Overview
The material covered in the course, and more specifically the concepts and topics in each module, are applicable in business. For each global summary, you should look for the concepts of interest to you in substantive publications. Therefore, your task in writing a Global Summary is to find examples in news/media articles of how the concepts fit into marketing.
Assignment Objective: To demonstrate the you can apply what has been learned by recognizing concepts covered in the business press.
- Read/watch/listen to this week's chapter and lecture materials.
- Next select a minimum of four specific concepts from the text that are of particular interest to you (NOT topic headings ). If you wish to choose concepts from earlier modules you may do so.
- Then find current articles in the business press (the Wall Street Journal, the Financial Times, Fortune, Bloomberg Businessweek, USA Today etc.) that discuss/apply/relate to topics from the text that you selected. Read your article carefully, making notes about relevant content. You may find that more than one concept applies/relates in the same article.
- Finally, write a one-paragraph summary of the article and explain how the concept selected applies/relates. A one-paragraph summary should be written for each article.
- The page number for the textbook concept should be included as well as the link for each article.
- Completed assignment should be 1-2 pages.
PLEASE NOTE: Articles should NOT come from academic journals (i.e. Harvard Business Review, Journal of Marketing etc.). Please, no social media sources (i.e. blogs, posts etc). Research is to be limited to sources from the business press.
For each global summary, you should look for the concepts of interest to you in substantive publications (e.g. Bloomberg Business Week, NY Time, WSJ, USA Today etc.). Please no social media sources (i.e. blogs, posts etc). Each global summary should relate to the week’s module topics and/or concepts and contain a least 4 different concepts. More than one concept may be in the same article. Please provide the topic or concept, the issue, the page number for the publication, a paragraph or two on each and how each item related to a specific concept in the book (include page number from the text). You should also provide the web link to the source.
Here is part of an example. Of course the entire summary for the article should be substantive. This student go on to write a full and complete summary discussing the article and explaining their rationale (i.e. more than 2 sentences.)
Chick-fil-A testing spicy new menu items in select markets, considering nationwide rollout
This article discusses the testing of new items at specific fast food restaurants around the U.S. It mentions how some products are tested for a limited time to determine its profitability. This represents the concept of market testing, specifically the method of test marketing (Kotler, Cunningham & Keller, 2008, p. 151).
In addition to the grading rubric below, submissions will be graded based on the applicability of the theory or concept as well the strength of supporting arguments. The page limitation set will help you focus your thoughts in to eliminate all of the extra “stuff”. Please note: Do not exceed the stated page limit question. Also, this assignment should not be viewed as an exercise in copy and paste. Writing should be in your own words.