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Module 3 Integrated Marketing Communications and Promotion Mix Assignment
Module 3 - SLPINTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIXProfessional ApplicationYou are continuing to work with ...
Module 3 Integrated Marketing Communications and Promotion Mix Assignment
Module 3 - SLPINTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIXProfessional ApplicationYou are continuing to work with the same product or service you have been using throughout class and you’ll develop a creative strategy.Campaign ThemeDescribe a campaign theme that can be applied to your product or service. Provide rationale for the theme based on decisions made in earlier assignments.This section of the paper should be a half page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.Traditional Media Ads (based on the choices made in this week’s case)Develop the “creative” for two of the following: print, TV, radio, direct mail, outdoor. Describe the following.Headline/Tag Line for ad. This must be original and written by you.At least one paragraph of copy to the used in ad. This must be original and written by you.Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.This section of the paper should be 1 page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.Electronic Media (based on the choices made in this week’s case)Develop the “creative” for one electronic media campaign. Describe the following:Headline/Tag Line for ad. This must be original and written by you.At least one paragraph of copy to the used in ad. This must be original and written by you.Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.This section of the paper should be a half page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.The focus of this assignment is application and critical thinking. If you are engaging in research, be sure to cite and reference the sources in APA format.See the Student Guide to Writing a High-Quality Academic Paper, including pages 13 and 14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” on the TLC portal. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged.Use the attached APA-formatted template (MKT301 SLP3) to create your submission.SLP Assignment ExpectationsYour submission will include:Trident University International’s cover pageA two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)The reference list page in APA format (see specific research requirements)Grading Note:At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The SLP rubric can be viewed under the “Assessments” menu at the top of the page.Privacy Policy | Contact
DOC 670 Trident University International Designing the Triangulation Approach Essay
Module 2 - SLPDesigning the Study and Assessment of the Research ContextNow that you have described the context for your r ...
DOC 670 Trident University International Designing the Triangulation Approach Essay
Module 2 - SLPDesigning the Study and Assessment of the Research ContextNow that you have described the context for your research and provided a description of the secondary data available for that firm, you will now begin to mine that data. As an example, the United Way of Orange County was selected to demonstrate some use of Excel for your background analysis. For nonprofits, there is a database listed in the secondary sources list that has the financial report forms 990 listed for the nonprofits. This data is used in a running analysis for the United Way of Orange County.If you need an Excel refresher, here are some resources to help you:Brown, N., Lave, B., Romey, J., Schatz, M., & Shingledecker, D. (2018) Beginning Excel. OpenOregon, Creative Commons License. Retrieved from https://openoregon.pressbooks.pub/beginningexcel/.Harvey, G. (2016). Excel 2016 all-in-one for dummies [Books24x7 version]. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 112925 in the search bar.Harvey, G. (2016). Chapter 10: Charming charts and gorgeous graphics. In Excel 2016 for dummies [Books24x7 version]. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 117498 in the search bar.In Figure 3 below is the Excel Chart done for the United Way of Orange County showing how the spreadsheet was set up. (Click on the image below to open the file.)Figure 3.Using this as a model and using the secondary data you found on your firm, produce a background analysis on the firm that shows some pertinent information in the spreadsheet along with charts to show the impact this firm is having in the area or the competitive space in which it is located. This is your unique perspective on the firm you have selected for the dissertation, and you will put this in the appendix ultimately as background on your firm. This, along with the Introduction you developed in SLP 1, will be the second part of the Background Analysis for your firm that will go in the Appendix of the dissertation. Integrate the spreadsheet and graphical analysis into your Module 2 SLP.SLP Assignment ExpectationsYour assignment will be graded using the following criteria:Assignment-Driven Criteria: Student demonstrates mastery covering all key elements of the assignment.Critical Thinking/Application to Professional Practice: Student demonstrates mastery conceptualizing the problem and analyzing information. Conclusions are logically presented and applied to professional practice in an exceptional manner.Business Writing and Quality of References: Student demonstrates mastery and proficiency in written communication and use of appropriate and relevant literature at the doctoral level.Citing Sources: Student demonstrates mastery applying APA formatting standards to both in text citations and the reference list.Professionalism and Timeliness: Assignments are submitted on time.Module 2 - BackgroundDesigning the Study and Assessment of the Research ContextRequired ReadingChapters 1 and 2 in:Cooperrider, D. L., Whitney, D., & Stavros, J. M. (2008). Appreciative inquiry handbook: For leaders of change. Oakland, CA: Berrett-Koehler Publishing. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 36089 in the search bar.Preface in:Dean, S., & Illowsky, B. (2014). Collaborative Statistics. Connexions: Rice University. Creative Commons License 3.0. Retrieved from https://cnx.org/contents/XgdE-Z55@40.9:LnCgyaMt@17/PrefaceChapter 1 in:Dean, S., & Illowsky, B. (2014). Collaborative Statistics. Connexions: Rice University. Creative Commons License 3.0. Retrieved from https://cnx.org/contents/gLOpQmDR@1.28:AkLGjuVA@15/Video-Lecture-1-Sampling-and-DataChapter 1 in:Goodyear, L., Barela, E., Jewiss, J., & Usinger, J. (2014). Qualitative inquiry in evaluation: From theory to practice. Jossey-Bass: Hoboken, NJ. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 80713 in the search bar.Chapters 3 and 4 in:Ng, W., & Coakes, E. (2014). Business research: Enjoy creating, developing and writing your business project. Krogan Page: London, UK. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 58388 in the search bar.Chapter 1 in:Phillips, P.P., Phillips, J.J., & Aaron, B. (2013). Survey basics. Association for Talent Development. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 53520 in the search bar.Stockberger, D. (2016). Introductory statistics: Concepts, models, and applications. Missouri State. Retrieved from http://www.psychstat.missouristate.edu/introbook/sbk19.htmChapters 3, 4, and 14 in:Swanson, R. A., & Holton, E. F. (2005). Research in organizations: Foundations and methods of inquiry. Berrett-Koehler Publishers: Oakland, CA. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 11859 in the search bar.Chapters 4 and 5 in:Walker, S. (2012). Employee engagement & communication research: Measurement, strategy, & action. Krogan Page: London, UK. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 47012 in the search bar.Excel ResourcesBrown, N., Lave, B., Romey, J., Schatz, M., & Shingledecker, M. (2018) Beginning Excel. OpenOregon, Creative Commons License. Retrieved from https://openoregon.pressbooks.pub/beginningexcel/ and https://openoregon.pressbooks.pub/beginningexcel/front-matter/introduction/ExcellsFun. (2016, May 20). Highline Excel 2016 class 15: Excel charts to visualize data: Comprehensive lesson 11 chart examples [Video file]. Retrieved from https://www.youtube.com/watch?v=xLmtGk7Ymy8&t=2003sChapters 1 and 2 in:Harvey, G. (2016). Excel 2016 for Dummies. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 117498 in the search bar.Book II: Chapters 1–4 andBook V: Chapter 1 in:Harvey, G. (2016). Excel 2016 All-in-One For Dummies. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 112925 in the search bar.Kaceli, S. (2016, January 24). Excel 2016 Tutorial: A comprehensive guide on Excel for anyone [Video file]. Retrieved from https://www.youtube.com/watch?v=8lXerL3DHRw. Note: This video runs for 2 hours.Video MaterialBSC Designer. (2012, December 2). Best practice tips for creating key performance indicators [Video file]. Retrieved from https://www.youtube.com/watch?v=91SKwBX419kProfKLJ. (2009, January 28). Understanding variables & indicators [Video file]. Retrieved from https://www.youtube.com/watch?v=4Xc20ag_ckMDaigle, D. (2014, June 5). Operationalization of concepts [Video file]. Retrieved from https://www.youtube.com/watch?v=36UZ9rKSa90comresearch224. (2014, July 9). Conceptualization, operationalization, units of analysis, levels of measurement [Video file]. Retrieved from https://www.youtube.com/watch?v=uaqUzUFHgUgEveland, J. D. (2017, October 15). Diagramming research models [Video file]. Retrieved from https://www.youtube.com/watch?v=LevvMIug5fE&feature=youtu.be
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Marketing Plan For Adding Pages
The pricing strategy for the product is penetrative to encroach the market and ensure that the customers gain trust at aff ...
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Business Strategy
Assignment 1 Select one of the following case studies to read and do
research on from The Practice
of Public Relations: ...
Business Strategy
Assignment 1 Select one of the following case studies to read and do
research on from The Practice
of Public Relations: Uber SuccessWrite a 700- to
1,050-word paper and respond to the questions at the end of your selected case
study to form the basis for your response.
What went well regarding the PR
response to the situation?
What might you have recommended
to improve the response?
Cite PR concepts from your
text, ERRs, or other sources to support the points you are making.
Include two references
with your paper.Format your paper
consistent with APA guidelines.Case Study Uber Success Brings Uber Public Relations ProblemsBehold the phenomenon
that is Uber.The 21st century
personal taxi cab service, headquartered in San Francisco, is worth
approximately $50 billion and isn’t even public. It is a staple in 300 cities
in 58 countries, employs 300,000 drivers and generates annual revenues of $10
billion.Uber ImpactfulUber was founded in
2009 by Travis Kalanick and Garrett Camp as a transportation network company
that uses an app to allow consumer to submit a trip request then routed to
Uber’s nexus of drivers. Uber lore suggests that Kalanick and Camp hatched the
idea one snowy night in Paris when they couldn’t find a cab.Almost immediately,
the concept disrupted taxi companies and governments around the world.Meanwhile, private
investors piled on to finance the upstart company, assuring it of one of
history’s most monumental public offerings—if and when it decides to go public.Uber’s impactful
growth appeared unstoppable. In the summer of 2015, CEO Kalanick announced
plans to invest $1 billion in China, increasing to 65 the number of Chinese
cities served by Uber. Despite challenges from entrenched taxi companies and
the Chinese government, Kalanick predicted that China might turn out to be a
more important market for Uber even than the U.S.Uber ArrogantDespite Uber’s
roaring success, it suffered public relations problems from its start.One primary reason
was its not-yet-40-year-old CEO Kalanick. While any Silicon Valley “disruptor”
must be a feisty competitor by nature, the Uber founder found himself in more
hot water virtually every time he opened his mouth.·On
the long-standing industry he wished to dethrone, CEO Kalanick immediately
enraged taxi drivers and local governments when he declared, “It’s not Pinterest where people are putting up pins. You’re
changing the way cities work, and that’s fundamentally a third rail. We’re in a
political campaign, and the candidate is Uber and the opponent is an a—hole
named Taxi.”·On
the upstart competitor Lyft raising money to challenge Uber, Kalanick made a
veiled threat to investors, “Just so you know, we’re going
to be fund-raising after this, so before you decide whether you want to invest
in them, just make sure you know that we are going to be fund-raising
immediately after.”·When
asked by an interviewer about his skyrocketing “desirability” as young CEO of a
multi-billion company, he responded, “Yeah, we call that ‘Boob-er.’” And
if that didn’t reflect enough public relations tone deafness, Kalanick followed
the comment up by blaming the media for reporting a claim by a political
organizer that she was choked by an Uber driver; dismissing the accusation that
Uber was somehow liable “for these incidents that
aren’t even real in the first place.”Unfortunately for the
CEO and his company, Uber’s public relations “incidents” kept on coming.Uber CrisesKalanick’s “take no
prisoners” attitude permeated his company and antagonized taxi drivers and
governments throughout the world.In
cities from Paris to London, from Shanghai to Mexico City, taxi companies and
unions protested against Uber alleging that its use of unlicensed drivers
was unsafe and illegal (Figure 5-6). Joining the protests were city
governments and their taxi commissions that regulated taxis and depended on cab
revenues. In New York and other cities, governments proposed regulations that
would rein in car-service apps.Figure 5-6 Not
so jolly Old London.London
taxi drivers blocked the streets with a go-slow protest outside the Transport
for London offices to protest Uber’s invasion in the spring of 2015.Photo: Guy Bell/REX Shutterstock/NewscomThen there were
mounting safety issues stemming from allegations against Uber drivers.·A
woman in New Delhi accused an Uber driver of raping her, and in response, the
Indian capital banned the taxi-booking service.·In
Chicago and London, female passengers accused Uber drivers of sexually
assaulting them.·In
Los Angeles, an Uber driver was arrested and charged with kidnapping a drunk
woman and taking her to a hotel to sexually assault her.Then on top of all
the other public relations challenges being thrown at it, an Uber executive
acknowledged in the winter of 2014 of telling reporters at what he thought was
an off-the-record gathering that he proposed spending $1 million to dig up
damaging information that would discredit journalists critical of the company.
According to BuzzFeed, he singled out one technology reporter, saying he wanted
to prove a “particular and very specific claim” about her personal life. When
BuzzFeed exposed the story and the company was engulfed in a social media
firestorm, even the pugnacious Kalanick unreservedly apologized for his
subordinate’s stupefying stupidity.And even as the
revenues rolled in, the public relations problems just kept on coming, from
criticisms for aggressively poaching drivers and using dirty tricks to
undermine rival services to offering rides to “hot chicks” to promote Uber in
France to allegedly pushing subprime auto loans on drivers to not doing enough
to address female passengers receiving unwanted sexual attention.No wonder that in
2015, Kalanick, according to TechCrunch, had embarked on a public relations
campaign to convey a “kinder, gentler Uber.”And
not a moment too soon.*Assignment 2 Write a 1,200- to 1,400-word paper using the same organization you
selected in Week 2. Apple IncCreate a business plan
for this organization to enter a global market in which they are not already
doing business (see section 2 of Table 8.1). Be sure to include the following:
Description of the business
Description of the industry
Technology Plan
Marketing Plan
Financial Plan
Production Plan
Organizational Plan
Operations Plan
Include at least 2 of the 7
recommended appendices (exhibits) as listed in Section 3 of Table 8.1
Format your paper
consistent with APA guidelines.Click the
Assignment Files tab to submit your assignment.
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Valuation Of Facebook
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Module 3 Integrated Marketing Communications and Promotion Mix Assignment
Module 3 - SLPINTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIXProfessional ApplicationYou are continuing to work with ...
Module 3 Integrated Marketing Communications and Promotion Mix Assignment
Module 3 - SLPINTEGRATED MARKETING COMMUNICATIONS AND PROMOTION MIXProfessional ApplicationYou are continuing to work with the same product or service you have been using throughout class and you’ll develop a creative strategy.Campaign ThemeDescribe a campaign theme that can be applied to your product or service. Provide rationale for the theme based on decisions made in earlier assignments.This section of the paper should be a half page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.Traditional Media Ads (based on the choices made in this week’s case)Develop the “creative” for two of the following: print, TV, radio, direct mail, outdoor. Describe the following.Headline/Tag Line for ad. This must be original and written by you.At least one paragraph of copy to the used in ad. This must be original and written by you.Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.This section of the paper should be 1 page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.Electronic Media (based on the choices made in this week’s case)Develop the “creative” for one electronic media campaign. Describe the following:Headline/Tag Line for ad. This must be original and written by you.At least one paragraph of copy to the used in ad. This must be original and written by you.Examples of visual or multimedia elements that you would like to see in the chosen ad. You do not have to create graphics; you can link to examples used by other companies.This section of the paper should be a half page in length. If you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.The focus of this assignment is application and critical thinking. If you are engaging in research, be sure to cite and reference the sources in APA format.See the Student Guide to Writing a High-Quality Academic Paper, including pages 13 and 14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” on the TLC portal. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged.Use the attached APA-formatted template (MKT301 SLP3) to create your submission.SLP Assignment ExpectationsYour submission will include:Trident University International’s cover pageA two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)The reference list page in APA format (see specific research requirements)Grading Note:At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The SLP rubric can be viewed under the “Assessments” menu at the top of the page.Privacy Policy | Contact
DOC 670 Trident University International Designing the Triangulation Approach Essay
Module 2 - SLPDesigning the Study and Assessment of the Research ContextNow that you have described the context for your r ...
DOC 670 Trident University International Designing the Triangulation Approach Essay
Module 2 - SLPDesigning the Study and Assessment of the Research ContextNow that you have described the context for your research and provided a description of the secondary data available for that firm, you will now begin to mine that data. As an example, the United Way of Orange County was selected to demonstrate some use of Excel for your background analysis. For nonprofits, there is a database listed in the secondary sources list that has the financial report forms 990 listed for the nonprofits. This data is used in a running analysis for the United Way of Orange County.If you need an Excel refresher, here are some resources to help you:Brown, N., Lave, B., Romey, J., Schatz, M., & Shingledecker, D. (2018) Beginning Excel. OpenOregon, Creative Commons License. Retrieved from https://openoregon.pressbooks.pub/beginningexcel/.Harvey, G. (2016). Excel 2016 all-in-one for dummies [Books24x7 version]. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 112925 in the search bar.Harvey, G. (2016). Chapter 10: Charming charts and gorgeous graphics. In Excel 2016 for dummies [Books24x7 version]. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 117498 in the search bar.In Figure 3 below is the Excel Chart done for the United Way of Orange County showing how the spreadsheet was set up. (Click on the image below to open the file.)Figure 3.Using this as a model and using the secondary data you found on your firm, produce a background analysis on the firm that shows some pertinent information in the spreadsheet along with charts to show the impact this firm is having in the area or the competitive space in which it is located. This is your unique perspective on the firm you have selected for the dissertation, and you will put this in the appendix ultimately as background on your firm. This, along with the Introduction you developed in SLP 1, will be the second part of the Background Analysis for your firm that will go in the Appendix of the dissertation. Integrate the spreadsheet and graphical analysis into your Module 2 SLP.SLP Assignment ExpectationsYour assignment will be graded using the following criteria:Assignment-Driven Criteria: Student demonstrates mastery covering all key elements of the assignment.Critical Thinking/Application to Professional Practice: Student demonstrates mastery conceptualizing the problem and analyzing information. Conclusions are logically presented and applied to professional practice in an exceptional manner.Business Writing and Quality of References: Student demonstrates mastery and proficiency in written communication and use of appropriate and relevant literature at the doctoral level.Citing Sources: Student demonstrates mastery applying APA formatting standards to both in text citations and the reference list.Professionalism and Timeliness: Assignments are submitted on time.Module 2 - BackgroundDesigning the Study and Assessment of the Research ContextRequired ReadingChapters 1 and 2 in:Cooperrider, D. L., Whitney, D., & Stavros, J. M. (2008). Appreciative inquiry handbook: For leaders of change. Oakland, CA: Berrett-Koehler Publishing. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 36089 in the search bar.Preface in:Dean, S., & Illowsky, B. (2014). Collaborative Statistics. Connexions: Rice University. Creative Commons License 3.0. Retrieved from https://cnx.org/contents/XgdE-Z55@40.9:LnCgyaMt@17/PrefaceChapter 1 in:Dean, S., & Illowsky, B. (2014). Collaborative Statistics. Connexions: Rice University. Creative Commons License 3.0. Retrieved from https://cnx.org/contents/gLOpQmDR@1.28:AkLGjuVA@15/Video-Lecture-1-Sampling-and-DataChapter 1 in:Goodyear, L., Barela, E., Jewiss, J., & Usinger, J. (2014). Qualitative inquiry in evaluation: From theory to practice. Jossey-Bass: Hoboken, NJ. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 80713 in the search bar.Chapters 3 and 4 in:Ng, W., & Coakes, E. (2014). Business research: Enjoy creating, developing and writing your business project. Krogan Page: London, UK. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 58388 in the search bar.Chapter 1 in:Phillips, P.P., Phillips, J.J., & Aaron, B. (2013). Survey basics. Association for Talent Development. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 53520 in the search bar.Stockberger, D. (2016). Introductory statistics: Concepts, models, and applications. Missouri State. Retrieved from http://www.psychstat.missouristate.edu/introbook/sbk19.htmChapters 3, 4, and 14 in:Swanson, R. A., & Holton, E. F. (2005). Research in organizations: Foundations and methods of inquiry. Berrett-Koehler Publishers: Oakland, CA. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 11859 in the search bar.Chapters 4 and 5 in:Walker, S. (2012). Employee engagement & communication research: Measurement, strategy, & action. Krogan Page: London, UK. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 47012 in the search bar.Excel ResourcesBrown, N., Lave, B., Romey, J., Schatz, M., & Shingledecker, M. (2018) Beginning Excel. OpenOregon, Creative Commons License. Retrieved from https://openoregon.pressbooks.pub/beginningexcel/ and https://openoregon.pressbooks.pub/beginningexcel/front-matter/introduction/ExcellsFun. (2016, May 20). Highline Excel 2016 class 15: Excel charts to visualize data: Comprehensive lesson 11 chart examples [Video file]. Retrieved from https://www.youtube.com/watch?v=xLmtGk7Ymy8&t=2003sChapters 1 and 2 in:Harvey, G. (2016). Excel 2016 for Dummies. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 117498 in the search bar.Book II: Chapters 1–4 andBook V: Chapter 1 in:Harvey, G. (2016). Excel 2016 All-in-One For Dummies. John Wiley & Sons. Available in the Trident Online Library: Follow these instructions for Finding Skillsoft Books. Enter 112925 in the search bar.Kaceli, S. (2016, January 24). Excel 2016 Tutorial: A comprehensive guide on Excel for anyone [Video file]. Retrieved from https://www.youtube.com/watch?v=8lXerL3DHRw. Note: This video runs for 2 hours.Video MaterialBSC Designer. (2012, December 2). Best practice tips for creating key performance indicators [Video file]. Retrieved from https://www.youtube.com/watch?v=91SKwBX419kProfKLJ. (2009, January 28). Understanding variables & indicators [Video file]. Retrieved from https://www.youtube.com/watch?v=4Xc20ag_ckMDaigle, D. (2014, June 5). Operationalization of concepts [Video file]. Retrieved from https://www.youtube.com/watch?v=36UZ9rKSa90comresearch224. (2014, July 9). Conceptualization, operationalization, units of analysis, levels of measurement [Video file]. Retrieved from https://www.youtube.com/watch?v=uaqUzUFHgUgEveland, J. D. (2017, October 15). Diagramming research models [Video file]. Retrieved from https://www.youtube.com/watch?v=LevvMIug5fE&feature=youtu.be
5 pages
Productivity And Growth
What is the relevance of research and development to an economy's productivity? Among major economies, how does the United ...
Productivity And Growth
What is the relevance of research and development to an economy's productivity? Among major economies, how does the United States rank in R&D spending ...
7 pages
Marketing Plan For Adding Pages
The pricing strategy for the product is penetrative to encroach the market and ensure that the customers gain trust at aff ...
Marketing Plan For Adding Pages
The pricing strategy for the product is penetrative to encroach the market and ensure that the customers gain trust at affordable prices (Huang 2017). ...
Business Strategy
Assignment 1 Select one of the following case studies to read and do
research on from The Practice
of Public Relations: ...
Business Strategy
Assignment 1 Select one of the following case studies to read and do
research on from The Practice
of Public Relations: Uber SuccessWrite a 700- to
1,050-word paper and respond to the questions at the end of your selected case
study to form the basis for your response.
What went well regarding the PR
response to the situation?
What might you have recommended
to improve the response?
Cite PR concepts from your
text, ERRs, or other sources to support the points you are making.
Include two references
with your paper.Format your paper
consistent with APA guidelines.Case Study Uber Success Brings Uber Public Relations ProblemsBehold the phenomenon
that is Uber.The 21st century
personal taxi cab service, headquartered in San Francisco, is worth
approximately $50 billion and isn’t even public. It is a staple in 300 cities
in 58 countries, employs 300,000 drivers and generates annual revenues of $10
billion.Uber ImpactfulUber was founded in
2009 by Travis Kalanick and Garrett Camp as a transportation network company
that uses an app to allow consumer to submit a trip request then routed to
Uber’s nexus of drivers. Uber lore suggests that Kalanick and Camp hatched the
idea one snowy night in Paris when they couldn’t find a cab.Almost immediately,
the concept disrupted taxi companies and governments around the world.Meanwhile, private
investors piled on to finance the upstart company, assuring it of one of
history’s most monumental public offerings—if and when it decides to go public.Uber’s impactful
growth appeared unstoppable. In the summer of 2015, CEO Kalanick announced
plans to invest $1 billion in China, increasing to 65 the number of Chinese
cities served by Uber. Despite challenges from entrenched taxi companies and
the Chinese government, Kalanick predicted that China might turn out to be a
more important market for Uber even than the U.S.Uber ArrogantDespite Uber’s
roaring success, it suffered public relations problems from its start.One primary reason
was its not-yet-40-year-old CEO Kalanick. While any Silicon Valley “disruptor”
must be a feisty competitor by nature, the Uber founder found himself in more
hot water virtually every time he opened his mouth.·On
the long-standing industry he wished to dethrone, CEO Kalanick immediately
enraged taxi drivers and local governments when he declared, “It’s not Pinterest where people are putting up pins. You’re
changing the way cities work, and that’s fundamentally a third rail. We’re in a
political campaign, and the candidate is Uber and the opponent is an a—hole
named Taxi.”·On
the upstart competitor Lyft raising money to challenge Uber, Kalanick made a
veiled threat to investors, “Just so you know, we’re going
to be fund-raising after this, so before you decide whether you want to invest
in them, just make sure you know that we are going to be fund-raising
immediately after.”·When
asked by an interviewer about his skyrocketing “desirability” as young CEO of a
multi-billion company, he responded, “Yeah, we call that ‘Boob-er.’” And
if that didn’t reflect enough public relations tone deafness, Kalanick followed
the comment up by blaming the media for reporting a claim by a political
organizer that she was choked by an Uber driver; dismissing the accusation that
Uber was somehow liable “for these incidents that
aren’t even real in the first place.”Unfortunately for the
CEO and his company, Uber’s public relations “incidents” kept on coming.Uber CrisesKalanick’s “take no
prisoners” attitude permeated his company and antagonized taxi drivers and
governments throughout the world.In
cities from Paris to London, from Shanghai to Mexico City, taxi companies and
unions protested against Uber alleging that its use of unlicensed drivers
was unsafe and illegal (Figure 5-6). Joining the protests were city
governments and their taxi commissions that regulated taxis and depended on cab
revenues. In New York and other cities, governments proposed regulations that
would rein in car-service apps.Figure 5-6 Not
so jolly Old London.London
taxi drivers blocked the streets with a go-slow protest outside the Transport
for London offices to protest Uber’s invasion in the spring of 2015.Photo: Guy Bell/REX Shutterstock/NewscomThen there were
mounting safety issues stemming from allegations against Uber drivers.·A
woman in New Delhi accused an Uber driver of raping her, and in response, the
Indian capital banned the taxi-booking service.·In
Chicago and London, female passengers accused Uber drivers of sexually
assaulting them.·In
Los Angeles, an Uber driver was arrested and charged with kidnapping a drunk
woman and taking her to a hotel to sexually assault her.Then on top of all
the other public relations challenges being thrown at it, an Uber executive
acknowledged in the winter of 2014 of telling reporters at what he thought was
an off-the-record gathering that he proposed spending $1 million to dig up
damaging information that would discredit journalists critical of the company.
According to BuzzFeed, he singled out one technology reporter, saying he wanted
to prove a “particular and very specific claim” about her personal life. When
BuzzFeed exposed the story and the company was engulfed in a social media
firestorm, even the pugnacious Kalanick unreservedly apologized for his
subordinate’s stupefying stupidity.And even as the
revenues rolled in, the public relations problems just kept on coming, from
criticisms for aggressively poaching drivers and using dirty tricks to
undermine rival services to offering rides to “hot chicks” to promote Uber in
France to allegedly pushing subprime auto loans on drivers to not doing enough
to address female passengers receiving unwanted sexual attention.No wonder that in
2015, Kalanick, according to TechCrunch, had embarked on a public relations
campaign to convey a “kinder, gentler Uber.”And
not a moment too soon.*Assignment 2 Write a 1,200- to 1,400-word paper using the same organization you
selected in Week 2. Apple IncCreate a business plan
for this organization to enter a global market in which they are not already
doing business (see section 2 of Table 8.1). Be sure to include the following:
Description of the business
Description of the industry
Technology Plan
Marketing Plan
Financial Plan
Production Plan
Organizational Plan
Operations Plan
Include at least 2 of the 7
recommended appendices (exhibits) as listed in Section 3 of Table 8.1
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