University of Southern California

Fall 2012 Winners

Yi (Terry) Zhang

Yi (Terry) Zhang

Terry is expected to graduate from University of Southern California in December 2013 with a master’s degree in Communication Management. He has a solid grounding in statistical analysis methods and a passion for using data to tell interesting stories. He is interested in market research and hopes to find employment in the market research industry upon his graduation from USC.

“I never expected to work with FOX Sports. They gave us the opportunity to apply our knowledge and skills to their project.”

“Solving the problems in the real marketplace is quite different from that in our course projects.”

“We cannot control any factors as we did in classes and have to consider all the problems that would arise if our plan were implemented.”

Helen Jiayun Xing

Helen Jiayun Xing

Helen Xing is a graduate student of University of Southern California, majoring in Communication Management. She focuses her study in entertainment marketing and branding and has been an intern for many entertainment companies since she came to the States, including the IMAX Corporation and NBCUniversal.

“This project of FOX Sports helps me realize the importance of marketing research and learn how to turn numbers into real-world decisions.”

“Communication within the team is a piece of art.  Different people have different ideas.”

“It’s amazing to put things together and make things happen. It’s even more amazing to be the winner.”

Junu Park

Junu Park

Junu Park who is originally from South Korea is a graduate candidate for a M.A. of Communication Management in the Annenberg School of Journalism in USC. At USC, Park has learned how to effectively use diverse media platforms as marketing tools. In particular, he has focused on investigating the difference of each social medium and how to effectively use it to communicate with customers. Prior to USC, he was a B2B Food product Sales staff for a global food and food service company and an artillery officer. His experience helped him understand how to convince and motivate people. Upon graduation, Park will most likely be working in the entertainment realm as a marketer, communication strategist, or a market researcher.

“[FOX Sports] University allowed me to experience the real market and apply the learning from the academic studies.”

“USC was the best choice for me to learn about media and communication. At the same time, I couldn’t shake off the feeling that there was one missing part to complete the jigsaw puzzle that I’d expected from USC. I found the last piece of the puzzle from the Creative University project.”

Szu-Yu Tuan

Szu-Yu Tuan

Szu-Yu Tuan is pursuing her master degree of Communication Management at USC Annenberg school. Before coming to the sunny Los Angeles, she graduated from Taiwan Chiao Tung University with a Bachelor’s degree in Management Science. With the wonderful experience of FOX Creative University and her PR internship at the Pilot Group during this winter, she is now prepared to take new challenges in her second year at USC.

“Joining in the FOX [Sports] University not only endowed me with the hands-on experience of solid marketing research but enabled me to find each of my teammates’ excellence.”

“This is definitely a fantastic experience!”

“Before all these happened, I had never dreamed that I would work with FOX and be in the winning team.”

Mitter Chen

Mitter Chen

Mitter Chen comes from main land China. He is currently a student studying in Annenberg School, USC. With a major of Communication Management, he has training on business, marketing and audience analysis skills. At the same time, his practical experience in the non-profit short film named City of Dream (it has been reported by LA Times, World Journal, and Xinhua News Agency, which is the largest news agency in China) and many other film projects gave me valuable exposure to production works. In his undergraduate years, he was the leader of student association and the college debate team. He has a passion on media, hoping he could contribute to the society through his work in this amazing industry.

“The first time I find myself so creative and effective is with [FOX Sports] University.”

“The work with FOX Sports reminds me how interesting marketing research is.”

 

Fall 2012 Project Description

FOX Sports U students at USC’s Annenberg School for Communication and Journalism researched and analyzed a wide variety of business questions, from examining how business incumbents are challenged by new products in the market, to studying the national cable and broadcast environment prior to the launch of FOX Sports 1. In the final presentations, students delivered conceptual and strategic plans, as well as philosophical answers, to the business questions posed.

 

Professor Profile

Kimberlie Stephens

Kimberlie Stephens

Dr. Stephens strives to work at the intersection of research and practice. A student of organizations, she works as an instructor, facilitator and researcher to bridge academia and industry, allowing each to inform and motivate the other. As an instructor in the Communication Management Masters Program, Dr. Stephens aims to help students understand both the power and limitations of theory-in-practice by requiring them to apply course concepts in corporate, public and non-profit contexts.

Dr. Stephens’ main areas of research are strategic communication, organizational design and interorganizational relationships. Her work aims to increase our understanding of how organizations achieve their strategic goals in the midst of highly interdependent, complex and fast-paced communication environments. She has worked in different capacities with organizations such as the United States Navy, Anna’s Linens, Fox Sports, Nickelodeon and Sony Pictures Entertainment.

Dr. Stephens received her doctorate in organizational communication from the Annenberg School for Communication & Journalism at the University of Southern California. Prior to returning to graduate school she received her B.A. in Communication and worked at Promedica International CME, a continuing medical education provider.

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