JWI 518: M arketing In a Global EnvironmentAcademic Submissions and Evaluations © Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. Assignment 2: Case Study Analysis - Digital Marketing Tools Due Week 7, Sunday (Weight: 20%) In 2015, Starbucks Corporation saw 20% of its payments in the U.S. via its mobile application or "app," and 94% of Facebook users were fans of Starbucks or friends with fans. This case study explores Starbucks’ use of its mobile app, social media, and digital marketing, which helped to drive customer loyalty and increase its customer ba se, stock price, and revenues. For this assignment, you will apply the key concepts from Weeks 1 - 8 to evaluate the use of digital marketing technology, and recommend strategies to drive customer loyalty and increase the customer base. Instructions 1. Read the “Starbucks’ Loyalty Reigns” case and think about the points outlined below. 2. Write a paper that addresses all of the following and is organized as outlined below: a. Introduction (Suggested length: 1 - 2 paragraphs) i. Give a brief summary explaining what is happening in this case. You may also view the company’s website and recent SEC filings. b. Analysis (Suggested length: 1 - 2 pages) i. According to the case study, what types of digital marketing tools and social media platform technologies does Starbucks curre ntly use? ii. How has the use of these digital marketing tools and social media platforms led to customer loyalty and increased growth? iii. Has Starbucks used the correct digital marketing tools and social media platforms? c. Recommendations (Suggested length: 1 - 2 pages) i. How would you drive customer loyalty and increase the customer base using the digital marketing tools and social media platforms differently?* *For example, if your research and analysis shows that the company would benefit from using a specific mobile app other than its own or a social media platform it is not currently using, explain why these digital marketing tools would be appropriate to use. JWI 518: M arketing In a Global Environment Academic Submissions and Evaluations © Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This course guide is subject to change based on the needs of the class. Professional Formatting Requirements Your submitted assignme nt must: • Be typed, single spaced using a professional font size 12, including headings and subheadings, with one - inch margins on all sides. Line spacing should reflect APA double line spacing . See the Assignment #2 Template and Honors Sample Professional Paper under Course Documents for example s . • References must be included and provide appropriate information that enables the reader to locate the original source. Application and analysis of course materials and resources is expected, and additional research is welcome. • Include a cover page containing the titl e of the assignment, the student name(s), the professor’s name, the course title, and the date. • Be no more than 8 pages in length, excluding your cover page and reference list. Grading for this assignment will be based on answer quality, logic/organizati on of the paper, and language and writing skills, using the following grading criteria:

You are the HR manager for a commercial airline. You have been assigned to develop a realistic job preview for flight attendants. Your objective is to give a balanced picture of the job so that applicants will better understand what they will be asked to do. Job duties, schedules, and other facets of the job should all be well understood early in the recruiting process to avoid poor P/E fit later on. How would you gather information about the job context and environment? Explain what sources you would use and why. How could you use technology to show the positive and negative aspects of the job