Barrett, The Honors College Thesis/Creative Project Collection

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2013 2017

An in-depth analysis of Homeview Realty and Homeview Financial was conducted. A marketing plan for both companies was prepared for this project. Homeview Realty and Homeview Financial are in the midst of dynamic industries. The landscape of doing business in the real estate and mortgage industries are constantly changing and evolving. Thus, it is vital for Homeview Realty and Homeview Financial to constantly be knowledgeable in these fields. With this dynamic aspect, the landscape for marketing has also changed; it became digital in nature. Thus, it is important to analyze Homeview Realty and Homeview Financial currently and create a live ...

Contributors
Crowley, Rachel Victoria, Ostrom, Lonnie, Montoya, Detra, et al.
Created Date
2014-05

The purpose of this thesis is to examine the current state of the brick-and-mortar bookselling industry, with particular focus on independent bookstores and their strengths and weaknesses, and synthesizing recommendations for these bookstores to reinvent themselves in a rapidly changing market. This examination is highly relevant given recent concerns that, with the rise of e-retailers like Amazon and the closure of bookstore chain Borders, brick-and-mortar bookstores may be superseded by new digital vendors. Independent bookstores are thought to be at a particular disadvantage to these retailers, given their limited size and resources, as well as the lack of capital or ...

Contributors
Porrell, Kelly Maria, Montoya, Detra, Schlacter, John, et al.
Created Date
2017-05

Branding is one of the most important tools a business can use. Whether consumers know it or not, every purchasing decision that they make – be it for a product or service – is rooted in the brand. Thus, it is somewhat of a surprise that branding for individuals did not become popularized until 1997, with Tom Peters’ article “The Brand Called You.” In his article, Peters remarks on how changes in the marketplace and technology make developing a personal brand more accessible, as well as more important. The increasingly competitive marketplace combined with the rise of social media means ...

Contributors
Binsfeld, Jacqueline Rose, Montoya, Detra, Gray, Nancy, et al.
Created Date
2015-12

In recent years, trade restrictions have been lifted, national borders have opened up, and technology has improved. As a result, companies have been able to expand beyond their home countries and operate in foreign markets. This phenomenon has led to the rise of multinational corporations. Although there are been a trend towards international pursuits, not all businesses have been successful overseas. Further, there is no foolproof way to guarantee that a company will be lucrative in other markets. Some large, well-known multinational corporations have experienced great success in their home markets as well as some foreign markets; however, the same ...

Contributors
Naidu, Deepika Sriramineni, Montoya, Detra, Schlacter, John, et al.
Created Date
2016-12

C.C. Silver & Gold Inc., a local precious metals and coin dealer, is introducing a new product line, Tooth Fairy Tokens. This one year marketing plan aims to clearly define the business goals of this new venture by outlining the company’s current market position and providing it with a competitive marketing strategy that relies on niche market opportunities and established supplier relationships. By providing the firm with a solid foundation of research and direction, this marketing plan will help the company achieve its goals of gaining a market presence and increasing company revenue within the first three years of introduction.

Contributors
Blackmer, Courtney Lauren, Montoya, Detra, Ostrom, Amy, et al.
Created Date
2013-05

This honors thesis study aimed to gain a better understanding of millennials and how to effectively use interactive marketing to advertise to this generation. The thesis was broken up into three segments. The first segment includes a literature review on: identifying and comparing within the millennial generation, millennials impacts on marketing, and an introduction to interactive marketing. The second segment covered the methodology study including the application of the research findings to analyze the effectiveness of interactive marketing and the shift brands have made to reach millennials. Lastly, the final section covered an overall conclusion and recommendations. This paper first ...

Contributors
Ramsey, Victoria Rebecca, Eaton, Kathryn, Montoya, Detra, et al.
Created Date
2017-05

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 ...

Contributors
Stensland, Zachary William, Montoya, Detra, Schlacter, John, et al.
Created Date
2017-05

Abstract My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement. Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; ...

Contributors
Bosmeny, Mackenzie Lauren, Ostrom, Amy, Montoya, Detra, et al.
Created Date
2017-05

The Athleta Esprit de She is a national women’s racing series owned and produced by Life Time Athletic Events, a branch of the company Life Time Fitness. Esprit de She (EDS) has fourteen events per year in areas ranging from Minneapolis, MN to San Diego, CA. These events include 5K/10K runs, triathlons, duathlons, and cycle tours. The purpose of this study was to determine recommendations for the brand from both a marketing and event production standpoint. Through the use of a survey, the research team received participant feedback regarding the events. Once receiving participant survey responses, the research team used ...

Contributors
Flanagan, Kelly Lynn, Hultsman, Wendy, Montoya, Detra, et al.
Created Date
2015-05

As firms increase the number of channels that they operate and distribute their products and services on, they run into new challenges with branding. One sub-industry where many firms have used multi-channel branding is the specialty apparel segment of retail. Many firms of this kind are using a four-channel approach with physical stores, brand websites, social media pages, and direct mail catalogs to market their products. Yet, there are few specialty apparel retailers that do this well across all four channels. A particular technique used to market products in this way is visual merchandising. Visual merchandising for apparel products pieces ...

Contributors
Taylor, Allyson Nicole, Montoya, Detra, Gray, Nancy, et al.
Created Date
2017-05

Barrett, the Honors College accepts high performing, academically engaged students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project, supervised and defended in front of a faculty committee. The thesis or creative project allows students to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is a student’s opportunity to explore areas of academic interest with greater intensity than is possible in a single course. It is also an opportunity to engage with professors, nationally recognized in their fields and specifically interested and committed to working with honors students. This work provides tangible evidence of a student’s research, writing and creative skills to graduate schools and/or prospective employers.