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athomasmba

Strategy, Marketing, Excel and Graphics

Username: athomasmba

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Location: Prescott, United States

Member since: August 2012

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Portfolio

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Résumé

Experience

Management Intern

Jul 2006 - Jun 2012 (5 years)

CSUF President's Office

In this role I primarily worked on special projects ranging from program rebranding to efficiency enhancement. I commonly partnered with various departments and divisions across campus and interacted with both on- and off-campus stakeholders.<br /><br />Key projects included Sharepoint Based Dashboards, the President's Scholars Student Application revision, and Take a Child to Work Day.

Education

M.B.A.; Marketing

California State University-Fullerton - College of Business and Economics

2009-2011

B.A. Business Administration, Marketin

California State University-Fullerton - College of Business and Economics

2006-2009

Publications

Affinity and Beyond - Leveraging NASCAR's Integrated Supply Network to Drive Fan Equity

Journal Marketing Channels - 19

This case study examines how to maximize the value of sponsorships through activation. Specifically, we reviewed NASCAR's business model and the interconnectedness of all players. We discovered that ultimately the sponsor presence enhanced the consumer experience which ultimately led to a stronger affiliation with the sponsor (which is the ultimate goal of any sponsorship). Included in the publication are discussions on how to apply these lessons in other types of businesses and what other sports o

NASCAR: Driving Relationship Equity Through the Sponsorship Supply Chain

Edward Elgar Publishing

This chapter for the "Handbook of Relationship Marketing" reviews the relationships between the various players in the NASCAR supply chain. Just as all businesses have channel partners which help create the final product or service, NASCAR has a network of supply chain members, each with a unique relationship towards the governing body itself. These relationships are examined to determine how NASCAR is capable of creating what is arguably a more engaging consumer experience than any other spor