General Instructions:

You will complete one assignment each week: below you will see the two or three options you can choose from.  Some options will allow you to use creative skills–if you don’t want to do that, you always have the straightforward option of writing a paper.

Each assignment is intended to take you 1-2 hours of concentrated work to complete. If you want to do something more involved/complex for the assignment, consider bringing on a classmate to partner with you–reaching out to others early on this is important. Each person will need to submit the assignment separately and indicate that you worked together. 

Focus on getting the content correct over getting the form perfected.  For example, I would rather an awkward Zoom-recorded video of you reading from notecards without any editing that gets the ideas and applications correct than a professionally-edited video that lacks content depth, or gets concepts and applications wrong.   

If you are not sure you’re doing the right thing for the assignment and want to discuss your idea for the assignment with me, reach out to me on or before Monday (the assignment is due Wednesday). 

Each week you will submit your assignment with a compelling title (we are in marketing, letàpractice it!) and a list of 3 key takeaways (e.g., main points you learned or covered in the assignment). You will be graded on whether your assignment illustrates correct understanding of the selected concept(s), demonstrates correct application of concept, and adds something beyond what is provided by the course.

Week 7 Option:

Option A: Discuss the effects of service quality on defensive vs. offensive marketing efforts.  Can use real-world examples or provide your own examples.  Make sure to illustrate your understanding of the difference between offensive and defensive marketing.  Paper, slides, video methods all accepted. (For example, you might make a slide deck to appeal to your local golf course that has really been neglected in recent years to invest in specific ways to increase their service quality and outline how this will have a positive impact on their bottom line by retaining customers, price premiums, and attracting new customers.)