BHO6505 Assessment guidelines: Assessment 1 - Review of literature on Marketing Myopia.
Learning Outcomes 2 & 3 (at risk assessment.)
To be completed individually, you are required to critically review the concept and relevance of
Marketing Myopia (Levitt 1960) using a range of journal publications.
Word Limit: This is at risk assessment and the word limit is 800 words maximum (including in-text
references) plus a reference list. Please note this assessment is not to go over this word limit.
Due: Week (Session) 4 – Friday. Soft copy via Turnitin due 5pm (or before). The hard copy is to be
handed in at the beginning of your next tutorial.
Instructions: As well as Levitt (1960), you have been provided with articles by Vargo and Lusch
(2004), and Smith, Drumwright and Gentile (2010). These are available on VU Collaborate. These
articles give you some indication as to how and why a traditional marketing concept like Marketing
Myopia has been investigated and challenged.
Your task is to examine and discuss how marketing myopia is currently viewed by academics in the
field of marketing. In doing so, you need to consider whether marketing myopia is relevant to
today’s business world and make an argument to support your opinion providing examples of real
world cases to support your argument.
There is no room for “fence sitters” in this assessment. You have to take a side. There are no right or
wrongs, however, the success of your performance in this assessment depends on how well you
present your opinion and validate it with reliable sources of information. In order to undertake this
task, you will need to search the library’s data bases (for example EBSCO Host, Emerald) for articles
from reputable marketing journals that provide you further insights into the topic. You will need to
cite at least three (3) more articles from academic (peer reviewed) journals other than those that
have been provided to you. Your references must be correctly cited (Harvard style of referencing).
In effect, you will need to prepare a brief essay with an introduction, body and conclusion that
presents your argument. You must reference all sources used (in-text and in the reference list)
following the Harvard style of referencing.
References
Levitt, T. (1960) “Marketing Myopia,” Harvard Business Review, vol. 38 (July-August), no.4, pp.57-66.
Smith, N.C., Drumwright, M.E., and Gentile, M.C. (2010) “The New Marketing Myopia,” Journal of
Public Policy and Marketing, vol. 29(Spring), no.1, pp.4-11.
Vargo, S. L., & Lusch, R. F. (2004). “Evolving to a New Dominant Logic for Marketing, “ Journal of
Marketing, vol. 68(January), no 1, pp. 1-17.