BUSINESS ARTICLE APPLICATION MEMO (BAAM) GUIDELINES Each written assignment should include three sections. 1.

The first section should be the summary of the article and a description of which topic (of the course) the article relates to; 2. The second section should relate to what you learnt about the issue/topic concerned from the Strategic Management (BA 426) course, and the last section should be an analysis and critique of the article from the view point of what you learnt from the course. 3. The third section is an integration of the first two sections. That is, the analysis and critique should integrate the article with what you learnt from the course on that subject. Individuals are requested to refrain from repeating the details provided in the article (just to fill up space) in their written analysis. Do not add verbiage for the sake of length. Oversized articles or drawings should be folded to the 8.5 " by 11" format. In preparing the written analysis, write from an objective view, in third person. Do not use the words "I", "We", or "You". Use subheadings to correspond with specific issues. The written assignment will be graded on organization, thoroughness, insightfulness of analysis, and written communication skill. Students should work on this written assignment on an individual basis (not in groups). Individuals should neither seek nor receive help from friends and family in completing this written analysis. The written assignment should be typed (maximum 12 point size lettering), double-spaced on 8.5" by 11" paper, and minimum 2 full pages in length. Each written assignment should not typically exceed 4 pages in length. The assignment should be stapled and well-paginated. Individual written assignments are to be submitted on due dates specified. Late submissions will not be accepted.

Digital Technologys Profound Game Change for Marketers By: Jeffrey Bussgang When I was a kid, "The Graduate" was a generation-defining hit movie, with Dustin Hoffman playing an
aimless college graduate. In the middle of a graduation party, an older businessman takes the wayward Hoffman aside and delivers some wise advice: "plastics." That should be the field his generation should focus on, the field that would shape the future. Today's advice for aspiring graduates is also a single word: "software." In a sweeping Wall Street Journal article last summer, Netscape founder Marc Andreessen identifies the twenty-first century phenomenon of software eating the world. Software is disrupting industry after industry and transforming large swathes of the economy. When I was an entrepreneur in the 1990s, I would debate with my investors what slice of the $70 billion US software industry we could carve out. Today, as a venture capitalist, I meet with entrepreneurs who are trying to figure out what portion of the $70 trillion global economy they can dominate. Within the $1 trillion marketing industry, the impact of software eating marketing has now reached the board room. With the explosion of digital marketing, it is clear that technology is radically transforming the marketing function and the role of the marketing professional. The changes rippling through the marketing industry goes far beyond the simple mantra of "follow the eyeballs" to different screens. Gartner analyst Laura McLellan predicts that by 2017, chief marketing officers will spend more on IT than CIOs. The repercussions of social, mobile, video, Big Data, CRM, cloud and other disruptive forces are impacting all aspects of business, but particularly marketing. As a result, marketing leaders and agencies now carry the burden of understanding technology's impact on their business, the entire customer experience, and leading innovation within their enterprises, not simply following a course set by their IT department. "Madison Avenue meets MIT" and "Revenge of the Nerds" are common themes in marketing circles as technologists are becoming the rock stars of customer engagementemploying algorithms and analytics along with artistic creativity to win market share. In much the way Apple disrupted the music and phone industries with smart industrial design and clever software that shielded users from complexity, technologists are building sophisticated systems with interfaces that are as simple for marketers and designers to manipulate as their iPhones. FutureMan upcoming gathering of marketing and technology leaders that kicks off Oct. 22, will address these challenges head on, exposing marketers to today's most innovative thought leaders and companies who are transforming marketing. Hosted in Boston, at the nexus of the technology and advertising industry, FutureM is a weeklong extravaganza that will bring together marketing artists and marketing scientists, left brain and right brain thinkers alike, to debate the most pressing issues facing the industry. FutureM is fast becoming the equivalent of SXSW, the place to get inspired and see what's next, but focused on digital marketing