Case Study #1: The Wall Street Journal: Redesigning for Today’s Platforms

Part I:
Pick ONE of the following two case studies for this portion of the assignment, and follow the
steps associated with that case study.
Case Study #1: The Wall Street Journal: Redesigning for Today’s Platforms
I. Read the case study in Chapter 4 of the textbook titled “The Wall Street Journal:
Redesigning for Today’s Platforms”
II. In < 700 words, write a response essay that addresses the following questions/issues:
● How has the Wall Street Journal been a technology pioneer among its peers?
Name and describe 2-3 ways in which the WSJ has been an innovator.
● What are some challenges faced by the Wall Street Journal? In other words, why
don’t the issues that come up in this case lend themselves to simple,
straightforward solutions?
● As a reader of online news, what are your thoughts about some of the features
and limitations mentioned in the case? Is the Wall Street Journal generally
getting it right, or should they take another approach? If you are not a reader of
online news, that’s fine — you can talk about your general opinions regarding the
issues raised here in the case.
You may consult outside sources to help inform your understanding of the general
themes/ideas, but you do not need to. No citations are needed, either. Most of your time and
energy should be devoted to the third section. The facilitators and I are looking to see case
write-ups that demonstrate effort and originality — not some particular “right” answer to the
questions.
Remember the word limit — it is included here for a reason.
Case Study #2: Dick’s Sporting Goods: Taking Control of Its E-Commerce
Operations
I. Read the case study in Chapter 4 of the textbook titled “Dick’s Sporting Goods:
Taking Control of Its E-Commerce Operations.”
II. In < 700 words, write a response essay that addresses the following
questions/issues:
● What factors led Dick’s Sporting Goods to retake direct control of its e-commerce
operations?
● What are some of the key features of the omni-channel approach now taken by
Dick’s Sporting Goods?
● As a consumer, what do you think about the approach being taken by Dick’s
Sporting Goods? Do any specific aspects of its omni-channel approach appeal to
you? Or would you simply prefer to buy sporting goods at the lowest possible
price, regardless of other factors? If you do not purchase sporting goods, that’s
fine — you can write from the perspective of someone who does. Do you think
that the approach taken by Dick’s is likely to succeed?
You may consult outside sources to help inform your understanding of the general
themes/ideas, but you do not need to. No citations are needed, either. Most of your time and
energy should be devoted to the third section. The facilitators and I are looking to see case
write-ups that demonstrate effort and originality — not some particular “right” answer to the
questions.
Remember the word limit — it is included here for a reason.
Part II (WordPress project):
An important aspect of running an e commerce site is Search Engine Optimization (SEO). A key
aspect of SEO is identifying keywords that you want to associate with your site; you want people
who enter these keywords into Google searches to see your page in the results.
Come up with a list of 5 keywords or phrases that you want to associate with your website. For
instance, if your e-commerce site is selling used hockey equipment in Boston, you might choose
terms such as “hockey in Boston”, “used hockey sticks”, “hockey skates”, “used hockey
equipment” and “find hockey equipment in Boston.”
Write a single blog post that uses all five phrases that you choose. You can use the phrases
anywhere in the post — in the body, the title, the caption of a picture, etc. To complete this part
of the assignment, just add the post to your website, and list your keywords along with a link to
your site just below your write-up for Part I of the assignment.
Do not simply list the keywords as bullet points on your site, but try to incorporate them
naturally into the post. There is not any particular right way to do this; the purpose is to
encourage you to think about the importance of keywords as they relate to SEO.