24 May Marketing Opinion
Marketing happens all around us, every day. In order to help you recognize this, three article reviews are required. This is a form of a current events report, writing a summary that extracts and summarizes the major points relative to a particular topic area that we have discussed. This is to be written in a 750 to 1150 word, APA style, paper outlining:
a) The topic considered
b) summarizing the article
c) stating how the article relates to your topic
d) Your opinion of the article
e) Two (2) “discussion questions” concerning that article.
Part of what determines the quality of the article is its source. The following are suggested: Ad Week, Advertising Age, Bloomberg Business Week, Crain’s regional publications, Entrepreneur, Forbes, Fortune, Harvard Business Review, Inc., and The Wall Street Journal. See me before you choose an article from any others.
In the News” Article Written Report rubric
| Area of Evaluation | Excellent | Good | Needs Improvement | Not
Satisfactory |
| Topic, Article Source, & Text, Chapter, & Pages Identified
15 points |
Quality article clearly identified with text’s pages and sources properly cited
12-15 points |
Identified and cited source but is 6-12 months old. Article somewhat superficial.
8-11points |
Article is over 12 months old. Text references not identified.
4-7 points |
Does not meet previous criteria
0 points
|
| Article Summary, Including How It Relates to the Text’s Topic
20 points |
Complete, clear summary & related well to text.
15-20 points |
Key point(s) are mentioned but not covered sufficiently or related to text
9-14 points |
Article summary is short, with no key points identified
5-8 points |
Does not meet previous criteria
0 points
|
| Your Analysis, Opinion
25 points |
Clear evaluation of article content with insightful application(s) to one or more marketing topic(s)
18-25 points |
Good evaluation of content with application(s) to marketing topic
10-17 points |
Evaluation of content is superficial with few applications to marketing topic
4-9 points |
Does not meet previous criteria
0-3 points
|
| Two Discussion Questions
20 points |
Thoughtful, discussion-creating questions
15-20 points |
Questions are of varying quality
9-14 points |
Questions are superficial or can be answered with ‘yes” or “no”
5-8 points |
Does not meet previous criteria
0-1 points
|
| Writing Mechanics
10 points |
No punctuation, spelling, word choice errors. Organization for optimum communication. Followed APA guidelines.
8-10 points |
Nominal level of errors in spelling, word choice, or organization
5-7 points
|
Significant level of errors in writing mechanics. Did not use APA style.
3-4 points |
Writing mechanics are well below professional expectations
0-2 points |
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