UHV students conduct marketing study for Victoria ballet company – Victoria Advocate

MKT Plan

When Brenda Tally, the artistic director of the Victoria Ballet Theatre, was looking for a way to develop a marketing strategy for the nonprofit, she knew she could turn to the University of Houston-Victoria for guidance.

“As a small nonprofit with part-time employees, we are looking for ways to maximize our small budget to research the best methods for us to market to our community,” Tally said. “This is a great way to collaborate with the university as a resource.”

This past spring, UHV students in the undergraduate Marketing Research class conducted both a qualitative study and a quantitative study for the nonprofit to help provide insight into what current and prospective ballet patrons think of the theatre’s performances, fundraising events and outreach.

In the past, students in the School of Business Administration have helped nonprofit organizations, such as Fort Bend County Libraries, said Jun Yang, a UHV associate
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