Marketing Myopia by Theodore Levitt, 1960
Reading Notes
Your contribution grade will also consist of your ‘reading notes' which are described as follows:
The aim of reading notes is to help you read critically and actively – to be engaged in the work.
You will find this tool essential in graduate school so it is here we begin the habit. The reading
notes will be measured using the level-five evaluation criteria and must contain the following:
Format:
Two-page maximum (articles)
o single space, business block, justified margins, 10-point font
APA bibliographic citation of the work as your ‘title'
Your name, course, section number and date at the upper right
Content:
Central theme – identify author's main lesson/argument – what is the author(s) teaching us
Critical analysis – evaluate the lesson/argument – strengths/weaknesses – considering pointing to a frame of reference in your own life or your training in the subject
Main takeaways – so what and now what? How do we best apply the knowledge from this article/book?
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