face, and how universities can better support these students so they are able to complete their baccalaureate. We compiled this research into an annotated bibliography and developed a presentation to discuss our findings, personal anecdotes, and the suggestions we have to help Barrett, the Honors College move towards a more transfer-receptive culture. All questions asked during the presentation have been documented.

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Agent

Created

Date Created
2021-05

The Transfer Experience: Overcoming Barriers And Paving The Path To Success

Description

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon arrival at the university, transfer students are often overlooked and even unsupported throughout multiple aspects of the transfer process. To further understand the issues that are faced by transfer students throughout the transfer process, we conducted research to get a better understanding of exactly who transfer students are, what challenges they face, and how universities can better support these students so they are able to complete their baccalaureate. We compiled this research into an annotated bibliography and developed a presentation to discuss our findings, personal anecdotes, and the suggestions we have to help Barrett, the Honors College move towards a more transfer-receptive culture. All questions asked during the presentation have been documented.

Contributors

Agent

Created

Date Created
2021-05

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Thesis Presentation

Description

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon arrival at the university, transfer students are often overlooked and even unsupported throughout multiple aspects of the transfer process. To further understand the issues that are faced by transfer students throughout the transfer process, we conducted research to get a better understanding of exactly who transfer students are, what challenges they face, and how universities can better support these students so they are able to complete their baccalaureate. We compiled this research into an annotated bibliography and developed a presentation to discuss our findings, personal anecdotes, and the suggestions we have to help Barrett, the Honors College move towards a more transfer-receptive culture. All questions asked during the presentation have been documented.

Contributors

Agent

Created

Date Created
2021-05

160678-Thumbnail Image.png

Thesis Presentation

Description

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon arrival at the university, transfer students are often overlooked and even unsupported throughout multiple aspects of the transfer process. To further understand the issues that are faced by transfer students throughout the transfer process, we conducted research to get a better understanding of exactly who transfer students are, what challenges they face, and how universities can better support these students so they are able to complete their baccalaureate. We compiled this research into an annotated bibliography and developed a presentation to discuss our findings, personal anecdotes, and the suggestions we have to help Barrett, the Honors College move towards a more transfer-receptive culture. All questions asked during the presentation have been documented.

Contributors

Agent

Created

Date Created
2021-05

160679-Thumbnail Image.png

Autote and Loera Thesis Paper

Description

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon

Students who transfer to a university from a community college are a diverse, resilient group of individuals who often face many challenges and barriers upon transitioning from a 2-year institution to a 4-year institution. Due to their upper-division status upon arrival at the university, transfer students are often overlooked and even unsupported throughout multiple aspects of the transfer process. To further understand the issues that are faced by transfer students throughout the transfer process, we conducted research to get a better understanding of exactly who transfer students are, what challenges they face, and how universities can better support these students so they are able to complete their baccalaureate. We compiled this research into an annotated bibliography and developed a presentation to discuss our findings, personal anecdotes, and the suggestions we have to help Barrett, the Honors College move towards a more transfer-receptive culture. All questions asked during the presentation have been documented.

Contributors

Agent

Created

Date Created
2021-05