Basically, your report should include the following six components. The following sections address what will be required of you:

1. Title
2. [Grading Category: Topic uniqueness/diversity, Readability]
3. The title should represent what your report is about. It shouldnotbe the title of the article.
4. RelevantImage(s)
5. [Grading Category: Readability]
6. You're required to put some relevant images that will help readers to better understand your summary/observation. Examples of irrelevant or unnecessary images are:

• -Company logos because your article is not about the logo.
• -Product images because your article is not about the product images. Your article should be focused on product functions.

1. Summary
2. [Grading Category: Length & Depth]
3. You're required to make a concise but detailed summary in your report. You SHOULD NOT copy & paste article content in this process. Every semester I have a student that violates this rule. To identify this problem, I randomly use the software called "turnitin" that detects plagiarism.
4. Goodmarketingimplications&Learningpoints
5. [Grading Category: Length & depth, Evidence/additional research, What we can learn]
6. Please clarify why you selected the article and why the article is important. In this section, please avoid to present your subjective feeling or emotion (e.g., "I like the idea", "It's a unique approach", "I believe it will work very well") without any supporting evidence. Also, show how your findings, implications, what you've learned can be applied to other similar contexts (e.g., mobile cashiers managed by employees in Apple stores can be adopted in BestBuy to hide commercial purposes).
7. Youropinions&evaluationsbasedonevidence
8. [Grading Category: Length & Depth, Evidence/additional research]

1

MKTG.4300

Please share your evaluations on the ideas obtained from your article(s). It is not necessary to share positive opinions all the time, since marketing ideas are not perfect. There is much to learn from failure. Most importantly, you must present evidence to support your opinion.

For example, "McDonald's has recently introduced many new food items based on fresh vegetables to avoid the "junk food" image. This approach is expected to be successful. According to xyz statistics, their sales have increased after the introduction of diverse fresh foods and consumers' perception about McDonalds' have dramatically improved. Previously, around 70% of consumers considered McDonalds' as a representative for junk food. Due to the new product strategies, the percentage has dropped to 35%, etc..."

This is only an example. You can find and refer to more diverse evidence to conclude your opinions and evaluations on each article. This assignment will require significant reading and time to process the information.

6. References

[Grading Category: Readability]

While I prefer the APA format, you only have to provide enough reference information to help me in tracking your sources.

Very important tips:

1. PleasemakesurethatyourreportconsistsofTWOarticlesummaries.
2. Please do not introduce the same topic of articles in your report. For example, if your first article introduces an interesting ad campaign then the second article should not introduce a similar idea.
3. "Min.800words"meansliterallyaminimumrequirement.Makemorethan800- word based reports to impress me. Of course, your report should be concise without redundant descriptions that aim to kill the space. 800 words is simply a minimum requirement. It will be impressive to see reports more than 800 words. Make sure that you keep them concise and you are not being redundant simply to increase the length of you report.
4. Pleaserefertoatleastfourdifferentarticlesassupportingevidence.Although, more sources are better, I ask that you refrain from including unnecessary references. Here are some examples:

• -company domains (e.g.,www.bestbuy.com,www.walmart.com) without any specific and detailed information.
• -different references basically saying the same story 2

MKTG.4300

"Facebook's 10thBirthday" at

http://blogs.aljazeera.com/blog/americas/facebooks-10th-birthday

"Happy 10thBirthday, Facebook" at

http://www.washingtonpost.com/blogs/compost/wp/2014/02/07/happy-10th- birthday-facebook/

5. Use sub-heads to be more reader-friendly. For example,

What 10 year-old Facebook means to us Summary

Facebook celebrated its 10thbirthday...

Implications & Learning Points

The SNS business is getting popular... Its paradigm is still bright?...

My Opinions & Evaluations

Many info sources, such as eMarketer (2012) assert that the business model of Facebook will survive longer...

References

Reynolds, Rob (2014), "Facebook's 10thBirthday" accessed on Feb. 19, 2013, available athttp://blogs.aljazeera.com/blog/americas/facebooks-10th-birthday