This proposal is based on determining attitudes and perceived relevancy among key constituencies regarding the desire, capability and value of a Manned Mare Mission. The National Aeronautics and Space Administration (NASA) has such a program in its planes and this proposal becomes part of the overall business plan which supports the Mission. The Team assembled to conduct this effort at the University of Texas at Austin is drawn from two schools with the University. The College of Business Administration and the College of Communication have jointly participated in the development of this document; their student team is prepared to execute the study in accordance with the work outlined.
Team: The University of Texas at Austin
The overall goal of the proposed study is to have the customer dimension- their attitudes and values- fully understood so that the possibility of messages directed towards them being effective is enhanced. This dimension is of particular importance when mission and major national programs are considered that require long lead times between their inception and their anticipated pay-off. The funding and support needed over a relatively long period of time with a substantial sense of experietial involvement. Those concerns have become the objectives of the proposed program.
Using contemporary techniques in strategic development, massage creation, and marketing communications the study team has proposed a program that is comprehensive and moves from benchmarking to evaluation of message impact. The proposed effort is staffed by a student team composed of graduate and undergraduate students selected from advertising and marketing disciplines all of whom share an interest in the NASA space efforts and the Manned Mars Mission.