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Executive Summary: Each of your article analyses should start with an Executive Summary.

i. At the top of the first page of each executive summary, type the words “EXECUTIVE SUMMARY” in all caps.

ii. The executive summary is a general synopsis of the article – no opinions should be given in the executive summary.

iii. The length of the executive summary will vary from article to article, but is typically one typewritten page.

C. Analysis: Each executive summary should be followed by an analysis.

i. At the top of the first page of each analysis, type the words “ANALYSIS” in

all caps.

ii. This section is a critical analysis of the article. In this section you should

apply what you have learned from you marketing courses as well as from any marketing experience you may have. You may include personal opinions and experience in this section, but do not write an analysis based entirely on opinion.

iii. You should consider and discuss marketing concepts such as the 4 P’s of marketing (product, price, place, and promotion), target market, research and development, trend forecasting, etc.

iv. You should provide a conclusion that discusses the “take-aways” from the article. What was the most important lesson, insight, or advice you learned from the article?

v. Be sure to use proper in-text citations. Any direct quotations from the article must be in quotation marks.

vi. The length of the analysis will vary from article to article, but most critiques will be one to two typewritten pages. Article analyses must be at least one typewritten page; do not submit an analysis that consists of only one or two paragraphs.

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