College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Experience Industry Management Department

Degree Name - Author 1

BS in Recreation, Parks, and Tourism Administration



Primary Advisor

Brian Greenwood, College of Agriculture, Food, and Environmental Sciences, Experience Industry Management Department


A company’s marketing strategy is crucial to said company’s success and expansion throughout its lifecycle. When looking at the automotive industry and its marketing standards, RAM is taking a step beyond with its partnership with Yellowstone. The purpose of this study was to analyze RAM’s marketing strategy in the Paramount series, Yellowstone. A case study was conducted on RAM through a tool created by the researcher with data collected from RAM’s core site, Yellowstone’s core site, and a variety of news and statistic outlets. The results of this study determined that RAM’s marketing strategy is highly successful in connection with Yellowstone as their strategy exposes consumers to RAM’s products in a unique way. The researcher suggests an expansion of both RAM’s and Yellowstone’s joint sponsorship and product placement strategies to further connect with current and potential Yellowstone viewers and RAM consumers.