Article Critique
Instructions:
Students are required to access, through library resources, Marketing Myopia*, an article written in 1960 by Theodore Levitt and published in the Harvard Business Review.
*Note: For access to the article, click the Online Library icon at the top of the page. Go to EBSCO, and search for "Marketing Myopia" and "Theodore Levitt."
Once you have accessed the article, 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 to have you critically assess the ideas advanced by the author using your own knowledge and experience to justify your position.
- This assignment is due Unit 3 of the course. (0 points if submitted after posted end date without permission).
- Clarity of argument and focused, concise presentation are key to this assignment which has a maximum length of 2 double spaced typewritten pages.
- Critiques should draw on materials from the assigned readings and discussion materials as well as external materials, past learnings and experiences.
- All materials must be referenced using APA style. Efforts to reference academic references located through library sources is encouraged.
- The critique should address the main themes put forward by the author of the article providing a critical analysis of the hypothesis and the data used to support it.
- The critique should have 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.
- The report should also be free of spelling errors, be grammatically correct, written in full-sentences and contain full words (no shorthand, emoticons, etc., etc.).
- This page will close and will not allow further submissions after this Late Submission period has expired.
- In the event of an emergency situation 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).
Attachment:- MARKETING MYOPIA.pdf