The purpose of the assignment is for students to
locate a scholarly article on a subject of their choice that relates to
marketing and consumer behavior, summarize the article, and share insights with
their classmates. Students will read one another’s articles and engage in
discussion of the related issues. This assignment includes two parts for
completion.

Article Presentation 

1.  Choose a subject relevant to Topics 1-4, and
additionally, Topics 5-8. Locate a scholarly article using the GCU library’s
academic databases. Be sure to select an article from a peer-reviewed journal
that includes citations. It should be approximately 15-20 pages in
length. 

2.  Read and annotate your article and prepare a
presentation to share with your classmates. 

3.  Create a PowerPoint Presentation that includes
the following:

a.  A summary of the article’s main points.

b.  An evaluation of the article’s significance in
relation to the topic.

c.  A discussion of how the article
changed/expanded your understandingof
the topic.

Submission Directions

Students are required to submit a PowerPoint presentation
to the instructor. They are also required to upload their presentation to the
provided discussion forum. In addition to uploading their presentation to the
discussion forum, students must post two discussion questions about the article
to promote dialogue between classmates. Questions should ask peers to consider
the relevance of each article’s content in relationship to broader issues in
marketing and/or consumer behavior. Include the link to your article in your
post.

APA format is not required, but solid academic
writing is expected.

NB: Topics identified above deal with Segmentation