Each weekly journal entry is graded on how students apply course concepts to their analysis. Each journal entry must include: i) a Description of how the course concept was applied to the brand (same brand each week, or a new brand); ii) what the Analysis showed from applying the course concept, and results if available; and iii) your Evaluation of lessons learned, and what you would do differently with the brand. Additional pages for exhibits can be added as necessary – if they add relevance and understanding to the weekly journal entry.
week 6: ch12&13
week 7: ch14&15
week 8: ch16&17
week 10: ch19&20
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