University of Southern California

Spring 2010 Winners

Katherine Lanigan

Katherine Lanigan

Katherine recently graduated with her Masters in Communication Management from USC and moved back to her home in New York City. After graduation, Katherine is looking forward to beginning her career in Marketing Consulting and taking on many more exciting projects!

“Through working with [FOX Sports] University I was able to gain valuable experience in the marketing research design process, hone my creative and analytical skills and gain insight into my future career. It was great to work with such big names in the sports world and connect my classroom experience with the real world of sports marketing!”

Zhan Xu

Zhan Xu

Originally from China, Zhan Xu will graduate in December 2010 with a Master of Communication Management from University of Southern California. She has had great experiences throughout her college career from interning as an editor at the international department of Wen Hui Daily (Shanghai) in China to writing news bites about Asian arts, for Asian Pacific Art. After graduation, it is her ultimate goal to work at a media company in marketing, production or the creative department.

“I never thought I could learn so much from creating this campaign. It gave me so much first hand experience in research and advertising.”

Fiona Lin

Fiona Lin

Fang-Ting (Fiona) Lin, a native of Taiwan, graduated from Taiwan’s Cheng-Chi University with a degree in Journalism. After graduating, she joined Elite Public Relation Agency as an Account Executive. During her time there, she worked directly with Hewlett-Packard on various campaigns including their annual netbook launch. She is currently a graduate candidate at USC’s Annenberg School of Communication, class of 2011. After graduation, she hopes to use her diverse background and training to facilitate communication and partnerships between businesses in Asia and America.

“Developing this campaign gave me an opportunity to put my academic training in marketing research to practical use for a major sports franchise in a major market. It’s truly been one of the highlights of my graduate career.”

Jieun Shin

Jieun Shin

Graduated in 2010 from USC (University of Southern California) with her M.A. in Communication Management. She is currently pursuing a Ph.D also at USC with concentration in human-computer interaction and communication policies.

“Last semester, our team members gathered every weekend to conduct marketing research, brainstorm campaign ideas, and prepare a final presentation. It was indeed a busy semester. However, the thrill of witnessing an idea blossoming into an applicable creative made it all worthwhile.”

Elizabeth Chapin

Elizabeth Chapin

Elizabeth Chapin received a Master’s in Strategic Public Relations from USC in May 2010.  She now works in the public affairs office for the California State University system.  Liz’s background includes experience in TV, print, and radio media.  Her hometown of Green Bay, Wisconsin gave her some extra understanding of the scope of the project.

“In cities like Green Bay, being a fan is part of who you are because that’s all you have,” Liz says, “LA is busy and fast, but I think people here have a hidden attraction for the spirit of the small-town sports fan – it’s that sense of belonging we all instinctively long for.  Researching to find the avenue to reflect the psyche of the diehard sports fan, in an amount that was digestable to everyone else, was very rewarding.”

 

Spring 2010 Project Description

FOX Sports West teamed up with the University of Southern California to develop the Los Angeles King’s 2010-11 integrated marketing campaign. The graduate students, led by Professor Kimberlie Stephens, presented their campaign concepts to the network and team as part of the final class project.

 

Professor Profile

Kim Stephens

Kim 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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