Congratulations! You have been hired as a Social Media Analyst for the celebrity, business, or political candidate of your dreams!

Your job responsibilities include:

• Execute strategic social media campaigns while simultaneously tracking data and analytics and managing updates / improvements to ongoing campaigns
• Identify successes and potential problems in order to draw accurate conclusions and develop alternative action when necessary
• Develop a social media listening program to track, analyze, and guide social media decisions
• Develop impactful, influential, and call to action content

Write a three to five (3-5) page research plan. (Refer to Digital Marketing Analytics, Chapter 13 for additional details).
Include the following in your research plan:

1. Identify your chosen celebrity, business, or political candidate.
2. Identify the key factors that could set your subject apart and cause more positive attention.
3. State your research question.
   1. Describe how the research question solves for a real business problem.
4. Create a source list (social media listening tools, search tools, social network insights, etc.).
5. List relevant and logical channels for analysis (news, blogs, comments, groups, Twitter, Facebook, etc.).
6. Identify the search and source languages of your listening tools.
7. Identify the research methods (hypothesis, time frame, depth of analysis, etc.).

Format your assignment according to the following formatting requirements:

• Business report format. Typed, single-spaced, section headings, double space between paragraphs, Times New Roman font (size 12), with one-inch margins on all sides.
• Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
• Include a reference page. Citations and references must follow Strayer Writing Standards format. The reference page is not included in the required page length.

This course requires the use of Strayer Writing Standards (SWS). The format is different than others Strayer University courses. Please take a moment to review the SWS documentation for details.

The specific course learning outcomes associated with this assignment are:

• Evaluate and select appropriate types of measurement techniques and data-collection methods.
• Use technology and information resources to research issues in marketing research and digital analytics.
• Write clearly and concisely about marketing research and digital analytics using proper writing mechanics

READ THE CASE AND WATCH THE VIDEO TO RESPOND TO THE QUESTIONS:

video: https://online.fiu.edu/videos/?vpvid=8ebf267d84dd43d0bb655ce5dc8c7d9a

ANSWER THESE THREE QUESTIONS:

Question 1: Based on the written case, summarize/describe the major issues or challenges facing the marketing team and Disney’s management when planning and launching the new theme park located near Paris.

Question 2: Have any of you visited a Disney Park outside the USA?
Please share your experience with the class. How does your experience compare to the information presented in the case history?

Question 3: Based on the case materials, explain how Disney maintains a consistent global brand.

ANSWER THESE TWO RESPONSES: 

Response 1: how they project the brand globally. Each park is constructed with very specific care and standards. Even though each park is located around the world, each time that you walk into a Disney park you get the same sensation. As stated in case materials the parks have something for everyone. Walt Disney’s vision has kept going with authentic cultural touches and themes tailored specifically to the location. With the different lands, everyone of all ages is able to enjoy a piece of the park and let their imagination run loose. Everyone who takes part in works at the parks has specific standards they have to meet so that every Disney stay is the same anywhere you go. The company has mastered training its employees to the highest standards, being cultured and catering to the Disney magic and exploring people’s imagination.

Response 2: Disney’s marketing team and management faced many issues when they tried launching the new theme park near Paris.  The first issue was the prices to enjoy the attractions and stay at the hotel.  Families weren’t  eager to spend the $280 for a day pass for the park, let alone spend even more to stay inside the hotel when they could spend less at one of the top hotels in Paris.  Hostility also arose during the planning process due to the inability to adapt to French culture and behavior. The food and drink menu that was offered was another challenge they had to face. Disney was misinformed that Europeans didn’t eat breakfast so when restaurants downsized their menus, and a mass of people showed up in the morning to eat, they had to adjust.  There was also a ban on alcohol in the park, which was a major issue since French people are the biggest consumers of wine.

It was mid-morning on August 10, 2015. Courtney Bayer, a recent college graduate with a life- long passion for interior design, was managing her new boss’ social media. Bayer spent what felt like a long summer working as an assistant to Kelly Daniels, the owner of Elevate Home Staging. This small business specialized in redecorating homes to sell quickly and for top dollar. It accumulated a number of glowing online reviews and was featured on a Home and Garden Television (HGTV) show. Despite these successes, Bayer had sensed some frustration from customers. A visibly angry customer named Annie Masters stormed into the office and said, “Is Kelly here? Once again, she’s not responding to me.” Although Bayer’s authority was limited, she needed to salvage Masters’ service experience and prove her value to Daniels if she wanted this summer job to turn into a full-time position.

Bayer’s thoughts immediately went to the text messages she recently exchanged with Masters. Had she followed through on her promises to Masters? (Please see Exhibit 1 for the text messages between the two women.) Daniels was on a last-minute family vacation to the mountains and would not be back in the office for another week, so Bayer was left to manage a number of projects. Bayer wanted to rectify the situation as best as she could and asked Masters if she could help with anything else. Masters’ was obviously agitated, but explained,

I called Kelly in May because we wanted to get our house ready to sell before school started in August. Basically, all I needed was some help arranging my living room furniture and hanging pictures. Thanks to Kelly’s vision and charm, a small job soon became a big job that included staging the entire house as well as redecorating the master suite, office, playroom, and back porch.

Masters handed Bayer a copy of her contract. As Bayer glanced over the document, she was surprised to see that Masters agreed to pay Elevate Home Staging $75 per hour for an estimated 20 hours of work. The project would cost $1500, which was well above the median amount of $675 that was spent on home staging in 2015. Masters continued,

My biggest mistake was giving Kelly a $500 service retainer and a $400 deposit for furnishings. After that, she seemed to lose interest in my project. It often took her days to respond to my text messages. A few times, she told me she’d call me, but she never did. That’s when I started texting you. I didn’t want to be rude, but I needed somebody to respond!

There was ALWAYS a dramatic excuse for her lack of availability, though. In the last two months, she has moved or cancelled appointments because of church camp, illness, injury, a missing family member, a robbery, and the Little League playoffs. One or two of these excuses is understandable, but it’s always something new and the work never gets done.

I swear, I didn’t see her for weeks at a time, which left my family living in a dishevelled mess. Not only that, but she didn’t deliver ONE of the many contractors that she promised to provide. I wasted a lot of my vacation finding a painter, furniture repairman, and upholsterer. So far, I have paid $900 for Kelly to set up a Pinterest board, arrange my living room furniture, hang some pictures, pick a terrible paint colour, buy a curtain rod, and deliver a table. That’s all she’s done!

1. People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.

a. need

b. service

c. business

d. demographic

e. geographic

 

2. When demand is ________, it implies that more customers would like to buy the product than

can be satisfied.

a. irregular

b. overfull

c. full

d. latent

e. negative

 

3. ________ reflects a customer’s judgment of a product’s performance in relation to his or her

expectations.

a. Brand image

b. Brand equity

c. Value

d. Perception

e. Satisfaction

 

4. Rising promotion costs and shrinking profit margins are the result of ________.

a. new and improved technology

b. disintermediation

c. industry convergence

d. heightened competition

e. privatization

 

5. Industry boundaries are blurring rapidly as companies identify new opportunities at the

intersection of two or more industries. This is called ________.

a. customization

b. disintermediation

c. privatization

d. industry convergence

e. globalization

 

6. When eBay and Amazon.com cut out the majority of middlemen that normally would participate

in the exchange process, it is an example of ________.

a. diversification

b. deregulation

c. reintermediation

d. disintermediation

e. reverse auctioning

 

7. Which of the following holds that consumers prefer products that are widely available and

inexpensive?

a. the marketing concept

b. the product concept

c. the production concept

d. the selling concept

e. the performance concept

 

8. Which of the following categories of goods and services is most likely to require an aggressive

use of the selling concept?

a. shopping goods

b. luxury goods

c. unsought goods

d. complementary goods

e. necessary goods

 

9. Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-respond

philosophy.

a. the holistic marketing concept

b. the selling concept

c. the marketing concept

d. the production concept

e. the product concept

 

Question Score: 1 of 1 pt
One of the goals of the World Trade Organization is nondiscrimination, that is, to treat all member nations equally. China, a member of the WTO, has a very poor record on human rights, the environment, and intellectual piracy, yet the organization has put not sanctions on China’s economy. Which of the following is the main factor in this problem?
(a) Oversight
(b) Profit
(c) Debt
(d) Inflation
(e)   Supranationalism

Question Score: 1 of 1 pt      Test Score: 55 % (11 of 20 pts)
Which one of the following is NOT true of oil’s impact on the world’s businesses and governments?
(a) Some oil-exporting countries have used their wealth to reinforce the power and privilege of the elite classes
(b) The members of the Organization of Petroleum Exporting Countries (OPEC) control oil production and pricing.
(c) The United States control the amount of oil on the international market
(d) Brunei has one of the lowest per capita incomes in Southeast Asia, partly due to oil exports
(e) Several countries in the Middle East grew very wealthy very quickly as they discovered and exploited oil reserves

Question Score: 1 of 1 pt      Test Score: 55 % (11 of 20 pts)
Nantalie was faced with a decision about the overseas branch of her company that she has been working with for a year. She knew what to do according to her own values, but was uncertain about the ethics of the society where she was living. She called together the company managers to discuss what to do, and even though their choice was different from hers, she felt that it was the right thing for the time and place. This situation is an example of what?

(a) A common dilemma
(b) Exploring emotions
(c) Looking towards the future
(d) Stressing values over ethics
(e) Considering personal ethics, societal ethics, and company ethics

 

Question Score:  0 of 1 pt      Test Score: 55 % (11 of 20 pts)
Which of the following summarizes the business philosophy so Sandy Cutler, CEO of Eaton Corporation?
(a) People, Service, and Profits
(b) An organizational viewpoint
(c) Depth perception in business perspective
(d)   Purpose and planning
(e) Multi-faceted international strategy
Question Score: 0 of 1 pt      Test Score: 55 % (11 of 20 pts)
Milo lives in Italy and is looking for ways to expand his business globally. He has decided that the three qualities that would help him the most are an educated populace, free trade policies, and low employee wages. Which of the following countries would be best for Milo’s investment?
(a) The United States
(b) Russia
(c) Brazil
(d) India
(e) China

Question Score: 1 of 1 pt      Test Score: 55 % (11 of 20 pts)
Michele Francois, an Executive Vice President at Researchers, Incorporated, a global research conglomerate, has been made aware of the fact that, since the onset of the recession in 2008, there has been a movement back towards localizations as businesses have, in general, begun to move away from ________.
(a)  Globalization