MBA students develop strategies to monetize content produced by World Affairs Council Atlanta

The World Affairs Council of Atlanta is a nonprofit affiliated with Georgia State University’s Robinson College of Business and the World Affairs Councils of America. The nonpartisan, membership and grant-supported organization provides a forum for informed discussion of the global affairs that impact the metro Atlanta area and supports the city’s transformation into an international economic hub. The council delivers 50-70 programs yearly, hosting experts from around the world.

Prior to the pandemic, World Affairs Council programs were in-person events. Participants registered and purchased tickets in advance. In response to the COVID-19 pandemic, the council implemented free online programs open to the public. As a result, primary sources of revenue – corporate sponsorships, ticket and table sales – dried up. At this juncture, the council contacted Alok Saboo, Taylor E. Little Jr. Professor of Marketing, for assistance with monetizing content produced through the council’s online programs.

Under Saboo’s guidance, marketing-focused in Robinson’s Flexible MBA program developed actionable strategies for the council to implement with limited resources, culminating in this presentation of recommendations.

Fernanda Luchine Ishira, executive director of the council, “was impressed by the content the class delivered in a short timeframe. They clearly embraced the opportunity to help the council overcome its marketing challenges.”

“Their commitment to the project was reflected in the quality of their reports and their spot-on recommendations. This success story is a great example of Georgia State cross-collaboration producing win-win outcomes. The students gained experience worked on a real marketing problem for a real organization. And the council benefited by receiving outstanding recommendations to apply with limited resources.”

Learn about Robinson’s Flexible MBA program.