CMNS 230
September 25
Review of Assignment 1
Overview
• Outline sent out to mailing list
• Outline available on class website
http://www.sfu.ca/cmns/courses/230/Assignments.htm
• Due in tutorial, October 2
• Worth 20% of grade
(next week)
The Requirements
• Minimum of 6 pages (but no more than
10 including references)
• Double spacing
• Follow APA or CJC style
• At least 6 sources
- at least one academic source
- corporate sources
- trade publications/sources
Detail of the structure
• Introduction
• Case selection
• Rationale for selection of company /
artist / organisation
• Succinct outline of what the report is
about and a major conclusion (prepare the
reader for what they are about to read)
• May be from any country (as long as you
have sufficient sources)
Detail of the structure
• Profile of the company
• Outline history, structure and size
• Where do the fit into the overall industry
• Specific market segments and revenues
from each; market share in each
• Principal competitors and some detail
about their positioning and market share
• Keep to last 10 years
Detail of the structure
• Profile of the company
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Services and Content Produced
Outline the principal product “lines”
Brand identity or positioning of entity
Identify measures of success used
Specific numbers that demonstrate
success
Detail of the structure
• Competitive Business Assessment
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Use SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Detail of the structure
• Competitive Business Assessment
• SWOT matrix
Strengths
Weaknesses
Opportunities
Threats
Detail of the structure
• Competitive Business Assessment
• SWOT matrix
Strengths
Weaknesses
Opportunities S-O strategies W-O strategies
Threats
S-T strategies
W-T strategies
Detail of the structure
• Conclusion
• Summary of key points
• What have you learned from this?
• Should link back to introduction
Detail of the structure
• Writing style
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Descriptive analysis
Use shorter sentences
Clear transitions with subheads
Occasional bullets if appropriate
Include figures/charts/diagrams
Follow APA/CJC style (see library website)
Examples
• Look at Viacom Case Study in
Media Student’s Book, pp. 247-253
• More academic example, Bertelsmann in
International Journal of Media
Management (see CMNS230 website for
full reference)
Finding the material
• Google for the company
• Look at company website
(caveat regarding bias)
• Use electronic indexes thru library
website
Finding the material
• Trade publications
• Print:
- Quill & Quill
• Film (look online):
- Variety
- Hollywood Reporter
- Playback
- Screen Daily (get 2-week free trial)
Finding the material
• Academic publications
• Use electronic indexes and abstracts
• Search by company name
• Ascertain whether refereed or trade
publication
• Some examples:
- Media International Australia
- Canadian Journal of Communication
- Journal of Media Economics
Grading checklist
• Relevant and Strategic selection
• Clear rationale
• Succinct and clear highlights of
history, structure and size
• Accurate identification of product
lines in stage of product cycle
Grading checklist cont.
• Three clear measures of corporate
‘viability’
• Well thought-out SWOT analysis
• Strong conclusion
• Evidence of original thinking
(interesting title/conclusion)
Grading checklist cont.
• Proofread carefully
• Reference carefully and
appropriately
• Marking rubric will be available
online later in the week
How to get a ‘C’
• Look at the following example of
what NOT to do