School of Professional Studies

Date of Award

2018

Degree Type

Capstone

Degree Name

Master of Public Administration (MPA)

Department

School of Professional Studies

Chief Instructor

Laura Myers

Abstract

The Clark University School of Professional Studies created a capstone team consisting of Monica Gow, Carly Branconnier, Iana Matkovskaia, Srilatha Prodduturi, Ekaterina Shusharina, and Alberta Yamoah to assist Worcester Center for Crafts (WCC) with the launch of their new online store. Worcester Center for Crafts wanted to showcase their beautiful American handmade crafts on an online platform, Shopify, in order to increase their sales and expand their market reach. The capstone team created a charter that outlined the scope of the project and what the team would deliver to WCC by the end of the project. The team agreed to help produce a marketing strategy to help reach a younger audience with a specific target towards international students. Above all, the goal of the project was to attract traffic to this new online store and to provide suggestions that would help encourage viewers to purchase items on the site.

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