Graduation Year
2024
Graduation Month
May
Document Type
Thesis
Degree Name
Bachelor of Science
School or Department
Business School
Major
Marketing
Faculty Mentor Department
Business School
Faculty Mentor
Mario Schulzke
Keywords
Marketing, Integrated Marketing, Branding, Product Development, Social Media, Outreach
Subject Categories
Entrepreneurial and Small Business Operations | Fashion Business | Marketing | Sales and Merchandising
Abstract
An extension of Marketing Analytics class BMKT: 440, this research delves into marketing efforts employed to promote "Chubby’s Swatch Book," a plus-size fashion guide tailored for college girls and a college lifestyle. The guide was created by a college student to address the challenges faced by plus-size individuals in finding fashionable and fitting clothing. The study spans a four-week marketing campaign, focusing on branding, social media marketing, and content creation. This paper outlines the development of the "Chubby’s Swatch Book," it’s marketing strategies, and the effectiveness of said strategies through various metrics such as engagement rates, sales conversions, and follower growth on TikTok and Instagram.
Honors College Research Project
Yes
GLI Capstone Project
no
Recommended Citation
Clague, Laura M., "Marketing Synergy: Digital Product Development & Marketing Strategy" (2024). Undergraduate Theses, Professional Papers, and Capstone Artifacts. 512.
https://scholarworks.umt.edu/utpp/512
Included in
Entrepreneurial and Small Business Operations Commons, Fashion Business Commons, Marketing Commons, Sales and Merchandising Commons
© Copyright 2024 Laura M. Clague