Date of Defense


Date of Graduation




First Advisor

Ann Veeck

Second Advisor

Joann Atkin


The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club.

To examine the practicality of a new dance club, two surveys were created: one for current WMU students and one for high school students. Research from the survey for WMU students concluded that 25.60% of respondents are somewhat or extremely interested in a new dance club being on campus. In response to a question about what styles of dance in which they were most interested, the top three responses were jazz, contemporary and modern. The 86 students were divided into three market segmentations: male freshmen, females and transfer students. In addition, six interviews were conducted to obtain more in-depth information related to interest in dance.

The goals for the marketing plan are to create the framework for a recreational dance club at Western Michigan University and to establish a recreational dance club at Western Michigan University.

To achieve these goals, a marketing strategy was developed, which includes an in-depth explanation of the club’s unique value proposition. The strategy also describes how the club will be created through the formation of an executive board, signing up as an RSO, participating in Experience WMU and Bronco Bash and creating membership guidelines and a schedule. To join, members will pay $30; research concluded that most respondents would pay between $21-$30 to be a part of the club. Additionally, practices will be held twice a week at the student recreational center and will only be one hour long for each level, as research conducted most respondents would commit 1-2 days and 3-4 hours a week. The strategy also outlines a promotional campaign to publicize the club, which includes sending out emails, creating and scheduling social media posts and distributing fliers. The strategies should also be evaluated continually to determine their effectiveness.

Overall, the intention is that the marketing plan will be used immediately or in the near future, so students at WMU can have the opportunity to be a part of a dance club that is welcome to all levels of dancers, requires a low time commitment and offers multiple styles of dance.

Access Setting

Honors Thesis-Open Access

Honors Thesis Presentation2.pdf (2116 kB)
Defense Presentation