Instructions
In this assignment, students will answer all the questions in a paragraph format.
After reading chapter 5, you will submit your answers (typed; Times New Roman 12 font, double spaced, left alignment, & 1" margin) for the questions as following.
[Questions]
- How does your college/university use direct, online, social media, and mobile marketing to attract quality prospective students and to communicate current students? Are they doing a good job? What suggestions would you make to them to improve their efforts?
- Research recent social media marketing crisis (e.g., Chicago business owner and British Airways in the textbook) and find an example of a company that appears to be doing an absolutely terrible job of connecting with customers via the Internet. Describe the situation and how the company handled it. Was the company's response effective? Why or why not? If not, how would you have handled the situation?
- Case Study: TikTok
TikTok is the destination for short-form mobile videos. Its mission is to capture and present the world's creativity, knowledge, and precious life moments, directly from the mobile phone. TikTok enables everyone to be a creator and encourages users to share their passion and creative expression through their videos.
With its more than one billion monthly active users, the wildly popular video-sharing app has impressed big and small brands with the virality of the platform and its strong hold over Gen Z, millennials, and influencers.
3.1 What makes TikTok different from other social media websites? What factors contributed to TikTok's success to-date? 3.2 What apps are the closest competitors to TikTok? How can TikTok maintain its competitive advantage against these competitors? 3.3 What are some threats that TikTok faces in the future? Give recommendations for dealing with those threats.
Deliverables
- Word document submission via Canvas.
- 12 Times New Roman, 1 inch margin, left alignment, & double-spaced.
- length: a minimum 2 pages excluding references.
- Correct spelling, grammar, and punctuation are expected and will be considered in the grading. Grading will be based on both the content and presentation of information.
- References: If you have used any sources for this assignment, you should cite them in your paper using APA format.
- Note: save your file as "your last name_Chapter 5" (e.g., Jackson_Chapter 5) before the submission.
- Brainstorming ideas
- Outlining structure
- Basic grammar and clarity suggestions
- Drafting/rewriting full paragraphs or assignments
- Generating citations or bibliographies
- Submitting AI-generated responses without significant revision or oversight