Individual news article analysis:

-You are required that you write an individual 1000-word analysis on a marketing news story which has appeared in 2012.

-There is no oral component.

-The news story MUST be published in English.

A copy of the article you have analysed MUST be included as an appendix.

Ground Rules:

-Select an appropriate marketing news story which has appeared in 2012.

-It might be from the business press, such the Financial Times, the Economist, the Wall Street Journal, Business Week, Fortune, or Forbes, or the business section of a national newspaper such as the Daily Telegraph or the Guardian.

-Of course, other media sources – including ones available exclusively online – are permissible.

-What is the marketing new story about?

-It is about the marketing strategy or tactic of a single firm?

-Or does the news story raise an issue with wider marketing implications?

-Report or essay style is required but as word count is limited extensive use of tables, bullet points and diagrams is expected.

-Sources must be acknowledged; a bibliography is required.

-References to relevant marketing literature, corporate examples, and illustrations are deemed as highly appropriate for a full and complete response.

Analysis:

-Analytical essays require the writer to examine his/her response to, and thoughts about, the reading s/he has done.

-To compose an analysis, the writer collects the information that is central to the argument he or she is examining — the claims, the evidence, and the assumptions — and interprets the strengths and weaknesses of all sides in the debate.

How to analyse 7 Steps:

1)Figure Out Where you Are

2)Be Sure You’re Seeing Clearly

3)Decide What You Need to Decide

4)Determine What You Need to Know

5)Collect Your Information

6)Turn the Information Into Knowledge

7)Add the Final Ingredient; Your own judgment

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