Week 11

Question 1

RATIONAL DECISION MAKING MODEL

Answer 1

-Define problem
– identify decision criteria 
– allocate weight to criteria 
– develop alternatives 
– evaluate alternatives
 – select best alternative 
–monitor and evaluate decision

Question 2

Case study approach

Answer 2

-Define problems
- identify/allocate weights to decision criteria/organization objectives
– develop and evaluate options
– select best option
– provide recommendations and action plan

Key is not to jump to actions without weighing options

Question 3

Social media with Bearse

Answer 3

Tailor communication to meet needs of those consumers that are interested, ready
and willing to engage with online content

Question 4

Social media with Bearse, for who, developing a persona

Answer 4

Criteria for building persona
Demographics: information such as age, gender, marital status etc.

Psychographics: perceptions of world,
motivation, beliefs, character traits

Temperament: competitive, humanistic, spontaneous, methodical

Topology: purchase related decisions, competition, and environment

Question 5

Key performance metrics for websites

Answer 5

Bounce Rate: how many users go deeper into page

Referral Information: how many people are finding content? Search phrases etc.

Task Completion Rate: users who landed on page, how many found what they were looking for

Cost per conversion

Question 6

Tips to transform marketing to publishing:

Answer 6

start with in house creativity, research top competitors, brainstorm needs, research keyword volume, consider complementary products/services/advice, use personas, answer customers’ questions