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Course Objectives

CO-1: Explain the various components of e-business.

CO-5: Complete an online marketing plan.

Directions:

Please submit a one-page proposal describing your topic for your Online Marketing plan due in week 7. Remember that your final paper is a 15-page online marketing plan for a company of your choice. I expect your paper to be well researched, clearly written, well organized, and generally reflective of graduate-level academic work.

 Please remember that this paper will focus on an online marketing plan; the company itself does not necessarily have to exist only online.

Things to include in a proposal: What (company or product), Why ( does the company not exist, are they missing the mark, or do you want to write a new innovative plan for the company), and some preliminary thoughts on “how.” This could include a new market you intend to reach or a new strategy you want to employ.

This proposal must be in APA format and include external research.

 

CO-4: Explain the importance of e-business communication and its impact on marketing strategies.

CO-6: Evaluate the impact of e-commerce in today’s marketplace. 

Directions: Choose a company you are familiar with and write a two-page paper examining its online strategy. Look at both their strengths and weaknesses. What would you do the same? What would you do differently?

You are to choose a modern brand (Starbucks is the brand you will be using) and use the same brand throughout this exercise. Analyze the story that your brand is telling through its advertising, packaging and other marketing communications. After a thorough analysis, answer the following questions:
1. What type of creative appeals does your brand use? How effective are these appeals in reaching your brand’s objectives?
2. Thinking about the criteria the reading outlines on what makes a good story, how effective is your brand’s storytelling? Who are the hero and villains in your brand’s story? How does your brand factor into their relationship?
3. Try to delve into the meanings that consumers are cocreating for your brand. Analyze what consumers are saying about your brand on Facebook, Twitter, Yelp, or other social media sites. Try typing “(your brand’s name Starbucks) parody” in the Youtube search bar and watch what consumers are creating. Search your brand on Instagram and see what pictures consumers are posting. Then, answer the following question-
What new meanings are consumers bringing to the brand? Are these meanings consistent or inconsistent with the existing meaning of the brand? What do these meanings say about the difference between the brand’s identity put forth by the managers and the brand’s image in the minds of the consumers? 
4. How is the brand trying to converse with its co-creating consumers? Is it successful or should it stay out of the way?

You are to choose a modern brand (Starbucks is the brand you will be using) and use the same brand throughout this exercise. Analyze the story that your brand is telling through its advertising, packaging and other marketing communications. After a thorough analysis, answer the following questions:
1. What type of creative appeals does your brand use? How effective are these appeals in reaching your brand’s objectives?
2. Thinking about the criteria the reading outlines on what makes a good story, how effective is your brand’s storytelling? Who are the hero and villains in your brand’s story? How does your brand factor into their relationship?
3. Try to delve into the meanings that consumers are cocreating for your brand. Analyze what consumers are saying about your brand on Facebook, Twitter, Yelp, or other social media sites. Try typing “(your brand’s name Starbucks) parody” in the Youtube search bar and watch what consumers are creating. Search your brand on Instagram and see what pictures consumers are posting. Then, answer the following question-
What new meanings are consumers bringing to the brand? Are these meanings consistent or inconsistent with the existing meaning of the brand? What do these meanings say about the difference between the brand’s identity put forth by the managers and the brand’s image in the minds of the consumers? 
4. How is the brand trying to converse with its co-creating consumers? Is it successful or should it stay out of the way?

Please read the following Harvard Business Review article :

VIRTUOSO TEAMS
by Bill Fischer and Andy Boynton

 

Please, answer for your INITIAL posting and discuss ALL the following questions in great detail:

1. Detailed – Comprehensive Summary for this reading.

        Your Detailed – Comprehensive Summary for THIS article post should be no less of 1,200 words.

2. Which are the three most CRITICAL ISSUES for this reading? Please explain why? and analyze, and discuss in great detail …

       For EACH Critical Issue please post at least two strong comprehensive paragraphs

3. Which are the three most relevant LESSONS LEARNED for this reading? Please explain why? and analyze, and discuss in great detail …

        For EACH Lesson Learned please post at least two strong comprehensive paragraphs

4. Which are the three most important BEST PRACTICES for this reading? Please explain why? and analyze, and discuss in great detail …

        For EACH Best Practice please post at least two strong comprehensive paragraphs

Please answer the questions using the provided article ONLY!