Charting One's Course: Exploring the Marketing Strategies & Practices of Small Businesses
Loading...
Authors
Hearn, Anne
Issue Date
1998
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
Generally speaking, three months in the life of a college student is just a blip of
time. One's activities are often routine and rarely life altering. But during the three
months I worked at The Stratford Company from 9:00-3:00, Monday through Friday, my
business horizons expanded. I was transformed from a fledgling, inexperienced senior to a
confident and knowledgeable business student eager to chart my future and make my mark
in the world. Thus, I selected for this written product, the title Charting One's Course:
Marketing a Small Business From Theory to Practice.
The assignments and projects I experienced during my WE SIP (Work Experience
Senior Individualized Project) were rich and varied. I was challenged to think creatively
and critically. Under the tutelage of my mentor, Tim Moffit, I explored areas of marketing
and brokering businesses, valuing properties and managing small businesses. I was treated
as a valued employee; in fact more like a personal assistant then a student intern. I was
given a great deal of responsibility and even the key to the office.
Due to the broad-based, multi-dimensional nature of my work at the Stratford
Company, the option of conducting comprehensive research was impossible. I therefore
narrowed the focus of my research to strategies specific to Stratford's marketing needs.
The work contained herein reflects three months of research, hands on experience,
work products, personal thoughts, and feedback from Tim Moffit, Donna Hetzel and my
parents. The documentation is divided into three main sections. The first section consists
of a research-based overview of successful marketing strategies employed and
documented by noted professionals. Several of these researched strategies I implemented
successfully at work. Part two focuses on my day-to-day work experiences and includes
excerpts from daily journal entries as well as substantive products that I completed. The
paper concludes with my evaluation of the eleven week WE SIP experience and the
relationship of my SIP to previous academic work and future career goals.
Description
207 p.
Citation
Publisher
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.