Matching Items (60)

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The Importance of Graphic Design Skills in Marketing

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This thesis examines the importance of graphic design in the marketing profession, with an emphasis on the necessity of specific graphic design skills in the acquisition of an entry-level marketing

This thesis examines the importance of graphic design in the marketing profession, with an emphasis on the necessity of specific graphic design skills in the acquisition of an entry-level marketing position or internship. The research begins with a thorough examination of various job posts requiring a marketing degree and a detailed analysis of how certain changes in the marketing landscape are causing graphic design skills such as the Adobe Creative Suite to be important in entry-level marketing. The thesis then discusses and critiques what actions are being taken by universities across the United States to address the issue of marketing undergraduates not feeling prepared to enter the workforce. Using these actions as a basis, the thesis then concludes with recommendations for universities in general, recommendations specific to Arizona State University, and recommendations for students given these new insights regarding graphic design. Some of these university recommendations, which also apply to ASU, include creating an interdiscplinary degree program, improving or changing current major or minor programs to integrate the two disciplines, implementing new courses, and encouraging students to use a variety of low-cost, online resources. The student recommendations include searching for degree programs with design-related major and minor offerings, pursuing a minor in a design-related area, utilizing online learning resources and approaching design students and faculty for individualized instruction.

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  • 2014-05

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Challenges in Hospital Patient Experience

Description

The healthcare industry is currently facing significant changes. One of the changes in the industry is a movement towards patient-focused care, which considers the patient as a person and the

The healthcare industry is currently facing significant changes. One of the changes in the industry is a movement towards patient-focused care, which considers the patient as a person and the impact of care on the person. Patient experience is part of patient-focused care, and has similarities to the marketing term customer experience, which contributes to happier customers and long-term financial growth and success for businesses. This thesis defines current issues in patient experience as it relates to hospital manager decision making. Through secondary research, this thesis demonstrates what patient experience is, the role it plays in healthcare and hospital settings, the pressures on hospitals to increase patient experience performance, how patient experience performance is measured, and what strategies or action drive improvements under current performance measurements. Many studies and articles exist examining each of these issues individually. However, these sources do not comprehensively define patient experience in hospitals with perspective on how this influences hospital strategy and decision-making. Previous works on patient experience from the perspective of hospital strategy do not include considerations for recent industry shifts, most notably the Patient Protection and Affordable Care Act. The collected definitions in this thesis provide guidance of relevant concerns hospital managers consider when formulating organization-wide strategy related to patient experience. This thesis explains how patient experience contributes to the success of hospitals in the short-term, medium-term, and long-term and how patient experience may shift its focus over time. Short-term concerns include specific regulations and definitions from the Centers for Medicare and Medicaid services, responsible for over half of all payments to hospitals. Conforming to CMS standards is a matter of survival for most hospitals in the short-term. Hospitals are adjusting to rules and payment models not in existence just two years ago. First, hospitals will adapt, and then hospitals will strive to optimize under new standards as well as respond to adjustments in the rules over the next several years. After patient experience standards are well established, certain aspects of patient experience will be part of long-term differentiation and success for hospitals. Responding comprehensively to the shift towards improving patient experience is a critical aspect for hospitals to weather the many changes in the healthcare industry. Patient experience will provide better care to patients and better financial health to the hospitals that perform above patient experience standards.

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  • 2014-05

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FINDING JOY IN THE JOURNEY

Description

Executive Summary Finding Joy in the Journey is a sports philanthropy project I have designed to connect the Arizona State University Women's Basketball team with girls between the ages of

Executive Summary Finding Joy in the Journey is a sports philanthropy project I have designed to connect the Arizona State University Women's Basketball team with girls between the ages of 7-12 in the Phoenix community who have the same love for the game basketball. Through monthly team bonding events over a nine-month season, these young girls are able to build long lasting relationships with their role models and learn how to find the joy in the journey. Finding joy in the journey is key in our fast paced and on the go American lifestyle. The successes and bumps in the road, the good times and the bad, and the people along the way all contribute to help shape us into the people we are today. This program allows for 14 girls to have a scholarship to be on the Jr. ASU women's basketball team. The approximate budget for this project is $3000 per year and covers expenses for food and supplies at monthly team events as well as each of the girls to have season tickets for the ASU women's basketball home games. Funding is provided through boosters and fundraising efforts on the front end. Marketing efforts are made through the ASU Women's Basketball team's partnership with local elementary and middle schools through the character code game, and also through the database of the girls who attend basketball camp. Through a shared love of the game of basketball, ASU Women's Basketball is raising up a young generation of girls to be leaders by inspiring and teaching them all of the lessons the game of basketball can teach us about life.

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  • 2013-05

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The Other 50%: Technology and Analytics in Soccer

Description

The beautiful game is unpredictable. Arguably half of soccer is entirely out of our control, instead being determined by a simple concept: luck. But what of the other 50%? Ultimately,

The beautiful game is unpredictable. Arguably half of soccer is entirely out of our control, instead being determined by a simple concept: luck. But what of the other 50%? Ultimately, the goal of the rapidly-advancing technologies and analytics in on-field sports performance is to maximize the elements that we \u2014 the coaches, players, decision-makers, and analysts \u2014 truly control. Once perceived as too mathematical and systemized, contradicting coaches' intuitions, sports sciences are burgeoning in the sports arena both in applied and mainstream popularity. While the industry has its critics and is far shy of its pinnacle, its advancements and successes cannot be ignored. From the training ground to match day decision-making, analytics are embedded in soccer and sport. Technology and analytics are vastly utilized throughout sporting organizations across a myriad of sports and purposes: scouting and drafting, fan experience, ticketing, etc. However, while these areas must be addressed in discussing the success of analytics in assessing situations and reducing uncertainty, my central thesis relates to the technological capabilities and corresponding analytical tools utilized to identify, assess, and improve on-field soccer performance: match analysis. This paper's core focuses on optimizing performance in soccer players in three specific areas of performance: technical abilities and tactics, physiology, and neuroscience.

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  • 2014-05

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Marketing Implications of Big Data: An Examination of the Retail Industry

Description

As the use of Big Data gains momentum and transitions into mainstream adoption, marketers are racing to generate valuable insights that can create well-informed strategic business decisions. The retail market

As the use of Big Data gains momentum and transitions into mainstream adoption, marketers are racing to generate valuable insights that can create well-informed strategic business decisions. The retail market is a fiercely competitive industry, and the rapid adoption of smartphones and tablets have led e-commerce rivals to grow at an unbelievable rate. Retailers are able to collect and analyze data from both their physical stores and e-commerce platforms, placing them in a unique position to be able to fully capitalize on the power of Big Data. This thesis is an examination of Big Data and how marketers can use it to create better experiences for consumers. Insights generated from the use of Big Data can result in increased customer engagement, loyalty, and retention for an organization. Businesses of all sizes, whether it be enterprise, small-to-midsize, and even solely e-commerce organizations have successfully implemented Big Data technology. However, there are issues regarding challenges and the ethical and legal concerns that need to be addressed as the world continues to adopt the use of Big Data analytics and insights. With the abundance of data collected in today's digital world, marketers must take advantage of available resources to improve the overall customer experience.

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  • 2014-05

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Market Development and Revenue Growth in Minor League Baseball: A Case Study Analyzing the Impact of Kids' Club Programs and Strategic Implications

Description

The following thesis contains a case study analysis of The Lowell Spinners' Canaligator Kids Club in order to explore why kids clubs are important in the market development and revenue

The following thesis contains a case study analysis of The Lowell Spinners' Canaligator Kids Club in order to explore why kids clubs are important in the market development and revenue growth in sports. It discusses what this particular kids club had as a model, applies several marketing techniques in a redesigned program, discusses the results of that change, and recommends some future practices going forward. The service marketing and consumer marketing principles applied to the program include rewards incentives, personalized marketing, the impact of face-to-face interaction, social influence, and the marketing funnel. The application of these principles, particularly the rewards program, resulted in an increase of 400% of new members and a 31.17% active participant rate, which serves as a good starting base to use to measure engagement of members in future years.

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  • 2015-05

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An Exploration of Student Admission Experiences in Relation to Enrollment Yield at the W. P. Carey School of Business

Description

This project investigates how experiences colleges create for admitted students impact students' excitement for, satisfaction with, and likelihood to attend the college, analyzed by different subgroups, and how non-yielded students

This project investigates how experiences colleges create for admitted students impact students' excitement for, satisfaction with, and likelihood to attend the college, analyzed by different subgroups, and how non-yielded students compare their college selection to W. P. Carey on various metrics. This study found that top admit students were less likely to attend, less satisfied, and less excited with the services offered than their counterparts and recommendations were made to improve the gap.

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  • 2015-05

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The Authorpreneur

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The objective of this paper is to give information that can assist Independent (indie) authors at every stage of the book process: development, promotion and distribution of their books. The

The objective of this paper is to give information that can assist Independent (indie) authors at every stage of the book process: development, promotion and distribution of their books. The book market is changing, and it's changing today. As the market evolves it is essential for authors to evolve as well. Due to the market's evolution, authors must question every stage of the book process, from beginning to end. It is due to these significant changes that my paper will be formatted more as a guide for newer indie authors or authors who are having trouble keeping up with the new market. The guide will assist indie authors at every stage of the book process and will also make clear where the new market stands. In order to create a more credible guide, I collected large amounts of primary data and entered the market myself in order to truly understand the new market from an indie author's position. I found this approach essential due to the near absence of credible secondary data and because of the plethora of nuances at every stage of the book process. For primary data, I created and distributed an in-depth survey with the purpose of revealing book blogger preferences, online habits, and preferred methods of contact. The reason for my focus on book bloggers is because of the greatly increased importance of book reviews. I also believe that book blogger preferences are a good indicator of what the typical reader enjoys, giving me further insight into market preferences as a whole. I became an indie author in order to better understand the market so that I could ask the right questions and be better able to give practical suggestions. I wanted to create a guide that real indie authors could use, so it seemed natural that I should become a real indie author. This guide is structured in the way indie authors would create their book.

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  • 2014-05

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White Dove Marketing Plan

Description

White Dove Thrift Shoppes, two stores in Phoenix run by Hospice of the Valley, serve a vital function in the city. These stores allow members of the community to donate

White Dove Thrift Shoppes, two stores in Phoenix run by Hospice of the Valley, serve a vital function in the city. These stores allow members of the community to donate and shop while furthering the Hospice cause. Many aspects of the stores run smoothly but there is always room for improvement. While no formal goals have been established, it seems likely that management is looking for ways to increase sales and improve brand awareness. To determine how this can be accomplished, I conducted an external audit interviewed White Dove personnel. To remain competitive, White Dove needs to emphasize its strengths. Among these is the sense of community White Dove provides for its volunteers, customers, and management. The store offers high quality merchandise at a low price, which is essential for the thrift industry. The stores also are quite innovative, which will serve them well in the future. Along with its strengths, White Dove has some areas for improvement. To maximize profitability, it is recommended that White Dove engage in business practices that it is currently not exploring. In terms of marketing, the stores could advertise more within Hospice and the local community. Store tangibles could also be modified to make customers feel more comfortable. Additionally, White Dove should improve training methods for its volunteers and make all volunteers feel appreciated. Finally, managers have indicated that they would like to expand to a younger demographic. To accomplish this, White Dove can utilize ASU students and Greek life. If White Dove can successfully implement these recommendations and continue to highlight its strengths, the stores will remain competitive in the future.

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  • 2013-05

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Westward Ho: Reinventing Classic Appeal

Description

The Westward Ho is a historical landmark of Phoenix. Once an architectural experimental design redefining luxury accommodations in the 1920s, the Westward Ho attracted former Hollywood icons and political leaders

The Westward Ho is a historical landmark of Phoenix. Once an architectural experimental design redefining luxury accommodations in the 1920s, the Westward Ho attracted former Hollywood icons and political leaders for several decades until it closed its doors in the early 1970s. Now categorized as a low income subsidized living residence, many diverse yet high-risk groups of people currently call the establishment "home." While considered home to most, a Needs and Assets Assessment survey conducted by Arizona State University students and professionals exposed that the residents feel disconnected from each other as well as from the external greater Phoenix community. From the survey, it was discovered that 50% of interviewees have been clinically diagnosed with a mental illness and 50% have less than two friendly contacts outside the Westward Ho. Their health and social needs are not being met by the current conditions and operations of the Westward Ho. Results like these as well as other in-depth research of the city of Phoenix including demographics and local business feedback provided a supportive framework for the development of the recommendations. Two recommendations were proposed using a business model framework in order to describe a rationale for generating value to the consumers. One recommendation suggested renovating the Westward Ho in order to become a boutique hotel, which would attract consumers locally and nationally. While an opportunity to attract new interests to the city of Phoenix, it would be a great investment that could be adversely unfavorable to the residents considering their physical and mental vulnerabilities. Another recommendation is to use a currently unused but visually ornate room (Kachina Lounge) in the Westward Ho to start a community center. No other space in Phoenix competes with its historical charm and uniqueness. After conducting a cost/benefit analysis, the community center creates, delivers and captures the most value with less risk. The residents have the ability to build an internal community by working together to handle low skill operations of the community center, and the Phoenix community has the opportunity to breach the once unfamiliar doors of the Westward Ho. With community and city council support, the Westward Ho could become a center for social change while awaking cultural awareness.

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  • 2013-05