News event analysis

You are required to write about three different marketing-related news events that illustrate concepts covered in MKTG 303 (e.g., Verizon’s acquisition of BlueJeans Network, a B2B videoconferencing platform, for $500 million). The events you discuss must have occurred after July 1st, 2020.

You should base each event analysis on a minimum of four (4) articles. The articles may have been published in any major periodical (e.g., BusinessWeek, The Economist, Fortune) or major newspaper (i.e., Investor’s Business Daily, New York Times, Wall Street Journal). (Note: A news blurb of fewer than 500 words provides insufficient depth and breadth, and thus is not an acceptable source for this assignment.)

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Your written submissions should include the following content:

• Basic description of the situation,
• Connection to relevant marketing concepts,
• Takeaways/lessons learned, and
• References used.

Better analyses will draw from marketing concepts presented in several different lectures or book chapters. Takeaways/lessons should generalize beyond the analyzed event. This assignment requires you to think about marketing lessons you have learned and can apply to your future professional life.

Each event analysis should be at least 750 words. Your name should appear at the top of the first page and be right-justified. The title for each analysis should reflect the associated event. You should italicize each discussed marketing concept. You should use headings consistent with the required content. Along with content, your grade will depend on readability, grammar, and spelling. Again, the course schedule and Canvas specify the deadlines for submitting each of the three written analyses.

To write an effective marketing news event analysis, you must choose a recent event related to marketing practice. If you do not, then you cannot earn full credit regardless of how well your analysis is formulated and written. Moreover, you must follow the formatting requirements, which will help you to complete this assignment successfully. Below are the points that will be deducted from your total score for failure to follow these guidelines.

Wrong topic

Did not choose a marketing news event (100 pts deducted – no credit earned)
Did not chose a timely marketing news event
Event occurred between before the cutoff date (5-10 pts deducted)
Event occurred more than six months before to cutoff date (100 pts deducted – no credit earned)


Drew on three acceptable sources (5-10 pts deducted)
Drew on two acceptable sources (20-30 pts deducted)
Drew on one acceptable source (40 pts deducted)
Sources that are unacceptable include (but are not limited to) textbooks, articles in academic and case journals, articles that are shorter than 400 words long, articles that do not relate to the news event, and articles from a news source with limited credibility. (Note: You may augment your citations with additional “unacceptable” sources. However, they will not count as one of four “acceptable” sources.
References not properly cited or using an inconsistent format (1 pt deducted per cite)

Did not follow formatting instructions

Did not include your name on the document (1 pt deducted)
Did not single-space the document (1 pt deducted)
Did not double-space between paragraphs (1 pt deducted)
Did not use the specified headings (3 pts deducted)
Did not submit a doc, docx, pdf, or txt document (10 pt deducted)

Plagiarism and other academic integrity violations (such as submitting a paper written for another course) will result in an ‘F’ grade on this assignment. You are responsible for knowing what constitutes an academic integrity violation.

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