PROJECT 1 UMGC > CMST 301 > DIGITAL MEDIA AND SOCIETY PROJECT 1: 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 an 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: 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. (2019). Company Profile. In Company Profile. Retrieved 1/15/19, from https://www.henkel.com/press-and-media/facts-and-f... NOTE 2: You cannot 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 its 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 a 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 with reference (s). Item 3: List one thing the company could have done better to accomplish their objective. Be sure to focus on the use of digital or social media here. Item 4: If you decide to discuss the company's use of Big Data to achieve a 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 a high degree of certainty, 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 on 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 cannot 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). Be sure to use the the sample template. a. Double-spaced b. 1-inch Margins c. 12-point size professional font (e.g. Times New Roman) d. Header e. Automatic Page numbers f. Title page g. Reference page 2. Length: Minimum of 1,000; Maximum of 1,500 words. (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 1,000 you will be penalized (10% or one letter grade) if you have under 900 words. 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.

General Instructions for all Assignments 1. Unless specified differently by your course instructor, save this assignment template to your computer with the following file naming format: Course number_section number_Last_First_unit number 2. At the top of the template, insert the appropriate information: Your Name, Course Number and Section, and the Date 3. Insert your answers below, or in the appropriate space provided for in the question. Your answers should follow APA format with citations to your sources and, at the bottom of your last page, a list of references. Your answers should also be in Standard English with correct spelling, punctuation, grammar, and style (double spaced, in Times New Roman, 12–point, and black font). Respond to questions in a thorough manner, providing specific examples of concepts, topics, definitions, and other elements asked for in the questions. 4. Upload the completed Assignment to the appropriate Dropbox. 5. Any questions about the Assignment, or format questions, should be directed to your course instructor. Assignment  In this Assignment, you will calculate the Price Elasticity of Demand, demonstrate a firm understanding of consumer choices based on differing marginal utilities, consumer surplus, and how the buying choice and amount of consumer surplus changes based on various pricing schemes. In this Assignment, you will be assessed on the following outcome: AB224-5:Demonstrate how the concept of utility affects purchasing decisions by individuals and consumer surplus. Questions  1. The accompanying table shows the price and monthly demand for barrels of gosum berries in Gondwanaland. Price of gosum berries per barrel Native Demand for gosum berries per month $100 0 $90 100 $80 200 $70 300 $60 400 $50 500 $40 600 $30 700 $20 800 $10 900 $0 1000 Using the midpoint method (show your work), calculate the price elasticity of demand when the price of barrel of gosum berries rises from $10 to $20. What does this estimate imply about the price elasticity of demand of gosum berries? Using the midpoint method (show your work), calculate the price elasticity of demand when the price of barrel of gosum berries rises from $70 to $80. What does this estimate imply about the price elasticity of demand of gosum berries?   Notice that the estimates from (a) and (b) above are different. Why do price elasticity of demand estimates change along the demand curve? 2. Matilda is downloading music and videos from an online site. She is currently buying three music downloads that cost $3 each and two video downloads that also cost $3 each. The table below indicates what she reports as the marginal utility of the last music download and of the last video download in this combination of purchases. Quantity Price per Download MU per download Music downloads 3 $3 60 Video downloads 2 $3 45 As an assignment for her Microeconomics course, Matilda used the marginal utilities that she gave to her 3rd music download and her 2nd video download to complete the Experiment Tally Sheet below. A consumer maximizes utility when the last dollar spent on any good generates the same satisfaction as the last dollar spent on every other good. Is Matilda maximizing her utility? Explain your answer.Should Matilda consume one more video download, to move her closer to her optimum utility?Explain your answer. Should Matilda consume one less music download and one more video download, to move her closer to her optimum utility?Explain your answer.Should Matilda consume one more music download, to move her closer to her optimum utility?Explain your answer.3. Brandon and his family often rent movies from the new internet movie streaming service, Xanadu. The table below shows Brandon’s demand schedule for eight movie rentals that Brandon’s family is interested in watching. Number of internet video rentals Willingness to pay each rental 1st movie rental $7 2nd movie rental $6 3rd movie rental $5 4th movie rental $4 5th movie rental $3 6th movie rental $2 7th movie rental $1 8th movie rental $0 a. If the price of the price of each movie rental from Xanadu is $3, how many movie rentals will Brandon buy and how much consumer surplus does Brandon receive? Explain your answer. b. If the price of the price of each movie rental from Xanadu is $5, how many movie rentals will Brandon buy and how much consumer surplus does Brandon receive? Explain your answer. c. If the Xanadu online service offers as many movie rentals as the customer wants to download, all for on-time yearly subscription fee of $25.00, how many movie rentals will Brandon download and how much consumer surplus will Brandon receive? Explain your answer.   d. If the Xanadu online service offers as many movie rentals as the customer wants to download, all for on-time yearly subscription fee of $35.00, how many movie rentals will Brandon download and how much consumer surplus will Brandon receive? Explain your answer. e. If the Xanadu’s market research showed that Brandon’s demand represented what most of Xanadu’s customers wanted, what would be the most that Xanadu could charge as a one-time annual fee for all the downloads that the customer wanted? 4. Newspaper vending machines are designed so that once you have paid for one paper; you have access to all the papers in the machine and could take multiple papers at a time. However, other vending machines dispense only one item (the item you bought). You do not have access to all the goods (sodas, candy, snacks, etc.) at one time. Using the concept of marginal utility, explain why these vending machines differ?

This is the first case study for the course, we looked into and discussed Edward Snowden. We will now look at another case that has happened to the general public - Equifax data breach!!Highlight at least three policies that you feel were violated in this case and address the policies that need to be in place to prevent those violations from occurring in the future. Make sure to include enough detail that it could be amended to an existing policy and clear enough that any/all employees know what the new policy addresses.Part 1:Write 2-3 paragraphs at the beginning of your paper explaining the three issues you want to address and why. Follow APA guidelines for paper format and make sure to check spelling/grammar prior to submitting.Part 2:Write your mini-security policy following the template in textbook addressing the three issues you identified.