Business Press Article on Marketing for Utilities
Objective:
To have you identify a particular issue or strategy related to marketing a public utility company and discuss the implications for marketing practitioners of public utilities.
Directions:
Much deregulation has been occurring with public utilities (e.g., telephone, gas, electric, cable, etc.) in recent years. As a result, utilities are no longer "the only game in town" and have had to think seriously about marketing activities. For this assignment you are to find an article in the current business press that addresses a marketing issue related to a utility company or industry. In this assignment you are to find a recent article (published after January 1, 2000) and may choose any relevant article from WSJ, Fortune, Newsweek, Business Week, or another business publication. An article found on the Internet is not acceptable unless it was originally published in the traditional way--and the original version of the article should be used for this assignment. (Alternatively, you may use a story or news clip from TV, provided you tape record it. Contact the instructor for the specifics.)
One source you might find beneficial is a publication called Public Utilities Fort Nightly. Please note that it is NOT a requirement that you use this resource. I'm merely providing this information for you.
Requirements:
This assignment requires you to write a short paper (3-4 pages, double-spaced) which should include:
(1) a brief summary of the key point(s) of the article.
(2) a discussion of the how this article relates to three key concepts from this course in a public utility setting. (Be sure to clearly identify the concept(s) you are discussing.)
(3) your personal evaluation of and reaction to the article, based upon the marketing perspective you have gained during this course. Be honest in giving your evaluation.
(4) a clean, nice-looking photo-copy of the entire article (not the original copy) on standard 8½ x 11" paper.
(5) a separate sheet of paper, attached to the copy of the article, that identifies:
- your name
- the complete citation of where this article was published, including:a. author’s full name (or names)
b. name of periodical
c. title of the article
d. date of publication
e. volume number
f. issue number (if applicable)
g. page numbers
Due Date:
This assignment is due at the beginning of class on <see course schedule for date>.