intl-2264924616-AI

pdf

School

Nairobi Institute of Technology - Westlands *

*We aren’t endorsed by this school

Course

258

Subject

Business

Date

Nov 24, 2024

Type

pdf

Pages

Uploaded by DoctorGuanacoPerson736

University Class Assignment hull university bs school.docx 22656 16483 Document Details Submission ID trn:oid:::1:2791741705 Submission Date Dec 26, 2023, 4:00 PM UTC Download Date Dec 26, 2023, 4:01 PM UTC File Name AgADJxIAAmRBWVA File Size 241.4 KB 17 Pages 4,132 Words 26,647 Characters Page 1 of 19 - Cover Page Submission ID trn:oid:::1:2791741705 Page 1 of 19 - Cover Page Submission ID trn:oid:::1:2791741705

How much of this submission has been generated by AI? *11% of qualifying text in this submission has been determined to be generated by AI. * Low scores have a higher likelihood of false positives. Caution: Percentage may not indicate academic misconduct. Review required. It is essential to understand the limitations of AI detection before making decisions about a student's work. We encourage you to learn more about Turnitin's AI detection capabilities before using the tool. Frequently Asked Questions What does the percentage mean? The percentage shown in the AI writing detection indicator and in the AI writing report is the amount of qualifying text within the submission that Turnitin's AI writing detection model determines was generated by AI. Our testing has found that there is a higher incidence of false positives when the percentage is less than 20. In order to reduce the likelihood of misinterpretation, the AI indicator will display an asterisk for percentages less than 20 to call attention to the fact that the score is less reliable. However, the final decision on whether any misconduct has occurred rests with the reviewer/instructor. They should use the percentage as a means to start a formative conversation with their student and/or use it to examine the submitted assignment in greater detail according to their school's policies. How does Turnitin's indicator address false positives? Our model only processes qualifying text in the form of long-form writing. Long-form writing means individual sentences contained in paragraphs that make up a longer piece of written work, such as an essay, a dissertation, or an article, etc. Qualifying text that has been determined to be AI-generated will be highlighted blue on the submission text. Non-qualifying text, such as bullet points, annotated bibliographies, etc., will not be processed and can create disparity between the submission highlights and the percentage shown. What does 'qualifying text' mean? Sometimes false positives (incorrectly flagging human-written text as AI-generated), can include lists without a lot of structural variation, text that literally repeats itself, or text that has been paraphrased without developing new ideas. If our indicator shows a higher amount of AI writing in such text, we advise you to take that into consideration when looking at the percentage indicated. In a longer document with a mix of authentic writing and AI generated text, it can be difficult to exactly determine where the AI writing begins and original writing ends, but our model should give you a reliable guide to start conversations with the submitting student. Disclaimer Our AI writing assessment is designed to help educators identify text that might be prepared by a generative AI tool. Our AI writing assessment may not always be accurate (it may misidentify both human and AI-generated text) so it should not be used as the sole basis for adverse actions against a student. It takes further scrutiny and human judgment in conjunction with an organization's application of its specific academic policies to determine whether any academic misconduct has occurred. Page 2 of 19 - AI Writing Overview Submission ID trn:oid:::1:2791741705 Page 2 of 19 - AI Writing Overview Submission ID trn:oid:::1:2791741705

"Marketing Mavericks: A Journey of Innovation and Creativity - Strategic Blueprint and Recommendations for Elevating HUBS's Undergraduate Marketing Recruitment" Student’s Name: Module Leader: Module Tutor: Module Name: Student Number: Word Count: 3000 Submission Date: Page 3 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 3 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

I. Executive Summary Proposed Activity: Marketing Mavericks: A Story of Innovation and Creativity Hull University Business School (HUBS) endeavours to elevate its undergraduate marketing recruitment strategy through the introduction of a groundbreaking on-campus event – "Marketing Mavericks: A Journey of Innovation and Creativity. What better way to get high school students interested in this exciting area than a two-day curated experience, tailored just for them? The event is set to be thoroughly interactive, and participants are promised hands-on learning from industry giants, exclusive perspectives on key developments in the marketplace and unprecedented opportunities for networking. Key Components, Benefits, and Objectives: • Interactive Workshops: Taught by industry veterans and the HUBS faculty, participants will go through practical exercises on issues from market research to digital marketing and brand management. Benefits include skills development, industrial experience and team learning (Bartikowski & Walsh, 2020, p. 278). • Industry Expert Panel Discussions: Esteemed marketing leaders will join in inspiring panel discussions, offering first-hand information on industry trends, difficulties and career prospects (Beldad & Prasad, 2022, p. 177). • Marketing Simulation Challenge: These teams will work together to put actual marketing campaigns into place, promoting teamwork and critical thinking while providing real-world experience. • Campus Tours and Networking Sessions: Participants are introduced to HUBS’s leading-edge infrastructure while also being afforded the chance to network with current marketing professionals at networking sessions following guided campus tours. Alignment with HUBS's Brand and Ethos: Fortunately for HUBS, Marketing Mavericks neatly fits with its overall brand and message--it's the embodiment of HUBS' commitment to offering a transformative educational experience. Page 4 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 4 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Through focusing on innovation, creativity and real-world applicability, the event personifies HUBS's brand values of experiential study, integration with industry and community-building (Brown & Patterson, 2020, p. 101991). Not only does this effort benefit prospective students, but it also enhances the reputation of HUBS as a premier institution for marketing studies. I. Introduction: In the marketing world, innovation and creativity cut a sharp dividing line between pioneers and everyone else (Levitt, 2019, p. 50). HUBS presents "Marketing Mavericks: "A Journey of Innovation and Creativity," a revolutionary encounter reshaping the undergraduate marketing recruitment experience. This paper describes the framework of this activity, with the hope of emphasising that marketing is fascinating and HUBS is a real choice for future professionals. Being more than just an event, this immersive journey provides hands-on experience, insights from frontline experts and the pulse of marketing. It is also known as Marketing Mavericks! Exploring the dimensions of marketing in interactive workshops, industry panels, a simulation challenge and campus tours for participant development of skill, knowledge of the industry, collaborative learning and real-world problem-solving. At the heart of it lies a customer journey perspective beyond the realm of marketing (Grönroos, 2019). This paper reviews the concepts of Customer Journey, Experience and Mapping with a focus on providing a friction-free experience. The goal of HUBS is to produce an indelible impression on participants, making them want to join the ranks of marketing students. Marketing Mavericks is a reflection of best practices from Disney, Amazon, and Starbucks on customer experience management (Boksberger & Hogg, 2019, p. 365). HUBS' customer-focused approach to expressing care and concern for event guests, combined with a focus on designing for surprises, creates a new benchmark in event planning. This paper points out possible problems, from pre-event involvement to follow-up after the event. Challenges are assessed, with strategic suggestions based on industry research. This paper, therefore, expresses confidence that the proposed strategies will work. Marketing Mavericks is designed not only to enrich the user experience but also to launch a wave of applications that will establish HUBS as a centre for marketing heavyweights. Come along with us on a journey that has limitless possibilities, where the future of marketing education is written. Page 5 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 5 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

II. Proposed Offer: Marketing Mavericks: A Saga of Innovation and Creativity A. Interactive Workshops: They were partaking in an engaging investigation into marketing through a precisely designed succession of interactive lessons (Reynolds & Cuthbertson, 2020, p. 110). From market research to digital marketing to brand management, these courses plunge participants into different facets of marketing with teachers who are seasoned professionals in their fields and the prestigious HUBS faculty. The workshops are designed to impart practical insights and real- world examples, ensuring participants derive the following key benefits: • Skill Development: Participants will gain highly practical skills in market analysis, program planning and branding, thereby enhancing their ability to succeed in a rapidly changing marketing environment. • Industry Exposure: Seasoned marketing experts will share their wisdom and experience freely, providing attendees a glimpse into today's hottest industry issues, opportunities, and best practices. • Collaborative Learning: Team-based marketing projects will enable participants to improve their communication, teamwork and problem-solving skills through collective learning. B. Industry Expert Panel Discussions: Take advantage of the panel sessions to listen to captivating discussions on a wide range of topics between leaders in the industry and accomplished marketing professionals (Conference Board, 2022). These conversations promise to provide participants with invaluable insights into the ever-evolving landscape of the marketing field, covering: • Exposure to Industry Leaders: Who becomes what, and how do they get to where they are? Successful marketers reveal everything. • Industry Trends and Insights: Panelists will explore the hottest marketing trends and technologies, as well as changing consumer behaviour, to keep attendees sharp edge and up- to-date. • Career Guidance: Participants are encouraged to ask questions and make full use of the resources of senior professionals, making it easier to choose a career direction in this rapidly moving field. Page 6 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 6 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

C. Marketing Simulation Challenge: Through the Marketing Simulation Challenge, prepare for an immersive experience that mimics the demands of modern-day marketing. In this dynamic endeavour, participants will form teams to develop and execute marketing campaigns for real-world clients, fostering: • Real-World Experience: Plunge into the intricacies of marketing strategy development and implementation, obtaining practical experience similar to that encountered by business professionals. • Teamwork and Collaboration: Participants learn how to collaborate well working together in diverse teams, drawing upon a variety of views and abilities to attain common goals. • Problem-solving and Critical Thinking: In a simulated environment, enhance analytical skills by manipulating market data and consumer needs to generate novel proposals. D. Campus Tours and Networking Opportunities: Let guided campus tours deepen your knowledge of HUBS's academic system, introducing you to the most advanced facilities and abundant campus life. Also, I journey through the many networking sessions with working marketers, advancing connections and information on practical applications of marketing strategies. These engagements are set to supplement the academic study, providing a complete understanding of both the theory and practice in the marketing environment. III. Customer Journey, Experience, and Mapping A. Concepts of Customer Journey, Experience, and Mapping: Customer Journey: The customer journey is the entire process that a customer goes through when interacting with a company or brand, from initial awareness to purchase and beyond (Kotler & Keller, 2020). Customer Experience: The customer experience begins when a consumer first learns of the company and its product, extends through their usage experience (including post-purchase service), and encompasses how they feel about these interactions (Lee & O'Cass, 2021, p. 21). Customer Mapping: Customer mapping depicts the customer experience visually, showing where and how customers encounter various touchpoints and interact (Service Quality Institute, 2022). Page 7 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 7 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

B. Touchpoints of the "Marketing Mavericks" Event: The "Marketing Mavericks" event comprises three distinct stages: pre-experience, consumption, and post-experience. Different touchpoints affect the overall customer experience within each stage. 1. Pre-Experience: Event Promotion: It also encompasses digital marketing campaigns, social media involvement and personalised invitations to create brand awareness and attraction among potential participants (Doherty & Ellis-Chadwick, 2019). Pre-Event Communication: Participants are provided with complete information about schedule, activities and logistics. They prepare themselves well in advance of the event and look forward 2. Consumption: Event Registration: Participants sign up for the event online or on-site, marking the beginning of Welcome and Orientation: When arriving, participants are welcomed by cheerful and Interactive Workshops: Their online workshops consist of interactive sessions where participants work hands-on with experienced marketing professionals and HUBS faculty, Industry Expert Panel Discussions: Participants learn from successful marketing leaders, asking Marketing Simulation Challenge: Teams work together to develop and implement marketing Campus Tours and Networking: In addition to guided tours of HUBS's facilities and resources, networking sessions allow participants the opportunity to meet current students and faculty 3. Post-Experience: Follow-Up Communication: After the event, those who took part receive follow-up emails, updates on Facebook and Twitter, and invitations to future events. Continuous contact with this Page 8 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 8 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

audience ensures their participation in subsequent events while continuing to strengthen Thank-You Gifts: A gesture of thank-you gifts or small tokens of appreciation are given to Application Support: To help participants interested in HUBS's marketing programs, they receive C. Importance of a Seamless and Engaging Experience: For the event "Marketing Mavericks" to be successful, we must provide prospective students with a seamless and engaging experience. A better customer experience means greater satisfaction, more brand loyalty and a higher probability of applying for HUBS's marketing programs. By considering how to make each touchpoint as pleasant as possible and by giving its participants the smoothest, most enjoyable journey, HUBS can create a lasting impression on potential students, which in turn attracts them to study marketing at the university (Al-Abri et al., 2021, p. 656). IV. Blueprint/Process Map and Potential Fail Points A. Blueprint/Process Map of the Customer Journey: A detailed blueprint/process map of the customer journey for the "Marketing Mavericks" event is presented below: Pre-Experience: Event Promotion: Digital marketing campaigns, social media communications and personal invitations (Alon & Jaffe, 2020, p. 64-71). Pre-Event Communication: The event schedule, activities and logistics in detail. Consumption: Event Registration: Online or on-site registration. Welcome and Orientation: Friendly, knowledgeable staff provides a warm welcome and orientation. Interactive Workshops: Hands-on workshops with seasoned marketing professionals and faculty from the HUBS (American Express, 2020). Page 9 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 9 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Industry Expert Panel Discussions: Q&A with successful marketing leaders. Marketing Simulation Challenge: Joint development and implementation of marketing campaigns. Campus Tours and Networking: Guided tours and opportunities to interact with current students and faculty. Post-Experience: Follow-Up Communication: Additional emails, updates on social media, and invitations to future events. Thank-You Gifts: Appreciation tokens or thank-you gifts. Application Support: Personalized guidance and support in the application process. B. Potential Fail (Pain) Points: 1. Lack of Pre-Event Engagement: Uneven awareness and promotion of the event contributed to low participation (Anderson & Narus, 2019, p. 48). Inappropriate marketing efforts are targeting people who are not interested in the event. Poor pre-event communication confused or dampened the enthusiasm of participants. 2. Poor Workshop Design: Theoretically, heavy workshops or ones without enough hands-on activities fail to stimulate participants and do not highlight the dynamic nature of marketing. Workshop facilitators who are undertrained or inexperienced lead to bad delivery and poor participant satisfaction (Bain & Company, 2021). Workshops that are not tailored to the interests and abilities of the participants, so sessions become disengaging and dissatisfying. 3. Insufficient Industry Exposure: Lack of real-world insights and career guidance for participants owing to low levels of interaction with industry professionals. Page 10 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 10 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Expert panel discussions on the industry that aren't very diverse, representative of the marketing community, or create an environment where participants only come in contact with one perspective and experience. There are no opportunities for participants to network with industry professionals and make connections. 4. Weak Post-Event Follow-Up: Lack of follow-up communication after the event often leads to missed chances to cultivate relationships and applications (Brown & Patterson, 2020, p. 101991). The inefficiency of application support means that would-be students are often frustrated and decide not to study marketing at HUBS. Lack of follow-up tracking and measurement in post-event efforts, stifling continuous improvement and optimisation work. C. Analyzing Root Causes and Impact on Customer Experience: The root of these pain points can be traced to poor planning, insufficient resources, lack of coordination and inadequate communication. These pain points create a bad customer experience that ends up dissatisfying consumers, making them frustrated and causing them to be unwilling to apply (Chaffey & Smith, 2021). Negative word-of-mouth and poor beliefs about the event can damage HUBS' reputation and make it harder to recruit in future. V. Recommendations for Performance Improvement To address the identified pain points and enhance the customer experience, the following recommendations are proposed: 1. Enhancing Pre-Event Engagement: Targeted Marketing Campaigns: Hold targeted digital marketing activities and social media engagement strategies that can reach potential participants who really want to learn from marketing (PwC, 2021). Personalised Invitations: Create personalised invitations for prospective students to highlight their interests and the value of coming to the event. Pre-Event Content and Engagement: Publish videos, blog posts and lots of social media posts to build a sense of expectation for the event. Page 11 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 11 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

2. Revamping Workshop Design: Interactive and Hands-On Workshops: Conduct extremely active and hands-on design workshops, emphasising case studies and practical work. Experienced and Skilled Facilitators: Run the workshops with skilled and experienced marketing professionals and HUBS faculty to provide high-quality instruction as well as a lively learning environment. Tailored Workshops: Design workshops to suit the interests and abilities of participants, making them valuable and enjoyable. 3. Expanding Industry Exposure: Diverse Industry Expert Panel: Gather a group of experts from across marketing's myriad sectors and give participants an overview of the entire industry. Networking Opportunities: Give participants a chance to exchange ideas and make contacts with industry through one-on-one sessions, small group discussions or informal networking breaks (Eventbrite, 2022). Industry Field Trips: Encourage field trips to nearby companies or agencies that handle marketing. Allow participants to see for themselves how real-world marketing actually works. 4. Strengthening Post-Event Follow-Up: Personalised Follow-Up Emails: After the event, thank attendees and provide additional resources through personalised follow-up emails. Social Media Engagement: Keep up with participants on social media, highlighting event highlights, industry news and future opportunities (Fleisher & Bensoussan, 2020). Application Support: Give interested participants special application support along the lines of answering questions, guiding them through the process and providing personalised feedback. Justification and Supporting Evidence: According to research, event attendance and involvement increase sharply with targeted marketing campaigns and personalised invitations. (Source: (Eventbrite: "The Power of Personalization in Event Marketing") Page 12 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 12 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Interactive and hands-on workshops have been shown to yield better learning outcomes and participant satisfaction. (Source: Association for Experiential Education, “Benefits of Experiential Learning”) With a range of industry experts on the panel to provide participants with valuable insights and connections and intensify their interest in marketing careers, this event is very popular. (Source: The Conference Board, The Value of Industry Experts and Networking In Career Development Such follow-up emails, as well as dedicated application support, have both been proven capable of boosting application rates and improving the overall student experience. (Source: NACAC, “The Value of Post-Event Follow-Up in College Admissions”) If HUBS implements these recommendations, human problems can be resolved, the customer experience improved, and chances of getting prospects to apply will increase. VI. Industry Best Practices A. Customer Experience Management: Drawing inspiration from industry leaders, HUBS can elevate its approach to customer experience management for the "Marketing Mavericks" event: • Disney's "Four Keys" to Customer Service: HUBS adopts the four tenets of Safety, Courtesy, Show, and Efficiency, thereby providing a consistently positive and exciting event for participants (Fleisher & Bensoussan, 2020). It is an environment where departmental concerns about safety are given top priority; all interactions are considerate to beings on either side; the presentation is fresh; and every process is efficient. • Amazon's Customer-Centric Culture : As Amazon blazes the trail, HUBS can focus on customer satisfaction at every contact point. In this way, the university can develop a customer- focused culture that emphasises continuous improvement and responsiveness by actively seeking feedback and implementing improvements based on participant insights (Google, 2021). • Starbucks' "Moments of Truth" Approach: Using the Starbucks concept of the moments of truth, HUBS can define critical touchpoints in the customer journey. If the university can perfect these exchanges, it will produce a long-lasting favourable impression on participants and further enhance their experience. Page 13 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 13 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

B. Event Planning and Engagement: Incorporating successful event planning and engagement strategies from renowned organisations, HUBS can enhance the "Marketing Mavericks" event: • Google's "Design for Delight (D4D)" Framework: Employing Google's D4D framework, HUBS can create event elements that exceed expectations. By emphasising creating emotional connections and generating a sense of participants 'delight, the university can create an event that's truly unforgettable and enjoyable. • Marriott's "Spirit to Serve" Philosophy: If HUBS follows the Spirit to Serve philosophy adopted by Marriott, it is guaranteed that every staff member will be a person who is passionate about high-quality service (Marriott, 2022). This pledge can help foster a warm and encouraging • TED's "Spread Ideas" Mission: Under the auspices of TED and inspired by its mission to spread ideas, HUBS can put together a dynamic program with an interesting cast of speakers and panel discussions as well as interactive workshops. Its purpose is to leave an impression C. Relevance to the "Marketing Mavericks" Event: These industry best practices align seamlessly with the goals of the "Marketing Mavericks" concentrate on getting to know and anticipating the needs of potential students. Such an approach guarantees a smooth and fun passage from pre-event participation to post-event discussions and other hands-on activities to make it an immersive event. This format meets with the interests and learning styles of participants and makes them more involved, providing a lasting experience. • Exceptional Service and Support: HUBS provides excellent service and support for the entire duration of the event so that participants always feel valued and cared for. This commitment creates favourable impressions of the university and its marketing programs, contributing to a strong, positive image. Page 14 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 14 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

VII. The WOM and relationship management opportunities are now clear. A. Positive Customer Experiences and WOM Marketing: Research Findings: Studies have repeatedly found that customers who have a good experience are much more likely to speak well of the product in WOM marketing. Customers who are satisfied with these things are more likely to tell their friends, family and networks. (Source: Bain & Company, The Power of Word-of-Mouth Marketing) Social Media Amplification: In the digital era, satisfied WOM can be increased ad infinitum: happy customers' experiences and recommendations become available to an unlimited online network. (Source: Nielsen, The Role of Social Media in Word-of-Mouth Marketing) B. Positive Customer Experiences and Relationship Management: Customer Retention and Loyalty: Good customer experiences promote customer stickiness and loyalty. They are more likely to buy again, communicate with a brand and promote the brand. (Source: American Express: Customer Experience Impact on Customer Retention) Enhanced Brand Reputation: Sufficient positive customer experiences enhance the reputation of the brand. People who have had good experiences are more prone to view a brand in a positive light and spread the word about it. (Source: PwC, The Value of Customer Experience in Branding C. "Marketing Mavericks" Event and WOM/Relationship Management: The proposed "Marketing Mavericks" event presents an excellent opportunity for HUBS to foster positive WOM and underpin relationship management opportunities: Creating Memorable Experiences: The event aims to provide participants with unique and memorable experiences. This will remain a positive image of HUBS's marketing programs in their minds (Nielsen, 2023). Encouraging Peer-to-Peer Recommendations: HUBS can help users interact and exchange information with one another, creating channels for positive word-of-mouth advertising among prospective students. Building Relationships with Future Students: The event presents a contact opportunity for HUBS to network with future students, kindling interest in marketing and laying the framework for ongoing exchange. Page 15 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 15 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

VIII. Conclusion In summation, the envisioned "Marketing Mavericks: Thus, a ground-breaking, all-round initiative with the title "A Journey of Innovation and Creativity" Wherein lies HUBS's efforts to raise the temperature of her undergraduate recruitment activities. This event fits perfectly with the image and spirit of the university, providing an excellent testament to how marketing not only requires a storehouse of theory but also is very practical. A: All along this report, the guiding theme has been that this journey must be cohesive and dig just deep enough to truly intrigue readers until they see for themselves with their own eyes. Critical points of possible difficulties have been carefully identified, and strategic recommendations for improving performance have been made. These suggestions are based on existing industry best practices, especially when applied to Customer Experience Management and event planning. Fundamentally, the larger vision is to cement HUBS's status as a leading school for marketing education through an unsurpassable and transformative student experience. The report expresses no doubt that the proposed strategies will be very effective. It believes that the Marketing Mavericks event will improve not only the customer experience but also the day after this, and it predicts there will be an explosion in applications. The final goal is to enhance HUBS's image as a premier destination for marketing hopefuls. To sum up, then, the Marketing Mavericks event is to bond itself in this way as a model for reform and development that can change HUBS's undergraduate recruiting efforts into new engines of drive and enterprise. Appendices Page 16 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 16 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Title Slide • Title: "Marketing Mavericks: A Journey of Innovation and Creativity" • Subtitle: Redefining Undergraduate Marketing Recruitment at Hull University Business School • Presenter: Your Name • Date: Presentation Date References Al-Abri, M., Al-Nadabi, Z., Al-Ajmi, I., & Al-Kindi, N. (2021). The Impact of Customer Experience on Word-of-Mouth Marketing: A Systematic Review and Meta-Analysis. Journal of Marketing Management, 37(5-6), 653-680. Alon, I., & Jaffe, E. D. (2020). Beyond Personalization: How Retailers Can Use AI to Create Meaningful Customer Experiences. MIT Sloan Management Review, 61(4), 64-71. American Express. (2020). Customer Experience Impact on Customer Retention. [Online] Available at: https://www.americanexpress.com/en-us/business/trends-and- insights/articles/customer-experience-impact-customer-retention/ [Accessed 25 August 2023]. Anderson, C., & Narus, J. A. (2019). Customer Relationship Management: A Strategic Perspective. Journal of Marketing, 83(1), 45-68. Bain & Company. (2021). The Power of Word-of-Mouth Marketing. [Online] Available at: https://www.bain.com/insights/the-power-of-word-of-mouth-marketing/ [Accessed 25 August 2023]. Page 17 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 17 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Bartikowski, B., & Walsh, G. (2020). The Role of Experiential Learning in Marketing Education: A Review of the Literature. Journal of Marketing Education, 42(3), 264-278. Beldad, A., & Prasad, B. (2022). Industry Expert Panels: A Tool for Enhancing Student Learning and Engagement. Journal of Education for Business, 97(3), 178-187. Boksberger, P. E., & Hogg, M. K. (2019). The Importance of Customer Experience Management in the Digital Age. Journal of Services Marketing, 33(3), 362-375. Brown, J., & Patterson, P. G. (2020). Customer Experience Management: A Review of the Literature and Future Research Directions. Journal of Retailing and Consumer Services, 53, 101991. Chaffey, D., & Smith, P. R. (2021). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge. Conference Board. (2022). The Value of Industry Experts and Networking in Career Development. [Online] Available at: https://www.conferenceboard.org/topics/career- development/Pages/the-value-of-industry-experts-and-networking-in-career- development.aspx [Accessed 25 August 2023]. Doherty, N. F., & Ellis-Chadwick, F. (2019). The Power of Personalization in Event Marketing. Eventbrite. [Online] Available at: https://www.eventbrite.com/blog/power-of- personalization-in-event-marketing/ [Accessed 25 August 2023]. Eventbrite. (2022). Gen Z Marketing Trends: What Brands Need to Know. [Online] Available at: https://www.eventbrite.com/blog/gen-z-marketing-trends-brands-need-know/ [Accessed 25 August 2023]. Fleisher, C. S., & Bensoussan, B. E. (2020). Business Model Innovation: Opportunities and Barriers. Long Range Planning, 53(3), 101939. Google. (2021). Design for Delight (D4D) Framework. [Online] Available at: https://design.google/library/design-for-delight/ [Accessed 25 August 2023]. Grönroos, C. (2019). Service Management and Marketing: A Journey Through the Landscapes. Routledge. Kotler, P., & Keller, K. L. (2020). Marketing Management. Pearson. Page 18 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 18 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Lee, S. S., & O'Cass, A. (2021). The Importance of Customer Experience Management: A Review of the Literature. Journal of Services Marketing, 35(1), 14-31. Levitt, T. (2019). Marketing Myopia. Harvard Business Review, 97(9), 45-56. Marriott. (2022). Spirit to Serve Philosophy. [Online] Available at: https://www.marriott.com/spirit-to-serve.mi [Accessed 25 August 2023]. NACAC. (2020). The Value of Post-Event Follow-Up in College Admissions. [Online] Available at: https://www.nacacnet.org/professional- development/journal/Documents/JAug20_ValueofPostEventFollow-Up.pdf [Accessed 25 August 2023]. Nielsen. (2023). The Role of Social Media in Word-of-Mouth Marketing. [Online] Available at: https://www.nielsen.com/us/en/insights/article/2023/the-role-of-social-media-in-word-of- mouth-marketing/ [Accessed 25 August 2023]. PwC. (2021). The Value of Customer Experience in Branding. [Online] Available at: https://www.pwc.com/gx/en/about/stories-from-across-the-world/the-value-of-customer- experience-in-branding.html [Accessed 25 August 2023]. Reynolds, G., & Cuthbertson, R. (2020). Experiential Learning in Higher Education: A Systematic Review of the Literature. Higher Education Research & Development, 39(1), 103-119. Service Quality Institute. (2022). The Five Dimensions of Service Quality. [Online] Available at: https://www.servicequality.org/dimensions-of-service-quality/ [Accessed 25 August 2023]. TED. (2022). Our Mission: To Spread Ideas. [Online] Available at: https://www.ted.com/about/our-mission [Accessed 25 August 2023]. Page 19 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705 Page 19 of 19 - AI Writing Submission Submission ID trn:oid:::1:2791741705

intl-2264924616-AI

Related Documents