10 Page Term Paper on Apple and Social Media

MKT345 - Guidelines for Term Paper

Select a company that operates both online as well in the physical world through a “brick and

mortar” presence. The company should produce products and or services that are directed

towards the consumer market. Thus, any business-to-business markets are excluded.

You will write a professional assessment of the company’s web-based social media marketing

strategies. Specifically you need to:

1. Describe the company’s business model in terms of key product(s), target markets, and

key benefits to the customers. Think of all aspects such as product attributes, branding,

support services, etc.

2. Describe and critique the pricing strategies, including payment options.

3. Describe and critique the distribution strategies (both traditional and using the Internet).

4. Describe and critique the promotion and advertising, including public relations, publicity

(buzz online), Internet advertising, direct marketing, and sales promotions online. These

should include blogs, video, viral campaigns, mobile marketing, Facebook activities,

podcasting, and search engine marketing.

5. Critique customer relationship management, especially attempts to create loyal customer

communities via social media activities.

6. Critique the company’s websites in terms of aesthetics, content, and functionality.

7. Provide an overall assessment as to the company’s overall social media and Internet

marketing strategy, as well as recommendations for improving the marketing strategies in

the future.

At any time in your critique you can use specific examples of other companies that may have

done something better in a particular aspect to highlight any deficiencies of the company you are

analyzing. If the company is doing something very well, you can also use examples of other

companies that have not done as well in similar activities as a way to highlight and support your

arguments.

Timeline:

You must submit to your instructor the name of the company you want to evaluate. This should

be done by submitting a Word document to the Dropbox by Sunday 11:59 PM EST/EDT at the

end of Module 1. This document should describe the company’s business model in terms of key

product(s), target markets, and key benefits to the customers. Think of all aspects such as product

attributes, branding, support services, etc. In other words, it should cover all points under item #1

on the above list. If your instructor approves this project, then you may proceed. Otherwise, you

will need to submit another proposal for another company. Try to select a company where you

can find all the necessary information for your analysis fairly easily.

Your final term paper should be a minimum of 10 pages (not including cover page and

references) and will be submitted to the Term Paper Dropbox, which is linked to Turnitin. The

paper shall be double spaced and formatted using Times New Roman with 1” margins. A

minimum of six academically appropriate references shall be used. Please make sure to use APA

formatting for this document. This assignment will be submitted no later than Thursday 11:59

PM EST/EDT during Module 8. Please include the part you submitted during Module 1.