Each student will be required to find a current article about a marketing development in the business press (The Wall Street Journal, BBC, CNBC, Bloomberg, Businessweek, Fortune, AdAge, etc.) and submit a summary with the below requirements (50 points totMichelle_Michy
Environmental Scan Assignment (labeled ES on schedule)
Each student will be required to find a current article about a marketing development in the business press (The Wall Street Journal, BBC, CNBC, Bloomberg, Businessweek, Fortune, AdAge, etc.) and submit a summary with the below requirements (50 points total). The source should be reputable and students should formulate their own opinions and ideas about the topic taking into account adjacent industries.
The objectives of these reports are useful in the ways detailed below:
1. They guide you in discovering that marketing is not simply a collection of static terms and dated theories. Rather, both corporate and social organizations are living the principles we are learning.
2. The purpose of this assignment is to emphasize the importance of seeing the ‘big picture’ behind business developments. Also, students should be able to stimulate an intellectual conversation on the topic based on the article and their own individual research.
A spreadsheet will be posted with assigned dates for individual submissions. Please make sure another student has not done your topic already.
Reports are to be typed, double-spaced, on 3 (maximum) sheets of 8 ½ʺ × 11ʺ paper, stapled together, with no plastic bindings. I expect that these reports will represent your best presentation quality.
Include the following headings:
I. Introduction II. Environment
III. Marketing Mix Variables
Please follow this outline for your written report:
1. In your own words, summarize the key points of the article.
2. Be sure to relate the article to key points and concepts citing how and why this development is important to the marketing world.
Please use the following citation format:
Author’s last name, first name, “Title of the article,” in Periodical, (dates), page numbers.
Explain how this development has impacted the marketing environment relevant to the situation discussed in the article. Pay special attention to the competitive environment and issues bearing on competitive advantage.
BI. Marketing Mix Variables
Explain how this change impacts the marketing mix relevant to the situation. How should affected companies/industries adjust their marketing strategies to deal with this development