Digital marketing midterm

1. Renewed Supply Chains. In this course we learned about how major companies are embracing new technologies to create supply chain excellence and deliver real value to customers.  We explored some of the best supply chains.  Select ONE of the following “Gartner Top 25 Supply Chains” and analyze how this company is using technology to advance their supply chain capabilities.

2. Evolving Business Models.  In our discussions on different business models, we learned that they articulate the value proposition for a company and are core to the competitive strategy.  In some cases, corporations have transformed their operations to a significant degree to refine and renew their business model.  Two such companies are IBM and GE.  Explore one of these two companies and explain how it has transformed its business model.  What target markets does the company serve?  What unique value does it offer?

3. CX.  What is CX?  How does a brand achieve a great CX?  Give some examples; what are the touchpoints?  How does emotion play a role in brand preference?  

4. SEM.  What is SEM?  What does it include?  Identify two advantages and disadvantages of both SEO and PPC.  If you were hired to help Dick’s Sporting Goods to improve their SEM, what actions would you take?  How would you know if the actions are working: what metrics?