Go to the textbook (Stukent) and study, analyze, and answer to the questions for chapter 13 and 14 case studies.

Read the Final Project instructions link and start working on it.

Chapter 13 Case Study questions:

  1. Can the MyMagic+ platform be considered a success? Why or Why not? What are the factors you would consider when making this assessment? I.e., what is the definition of success here?
  2. What could potentially go wrong with having so much information collected through MtMagic+?
  3. How can Disney assess whether they are recouping their $1 Billion investment? What is the value of this platform to Disney?
  4. How should Disney leverage this technology in order to further digitally enhance the guest experience? What should they do next?
  5. Are the Magic Bands still going to be important or will guests use other kinds of devices/wearables?
  6. Should Disney expand the use of MyMagic+ to its other theme parks?

Chapter 14 Case Study questions:

  1. What could go wrong? Imagine you are a marketing executive at AEO. This proposal has come across your desk from one of your marketing teams and your advertising agency. What are the major risks of this campaign? How likely is each of these?
  2. What could go right? What does AEO potentially stand to gain from this campaign? What are the potential upsides? Hoe likely is each of these?
  3. Would you approve of it? Is there anything you would change to minimize risks?
  4. How do you measure success? Supposing you decided to approve this campaign and it ran, what metrics you use to determine the success of this campaign?
  5. How do you make this successful? Supposing you decided to approve this campaign and it ran, what would your marketing efforts be to achieve specific success metrics? What would be done on social media, not on social media? How would marketing efforts be designed and managed to minimize risks?

Chapter 17 Case Study questions:

  1. What do companies gain from crowdsourcing products and ideas form products from consumers?
  2. What was the value proposition to PepsiCo )owner of Mountain Dew) of the series of DEWmocracy2 campaigns? How do you think PepsiCo benefitted?
  3. What do you think about the multi-stage (multi-campaign) design of DEWmocracy2?
  4. Were there too many stages? Why?
  5. Do you think this multi-stage approach was effective in keeping consumers’ interest in Mountain Dew (and DEWmocracy2, specifically) high over time? Were some stages better/more effective than others?
  6. What was the value of having “Flavor Nations” formed from Dew Labs members? Value to PepsiCo? Value to the members?
  7. Could PepsiCo use this approach for other brands in their portfolio? Have they? For which types of brands and target segments foes crowdsourcing in this way seem most appropriate?
  8. Select a brand from PepsiCo’s portfolio (lists of brands can be found on the PepsiCo website). Develop a crowdsourcing campaign (or series of campaigns) for that brand.

Chapter 18 Case Study questions:

  1. What types of questions could customers ask on @DeltaAssist? What types of questions should customers ask? What type of questions would Delta ideally hope customers would ask?
  2. What are customers’ expectations from this service channel? How quickly should they receive a response? Does it matter what type of question they have asked? What type of response is expected?
  3. How can Delta manage customers’ expectations?
  4. Why is Delta doing this? What is the Value Proposition to Delta? Does it help Delta do something new? Something better?
  5. Will this work for other companies? Does it work for other companies? Are there some other examples out there?
  6. Thinking back to the end of the case study, what should Delta do to grow @DeltaAssist without sacrificing service quality?

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