Despite the wide-ranging benefits of using client-based projects (CBPs) in the classroom, such projects can be overwhelming for instructors, and many shy away from the considerable workload and time commitment often required by CBPs. This article is designed to help marketing educators overcome such apprehensions and provide them with concrete tools to simplify CBPs and make them easier to manage. The authors discuss five principles they have developed for creating and implementing workable client projects. Their principles come directly “from the trenches” of their own experiences in planning and managing client-based projects across multiple courses. They address, for example, ways to customize CBPs to fit within specific course and professor time constraints, tips to manage the client relationship and students’ expectations, and strategies to streamline the feedback process. They offer workbench-level insights and practices drawn from their own experiences that instructors can put into practice immediately.
Many online advertisers are exploring the use of Internet social networking to build brand awareness and loyalty. Social networking is particularly popular among the younger, 15-24 year- old generation, who is more computer savvy and spends more time on the Internet than adults. While this generation has substantial potential, they also represent a challenge to advertisers. This group is notoriously skeptical of being “advertised at.” They expect a more personal, interactive experience. The purpose of this research is to determine which types of social networks are used most by college students and what types of online marketing impact their purchasing choices. In carrying out this research, the following research questions were addressed: which social networks are used most by college students; do factors such as student and/or parent income, student age, classification, gender, marital status, or employment status influence use of social networks; do ads on social networks impact purchasing decisions; does advice from other users of social networks impact purchasing decisions; and do online games, scavenger hunts, and contests influence purchasing decisions? The research provides a better understanding of social network use and provides insight into effective online advertising to college students.
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