This document outlines the requirements for the final project in a Digital Media Research course. The project consists of 3 parts: 1) an analysis paper following APA guidelines, 2) a creative digital marketing example, and 3) a presentation to the class. Students will research a digital company, analyze its branding, media choices, business model, and make recommendations. Project groups can be 1-3 students and are due on the same day as presentations.

1. BDMM 4336
Digital Media Research
Project
Final projects are composed of 3 parts:
Final
Project 1. A thorough analysis paper (80 pts)
Class 20 2. A creative digital marketing example
Fall 2011 that could be used to grow the brand
(20 pts)
3. A formal presentation to the class (30
pts)
@AndreaGenevieve
andream@stedwards.edu

2. BDMM 4336
Research ONE:
•Topspin
Final • Cisco
•Polyphonic
•Kingdom of Loathing
•Univision
•KXAN
Project •
•
NIN
NFL.com
•Chris Anderson
•Yelp
•Adobe Youth
Class 20 Voices
Fall 2011 • CNN.com •Figment.com
•PeopleJam
• ACL •Wired
•Metacritic
•Dell – Idea Storm
• Blackberry •The Daily
•Rockband
App World •NetFlix
•U2
• Lost Highway •Bazaarvoice •BioWare
• Current TV •METV Austin – online•Microsoft Kinect
•Disney/Pixar
• KUT.org •Sirius/XM radio
@AndreaGenevieve OR choose your own company. NOTE
andream@stedwards.edu companies may not be duplicated for projects.

3. BDMM 4336
Submitting Your Project
Final • All projects must be submitted in
class the same day as your
Project presentation.
Class 20
Fall 2011 • Projects must also be emailed on
the same day to
andream@stedwards.edu
@AndreaGenevieve
andream@stedwards.edu

4. BDMM 4336
Formatting The Paper
Final • All written work completed in this course
must conform to APA guidelines as adopted
Project by the School of Management and Business
at St. Edward’s University unless specifically
Class 20 exempted by the instructor (e.g., status
Fall 2011 reports and case study analysis write-ups).
Correct spelling, grammar and
punctuation is important in all work.
WWW and Internet citing and references are
detailed in the APA manual. See:
http://www.stedwards.edu/gsm/current/apa.h
tm The Writing Lab at St. Edward’s
University may also be used as a resource
in this regard.
@AndreaGenevieve
andream@stedwards.edu

5. BDMM 4336
Paper Formatting
• Each paper MUST be written in Times New
Final Roman, 12 pt font with a cover sheet.
Project • Center your name, company, class (BDMM
4336) and date.
Class 20
• Staple in the upper left-hand corner.
Fall 2011
• You may double space.
• Do NOT massage margins. (1” only)
• NO folders.
• Each person must submit a paper.
• If one student – 14-16 pages, if two students
– 18-20 pages, if three students – 22-24
pages.
@AndreaGenevieve
andream@stedwards.edu

6. BDMM 4336
For The Email…
Final • For the email submission, name your
file with your first initial, last name,
Project section, plus topic abbreviation (e.g.,
Class 20
Fall 2011 amichnikPROJECT for the write-up
of the PROJECT; do NOT use a “#”
in document title). Please save the
paper in “.doc” format, not “.docx” –
this will make my life easier.
@AndreaGenevieve
andream@stedwards.edu

7. BDMM 4336
Part 2:
Final • Digital Component: Each group or
individual student will present a digital
Project component to their paper as part of the final
Class 20 project. This should be a tangible example
Fall 2011 of digital media tactic such as an HTML e-
mail, a template for a corporate blog with
examples, a social networking account with
examples, an infographic, a promotional
video, a idea for a mobile app, etc. If you
have any questions or ideas, please come
talk with me to discuss.
@AndreaGenevieve
andream@stedwards.edu

8. BDMM 4336
Part 3:
Final • Final presentations: Each will be
12, 14, or 16 minutes, depending on
Project the size of the project team. No
Class 20
Fall 2011 reading from papers will be allowed.
Students are expected to dress
appropriately for a professional
presentation. Each group member is
expected to contribute and present
equally.
@AndreaGenevieve
andream@stedwards.edu

9. BDMM 4336
Grading
To receive an “A”
1. Accurate and sophisticated understanding of
Final readings and issues with the ability to do more
than repeat what the text says or what was said in
Project class, such as the ability to infer additional
important information from sources
Class 20
Fall 2011 2. Critical stance toward opinions communicated in
class or in the readings and the ability to express
their own views articulately and defend them well
3. Originality of thought in expressing the critical
stance, in drawing out additional implications from
the readings and class discussions, and in finding
personal meaning in the readings and issues
discussed
4. Clear expressions of ideas, with papers containing
@AndreaGenevieve very few grammatical or stylistic weaknesses
andream@stedwards.edu

10. BDMM 4336
5 Components
Final A) Digital consumers
B) Branding efforts
Project C) Digital media choices in the
Class 20 marketing plans of the chosen
Fall 2011 company
D) Business model the company uses
(include pricing and revenues,
distribution choices, etc.)
As the expert you have become thorough in
this research, so for your project you will
also need to
E) Make recommendations for growing
this entity in both size and profitability
@AndreaGenevieve
andream@stedwards.edu

11. BDMM 4336
Class Work Days
Final • 11.14
Project • 11.21
Class 20 • 12.7
Fall 2011
• Please bring your laptops and be
prepared to work in class.
@AndreaGenevieve
andream@stedwards.edu

12. BDMM 4336
DUE TODAY
Final • Choose if you want to work alone, in
pairs or in a group of three. Please
Project decide by the end of class today
Class 20
Fall 2011 who you will be working with and
which company you will research.
• Create a basic outline for your
paper and start thinking about the
digital component
• EMAIL to me your outline by next
class
@AndreaGenevieve
andream@stedwards.edu