...BAB111 Revised January 12, 2005 ILinc Case Study of a Start Up “It’s been a long semester,” thought Mark Bernstein. “I have spent a lot of time with Degerhan working on our business plan for our proposed new venture, Interactive Learning Corporation, but can we really make it go? Should we even try? I’ve got a good job waiting for me with a large corporation. Is the upside potential of ILinc great enough to justify taking the risk?” Mark Bernstein and Degerhan Usluel knew each other from MBA classes at Rensselaer Polytechnic Institute. Outside a career fair sponsored by the school in the fall of 1993, Bernstein was sitting on a bench when Usluel approached and asked, “Do you really want to work for any of them?”, referring to the established companies at the career fair. “No, I can’t see myself working for corporate America. I’d really like to start my own business, but I’m not sure what to do,” Mark replied. “I know what you mean. I can’t see myself being a small part of a large corporation. I’ve been doing some work for Professor Jack Wilson that has made me wonder whether there might be something in our project that could be turned into a business,” explained Usluel. Thus began the prospecting. The Players Mark Bernstein Bernstein earned a BA in Economics from Union College. Articulate and hard driving, he had worked in sales and sales management for several computer related companies for over nine years before enrolling in Rensselaer’s MBA program...
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...Kelsey Bradbury/COMM 427 THE GROWING ROLE OF SOCIAL MEDIA IN TOURISM MARKETING In early November, marketing and public relations professionals from tourism industry offices across the United States attended the Second Annual Symposium on the Use of Social Media in the Tourism Industry (“Social Media Tourism Symposium,” 2011). The topic of the conference speaks to a growing trend in tourism promotion. Attendees focused on best practices for interacting with consumers via social media channels—an important skill, as social media is fast becoming one of the most vital, cost-efficient tools in tourism marketing. Effective use of social media has been proven to boost the number and length of visits, as well as visitor satisfaction and number of return visits. Destination Marketing Organizations and Tourism Marketing Strategy The tourism industry as a whole encompasses a variety of different service and consumer product industries. One type of tourism office is a destination marketing organization, or DMO. The goal of DMOs is to increase tourism to a particular city, state, or region. DMOs seek to achieve their goals by branding the area as a whole and advertising that brand; promoting specific institutions, restaurants, accommodations, attractions, activities, and events that take place in the area; and offering information and assistance to visitors. The Growth of Social Media Social media, which Merriam-Webster defines as “forms of electronic communication (as Web sites...
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...efforts * Management considerations * Financial considerations | 5++ | Analysis of each of the 7 techniques discussed in the case study, including advantages and disadvantages of each specific to Big Skinny | 6++ | Recommended online media plan (must be compiled from some or all of those seven techniques outlined above). Recommendation should include at least three of the online tools, may have more if the case facts justify it | 7++ | Recommended offline (traditional) media to support online efforts to sell Big Skinny wallets | 8 | Management and financial challenges to implement your recommendations | 9 | Endnotes | 10 | Bibliography | 11 | Exhibits, if any | Case Study 3: Big Skinny Wallets Due: End of Week 6 Case Overview Big Skinny CEO Kiril Alexandrov is an expert at selling his company's product -- ultra thin wallets -- through in-person interactions and conventional media. He has been very successful based to a large extent on Kiril's personal selling skills at street fairs. However, his online marketing strategy is ad hoc and the company's first venture into online media was a disaster. The case discusses seven Internet marketing technologies, which Big Skinny has used or is considering: 1. display ads, 2. algorithmic search 3. sponsored search, 4. social media, 5. interactive content...
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...sales in the industry even though the newspaper’s print circulation has declined. However, its digital subscriptions fall significantly behind its major competitors and USA Today is no longer the most widely read newspaper. In regards to printed newspaper circulation, the industry as a whole is experiencing a decline in performance. This is due to decreased revenues, decreased sales and increased costs. Advertising revenues have declined by 51 percent since 2005. Part of a cultural trend, sales of printed newspapers have also decreased as the customer obtains news from other free sources of media. Increased costs of promotion, newsprint expenses, and distribution also decrease profits. USA Today, like the industry, has experienced a decline in print media since 2006. The previously discussed industry causes are applicable to USA Today. Therefore, the declining Case Study USA Today performance can be due the “changes in the customer or external environments...
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... Special Report MarketingSherpa’s Top 5 Facebook Case Studies from 2010 Copyright © 2010 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the Publisher. HubSpot = Easy & Integrated Landing Pages Website \ Analytics I Email / 810g Sales Tools \ Social Media SEO Lead Nurturing Try HubSpot Inbound Marketing Software with a Free 30 Day Trial HubSppt http://www.hubspot.com/free-trial TABLE OF CONTENTS INTRODUCTION: MARKETINGSHERPA’S TOP 5 FACEBOOK CASE STUDIES FROM 2010 ............ 4 IMPROVE YOUR FACEBOOK PROFILE TO INCREASE CONSUMER INTERACTION: FOUR TACTICS ................................................................................................................................................................. 5 HOW 'LOCALIZING' A BRAND THROUGH SOCIAL MEDIA & IN-PERSON EVENTS CREATED A SUCCESSFUL PRODUCT LAUNCH ................................................................................................................ 14 SOCIAL MEDIA GIVEAWAY CAMPAIGN LIFTS SALES 15%: 6 STEPS................................................ 24 EMAIL AND SOCIAL MEDIA INTEGRATION: 5 STRATEGIES TO GROW AUDIENCES AND DESIGN...
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...Randy Haykin The Making of an Entrepreneur – Case Study 1-B. Randy Haykin has a rich history as an entrepreneur, angel investor and venture capitalist, having contributed to the success of notable companies such as Yahoo!, Viacom, Paramount, BBN, IBM and Apple. Haykin is the Co-Founder and President of Interactive Minds (IM), a firm that actively invests in growth-stage industry-transforming technology companies on the high with responsibilities such as giving them a proper business plan and creative strategies to execute. Haykin also managed strategic relations, including the creation of the “New Media Center” program for higher education, a joint venture with ten other manufacturers and publishers. Before he knew it, his five-year sabbatical at Apple (a standard policy for all employees) was approaching. Haykin was increasingly excited by changes taking place in the new media space. He recalled the events which led to his becoming the Director of Operations and Business Interactive Minds provides the three things entrepreneurs are always seeking: strategic or hand s-on assistance, people, and money. It provides strategic support to assess, define and plan a successful business. In addition, we take hands on management roles to help clients address marketing, sales, business development and operations issues. Interactive Minds helps clients assess and define their management requirements and then undertakes systematic searches to find screen and attract leading...
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...STRAT Case Study “The Walt Disney Company: Its Diversification Strategy in 2012 LELE SONG February 9, 2015 February 9, 2015 KEY ISSUES * Understand why a company’s resources and capabilities are central to its strategic approach: Diversification is Disney’s main strategy for constant growth. The company is broadly diversified, including five major segments. Disney attempted to capture synergies existing between its business units. * Strengthening a company’s market position by expansion: Disney aims to expand globally and exploit the business opportunities in the emerging market since the domestic market is about to be saturated. * Become aware of what the company should do to achieve operating excellence: Instead of letting technology throw threats at the company, Disney decides to embrace technology to enhance quality of products and improve customer experience. Disney’s success is highly dependent on technology. * Become aware of the strategic benefits and risks of expanding a company’s horizontal scope through mergers and acquisitions: Disney has a very clear acquisition strategy, and they have successfully acquired some valuable brands. Acquisition also benefits Disney for global expansion. ANALYSIS The Walt Disney Company (“Disney” or “the company”) was a broadly diversified median and entertainment company. In 2012 the company’s business units were organized into five divisions, which include media networks, parks and resorts, studio entertainment...
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...Learning Media has been producing high quality study materials for more than 30 years. We are the publisher of choice for students, tuition providers, companies and professional bodies in more than 150 countries worldwide. Using the expertise of our specialist authors and tutors, we have developed a range of innovative study aids in a variety of formats including web delivery, audio-visual products, CD-ROMs and books. Our products are designed to support a variety of different learning styles, ensuring all students make the most of their study time and successfully achieve their learning outcomes. This catalogue is your comprehensive guide to the qualifications we publish for and the learning materials we offer in support of those qualifications, together with our UK and overseas stockists directory. CONNECT WITH US bpp.com/learningmedia twitter.com/bpplm LinkedIn: BPP Learning Media Clients contents 04 ABoUt Us WhaT’s neW aT 12 BPP LeaRning MeDia 14 insTiTUTe OF LeaDeRshiP anD ManageMenT (iLM) 15 MeDiCaL seRies assOCiaTiOn OF BUsiness exeCUTives (aBe) 16 a BRanD neW 17 aPPROaCh a neW iDenTiTY 17 a neW PROPOsiTiOn 18 inFORMaTiOn FOR BOOKseLLeRs 20 WhOLesaLe ORDeRs 23 BeCOMe a sTOCKisT TUiTiOn PROviDeRs 24 TeRMs anD COnDiTiOns OF saLe RegiOnaL saLes ManageRs 24 CUsTOMeR seRviCes PRinTeD 25 PRODUCTs 26 sTUDY TexTs PRaCTiCe & RevisiOn KiTs 27 PassCaRDs 28 eLeCTROniC PRODUCTs 29 eBOOKs 30 eLiBRaRies i-Pass 31 inTeRaCTive PassCaRDs sUCCess CDs 32 i-LeaRn inTeRaCTive 33 LeaRning...
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...advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as “digital advertising”, a form of advertising where businesses implement internet technologies to present promotional advertisement to consumers, digital advertising also includes brand messages presented through social media networking, online advertising on search engines, as well as banner advertising on mobile and website. (Andrew 2010). When it comes to advertising expenditure, digital platforms offer a greater opportunity, timeliness, and relevance to achieve greater understanding to advertising expenditure. This essay will be discussing how advertisers accommodate the trending in digital development and how to engage with the potential consumer in digital ages through three components. First of all, advertising on social media networking perhaps is an essential for advertisers to engage with as social media has been heavily using among young consumers. Second of all, the concept of “over the top” has upended the traditional television advertising by delivering video content via the internet and without a multiple system operator being involved. Third of all, search advertising can be an alternative method to approach consumer as...
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...of Social Media use on Academic Performance among university students: A Pilot Study Waleed Mugahed Al-Rahmi1 Mohd Shahizan Othman2 e-mail: abumunir82@yahoo.com e-mail: shahizan@utm.my Author(s) Contact Details: 1,2 Faculty of Computing, Universiti Teknologi Malaysia, 81310 Skudai, Johor, Malaysia Abstract — There is no doubt that Social media has gained wider acceptability and usability and is also becoming probably the most important communication tools among students especially at the higher level of educational pursuit. As much as social media is viewed as having bridged the gap in communication that existed. Within the social media Facebook, Twitter and others are now gaining more and more patronage. These websites and social forums are way of communicating directly with other people socially. Social media has the potentials of influencing decision-making in a very short time regardless of the distance. On the bases of its influence, benefits and demerits this study is carried out in order to highlight the potentials of social media in the academic setting by collaborative learning and improve the students' academic performance. The results show that collaborative learning positively and significantly with interactive with peers, interactive with teachers and engagement which impact the students’ academic performance. Keywords –social media usage, collaborative learning, higher education and students’ academic performance. 1. INTRODUCTION The social media has become...
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...business while they keep their classics fresh in their customers' minds too by using them in different areas. This case study analysis is about the the Walt Disney Company and how they are using different business areas to keep their brand and products fresh in minds of their customers. The purpose of the study is to give examples of Disney and Warner Bros’ marketing strategies to compete to stay in the business. Keywords: Walt Disney, Warner Bros, Entertainment companies Overview In this case study, I will compare Disney with the Warner Bros. I will give information about the brands in similar business segments they are both in and their competition in the entertainment industry. I will give examples of the new and classic products from different business segments for the both companies and how they are using them for years. The Walt Disney Company & Comparison with the Time Warner Company The Walt Disney Company is one of the most famous entertainment company in the world today. The company consists of five main segments. Those segments are Consumer Products, Media Networks, Studio Entertainment, Interactive Media and Parks & Resorts. (“Disney Company Our Businesses”, 2015) Walt Disney Media Networks includes nationwide television and radio networks like ABC Television Network, ESPN and the Disney Channel International. (“Disney Company Media Networks”, 2015). Walt Disney Studio Entertainment segment includes studios that produce...
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...What Do I Put In My E-Media Content? In this ever-progressing day and age, one can’t help but to notice that everything is going electronic. Mail, books, cars (and even cigarettes!) have all gone electronic. In turn, this evolution breeds a new form of media dubbed the electronic media or e-media. What is e-media? According to BusinessDictionary.com, e-media is defined as “Broadcast or storage media that take advantage of electronic technology. They may include television, radio, Internet, fax, CD-ROMs, DVD, and any other medium that requires electricity or digital encoding of information.“ In the earlier years, e-media was perceived to be as no different than its print counterpart. However, that perception couldn’t be more far fetched. Technology has evolved and so has our means of communication, hence, advertisers need to adapt themselves to this change. What makes e-media so different? Because of the electronic nature of e-media, advertisements have the edge of being more interactive over print media. With the use of Internet and smartphones getting more common among people, advertisers can specifically target consumers based on their web activity. Interactive advertising that requires consumers to take part in it is becoming more popular among companies to build or expand their brand recognition. Having said so, copywriting for e-media is definitely a skill that needs to be perfected because it’s used by everyone and will not stop growing anytime soon....
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...Social Media and the Elderly Is The Use of Social Media Making The Elderly Better-Connected? Websites such as Facebook and Google+ are commonly referred to as social media. Social media are websites and internet-based applications which allow users to exchange content and messages with each other. Over the course of the past decade, social media has become more and more important. At the same time, in all developed countries and in many developing countries, the population has begun to age as both birth and death rates fall. There is much research which indicates that social media makes it easier to interact with other people, to find people with similar interests, and to keep in touch with those whom one already knows. However, there is nearly just as much research which indicates the opposite – that social media serves to disconnect one from one's friends, that it creates social isolation, and that it causes superficial interactions. Adding to the difficulties in reaching a clear conclusion about this matter is the fact that many, if not most of the studies about the effects of social media on friendships and social interactions have been done on the young. Even for studies about the young, it is not entirely certain if a broader social network encourages adoption of social media, or if adoption of social media encourages a broader social network. Judging from what is known about other differences between older people and young people, it is quite likely that the ways in...
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...The Effect of Videogames on Student Achievement BY JONATHAN CRATON Introduction In the past few decades, interactive electronic media has grown from virtual non-existence to one of the primary means of entertainment for college students. In more recent years, the Internet has completely changed the landscape of electronic media from something individual and static into something with the potential to be interactive and social. This article examines the effects of increased student usage of traditional video games as well as online games. The demographics of the typical game player will be examined along with effects on the individual development and sociological perceptions. This article will also look at the potential education utility of video games and the effect of games on student engagement and social development. The College Gamer Recent data from UCLA’s Higher Education Research Institute provides useful information about video game usage on college campuses. The data show that most college students have played video games, many play them regularly, and a small percentage use them as a primary means of entertainment and leisure. In the 2009 Freshman Survey, around 1% of respondents admitted to playing over 20 hours of videogames per week. Over 35% of the respondents stated that they play at least one hour per week. There is an enormous gender disparity in the amount of time spend on videogames. While less than 1 in 50 incoming freshmen women played more than 10...
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...Disney Case Study 1) What does Disney do best to connect with its core consumers? Interestingly Disney’s core customers have changed during the company’s history. During the 1980s, Disney started marketing to the elderly as well. But more importantly, this company has over the years used emerging technology to improve guest satisfaction through a progressively richer media and entertainment experience. Disney has succeeded over the years by constantly changing its parts, themes of new movies while still making available nostalgic characters to remind an entire generation of the multimedia they grew up with. Walt Disney studios, parks and resorts, Disney consumer products, media network’s and interactive media make up the 5 segments of the Disney market. Each of these segments have a diverse age range as well as different tastes in Disney characters and their personalities as brought to light by the park staff, Voice (over actors and all the cast of the various movies and shows that Walt Disney and the great creative minds that the company as attracted into its work force. Disney targets secondary guests also. These are people who have any influence in the buyer’s decision to buy or not buy to see a movie or not to see a movie. The impression the store or employee has on this secondary guest can lead to repeat business. Essentially Disney views any purchasing process from approach to sale to service as an opportunity to put on another show and wow the guest who frankly has...
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