BADM 351 EXAM 1 QUESTIONS AND
ANSWERS
IT Savvy - Correct Answers --Emphasize use of technology over technical skills
-Understand trends in order to determine how technology may become part of the
product or service
-An understanding of technology resides in the business
-Choose leading edge, not "bleeding" edge
-Able to assess the financial implications of the technology
Congrats to the World: Stakeholders - Correct Answers --Christine
-Julie Evans (Christine's colleague)
-Christine's family
-Professor Park (made the post)
-future Honey Crisp Services
-Allerton (confidentiality perspective)
-Allerton Department Head (message conveyer)
-Professor Norman (advisor)
-Honey Crisp PhD Program
-Universities
What's different now v. 2002? - Correct Answers --more users
-smartphones (screenshots)
-not in the newspaper, you wouldn't hear about it
-news spreads much more quickly
-email was not that popular (it would have been done by phone)
-for her to have gotten in trouble, the company would have had to hear directly (unlikely)
-not traceable in 2002
-there would be ways to diffuse the situation
Who controls the content and destination of messages via social media? - Correct
Answers --Professor Park (could have not posted)
-Facebook (who is associated/connected on FB)
-users (controlling it based on who they are connected to)
-Christine (ask for it to be deleted/she controls who she tells)
How could Christine have been positively impacted? - Correct Answers --sends the
message that she is excited and has support (credibility from the company)
-increase her value in the job market
,-initiate formal offer
-self-esteem
-more active on FB
Negatively impacted? - Correct Answers --other applicants will see
-if job lost, credibility lost
-might want other offers but she's associated with Allerton (other universities might pass
on Christine)
-seen as being presumptuous
-future positions
-reputation
-relationship with Professor Park
-Allerton could refuse offer
Other stakeholders? - Correct Answers --other job applicants
-family
7) Do Generation Y and Generation Z (individuals born after 1980) respond differently to
this story than Generation X and Baby-Boomers (born between World War II and 1980)
might respond? If so, how? - Correct Answers -Y and Z might relate more, more aware;
X is more accustom to the traditional process
the problem because of generation gap? communication
Takeaways - Correct Answers --Segmentation (Personalization) - Age, Gender, Culture,
Nationality, etc. - groups interpret the message differently; make sure you understand
your audience
-Seek key influencers like Professor Park
-Find balance in your analysis (the good and the bad)
-Consider stakeholder's different perspectives
The effect of Social Media on Communication - Correct Answers -Speed: messages
travel quickly
Scope: contagion; broad reach
Network Structure: who is connected; how they are connected matters
IT Savvy - Correct Answers --Thinking About IT from a Strategic Business Perspective
-Understanding Enough About Technology to Most Effectively Use It
-Championing and Supporting IT Initiatives
-Knowing When Not to Invest in IT
Web 2.0 - Correct Answers -communities, participation, engagement, and co-creation
, openness, sharing: best ideas and talent often reside outside the firm
user-generated content
Web 1.0 to Web 2.0 - Correct Answers -From the cathedral to the bazaar (Web 2.0
gives voice to the consumer. Decision rights move away from the ivory tower)
4 P's of Marketing - Correct Answers -Product
Price
Place
Promotion
5th P of Marketing - Correct Answers -PEOPLE
(participation or people)
What makes it social media? - Correct Answers --platform (LinkedIN, FaceBook,
Twitter)
-nodes (participants, users, subscribers)
-links (connections)
**social media platform must be internet enabled
**must have some user-generated content
LinkedIn - Correct Answers --Social network for professionals
-College students=fastest growing demographic
Why do users use LinkedIn? - Correct Answers -Important to Have Presence
Job Opportunities
Staying Connected
Prestige of Connections (volume and quality)
Profile Maintenance
How does LinkedIn earn revenue? - Correct Answers -Talent Solutions
Marketing Solutions (ads)
Premium Subscriptions
Major costs of LinkedIn - Correct Answers --People (IT, sales, product development,
management)
-Infrastructure (servers, data centers)
-Advertising
-Legal (liability, intellectual property, trademarks/brand)
-Regulatory Compliance (public firm, privacy protection)
**Fixed costs and variable revenue
ANSWERS
IT Savvy - Correct Answers --Emphasize use of technology over technical skills
-Understand trends in order to determine how technology may become part of the
product or service
-An understanding of technology resides in the business
-Choose leading edge, not "bleeding" edge
-Able to assess the financial implications of the technology
Congrats to the World: Stakeholders - Correct Answers --Christine
-Julie Evans (Christine's colleague)
-Christine's family
-Professor Park (made the post)
-future Honey Crisp Services
-Allerton (confidentiality perspective)
-Allerton Department Head (message conveyer)
-Professor Norman (advisor)
-Honey Crisp PhD Program
-Universities
What's different now v. 2002? - Correct Answers --more users
-smartphones (screenshots)
-not in the newspaper, you wouldn't hear about it
-news spreads much more quickly
-email was not that popular (it would have been done by phone)
-for her to have gotten in trouble, the company would have had to hear directly (unlikely)
-not traceable in 2002
-there would be ways to diffuse the situation
Who controls the content and destination of messages via social media? - Correct
Answers --Professor Park (could have not posted)
-Facebook (who is associated/connected on FB)
-users (controlling it based on who they are connected to)
-Christine (ask for it to be deleted/she controls who she tells)
How could Christine have been positively impacted? - Correct Answers --sends the
message that she is excited and has support (credibility from the company)
-increase her value in the job market
,-initiate formal offer
-self-esteem
-more active on FB
Negatively impacted? - Correct Answers --other applicants will see
-if job lost, credibility lost
-might want other offers but she's associated with Allerton (other universities might pass
on Christine)
-seen as being presumptuous
-future positions
-reputation
-relationship with Professor Park
-Allerton could refuse offer
Other stakeholders? - Correct Answers --other job applicants
-family
7) Do Generation Y and Generation Z (individuals born after 1980) respond differently to
this story than Generation X and Baby-Boomers (born between World War II and 1980)
might respond? If so, how? - Correct Answers -Y and Z might relate more, more aware;
X is more accustom to the traditional process
the problem because of generation gap? communication
Takeaways - Correct Answers --Segmentation (Personalization) - Age, Gender, Culture,
Nationality, etc. - groups interpret the message differently; make sure you understand
your audience
-Seek key influencers like Professor Park
-Find balance in your analysis (the good and the bad)
-Consider stakeholder's different perspectives
The effect of Social Media on Communication - Correct Answers -Speed: messages
travel quickly
Scope: contagion; broad reach
Network Structure: who is connected; how they are connected matters
IT Savvy - Correct Answers --Thinking About IT from a Strategic Business Perspective
-Understanding Enough About Technology to Most Effectively Use It
-Championing and Supporting IT Initiatives
-Knowing When Not to Invest in IT
Web 2.0 - Correct Answers -communities, participation, engagement, and co-creation
, openness, sharing: best ideas and talent often reside outside the firm
user-generated content
Web 1.0 to Web 2.0 - Correct Answers -From the cathedral to the bazaar (Web 2.0
gives voice to the consumer. Decision rights move away from the ivory tower)
4 P's of Marketing - Correct Answers -Product
Price
Place
Promotion
5th P of Marketing - Correct Answers -PEOPLE
(participation or people)
What makes it social media? - Correct Answers --platform (LinkedIN, FaceBook,
Twitter)
-nodes (participants, users, subscribers)
-links (connections)
**social media platform must be internet enabled
**must have some user-generated content
LinkedIn - Correct Answers --Social network for professionals
-College students=fastest growing demographic
Why do users use LinkedIn? - Correct Answers -Important to Have Presence
Job Opportunities
Staying Connected
Prestige of Connections (volume and quality)
Profile Maintenance
How does LinkedIn earn revenue? - Correct Answers -Talent Solutions
Marketing Solutions (ads)
Premium Subscriptions
Major costs of LinkedIn - Correct Answers --People (IT, sales, product development,
management)
-Infrastructure (servers, data centers)
-Advertising
-Legal (liability, intellectual property, trademarks/brand)
-Regulatory Compliance (public firm, privacy protection)
**Fixed costs and variable revenue
