Date of Award
2018
Degree Type
Capstone
Degree Name
Master of Public Administration (MPA)
Department
School of Professional Studies
Chief Instructor
Laura Myers
Keywords
MPA, target marketing, non profit, social and digital marketing, online store
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.
Recommended Citation
Gow, Monica; Branconnier, Carly; Prodduturi, Srilatha; Shusharina, Ekaterina; and Yamoah, Alberta, "Worcester Center for Crafts: A Transition to Online Sales" (2018). School of Professional Studies. 34.
https://commons.clarku.edu/sps_masters_papers/34
Worcester
Yes
Included in
Business and Corporate Communications Commons, Family, Life Course, and Society Commons, Health Policy Commons, Human Resources Management Commons, Information Security Commons, Management Information Systems Commons, Marketing Commons, Nonprofit Administration and Management Commons, Public Administration Commons, Public Health Commons, Social Media Commons, Sociology of Culture Commons