Article Critique Analysis

This assignment requires students to critically evaluate the article 'Marketing Myopia' written by Theodore Levitt in 1960. The article should be accessed through library resources and students are expected to read, re-read, and consider the ideas advanced by the author. Students will need to critically assess the ideas using their own knowledge and experience to justify their position. The critique should have an introductory paragraph summarizing the article, a concluding paragraph summarizing the student's position on the value/accuracy/relevance of the article, and identify the main themes advanced by the author while providing a critical assessment based on course materials, previous learnings, and external sources.

Article Critique
Worth 10% of total mark
Due no later than 11:00 PM Atlantic Time on Sunday of Unit 3
 This assignment is subject to the Late Submission penalty policy, namely 5% per day for three
days.
 This page will close and will not allow further submissions after this Late Submission period has
expired.
 In the event of an emergency situation preventing you from submitting within this time frame,
special permission must be obtained from your instructor. Documentation substantiating
emergency is required. In such a circumstance, if the extension is granted, the professor will
reopen the submission function for you on an individual basis.
 Please do not email your submissions to your professor, either before or after the due date; all
coursework should be submitted through the online course (Moodle).
Instructions:
Students are required to access, through library resources, Marketing Myopia*, an article written in
1960 by Theodore Levitt and published in the Harvard Business Review.
*Note: For access to the article, click the Online Library icon at the top of the page. Go to
EBSCO, and search for "Marketing Myopia" and "Theodore Levitt."
Once you have accessed the article, read, reread and consider the ideas advanced by the author.
Do you agree? Disagree? Are his ideas relevant today? What are the strengths and weaknesses
of his arguments? The goal of this assignment is to have you critically assess the ideas advanced
by the author using your own knowledge and experience to justify your position.
 This assignment is due Unit 3 of the course. (0 points if submitted after posted end date without
permission).
 Clarity of argument and focused, concise presentation are key to this assignment which has a
maximum length of 2 double spaced typewritten pages.
 Critiques should draw on materials from the assigned readings and discussion materials as well
as external materials, past learnings and experiences.
 All materials must be referenced using APA style. Efforts to reference academic references
located through library sources is encouraged.
 The critique should address the main themes put forward by the author of the article providing a
critical analysis of the hypothesis and the data used to support it.
 The critique should have an introductory paragraph briefly summarizing the article and a
concluding paragraph briefly summarizing the student’s position on the
value/accuracy/relevance of the article.
 The report should also be free of spelling errors, be grammatically correct, written in full-
sentences and contain full words (no shorthand, emoticons, etc., etc.).
Evaluation:

The following rubric indicates those areas you should be focusing on in preparing your assignment,
and how the professor will weigh these components relative to one another.
Point
s Requirements
90-
100
The report is well written, arguments and positions are clearly
articulated and well supported, the critique includes an introductory
and concluding paragraph. The body of the critique identifies the
main themes advanced by the author and provides a critical
assessment of those themes based on course materials, previous
learnings and materials from other sources. The students bring an
element of innovative thinking to their critical evaluation of the
hypothesis advanced by the author.
80-89
The report is well written, arguments and positions are clearly
articulated and well supported, the critique includes an introductory
and concluding paragraph. The body of the critique identifies the
main themes advanced by the author and provides a critical
assessment of those themes based on course materials.
60-79
The critique includes an introductory and concluding paragraph. The
body of the critique identifies the main themes advanced by the
author and provides a critical assessment of those themes based on
course materials.
40-59
The critique includes an introductory and concluding paragraph. The
body of the critique identifies the main themes advanced by the
author and provides a critical assessment of those themes without
drawing on relevant course materials.
1-39
The critique does not address the main themes advanced by the
author nor incorporate relevant course materials as part of the critical
analysis.
0 No submission