Description
Please refer to the document, “Writing Guidelines for Marketing” that is posted in the content area of Brightspace for general information on writing standards for the course. As we proceed through the class, points will be assessed for writing style. I have added to the course page in Brightspace the current College of Business Administration rubric for evaluating the structural quality of written work. See “Writing Rubric PDF” in the content area with the syllabus and other course-wide documents. I will use this with gradually increasing rigor through the remainder of the course. Assignment (for refresher, see Chapter 9): Consult any current, reputable news source for business (Wall Street Journal, Financial Times, New York Times or the like). In an essay format (including a statement of purpose, body of essay and conclusion) discuss the following: · Explain your understanding of “positioning.” I do not want a text or internet definition. Explain in your own words and perhaps with your own examples. · This is where the current events research comes in. We have all heard about how everything from corporations to universities to small companies to non-profits have had to “pivot” in order to survive because of the pandemic. Many of these pivots can be described in terms of a “repositioning.” o Select one organization that has undergone this process. Explain the repositioning that occurred (e.g., from what to what). o Has it been in place long enough to determine whether the process was successful? Against what competitors is the organization positioned? Be sure to properly cite at least one outside source. The “Writing Guidelines” document gives a reference for APA citation that includes print as well as online source citation. Consult the Writing Rubric for suggestions on essay style. Grading: Your explanation of positioning 6 Explanation of a repositioning 6 Overall writing style 3 In response to requests in both classes, I will begin to add grading rubrics. However, Marketing is a creative art and creativity and initiative will be rewarded.
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