CASE STUDY CMST 301 University Maryland:PROJECT 1 -

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The use of digital media within organizations has transformed how organizations communicate with prospective and current customers. Digital media such as: web videos, e-books, and social media have each shaped the communication strategies organizations employ to engage customers.  In some industries, these assets are extremely valuable.  In this assignment, we will find conduct a case study of how Major League Baseballuses digital media to drive revenue with a new channel of distribution.

 

 





Assignment

You will download a copy of the case from Harvard Business Publishers and read it prior to the class (https://cb.hbsp.harvard.edu/cbmp/access/23450489) In this assignment, a case study, “Major League Baseball Advanced Media:  America’s Pastime Goes Digital” will be presented and discussed during the Week 3 Class Meeting.  We will discuss the case study in study groups consisting of five to six students to arrive at conclusions from the case.  Each student will then write a paper analyzing the following questions concerning the case and submit by the due date.  You will be expected to integrate the conclusions you drew in the class as well as perform additional outside research.  In your assignment, you should thoroughly answer the following questions, using supporting documentation in the case to support your conclusions:

·         What should the new IPad app be named?

·         Should live games be provided free or ala carte via the IPad app?

·         How should the IPad app be priced?

·         How should MLBAM forge the relationship between the new Apple IPad app and MLB.TV? 

·         How should MLBAM pursue the distribution of live games after the rights for ESPN and Fox expire in 2013? 

Criteria

Project must follow APA Guidelines

 

Formatting Requirements

  • Double-spaced
  • 1 inch Margins
  • 12 point professional font
  • Footers including page numbers and student name
  • Headers including project name and class
  • File name first initial, last name and project (ex. Rzornes_casestudy)
  • Use of tables, graphs, images, etc. of appropriate size that are relevant to the information being conveyed is highly encouraged.

 

 

 

 

 

 

 

Content Requirements

  • Minimum of 1250 words, maximum 1500 words
    • Excluding cover and bibliographical pages
  • Title Page including
    • Your Name
    • Instructor Name
    • Course Name/Number
    • Paper Title
  • Case Study Requirements
    • Introduction and Synopsis of Case
    • Influence of MLBAM on MLB
    • Answers to Questions
    • Strategic Analysis
  • Bibliographical Page
    • Minimum of 2 professional / scholarly sources.
      • Sites like Wikipedia are not permitted and are not considered to have sufficient veracity

 

 

 

Grading

Project 1 – Case Study is valued at 20% of your total course grade.  There are a total of 100 points that can be earned towards the assignment which will be used to calculate your score.

 

 

Criteria

Points

Title Page and Formatting

10

References

10

Introduction and Synopsis of the Case

10

Influence of MLBAM on MLB

10

Question 1

10

Question 2

10

Question 3

10

Question 4

10

Question 5

10

Strategic Analysis

10

Total

100

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Late Assignments

There is a 5% penalty per day for late assignments. Late is considered as starting immediately following the due date of the assignment. No late assignments will be accepted more than a week after the due date, at which point the assignment will be locked.

Exception to the above. Items like military deployment, medical emergencies, etc. do allow for additional consideration, but official documentation will be required for these extenuating circumstances.

 

Considerations

 

All work must be your own and you are expected to complete the assignment(s) without assistance. As with all work, you should be sure it meets the UMUC Student Code of Conduct (http://www.umuc.edu/policy/student/stud15100.shtml)



 

 

Save your work and save often!

Ensure that you submit your assignment to the WebTycho Assignment Folder when ready and that you have not saved your work. To verify, go back into your assignment folder and check the status.

 

 

Do not wait until the last moment to upload your submission. As with any system, there can be unexpected technical issues that may prevent submission.

Assignment will be locked, preventing submission, after the due date.

 

 

Report any technical difficulties to 360 Support (http://support.umuc.edu), when they occur, in addition to sending the instructor a Private Message informing them of the issues you are encountering and that you’ve reported the issue.

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