Posted: February 16th, 2017

In your Executive Brief, you should summarize the marketing strategy described in the articles and identify the marketing outcome (such as the success or failure of the new product or venture)

Executive Brief: a short write-up (typed, single spaced, one to two pages) Project involves reading two related articles about a company’s successful or failed marketing strategy (or, for example, an interview with one of its executives) and handing in (on the day that you present your brief, right before the start of your presentation ) an Executive Brief: a short write-up (typed, single spaced, one to two pages) on the – marketing-related – material in these two articles. A copy of the articles (that should deal with the same product, service or organization) should be stapled to your brief; thus, only including a link is not sufficient! A complete citation and the source and date of the article should appear at the top or bottom of the summary. In your Executive Brief, you should summarize the marketing strategy described in the articles and identify the marketing outcome (such as the success or failure of the new product or venture). Briefly indicate what marketing concepts or text materials explain the outcome, and state your own opinion on these issues. Be sure to include your name, the date, the course you are enrolled in and your e-mail address at the top of your brief.