Assignment 1 : Klein (2000), Sidibe (2020) and Levitt (see Marketing Myopia video) provide very different perspectives on the marketing function. Based on this material and Dyer, Chapter 7, write a brief (1 page max!) persuasive essay defending your views on the role of marketing in modern business practice; overall, do you believe marketing has a positive or negative effect on society at large?
Readings :
Klein, N. (2000). No logo: Taking aim at the brand bullies. New York: Picador. (Chapter 1: New branded world) (also available online)
Sidibe, M. (2020). Marketing Meets Mission. Harvard Business Review, 98(3), 134144.
watch :
Assignment 2 :
For this final writing assignment, we want you to reflect on your learning in this course and how it relates to contemporary business issues. First, briefly describe some major trends shaping the future of business and the business environment that you will be working in after you graduate. What role to you see for yourself in that business future? Where and how do you hope to contribute? Identify your top three takeaways from this course that will help you better navigate your path through this program and beyond.
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