This thesis takes a look how international baseball players are assimilated into Major League Baseball. It discusses the struggles they face in assimilating and what resources teams, in particular the Arizona Diamondbacks, provide these players with to aid in their acculturation, before concluding with four proposals to improve the assimilation process for these international players.

As a relatively new industry in the sports business world, much on Esports consumer behavior patterns remain unexplored. Previous studies have aimed to provide a clear and coherent picture of different Esports fan demographics, understand consumption habits and psychological tendencies of these groups, and forecast financial and statistical trends for the Esports industry in the future. This thesis works to elaborate on these previous studies through quantitative research via a comprehensive online questionnaire. This research is focused on investigating three topics of interest within the consumer behavior realm of the Esports industry. First, to provide a meaningful and useful segmentation of fans within the industry, offering potential sponsors a closer look at how to approach each segment with future advertising and/or messaging. Second, to monitor how the playing habits of gamers impact what content and which creators they choose to stream online. Third, to explore the level of influence (through sponsorships, messaging, etc.) video game content creators and Esports athletes have on particular types of consumers.
With the data gathered from this research, both endemic and non-endemic brands looking to enter the Esports sponsorship space will be able to make informed decisions on which marketing decisions make the most sense financially and demographically. Furthermore, brands will be able to use this data to ensure a clear and consistent message across all platforms in future marketing campaigns.

The purpose of this study was to examine the history of pilgrimage tourism and its marketability to a modern consumer. It was also to examine the role of government in promoting tourism activities. Through a case study on el Camino de Santiago and the Xunta de Galicia, I discovered a market gap and created a communications strategy aimed towards closing the gap and smoothing demand fluctuation. Target market research indicated consumer interest and supported the marketing strategy. The study was conducted through historical, statistical, ethnographic, and psychographic research and analysis. The major findings of this study were that the American consumer is not as religiously motivated to travel as their European counterparts. However, they find many other aspects of the pilgrimage experience very appealing. Their lack of interest in the religious aspect of travel experiences segments them into a group that can potentially help flatten demand fluctuation amid Holy Years along el Camino de Santiago. The modernization of the pilgrimage contributes to its movement away from pious tourism towards secular tourism and offers an opportunity for an untapped market to support pilgrimage tourism economies.

To begin our creative project/thesis we sought out a project that would allow us to combine our interests in Supply Chain and Marketing. We chose to develop a drop-shipping business and analyze the effects that marketing had on our product sales. After reading and researching multiple potential products, we chose to begin by selling Sea Turtle Charm Bracelets. After selecting our product we created a webpage where we would be able sell it. Once we established a platform, we began to test different marketing tactics to observe the impact that they had on sales. The primary objective of this thesis was to test and analyze different marketing strategies and see which one would have the largest positive impact on sales. We researched different social media platforms and discussed how to best market the website so that we could increase traffic to our webpage and generate higher sales. We implemented different marketing strategies and sent out two surveys, through Qualtrics and Google Forms to understand the relationship between social media marketing and a consumer's likelihood to purchase. This thesis presents the development of a fully functional drop-shipping business, our approaches to marketing, the methodology behind the survey creation, obstacles and challenges we faced along the way, and the overall sales results that concluded our product was not suitable for consistent, long term sales. Through this project we have gained invaluable insight on how a drop-shipping business functions and the impacts that marketing has on it; looking towards the future we have decided to shut down our current business and utilize our knowledge on drop-shipping and marketing to create a new business which will sell items catered towards a broader customer base.

Women’s financial literacy and its translation into financial capability is becoming a pressing issue as women are living longer than men, while experiencing shorter employment periods, and lower incomes and benefits (Weir & Willis, 2000). More alarming is the lack of access to credible and trustworthy educational resources for women. Through a detailed analysis of the players in the women’s financial wellness sphere, many resource gaps were found to be present. Across prominent platforms, these issues were found (1) content was incorrectly conveyed to viewers, (2) presentation of the information was complex and/or confusing, and (3) the content was not visually appealing nor engaging.

In an environment of increasing connectivity due to the advent of 3G and 4G networks, and the increase in the number of users subscribing to social media platforms, it is an opportune time to utilize social media as an educational platform. With that being said, the goal of this project, the Sisterhood of Money (SOM), is to inform and educate women about essential financial topics. Using a variety of social media platforms such as Instagram, SOM intends to educate viewers with the help of aesthetically pleasing content that is engaging, informative, and easily digestible.

Companies can spend anywhere from hundreds to millions of dollars in creating as well as redesigning their logos and brand images. To make sure that they are creating their logos in an effective way, it is important to look at how consumers will be affected by the choices that are made with the design.
The purpose of this paper is to examine how colors and orientations of logos affect consumer’s brand perception. This was done by distributing a survey that asked for participant’s feelings toward a certain subject. The survey first asked for the participant to define certain terms. Then, it asked what emotions the participants felt when thinking about certain colors. Finally, it asked users their opinions of logos after specific changes had been made. These changes include changing the colors of the original logos and changing the orientation of the original logos.
This paper will provide a look into over 600 participants' minds and how they perceive color. These participants were Arizona State University marketing students enrolled in Dr. John Eaton’s course during the 2020 Spring semester. This paper will provide recommendations to those looking to rebrand or create a brand logo.
After looking at the results of the survey and some outside research, it was hard to determine exactly what emotions consumers would feel with each color. Even though there was a large sample size, there were a lot of limitations in the survey which caused complications with the results. Due to these limitations, it made the correlation between specific colors and an emotion inconclusive.

Who would imagine that playing games is considered as a sport and became one of the most popular sports in the world? Who would imagine that over 100 million people watch someone else playing a game 10 years ago? Maybe even 5 years ago a lot of people did not believe that many people were watching one Esports championship series in the world in 2019. I believe that most people would not believe that fact. Nowadays the gaming industry has become 134 billion dollars industry (Warman), but most of the general public does not even know that Esports is a globally popular sport. The uniqueness of Esports is that fans are located everywhere in the world, unlike American football. This sport’s popularity is borderless and there are not that many sports leagues that have a huge global fan population in the sports industry. The reason Esports was able to capture popularity from everywhere in this world is because the gaming community is often beyond the border. For example, a person who lives in South Korea is teaming up with a man whom he has never met in person before and fighting against the players who are living on the other side of the world in a single match. This is how modern gaming society is. Those players are physically existing in different places, but there is no border that exists in this gaming virtual world and people are playing in the same match with the players who live in different places. This is one thing that we are not able to see in the traditional sports and the biggest strength of the Esports. The uniqueness of Esports is that all the players do not need to physically get together to play a game. If you want to play soccer, obviously all the 22 players need to be in the same field physically. People do not have a sense of local attachment from the beginning in the world of modern Esports because the gaming community is existing in the virtual world and the border does not exist in this virtual community. This unique environment is one of the biggest factors that makes Esports the fastest growing sport in the entire sports industry these days, and this rapid growth is supported by those younger gamers. Esports is still a new sport compared to other traditional sports, so they will follow a similar or different path that traditional sports took and will be part of those popular leagues in the future.

The purpose of this thesis is to cover the multiple aspects of Major League Baseball Expansion from 30 to 32 teams. The thesis can be divided into two parts with the first being the preparation and consideration for expansion, and the second half is about the execution and implementation of adding two expansion teams to the league.
For years, Commissioner Rob Manfred has hinted and brought about the idea of adding two more teams to Major League Baseball (Mitchell). The growth of the game is of utmost importance, and they have made many changes to try to expand the growth of fans the past few years particularly catered to new and young fans. New rules like a pitch clock and mound visit limitations are examples of in game changes made to speed up the game, but they have also experimented with spring training and regular season games internationally or at new venues. In just the past decade, games have been played or planned (due to COVID-19 cancellations) in Monterrey, Mexico City, London, Tokyo, San Juan, Montreal, Las Vegas, Williamsport, and even Iowa. With the exception of the Williamsport Little League Classic and the Field of Dreams game in Iowa, all these locations had games to see what the atmosphere and logistics would be like with expansion in mind as a possibility in the future. With this in mind, this thesis will analyze and come to a conclusion on the following cities for the best fits for expansion: Monterrey, Mexico City, San Juan, Vancouver, Montreal, Las Vegas, Portland, Nashville, Raleigh, and San Antonio.

The purpose of this thesis is to analyze the various paths that college students have taken to get a job in their desired field after graduation. Many factors go into preparing a student for the post-graduation job market and this thesis investigates this topic through the lens of post-graduates and job recruiters. This thesis begins by giving a brief overview of how the application process has changed within the last ten years, and where it is headed in the future. Our motivation for this research came from the lack of transparency in the application process. We hypothesized that a student's undergraduate experience and connections were the key to getting a job within their desired career path. Through interviews and research from graduated students and recruiters, our hypothesis was proved accurate. There is currently a big disconnect between what students believe is important and what recruiters are looking for in potential employees. The main purpose of this thesis is to try and bridge that gap. Students often lack confidence and struggle to understand what is important when applying for jobs post-graduation. With this data, we hope to outline crucial steps that need to be taken and make students feel more prepared as they enter the professional world. We have included personal stories that highlight the variety of successful paths that can be taken to starting a career. Interviewees advised students not to get discouraged while applying, push for what you want and prove your potential to recruiters. The goal of this thesis is to give undergraduate college students hope as they go through the application process in finding the right career path for them.