Instructions
This assessment consists of two parts and requires students to write a Research Paper and prepare and conduct one seminar based on it.
The assessment is valued at 40% of the overall course grade and is graded as below:
1. Research Paper: In-lab contribution and well-written research paper (20%)
2. Seminar: In-lab contribution, discussions, and presentation (20%)
Research Paper
The Research Paper is a document that “reports” on the business research conducted about an advanced digital marketing topic selected by each student from the advanced topics agreed on in Week 6. The Research paper includes findings and makes clear and specific business recommendations. The findings of the research study and business recommendations should help managers understand how to approach a specific business problem, challenge, or opportunity. The Research Paper is based on secondary research conducted during the course.
The groups prepare a paper with a minimum of 3,750 words, or about 10 pages (1.5 spaced; in 12-point Arial font), and no more than 15 pages in length (5,625 words) excluding the cover page, the Table of Contents, the List of References, and Appendices.
Students are required to attend all labs to demonstrate individual progress, as well as receive assistance. More specifically, 50% of the research paper mark is based on attendance, in-lab contributions, and demonstrated progress. The lecturer will regularly take attendance and review individual progress.
The Research Paper should include the following sections
1. Cover Page and Table of Contents (corresponding to your subtitles)
Research paper title
Course name, number, section number, semester (i.e., MRKT4112 Fall 2023, section 1) Student names, and IDs.
Lecturer’s name.
2. Introduction/Background
It introduces the paper: a) the main topic, the main idea, and the main “story”, together with
the research focus and the research question(s); b) the related topics to the research paper; and c) the structure of the paper.
This section also describes the managerial problem or opportunity regarding the needs and challenges faced by individuals and organizations. Finally, this part also demonstrates the student’s motivation and interest in the topic.
The following points are important to be discussed and reflected upon in this section:
• What problem/opportunity is in the marketplace, and/or organizations are facing with their products and have to address and/or solve a problem?
• What are organizations currently doing, what are the planned strategies and decisions to capitalize on the business opportunity or to recover if there is a problem?
• What is the significance of the topic(s), its connection to concepts in the course, and/or its importance in the field of marketing or more specifically, digital marketing?
3. Literature Review
It presents in detail the data collected from secondary sources, that is the relevant content that originated in the articles reviewed and additional material researched. The literature review section presents 12-16 reliable, authoritative and significant articles. The topic is presented as reflected in the articles discussing the particular topic.
The literature review section is not a review of the content, article by article.
4. Research Methodology
Two to three paragraphs to introduce the secondary research conducted. Explain the kind of secondary sources used and how/where found these. Explain the evidence provided. State
what it helped to determine.
5. Summary and Recommendations
The final section in the research paper is most relevant for future courses of action.
The following points are important in this section:
• A summary of the research findings and how they fulfilled the research problem(s) and question(s).
• Propose future research with recommendations on how to improve further research.
• Indicate alternatives and recommendations for business solutions.
• Point limitations of the research.
6. List of References
7. Appendices
