Compare and contrast the differences between product and brand and analyzing an academic article to bridge the gap with the professional marketers’ role in explaining how to use the learnings from the academic article in real-life branding strategies.

Academic article assignment

Course Objective:

Comparing and contrasting the differences between product and brand and analyzing an academic article to bridge the gap with the professional marketers’ role in explaining how to use the learnings from the academic article in real-life branding strategies.

Each student will pick an academic article from a pool of articles addressing branding strategies and will bridge the gap with the professional marketers’ role in explaining how to use the learnings from the academic article in real-life branding strategies.

This assignment requires a 5-page written report. The report should feature the following sections:

Cover page
Table of contents
Summary of the article (hypotheses, method, findings)
Main contributions
Recommendations about how to integrate the main findings in real-life marketing management
References
Appendix – the chosen article

Cover page, table of contents, references and appendix don’t count in the five pages. The report should be written in New Times Roman, font 12, 1.5 spacing. It should be turned in at the date specified in the schedule. Failure to turn in the report on the due date will lead to a one letter deduction.

Rubrics:

Summary of the article (hypotheses, method, findings) – 3 points

Main contributions – 3 points

Recommendations about how to integrate the main findings in real-life marketing management – 4 points

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