Instructions and Submission Due no later than 11:00 p.m. on Sunday of Unit 6 or as directed by your professor Worth 10% of final grade Late Submission Policy This assignment is subject to the Late Submission penalty policy, namely 5% per day for three days. This page will close and will not allow further submissions after this Late Submission period has expired. In the event of an emergency preventing you from submitting within this time frame, special permission must be obtained from your instructor. Documentation substantiating emergency is required. In such a circumstance, if the extension is granted, the professor will reopen the submission function for you on an individual basis. Please do not email your submissions to your professor, either before or after the due date; all coursework should be submitted through the online course (Moodle). Required Materials Levitt, T. (1960). Marketing myopia. Harvard Business Review, July-August, 45-56. Retrieved from https://courses.yorkvilleu.ca/iSpring/BBA/BUSI_2163/Resources/Marketing Myopia (Levitt Article).pdf Instructions Read Marketing Myopia, an article written in 1960 by Theodore Levitt and published in the Harvard Business Review. Read, reread, and consider the ideas advanced by the author. Do you agree? Disagree? Are his ideas relevant today? What are the strengths and weaknesses of his arguments? The goal of this assignment is for you to critically assess the ideas advanced by the author using your own knowledge and experience to justify your position. Clarity of argument while having a focused, concise presentation is key to your success in this assignment. The main themes put forward by the author should be addressed, providing a critical analysis of the hypothesis and the data used to support it. The critique should include an introductory paragraph briefly summarizing the article and a concluding paragraph briefly summarizing the student’s position on the value/accuracy/relevance of the article. This assignment should draw on materials from the assigned readings and discussion materials, in addition to external materials, your past learnings, and your experiences. These criteria must be met when submitting your article critique: The report must be 1-2 double-spaced typewritten pages. It should be free of spelling errors, be grammatically correct, written in full-sentences, and contain full words (no shorthand, emoticons, etc.). All materials must be referenced using APA style. Efforts to reference academic sources located through the library is encouraged. Evaluation The Article Critique will be marked in its entirety out of 100. The following rubric indicates the criteria students are to adhere to, and their relative weights to the assignment overall. Points Requirements 90-100 The report is well written, arguments and positions are clearly articulated and well supported, the critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes based on course materials, previous learnings and materials from other sources. The students bring an element of innovative thinking to their critical evaluation of the hypothesis advanced by the author. 80-89 The report is well written, arguments and positions are clearly articulated and well supported, the critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes based on course materials. 60-79 The critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes based on course materials. 40-59 The critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes without drawing on relevant course materials. 1-39 The critique does not address the main themes advanced by the author nor incorporate relevant course materials as part of the critical analysis. 0 No submission
Part 2 of your research project should address steps 4, 5, 6, and 7 of the Information Research Process for your product or service as indicated in Exhibit 2.4 on page 32. (** SEE ATTACHED DOCUMENT WITH INFO)**) You are required to: Write a 4- to 6-page paper (1000 to 1650 words) addressing steps 4, 5, 6, and 7 (double-spaced, Times New Roman, 12-point font). The questionnaire (step 7) for your MRP should include a maximum of 6 to 8 dependent variables questions and 4 independent variables questions. (See “About Launching Your Questionnaire” below for more details about when you should implement the questionnaire.) – Pretest your survey with 5 people, for validity, before submitting the assignment. About Launching Your Questionnaire: – Your questionnaire should be launched to your audience after you receive feedback from you mentor on MRP Part 2. – The questionnaire can be administered in person or via e-mail, telephone, the U.S. mail system, Internet, or any other research method. (A minimum of 20 completed surveys are required.) *** Helpful Tip: 1) While you are preparing for Part 2, please keep the following tips and requirements in mind: Note that within the Module 3 Study Materials section, key chapter review pages are listed. Use these pages as a guide to complete the steps of the marketing research plan. 2) As directions for explaining your research project in writing, remember that in the business world the owners, stakeholders, board of directors, corporate officers, and operational vice presidents will be asking, “Why, why, and why have you included the specific elements and activities within your marketing research
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