This is an individual paper designed to show that you are able to integrate the many different topics covered in the course (both in the classroom and in the readings). By being able display an understanding of both the content and the application, you will be better able to apply your knowledge in the business world. The paper is worth 20% of your grade. The paper should be between 12-15 pages long not including any appendices (1 ½ or double-spaced, 11 or 12 point font, .75 or 1 inch margins) when printed, though you will upload an electronic version of the document onto Canvas. I will accept longer papers but you should check with me first. Shorter papers usually do not have the type of in-depth coverage required to show an adequate understanding of the various topics in the course. In your paper you are to explain the digital technology topics and/or concepts you have chosen (write as if the person reading your report has no idea what the technology is), how the topics may relate to each other (if they do), and describe how each digital technology can be used as an effective marketing platform. Include at least one example for each digital technology you discuss. Being able to clearly describe different digital technologies and how they can be leveraged into effective marketing campaigns is a valuable skill that you will need in the business world – you will need to convince executives of many traditional companies to take you and your ideas seriously. The greater your understanding and use of the technologies, the more valuable you become to an organization. You are to choose five digital technology topics from the following list (if there is another technology you wish to include that is not on the list, please speak to me first): SEO SEM eCRM Video platforms Blogging Micro blogging Augmented Reality Social Networks Virtual Worlds Mobile apps Location-based services Gamefication Social Bookmarking You will be graded on the completeness of the description of each technology, the relevance of the examples given, and how well you describe how the technology can be leveraged for digital marketing. You will also be graded on your writing and reporting skills, as well as grammar and vocabulary. I expect every paper to be of ‘business professional’ quality, that is, you are to write every paper as if you are submitting a report to the CEO of a company (though you do NOT need to write it as a memo). The problems and topics should be well laid out and follow a logical sequence allowing the reader to easily understand the material without having to re-read parts to decipher meaning. The paper should always be free of typos and grammatical errors.
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