DISSERTATION CHAPTER – DISCUSSION, MARKETING
Your task is to examine four of the fifteen chapters from the Bateman text, then write about a concept from each of the four chapters that meant the most to you, as explained in A and B below. Do not select more than one concept per chapter. For your essay, please feature an introduction and a conclusion that will serve as bookends for A and B below.
A. Analyze two concepts wherein they relate to situations you have faced in jobs. Explain what happened and emphasize your key takeaways from the situations. Your essay format for each of the two concepts should be:
-Text Concept – in bold
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Order Paper Now-What Happened on the Job – not in bold
-Key Learning(s) – not in bold
Compose the above in full sentences, as opposed to using bullet points. Use the bold feature as indicated above only to ensure that the instructor can locate the text concept.
B. Analyze two concepts wherein they relate to firms about which you have heard or read (but were not your employers). For example, they could employers of people you know. Additionally they could be firms about which you have read in the popular press or academic journals. You will not get credit for companies mentioned in the Bateman text. Examples of the popular press include, but are not limited to Advertising Age, Business Week, Fortune, The Economist, Wall Street Journal and trade publications from your industry. Academic journal examples include, but are not limited to Sloan Management Review, Columbia Journal of World Business, Journal of Small Business Management, and the Harvard Business Review. An academic journal is one that is peer-reviewed and contains articles penned by university professors or doctoral candidates. You will receive 3 extra credit points if you select an academic journal article. In your essay explain the conclusion of the article and emphasize your key takeaway(s).
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