個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
SparqU and the Colorado Paradox
內容大綱
In late 2020, Lynn Wilson, a social entrepreneur and chief executive officer of SparqU, Inc., gave himself one year to turn his company around. SparqU, which offered digital literacy training to underserved and underrepresented communities, had been funded by a workforce grant. But when the grant expired, Wilson left his academic teaching position to focus full-time on SparqU and fulfill his passion for helping Colorado’s people of colour, low income, and underserved to become digitally literate and improve their job opportunities. Wilson was all in. But he wondered, would his current promotional strategy targeted towards those needing to build digital literacy skills eventually be profitable ? Or should he consider other segments?
學習目標
This case is designed for graduate students or advanced undergraduate students. It is best positioned in the marketing discipline, entrepreneurship, or business class content focused on diversity equity and inclusion and/or corporate social responsibility. After working through the case and assignment questions, students will be able to do the following:<ul><li>Identify key environmental forces and SWOT (strengths, weaknesses, opportunity and threats) to determine market growth potential.</li><li>Discuss how diversity, equity, and inclusion play a role in market segmentation decisions.</li><li>Develop low-cost promotional marketing recommendations for the selected target audience.</li></ul>