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AMA Research Project 2013-2014

AMA Research Project 2013-2014. Building a Virtual Community of Students, Alumni and Faculty: A Need Assessment. Introduction.

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AMA Research Project 2013-2014

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  1. AMAResearch Project2013-2014 Building a Virtual Community of Students, Alumni and Faculty: A Need Assessment

  2. Introduction • CSUF awarded $750 to encourage faculty to help undergraduate students gain professional research experiences. The research report would be presented and published online as a portfolio of student research. • $750 would be awarded upon project completion to participating students as stipends, by Spring 2014.

  3. Project description • The Mihaylo Marketing Department supports an instruction initiative in 2013 to create a social media & analytics practicum. • Provides students hands-on learning experiences in creating contents and managing social networks on major social platforms. • This experience makes students valuable to future employers. (Assessing analytics and devising strategies are the most valuable skills that students can acquire through a practicum.)

  4. Project description • The proposed research will help to identify: • The popular and preferred social media platforms among marketing students, alumni and businesses who are friends to the department. • Some services, value proposition, and benefits to an online Mihaylo marketing community that the department and current students could offer to the community members, as individuals and among groups. • The level of interests among various constituent groups in the following information: • Events (e.g., competitions, speakers, job fairs, fund raising) • Resources (e.g., internships, scholarships, study tours, industry news and trends) • Issues (e.g., new concentrations, curriculum development, current affairs) • Discussion within the social network of marketing faculty, staff, students, alumni, and businesses.

  5. Participants • Students Participation in the Project: • Shastina Sarkhosh • 4 additional students • Supervising Faculty • Catherine Atwong • Ray Benedicktus • Students can expect to spend up to 75-100 hours on this project up until Spring 2014.

  6. Time sheet/work log/plan Example of commitment and accountability.

  7. Student Activities Working as a team and possibly with the help of their club, these students will be responsible to carry out activities required to answer the above research questions. They need to: • meet with both faculty members of this project to plan the tasks, steps and timeline of activities; both faculty will beet with the students • interview subjects from each constituent group to come up with key issues to be discussed in focus groups; Dr. Atwong will give guidelines and review findings on interviews • recruit subjects from each constituent group (i.e., current students, alumni, faculty, businesses) to participate focus group meetings; both faculty will guide the recruiting of subjects • conduct focus group meetings and report findings; Dr. Atwong will review finding of focus group meetings • design and create online survey(s) based on findings of step (4); Dr. Benedicktus will review the survey design • administer online survey(s); Dr. Benedicktus will supervise • conduct statistical analyses of survey data; Dr. Benedicktus will supervise • compile a research report; and, if necessary, Dr. Atwong will review the report • make a video presentation of their report for future students in the social media practicum. Dr. Atwong will give instructions on creating a video presentation

  8. Timeline of work plan Interview subjects from each constituent group to come up with key issues to be discussed in focus group Meet with both faculty Conduct focus group meetings and report findings. Conduct statistical analyses of survey data Make a video presentation Administer online surveys Compile a research report Marketing Conferences/ Presentations Group picked. Design and create online survey based on findings Recruit subjects from each constituent group to participate in focus group meetings.

  9. Anticipated outcome of project • 2. The participating students can include the report and video as part of their graduation portfolio. • 1. The written research and possible video presentation of the students will be read and referenced by future students participated in the social media practicum.

  10. Anticipated outcome of Project (optional) • 3. If the students are interested, the faculty will help them submit a paper for presentation in the Marketing Educators Association Conference.

  11. Objectives of content management • Recruiting---growth of community • Serving members’ needs---deepen relationship and strengthening connection • Content about themselves • Share their news • Share advice with others

  12. Identify personas and relationship stages with the CSUF marketing community. What they care & are interested in at different stage of relationship with CSUF Marketing.

  13. Brainstorm: • Vignettes of different types of characters/personalities and their relationship to CSUF Marketing.

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