The purpose of this paper is to raise awareness about the problem nonrevenue sports face today by analyzing the key factors of the failing Division 1 model and providing some unforeseen consequences in the elimination of nonrevenue sports. The first section will explore the elimination and financial trends of NCAA Division 1 in a historical and contemporary context. The second section will provide the deep-rooted problems associated with collegiate sports. Lastly, the third section will analyze unforeseen consequences for athletic departments that should be accounted for when contemplating the elimination of a nonrevenue program.

Relationship marketing is a framework in which marketers aim to build two-way bonds with their customers, with the result of long-term benefits to both parties. The rise of social media and the prominence of digital marketing in general, including targeted ads, commercial websites, and email campaigns, has increased the potential for brands and organizations to build such relationships with current and potential customers over time. In the realm of politics, digital marketing has been brought to the mainstream throughout the last decade and its prominence in presidential campaigns has increased ever since, closing the gap in communication between voters, organizations, and candidates. This thesis is an exploration of the effect digital marketing had on Arizona State University students’ perceptions of the presidential candidates and political organizations targeting them during the 2020 election season. The ASU Young Democrats, ASU College Republicans, ASU Undergraduate Student Government, and the 2020 Trump and Biden campaigns were studied through three methods: an analysis of each organization’s marketing tactics through the lens of relationship marketing, interviews with each ASU subject, and a survey of 328 students. The conclusion offers recommendations to each subject based on hypotheses formulated from the analyses and discusses the interrelationship that subjects’ relationship marketing strengths and weaknesses had with students’ views of each organization relative to their desired perceptions.

From exploring coffee plantations with an old Irishman in the mountains of Colombia to watching the sun set over the Strait of Gibraltar from the terrace of an ancient Moroccan cafe, this thesis sent Charles and Zane on an elaborate cafe-crawl across ten countries, with stops at a few of the world’s most interesting coffee houses. Some of these cafes, such as the world-renowned Caffé Florian (opened in 1720) and Caffé Greco (1760), are built on long-standing traditions. Others are led by innovators championing high-quality boutique shops, challenging mass production chains such as Starbucks and Tim Hortons. These newer cafes fuel a movement classified as the “Third Wave”. With a foundation gained from specialized courses with Patrick O’Malley, North America’s leading voice in coffee, Zane and Charles conducted first-hand research into the unique coffee preferences of multiple cultures, the emergence and impact of the Third Wave in these countries, and what the future may hold for coffee lovers.

From exploring coffee plantations with an old Irishman in the mountains of Colombia to watching the sun set over the Strait of Gibraltar from the terrace of an ancient Moroccan cafe, this thesis sent Charles and Zane on an elaborate cafe-crawl across ten countries, with stops at a few of the world’s most interesting coffee houses. Some of these cafes, such as the world-renowned Caffé Florian (opened in 1720) and Caffé Greco (1760), are built on long-standing traditions. Others are led by innovators championing high-quality boutique shops, challenging mass production chains such as Starbucks and Tim Hortons. These newer cafes fuel a movement classified as the “Third Wave”. With a foundation gained from specialized courses with Patrick O’Malley, North America’s leading voice in coffee, Zane and Charles conducted first-hand research into the unique coffee preferences of multiple cultures, the emergence and impact of the Third Wave in these countries, and what the future may hold for coffee lovers.

With as rapid a growth that Esports has had and its current introduction to the public mainstream, there is yet to be sufficient studies and research compiled to fully develop the profile of an Esport consumer. While companies such as Neilson and others have begun scratching the surface of the Esport community, there is much that is relatively unknown. Consumer behavior patterns of traditional sports has been defined for years, however as the billion dollar a year industry that Esports is, Esport consumer behavior is still taking shape. This thesis will attempt to build upon previous studies conducted by former Arizona State University students to continue to define the Esport consumer. Through quantitative research conducted via an online survey consisting of demographic, behavioral, and psychographic questions, the stereotype of an Esport consumer will be dissolved to reveal their true nature. This study will prove to be an iteration among the previous research by -<br/>• Developing a functional segmentation of Esport consumers, which will allow for marketers within the industry to better understand their audience in their attempts to persuade/incentivize<br/>• Understanding and dissecting the scale of influence that content creators (those who play Esports for the purpose of entertaining through various platforms) and competitive Esport athletes have on certain segmentations of consumers<br/>• Discovering the impact the COVID-19 pandemic has had on certain segmentations in regards to their time spent playing themselves<br/><br/> After compiling results from this questionnaire, marketers that are both endemic and non-endemic brands seeking to partner within the Esports space will have a better understanding of their audience and how to connect with them.

Every year, nearly 1.5 shelter animals are euthanized.(1) By the end of 2020, California was reported to be responsible for the second most dog euthanasia’s in the United States, behind Texas by nearly 15,000 dogs. Sadly, these numbers do not include the euthanizing of cats which is generally a fraction larger. Additionally, a majority of numbers tallied by euthanasia centers do not include animals that younger than 1 month old and under 2 pounds. These animals are referred to as “neonate,” which is essentially unsavable newborns. In fact, the New York Times writes, “Many of the shelters do not track outcomes uniformly or make historical data readily available online. Until recently, there has not been a concerted national effort to standardize and compile shelter records.”(2) If these numbers were to be included, we would see a large spike for shelter euthanasia’s in every state. <br/>Traveling Paws is a 501(c)3 Nonprofit Organization that was created to help reduce the number of shelter and stray animals euthanized in California. Our mission is to rehome animals from dangerous environments and kill shelters into their “forever homes,” or shelter facilities where they then can further be adopted and live out the rest of their lives happily. In addition to animal relocation, our team has begun programs such as sheltering, fostering, and put an emphasis on a trap, neuter, and return program to help increase the health and safety, while reducing reproduction rates of stray cats in the Southern California region. While we have been able to substantially help animals located in areas of Southern California, our work is nowhere near complete. <br/>Through this write up, I will tell you the story of my journey, creating and managing our nonprofit organization, along with our successes, problems faced, business plans to help guide us toward our future goals and success, and what I have learned throughout the process.

Every year, nearly 1.5 shelter animals are euthanized.(1) By the end of 2020, California was reported to be responsible for the second most dog euthanasia’s in the United States, behind Texas by nearly 15,000 dogs. Sadly, these numbers do not include the euthanizing of cats which is generally a fraction larger. Additionally, a majority of numbers tallied by euthanasia centers do not include animals that younger than 1 month old and under 2 pounds. These animals are referred to as “neonate,” which is essentially unsavable newborns. In fact, the New York Times writes, “Many of the shelters do not track outcomes uniformly or make historical data readily available online. Until recently, there has not been a concerted national effort to standardize and compile shelter records.”(2) If these numbers were to be included, we would see a large spike for shelter euthanasia’s in every state. <br/>Traveling Paws is a 501(c)3 Nonprofit Organization that was created to help reduce the number of shelter and stray animals euthanized in California. Our mission is to rehome animals from dangerous environments and kill shelters into their “forever homes,” or shelter facilities where they then can further be adopted and live out the rest of their lives happily. In addition to animal relocation, our team has begun programs such as sheltering, fostering, and put an emphasis on a trap, neuter, and return program to help increase the health and safety, while reducing reproduction rates of stray cats in the Southern California region. While we have been able to substantially help animals located in areas of Southern California, our work is nowhere near complete. <br/>Through this write up, I will tell you the story of my journey, creating and managing our nonprofit organization, along with our successes, problems faced, business plans to help guide us toward our future goals and success, and what I have learned throughout the process.

This project looked at how certain factors impacted how likely consumers were to buy tickets to NCAA Division I FBS Football games, otherwise known as FBS Football games. It first analyzed prior research into sports ticket sales to identify factors that generally impact ticket sales for sports in general that could be feasibly analyzed using a sample of college students. From this, four factors were chosen to be analyzed. These factors were fan loyalty, price sensitivity, opposing team quality, and home team quality. After collecting data from intro level marketing students and performing a statistical analysis of the data, it was concluded that all four factors impacted the likelihood of an individual buying a ticket to an FBS Football game.

Esports is the fastest growing sub sector within the entertainment industry, predicted to garner over 600 million viewers by 2022. However, there is a big category of esports - mobile esports - that are not yet recognized globally. This thesis project analyzes how mobile esports has risen in the Eastern countries of the world, primarily Southeast Asia, and compares it to the possibility of replication in the Western countries of the world, primarily the United States and Brazil. It examines the specific factors that caused mobile gaming and thus mobile esports to flourish in the East Region of the world. The thesis additionally incorporates current attitudes towards esports and mobile esports in the United States and discusses the viewpoints of consumers in those specific areas. This research uses primary data and literature synthesis to ultimately increase knowledge on how mobile esports has risen in popularity in various Asian countries and whether or not mobile esports can thrive in a different environment such as the United States.<br/><br/>This thesis takes data from the “Newzoo Global Esports Market Report” conducted in 2020 by Newzoo. This report does the following:<br/>- dives deep into the global and regional esports economy<br/>- provides a realistic estimate of the market’s future potential regarding revenue streams, audience numbers, key trends, and franchises<br/>- highlights financial and statistical trends for the esports industry in the future<br/><br/>Overall the thesis finds that mobile esports have succeeded in the Asian market due to an established demographic of esports fans and players, mobile first consumers, and wide technology network in Asia. Data analysis finds that currently many American gamers still find mobile gaming to be “boring” and ultimately that cultural attitude, generational shifts, and the ideal game need to align for mobile esports to succeed in the United States.

This trans-disciplinary thesis questions how theories of generification are useful in clarifying misunderstood literature and the role of similar, f¬¬ormulaic narratives in literary business. It attempts to answer the question through four parts: defining generification and related business marketing topics; a literary case study centering on Frankenstein; a second case study on the poem “The Road Not Taken”; and, an application of the demonstrated ideas to Young Adult (YA) publishing trends of 2005-2015. The first section concludes that the presence of a formula, created through the theories of heroic journeys and archetypes, lends itself to generification in literary marketing as publishing houses attempt to find the next virally successful narrative. The first case study, focused on Mary Shelley’s Frankenstein, establishes the existence of generification throughout the work’s life, attributing the generification to her characterization of both Doctor and Creature as antiheroes, a purposeful overlap leading to centuries of misinterpretation. The second case study centers around Robert Frost’s poem “The Road Not Taken”, concluding that in this situation generification greatly impacted both the legacy of the work and the image of the author. The section examines the role of Americanization in the confabulation of both the poem and the author, proving that the butchered interpretation greatly damages the reading of the poem. Finally, this paper takes the established concept of generification, along with related ideas such as narrative economics and formula fiction, and applies these ideas to an analysis of the YA publishing industry. It concludes that the simple existence of fandom culture creates a paradox: the fandom demands a constant stream of quality narratives, both inciting and rejecting any purposeful generification attempted on the part of the publishers.