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Ashford 3: - Week 2 - Assignment
Brand Strategy
Carefully browse the websites of two media giants NBC® and CBS®. In a four- to five-page paper, evaluate both companies’ strategies based on the following topics:
- Diversification
- Merger & Acquisition
- Brand extension
- Your personal evaluation of the ‘Brand Attitude’ that you possess about each of the companies
For each topic
- Discuss the literature and the relevant theoretical background.
- Explain the application of those theories and literature in each of the companies.
Your paper must include an introduction, a well-developed body, and a proper conclusion. It should also reflect proper APA format and style, and integrate sources and course concepts.
FindIt@AU, EBSCOhost, and ProQuest are good starting points for your search. It is also highly recommended that you search through the specialized journals in media management (e.g., Journal of Media Economics, Journal of Media Business Studies, International Journal of Media Management, and Academy of Management Journal).
Do not forget to consult the BUS699 Library Research Guide for further search tips and ideas.
The paper
- Must be four to five double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
- Must include a separate title page with the following:
- Title of paper
- Student’s name
- Course name and number
- Instructor’s name
- Date submitted
- Must use at least three scholarly sources in addition to the course text.
- The Scholarly, Peer-Reviewed, and Other Credible Sources table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
- Must document all sources in APA style as outlined in the Ashford Writing Center.
Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
10 years ago
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