Many leaders of higher education institutions in the United States face changes in student demographics, tightened regulatory environments, and reduced state funding. University leaders have an opportunity to leverage targeted marketing strategies in order to increase their institutions' market share in the Latino student segment. The purpose of this study was to explore the strategies that some university leaders use to increase Latino student enrollment in higher education programs. The marketing mix and the Ps of marketing theory comprised the study's conceptual framework. Semistructured interviews were conducted with 3 marketing experts from the higher education sector, who were selected by purposive sampling. Data were audio recorded, transcribed, member checked, and then coded for themes. Emergent themes describe the elements to consider when implementing a comprehensive strategic marketing plan, the challenges marketers face when trying to increase Latino student enrollment, and the importance of selecting and engaging stakeholders during the recruiting process. Marketing managers and practitioners in higher education, organizational strategy leaders, and policy makers may use these findings to understand the needs of Latino students, which may contribute to the growth of Latino student enrollment and the financial viability of the institution. Implications for positive social change include increased educational attainment for Latinos and related impacts for students' communities and society.

This report outlines the methodology and findings used to create the book Selling Disbelief: A 20 Step Guide to Grow and Promote Atheist and Secular Groups (Appendix A). The book Selling Disbelief outlines a six-month marketing plan and best practices for groups that are part of the growing Secular Movement. This project is the first systematic academic study of marketing methods in regards to promoting Secular movements. A need for this research has been identified due to a lack of research in this particular field and the continued marginalization facing the non-religious. The objectives of this project were twofold: The first objective was to identify the themes and methods that are most effective in promoting Secular groups and organizations to the general public and to Atheist, Agnostic, and Secular individuals, and to identify those areas where knowledge or methods were lacking or ineffective. The second objective was to conduct an extensive literature review of existing marketing best practices, and using the information from objective one as a guide, to adapt existing marketing information for use by Secular groups. For objective one, the project used ten in-depth interviews with experts in the marketing and organizing of Secular groups. These experts were selected based on years of experience, visibility, and availability. The data was analyzed through Thematic Analysis to find themes on methods, messages, and tactics that have lead to successful marketing and promotion. For objective two, this project used a review of existing marketing and promotion literature of best practices for community groups of a similar nature to Secular groups. By triangulating the existing marketing literature with themes from the interviews, best practices pertinent to Secular groups were identified. The interview and research findings of this project were compiled into a handbook titled “Selling Disbelief: A Guide to Organizing and Promoting Secular Organizations” with recommendations and best practices for Secular and Atheist groups to market and promote their organizations.

Abstract ALWAYS ALREADY IMPRISONED: THE PANOPTIC POWER OF CAPITALISM IN AMERICAN LITERATURE, 1900-1940 By Andrew Blair Spencer, Ph.D. A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy at Virginia Commonwealth University. Virginia Commonwealth University, 2019 Director: Dr. Richard Fine, Professor, Department of English By applying the theories of control that Michel Foucault outlines in Discipline and Punish to the capitalist system, I argue that capitalism functions in much the same was as Jeremy Bentham’s Panopticon in that it perpetually imprisons individuals who live under its purview. As I see it, capitalism works on two different tracks to exploit the human condition in order to keep those living under its purview perpetually trapped within an endless cycle of working to acquire commodities, both for our personal survival and our personal indulgence. Advertising assumes the role of Foucauldian discourse in this model. In the United States, advertising became a commercial force in the mid-nineteenth century; by the beginning of the twentieth century, it was a fully-fledged profession that worked to fuel the bourgeoning commercial culture that was beginning to manifest itself in all areas of American life. By creating needs and desires in the minds of consumers, advertisers were able to dictate consumer behavior, thereby further locking Americans into the capitalist Panopticon. This theoretical base becomes the foundation upon which I build my explication of fourteen representative American novels written during the period 1900-1940. I offer in-depth discussions of individual novels, paying particular attention to the ways in which authors interrogate the capitalist system in light of the image of the United States as a land of opportunity. The selection of works includes both male and female authors, as well as white and African-American writers. Characters range from very poor to exorbitantly wealthy, and include multiple examples of middle-class life, too; the collection of works I have chosen includes both native-born and immigrant populations, as well. This wide range of socio-economic backgrounds, races, and nationalities provides a comprehensive picture of how all-encompassing the capitalist Panopticon is in American society.

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies implemented during the pilot customer phase, and strategies implemented in the broader market launch phase of the CoI process. The results of this study revealed the set of commercialization decisions made by technology development marketing leaders in the case, the phase in which the CoI process-specific strategies were implemented, and some of the pitfalls of commercializing an innovation, especially a radical innovation. Results indicated the challenges with being a first-mover and having unclear positioning, branding, and messaging strategies. It is essential for technology development marketing leaders to gain a deeper understanding of the strategies that might influence commercial success and failure. Findings may contribute to social change by maximizing commercial success and the diffusion of new product innovations in healthcare, which might lead to better patient outcomes and enhanced ways of practicing medicine.

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained their businesses for 3 or more years, completed semistructured interviews. The entrepreneurs responded to open-ended questions designed to determine how they successfully marketed their mobile game applications. Moustakas's modified van Kaam method was used and included coding and organizing data into 5 primary themes that emerged from the analysis. The primary themes that emerged from the analysis were marketing challenges, social network influences, financing opportunities, innovative marketing approaches, and marketing strategies. The findings suggest that social media and networks are essential for marketing success, and mobile games should be innovative to ensure competitive advantages. The knowledge generated from this study may help mobile game entrepreneurs successfully market their mobile game applications and sustain their business. An increased number of businesses may lead to social change by helping to create jobs, thus reducing unemployment.

Consumer feedback and reviews are critical to the success of businesses because 49% of consumers trust online reviews more than other sources. The purpose of this multicase study was to explore marketing managers' strategies for using consumer reviews to improve marketing success, brand awareness, and their clients' profitability. The conceptual framework for this study was built upon organizational theory and disruptive innovation theory. The participants were recruited through local events, social media, and e-mail. Data were collected from public online records and semistructured telephone interviews using 1 marketing manager from each of 5 marketing agencies in North Texas. Thematic analysis and methodological triangulation of the data revealed themes of marketing objective, response, and reputation management. Based on the findings, the successful businesses focused on building relationships with consumers, and the business leaders prepared responses to reviews to ensure appropriateness. Other marketing managers can review the findings' relevance to create or enhance successful marketing strategies, which could help to increase profitability. The implication for social change is that jobs would be created for enhancing the local economy and residents' standards of living.

After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected business leaders with experience in advertising green products were supplemented with a review of documentation. Yin's 5-step analysis guided the coding process of participants' responses, and member checking was used to validate the transcribed data. The major themes of the study revealed strategies used in green advertising. The themes that emerged from the research include usage of social media, understanding behaviors of green consumers, and expectations of the emerging millennial generation. The implication for positive social change is the potential for increased environmental awareness that could positively affect the environment and improve effectiveness for companies that sell green products.

The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand equity model, and data were collected through semistructured interviews, online company marketing materials, and archival company documents. Yin's 5-step analysis guided the data analysis process: (a) collecting data, (b) grouping data into codes (c) grouping data into themes (d) assessing the themes, and (e) developing conclusions. Member checking, transcript review, and triangulation were used to validate the study data. The 5 study themes were brand awareness, relationship marketing, perceived quality, social media and online marketing, and word-of-mouth marketing. The implications of this study for positive social change include the potential for economic growth in the physical therapy practice market, as well as improved patient access to physical therapy services through a greater number of physical therapy practices.

Managers of government organizations in Jamaica often have difficulty implementing the International Organization for Standardization (ISO) 9001 standard. Jamaica's Minister of Industry, Investment, and Commerce considered ISO 9001 certification as critical for international competitiveness as lacking the standard had the potential to become a barrier to trade. The purpose of this single case study was to explore the strategies that managers of a government organization in Jamaica used to implement ISO 9001 successfully. The conceptual framework was the total quality management concept encompassing Deming's plan-do-check-act cycle. Data collection entailed organizational document reviews and semistructured interviews of 4 managers in an ISO 9001 certified government organization in Jamaica. Data analysis involved interview transcription, keyword and phrase coding, emergent theme identification, and methodological triangulation of the data. Findings were that successful implementation strategies to promote understanding of the ISO 9001 standard included both management commitment and leadership and ongoing awareness, training, and education. Other strategies were customization of the quality management system (QMS) implementation, continuous assessment and update of the QMS, and staff involvement. Social change implications include the potential for government managers and quality practitioners in Jamaica to use the study results to develop or improve strategies for ISO 9001 certification of organizations. ISO 9001 certification might lead to increased organizational competitiveness and enhanced business survival, which may result in the provision of job opportunities for community members and growth in Jamaica's economy.

This study examines the affect of winning an Academy Award on the stock price of parent companies. On average, receiving an Oscar has no significant impact on the stock of parent companies during the few days surrounding the broadcast of the Academy Awards. The findings of this study introduce questions of external interference and possible limitations on this type of research. However, my study sheds light on future topics of investigation for analyzing the effects of televised award shows on the stock market.