Written essay will be on BMW. The criteria / grading for these bi-weekly essays can be found in the Syllabus and the Rubrics/Grading Criteria in the left menu area.
Prepare a 1 page paper (MS Word, 12 point, Single Spaced) on the following topic. Please place name, assignment topic and date at the top on 1 line of space, then the question(s) being asked in the assignment before writing your answer/essay. Make your answer brief and concise, yet thorough - defend your position drawing primarily upon and referring to course content/concepts for support. This is analysis of marketing strategies, tactics and challenges, not personal opinions about products/services or companies. Material in the week's textbook chapters should be the primary resource.
Marketing Excellence: BMW - What are the pros and cons to BMW's selective target marketing? What has the firm done well over the years and where could it improve?