The purpose of this assignment is to keep students up-to-date with current events, encourage critical thinking and develop writing skills for communication in an online environment.
Students are required to select an article from a popular press newspaper (e.g., Wall Street Journal) or magazine (e.g., Business Week) and post this article within the designated discussion forum, write a summary and comment on the article by providing a personal perspective on the situation or company and comment in a critical way.
Aim for 350-500 words. The postings should focus on specific marketing issues and apply the concepts used in the related class.
Be creative. Be sure to acknowledge what specific marketing issues to which your article relates. Give your opinion on the article and describe why you find it interesting.
IMPORTANT: Business articles discussed in this post should be published on or after October 17, 2017.
Biz News Possible Concepts:
Chapter 1: Creating Customer Relationships and Value through Marketing
Target Market, Needs and Wants
Marketing Mix, Customer Value, Customer Value Proposition
Chapters 2 and 22: Marketing Planning and Strategy
SWOT analysis, diversification analysis
Market share, BCG matrix
Marketing strategy vs. tactics
Core competencies, competitive advantage, differentiation strategies (Porter)
Chapters 3 and 5: Environmental Scanning and Consumer Behavior (CB)
Environmental scanning, environmental forces
Purchase decision process, sources of information, types of problem solving (level of involvement), cognitive dissonance, internal and external factors influencing CB
Chapter 8: Marketing Research
Types of research
types of data (primary and secondary)