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   An important part of the MBA courses at CSULB include the opportunity to work with clients that have a problem or issue that needs specialized help. In past semesters, we have had the opportunity to work with a diverse set of clients in the MBA courses that I have taught. The client has defined their needs in terms of the project and the students work closely with the client to address and help find a solution based on market research. The research approach has always been multi-faceted bringing to the problem both quantitative (market surveys) and qualitative (focus groups, ZMET, 1-on-1 interviews) research along with secondary market research. All these approaches have been used to address the problem from various perspectives to find a set of recommendations that are feasible and optimal for the client.

Some past clients include the following:

1) Program in Environmental Science and Policy at CSULB, Professor Darwin Hall (co-director). The project involved coming up with a set of effective communication tools to help market the program to introduce this new
interdiscplinary degree to prospective high school students, tranfer students, and current CSULB students.

2) 49ers Convenience Store at CSULB. Student teams were asked to help determine what were some potential marketing strategies that could be used to increase traffic patterns in the convenience store. This included coming up with some marketing communication strategies as well as identifying some means of increasing the amount of time that is spent in the convenience store by current customers.

3) American Sole, Newport Beach, CA, Sergio Cardena (owner). This was a new enterprise that specializes in
flip flops both in brick and mortar and online environments. The goal of the project was to provide ideas and guidance to the owner on how to market the store to a set of target customers.

4) Greening the Restaurant Business in Long Beach, Jerry Schubel, Barbara Long, and Carina Leoni. This is a project that is being supported by a group of restaurants and the Aquarium of Long Beach to determine strategies that these restaurants can use to encourage green practices and develop some form of green certification label.

Examples of these project reports are available upon request from Professor Martin.

 

 

 

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