WEST LIBERTY, W.Va., April 19, 2023 – West Liberty University’s Gary E. West College of Business (WCOB) students unveiled the result of their marketing plan for a new business as part of their Marketing Capstone Class today.
“This team has worked extremely hard and learned well over their college years. Each graduate is required to participate in a capstone class related to their major and the purpose of this capstone is to combine all the previous major courses and implement them in real-world situations,” said Ingrid Loy, WLU marketing instructor.
The business students were assigned the project of creating a full marketing plan for a local business. The team of eight business students were to create a marketing plan for the new on-campus thrift shop, known as Topper Thrift.
The shop was the brainstorm of instructor of finance and general business Tina DeWitt who began the effort not long ago.
The marketing plan includes a brand personality direction, a social media plan, implementation timetable, and TV commercial and was formally presented to an audience of classmates, faculty, staff, and administrators in the Alumni Hall on Honor Alcove in Elbin Library.
Calling themselves MS BANS Marketing Inc. members of the team report that the experience provided real-world experience that is certain to be helpful in their future professions. Some of the students’ comments on the experience include:
Sydney Burkle, Wheeling, “When you are asked to write a marketing plan for a business that is minimally established and that has no development budget, the task could seem daunting. However, we have been able to tackle this challenge and provide the University with a plan for the store that aligns with WLU’s current mission and that embodies the core values within.”
Madison Dobkin, Moundsville, “Making the first marketing plan of Topper Thrift is such a great opportunity to be a part of. I love that we were able to use our marketing education to develop a plan like this to grow this small business on campus.”
Samantha Large, Elizabeth, Pa., “The capstone projects we are completing give us an opportunity to evaluate both a new business and a well-established business. The stark contrasts between the two brands are what makes this project unique. This has allowed us to create completely new ideas for both companies while learning about the constraints and differences between established and new firms.”
Arriana Manzay, Lubbock, Texas, agrees with Large and adds that her experience with the capstone project has added “confidence to her work as she prepares for her future.”
Alexis Ramby, Lebanon, Ohio, “It has been a great experience to be part of Topper Thrift’s development, creating the first marketing plan for this business and contributing to its success.”
Braidyn Reed, Lancaster, Ohio, “The marketing management project has allowed me to experience first-hand how to work with a business client and meet their needs which will assist me in excelling in the business world after graduation.”
Nathalia Valencia, Cochabamba, Bolivia, “Working on this project has increased my confidence and has taught me so many new skills, working in a big group was a little challenging but with contributions from every member of the team we reached our goal and I can’t wait for this project to be implemented.”
Anna Welsh, Akron, Ohio, “Being able to expand and create a successful marketing plan for Topper Thrift is a truly rewarding experience that allows student input and creativity to be showcased.”
Topper Thrift relies on donations from faculty, staff, students and alumni and is located in Main Hall, Room 185 (East). It is usually open from 11 a.m. – 2 p.m., Monday – Wednesday. It is open to the public.