Company Analysis

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PROJECT1: COMPANY ANALYSIS

Objective

The purpose of this project is to demonstrate your understanding of the following course concepts:

1. How companies use digital and social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal.

2. How digital media has transformed the communication of idea, information, and arguments in society.

Project Description
The use of digital media has transformed how companies communicate with their customers. The use of the websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs has shaped current day communication strategies.

Project 1 Consists of:

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1. Project Requirements (topics and content to cover)

2. Paper Requirements (content organization)

3. Submission Requirements (how to submit your assignment)

4. APA Resources  (how to cite and select sources)

5. Due Date Information and Late Policy

Project Requirements
Select a company that utilizes digital or social media to communicate with customers to complete Section 1.
NOTE 1: You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).

SECTION 1: COMPANY INFORMATION
Provide the following information about the company you select:
Item 1:
What is the name of the company?

Item 2:
What year was the company established?

Item 3:
What is the company’s goal or mission?

Item 4:
What products and services does the company offer or provide?

Item 5: 
Provide the company website address (URL).

Item 6: 
How many employees does the company employ?

Item 7: 
Where is the company’s headquarters located?

Item 8: 
What are the company’s most recent earnings?

Section 1 Source:
Include at least
one source
for Section 1. Include this source as an in-paper citation and on your Reference page.

Section 1 Example: The Henkel Company
To help you with completing Section 1, an example is provided below:

“…Henkel was founded in 1876. People around the world trust Henkel’s innovations, brands and technologies. In the fiscal year 2016, the company reported sales of approx. 18.7 billion euros and an operating profit of around 3.2 billion euros (adjusted for one-time gains/charges and restructuring charges). The DAX-30 company has its headquarters in Düsseldorf, Germany. Henkel employs more than 50,000 people worldwide, over 80 percent of whom work outside of Germany. Henkel is thus one of the most international German companies…”

Henkel. (2017). Company Profile. In Company Profile. Retrieved 5/18/17, from

http://www.henkel.com/press-and-media/specials/company-profile

NOTE 2: You can not use the Henkel Company in your project.

SECTION 2: DIGITAL AND SOCIAL MEDIA USE
How does the company use Digital and Social Media to communicate with their customers?
Item 1:
List all of the digital and social media platforms the company uses to communicate with customers (including websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs).
Item 2:
Describe how the company uses each digital and social media listed in Item 1 above to achieve their goals or mission.

Section 2 Source:
Include at least
one source
for Section 2. Include this source as an in-paper citation and on your References page.

SECTION 3: ANALYSIS
Provide an example of how the company uses digital and or social media to accomplish an objective (e.g. to address a serious public relations issue, promote a cause, market a product, achieve strategic advantage by using Big Data, or promote an event).
Item 1:  Describe the situation or example in detail.
Item 2:  How successful was the company in accomplishing the objective? Support your answer.
Item 3:  List one thing the company could have done better to accomplish their objective.
Item 4: If you decide to discuss the company’s use of Big Data to achieve strategic advantage, does their use of Big Data concern you as a potential customer? Why or why not?

To help you with completing Section 3, we have provided two sample topics below:
Section 3 Example 1: Target’s Data Breach

Target’s December 2013 data breach was a public relations nightmare, but the company responded swiftly over social media, posting safety guidelines on Twitter and keeping an open dialog with its aggrieved customers.


Section 3 Example 2: Target’s Use of Big Data

Target is renowned in the industry for its data collection practices.  Target maintains a customer relationship management database which includes information from in-store purchases (they link all of your purchases to a unique customer identifier) and data they collect externally (e.g. data from Facebook and other sources).  Combine the two data streams and Target can predict, with high degree of certainly, what your gender is, where you live, how far you travel to work, your relationship status, and they can even tell if you are pregnant, and if so, when you are due. The amount of money spent each year in pregnancy-related purchases is tremendous. In efforts to win the market share in this profit area, Target has hired a team of statisticians to perform predictive analysis. The goal, in this particular situation, is to predict which women are expecting (or soon to be), without asking them directly, by analyzing their purchasing behavior (e.g. cribs, baby clothes, prenatal vitamins, etc.). This way Target can “target” this particular demographic (with coupons, discounts, and other offers) very early, thus getting a jump on the competition.


Section 3 Sources

: Include at least
two sources
for Section 3. Include the two sources as in-paper citations and on your References page. At least one source should be professional or scholarly. 
NOTE 3: You can not use Target in your project or any company we discussed in class (e.g. Google).

Paper Requirements
1. Your paper must follow APA format guidelines throughout.
(A sample APA template for you to use is attached to the bottom of this page).

1. Double-spaced

2. 1 inch Margins

3. 12-point size professional font (e.g. Times New Roman).

4. Header

5. Automatic Page numbers

6. Title page

7. Reference page

2. Length: Minimum of 1,500; Maximum of 2,000 words.
(Title page, Reference page, and direct quotes do not count toward the total word count). 
NOTE 4: 
Going over 2,000 words is fine, but if you are under 1,500 you will be penalized 10% (one letter grade) for every 100 words you are under the word count minimum. 

3. Include one Image
Include at least one table, graph, or image of an appropriate size that is relevant and supports the information provided in your paper. Feel free to create the image if you like.

Image Example: The Henkel Company Infographic
To help you with completing your project, we have included a sample image.
This is a great infographic that provides data on the Henkel Company. This infographic would work well in Section 1.

Henkel Company Infographic [Digital image]. (n.d.). Retrieved May 18, 2017, from

here

.

4. Title Page

Your title page must be APA formatted and include the following:

1. Project Name

2. Your Name

3. Instructor’s Name

4. Course name and section number

5. Title of Company Analysis

5. References Page
Your References page must be APA formatted.
6. Sources: Include at least Four (4) Sources (Total)

· Include at least One (1) Source for Section 1.

· Include at least One (1) Source for Section 2.

· Include at least Two (2) Sources for Section 3. At least one of the two sources must be a Professional or Scholarly Source.


Clarification:

 Please do not use unprofessional sources such as Wikipedia, About.com, Answers.com, Dictionary.com, How.com, or anything remotely similar.  Examples of
scholarly sources
include textbooks, articles, academic journals, and conference proceedings. Scholarly resources are written by experts in their fields, grounded in research, and often refereed (reviewed and edited by researchers in the field). Examples of
professional sources
include: trade journals or magazines. Professional sources are written for a specific audience that works in certain field. They are not research-based. You can also use our course content (e.g. Read & Watch resources) as a source as well.  UMUC has a top-notch, extensive online library. You can find many scholarly and professional sources there.
NOTE 5: You can also use social media (e.g. Twitter posts, blogs, YouTube) sources as well as this is a paper about the use of digital and social media.
7. Setup & Organization
Your paper must include the following pages and Level 1 Headings:

1. Cover Page

2. Company Profile (Section 1)

3. Digital and Social Media Use (Section 2)

4. Analysis (Section 3)

5.

Reference Page

Running head: COMPANY ANALYSIS OF TARGET

2

Running head: COMPANY ANALYSIS OF TARGET

Student’s Name
Project 1: Company Analysis of Target
CMST 301 – Section 6380
Fall 2017
Professor David P. Johnson

Section 1: Company Information: Target

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum (Internet Usage Statistics, 2017).“

“Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem (TechJournal South, 2015). Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?”

Section 2: Target’s Digital and Social Media Use

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The Use of Statisticians

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Section 3: Analysis: Target’s Use of Big Data

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Target’s Statisticians

“At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus (TechJournal South, 2017).

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References

Alfred, J. N., Bailey, B., & Krautely, R. (2017). The quality of face-to-face relationships. Communications of the ACD, 54(4), 111-118.

Hollywood, D., Wood, J. F., Smite, F., & West N. (2016). Friendships through IM: Examining the relationship between instant messaging and intimacy. Journal of Computer-Mediated Communication, 11, 32-44.

Timmons, L. G., & Wallet, J. C. (2017). Computer-mediated communication effects on virtual reality. Human Communication Research, 28, 310-345.

Underdog, J., & Friday, C. (2016). Internet relationships and their impact on primary giving. Behaviour Changes, 22(2), 123-140.

PROJECT3: RESEARCH PAPER

Objective

The purpose of this project is to demonstrate your understanding of the following course concepts:

1. How companies or organizations and individuals use digital or social media to effectively communicate ideas, information, arguments, and messages to achieve a specific goal.

2. How digital or social media has transformed the communication of idea, information, and arguments in society.

3. Access, analyze, interpret, and evaluate digital media to foster learning and to guide decision-making.

4. Make responsible choices in the creation and consumption of digital media based on awareness of global, social, ethical, and legal contexts.

Project Description
In this project, you will select a topic discussed in class from the list provided below, conduct additional research on the topic, and share this information in a research paper. 

Project 3 consists of:

1. Project Requirements (topics and content to cover)

2. Paper Requirements (content organization)

3. Submission Requirements (how to submit your assignment)

4. APA Resources (how to cite and select sources)

5. Due Date Information and Late Policy

Project Requirements

Select one of the 15 research topics below and complete ALL THREE sections: 

RESEARCH TOPICS

Topic 1: Digital Media as a Distraction (week 1)
1.

Digital Nation: Life on the Virtual Frontier – Chapter 1: Distracted by Everything

PBS Online Video Documentary Series – Chapter 1 (00:00 – 08:28 minutes)
Topic 2: Digital Media’s Effects on the Brain (week 1)
1.

Digital Nation: Life on the Virtual Frontier – Chapter 2: What’s It Doing to Their Brains?

(PBS Online Video Documentary Series – Chapter 2 (08:29 – 10:40 minutes)
Topic 3: The Use of Digital and Social Media in Politics (week 2)
1.

Social media and participation in political protest: Observations from Tahrir Square

(web page)
2.

In 2012, campaigns target voters through their phones

(web page)
Topic 4: Digital Humanitarianism (week 2)
1.

Paul Conneally: Digital Humanitarianism

(TED Talk video)
Topic 5. How Citizens use Digital and Social Media to Report News in Repressive Regimes (week 2)
1.

Clay Shirky: How Social Media Can Make History

(TED Talk video)
Topic 6: Virtual Worlds and Their Impact on Society (week 3)
1.

Digital Nation: Life on the Virtual Frontier- Chapter 7 Virtual Worlds

PBS Online Video Documentary Series – Start the video then Navigate to Chapter 7 (52:05 – 1:01:26)

Topic 7: Digital Rights Management (DRM) (week 4)
1.

What is DRM?

(web page)
Topic 8: Moral Operating Systems (week 4)
1.

Damon Horowitz: We need a “moral operating system”

(TED Talk video)
Topic 9: The Security Mirage
1.

The Security Mirage: Bruce Schneier

(TED Talk video) (week 4)
Topic 10: Customer Data Collection by Phone Companies (week 4)
1.

Malta Spitz: Your Phone Company Is Watching

(TED Talk video)
Topic 11: Social Media and Likes (week 5)
1.

Jennifer Golbeck: The curly fry conundrum: Why social media “likes” say more than you might think

(TED Talk video)
Topic 12: Filter Bubbles (week 5)
1.

Eli Pariser: Beware online “filter bubbles”

(TED Talk video)
Topic 13: The Digital Divide (week 6)
1.

The Digital Divide is Still Leaving Americans Behind

(web page)
2.

Aleph Molinari: Let’s bridge the digital divide!

(TED Talk video)

Topic 14: Cognitive Surplus (week 6)

Clay Shirky: How cognitive surplus will change the world

(TED Talk video)

Topic 15: E-commerce (week 7)

How Amazon Controls E-commerce: Amazon.com the Hidden empire

: (online slide show – 84 slides)

SECTION 1: SELECT ONE TOPIC FROM THE 15 TOPICS LISTED ABOVE
Answer the questions below:

Item 1:
Which topic did you select?

Item 2:
Why does this topic appeal to you?

NOTE 1: Section 1 should be the shortest section of your paper (10-15%).

SECTION 2: SUMMARIZE THE TOPIC YOU SELECTED USING CLASS RESOURCES
Discuss your topic as presented in class.
Item 1: Summarize the information on the topic as presented in the class, using the resource AND any classroom discussion of the topic.


Item 2: Is the topic you selected relevant in a course on digital and social media?
Whether you answer yes or no, justify your answer.

Section 2 Sources:
Include the
source(s)
as an in-paper citation and on your References page.

NOTE 2: Section 2 should comprise (30-40%) of your paper.

SECTION 3: CONDUCT ADDITIONAL RESEARCH ON THE TOPIC

Provide additional information on the topic you selected by locating TWO or MORE new resources (in addition to the resources provided in class) to expand your knowledge of the topic.

Item 1:
What additional sources did you find on the topic you selected (list at least 2)?
Item 2: Why is each resource you found (a) relevant, (b) credible, (c) accurate, and (d) unbiased based on what you learned from the


UMUC: Evaluating Web Resources site


? Address a-d in your answer.
Item 3: What new information do the two new resources contribute to the topic as presented in class?


Section 3 Sources:
Include at least
TWO SOURCES
related to your topic that are NOT presented, discussed, or posted in the weekly Read & Watch in class or posted in the 15 topic list above. Include these sources as in-paper citations and list them on your References page.

NOTE 3: Section 3 should comprise the majority of your paper (45-60%). This is where your primary focus should be.

Paper Requirements
1. Your paper must follow APA format guidelines throughout.
(A sample APA template for you to use is attached to the bottom of this page. It contains Latin placeholder text. Replace the text with your content).

1. Double-spaced

2. 1-inch Margins

3. 12-point size professional font (e.g. Times New Roman).

4. Header

5. Automatic Page numbers

6. Title page

7. Reference page

2. Length: Minimum of 1,500
(Title page, Reference page, and direct quotes do not count toward the total word count). 

NOTE 4:
 
Going over 1,500 words is fine, but if you are under 1,500 you will be penalized based on the following scale:

One letter grade (10%) for every 500 words you are under the word count minimum.

4. Title Page
Your title page must be APA formatted and include the following:

1. Project Name

2. Your Name

3. Course Name and Section Number

4. Semester

5. Instructor’s Name

6. Title of Research Paper Topic

5. References Page
Your References page must be APA formatted.
6. Sources: Include the source(s) from Section 2 and at least TWO (2) sources in Section 3.


Clarification:

 Please do not use unprofessional sources such as Wikipedia, About.com, Answers.com, Dictionary.com, How.com, or anything remotely similar.  Examples of
scholarly sources
include textbooks, articles, academic journals, and conference proceedings. Scholarly resources are written by experts in their fields, grounded in research, and often refereed (reviewed and edited by researchers in the field). Examples of
professional sources
include: trade journals or magazines. Professional sources are written for a specific audience that works in certain field. They are not research-based. You can also use our course content (e.g. Read & Watch resources) as a source as well.  UMUC has a top-notch, extensive online library. You can find many scholarly and professional sources there.

NOTE 5:

You can also use social media (e.g. Twitter posts, blogs, YouTube) sources as well as this is a paper about the use of digital and social media.
7. Setup & Organization
Your paper must include the following pages and Level 1 Headings:

1. Cover Page

2. Topic Introduction (Section 1)

3. Topic Discussion (Section 2)

4. Additional Research (Section 3)

5.

Reference Page

Running head: KONY

2

017 SAMPLE TEMPLATE 1

2

KONY 2017 SAMPLE TEMPLATE

Project 3: Research Paper

CMST 301 – Section

Professor’s Name

Section 1: Topic Introduction

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Section 2: Topic Discussion

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Section 3: Additional Research

Interdum et malesuada fames ac ante ipsum primis in faucibus. Vestibulum est diam, tempor sit amet tempor sit amet, venenatis tempor felis. Etiam lacus tortor, congue ac tortor sed, malesuada ornare lorem. Phasellus pretium mollis pulvinar. In ac tellus eros. Morbi eget ex est. Aenean eget orci posuere, rhoncus urna a, aliquam massa. Nullam eu lacus iaculis, facilisis ante ac, auctor nisl. Aenean interdum libero vel neque egestas, et faucibus nisi bibendum. Proin vitae dui urna. Curabitur in risus metus. Donec malesuada et quam a tempus.

Phasellus feugiat accumsan velit, et rhoncus nunc faucibus eget. Nullam sed elit condimentum, congue leo quis, consequat ligula. Donec in ornare magna. Praesent massa arcu, ornare quis ante quis, hendrerit posuere ante. Sed sit amet felis sagittis, varius neque vitae, vestibulum tortor. Nullam sagittis, lorem et sagittis pulvinar, nulla tortor feugiat sapien, ac suscipit justo sem id orci. Nam commodo justo arcu, in maximus nulla mollis nec. Aliquam pharetra dui vestibulum felis interdum, vel ornare ligula rutrum. Donec rhoncus eleifend tincidunt. In eu feugiat nibh. Mauris placerat rutrum ex, quis imperdiet turpis tristique lobortis. Sed vel dictum dui. Cras enim sem, interdum sit amet egestas eget, laoreet in ipsum. Praesent finibus purus sed orci porttitor varius.

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References

Alfred, J. N., Bailey, B., & Krautely, R. (2017). The quality of face-to-face relationships. Communications of the ACD, 54(4), 111-118.

American Psychological Association. (2010). Publication manual of the American Psychological Association. Washington, DC: American Psychological Association.
Anderson, M., Angeli, E., Brizee, A., Lawrick, E., Moore, K., Soderlund, L., & Wagner, J. (2016, May 13). General format. Retrieved from http://owl.english.purdue.edu/owl/resource/560/01/
Hollywood, D., Wood, J. F., Smite, F., & West N. (2016). Friendships through IM: Examining the relationship between instant messaging and intimacy. Journal of Computer-Mediated Communication, 11, 32-44.
Last Name, F. M. (Year). Article Title. Journal Title, Pages From – To.
Last Name, F. M. (Year). Book Title. City Name: Publisher Name and add URL if you accessed an online resource. This item demonstrates the hanging indent. Modify by accessing the Paragraph settings then in the Indentation section under the special option, select Hanging Indent.

Timmons, L. G., & Wallet, J. C. (2017). Computer-mediated communication effects on virtual reality. Human Communication Research, 28, 310-345.

Underdog, J., & Friday, C. (2016). Internet relationships and their impact on primary giving. Behavior Changes, 22(2), 123-140.

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