Marketing Management

 

1. Individually, students will read 5 journal/research articles that pertain to marketing a service (as opposed to a product). Students will then write a 3-5 page report (excluding cover page, abstract, and references) synthesizing those 5 articles. APA methodology applies to this assignment.

The 5 articles should be academic, peer-reviewed articles from trustworthy publications.  Additionally, none of the articles used should be older than 5 years.  Be sure that you synthesize the articles into a report and not just summarize each article.

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2.  Each student will select one of the key terms presented in the module and conduct a search of Campbellsville University’s online Library resources to find 1 recent peer-reviewed academic journal article (within the past 3 years) that closely relate to the concept. 

Your submission must include the following information in the following format:

 DEFINITION: a brief definition of the key term followed by the APA reference for the term; this does not count in the word requirement. 

SUMMARY: Summarize the article in your own words- this should be in the 150-200 word range. Be sure to note the article's author, note their credentials and why we should put any weight behind his/her opinions, research or findings regarding the key term. 

DISCUSSION: Using 300-350 words, write a brief discussion, in your own words of how the article relates to the selected chapter Key Term. A discussion is not rehashing what was already stated in the article, but the opportunity for you to add value by sharing your experiences, thoughts and opinions. This is the most important part of the assignment. 

REFERENCES: All references must be listed at the bottom of the submission--in APA format. 

Be sure to use the headers in your submission to ensure that all aspects of the assignment are completed as required. 

 Pick one of the following terms for your research: Morals, principles, values, corporate social responsibility, or ethical culture.