Marketing Case Study

ASSESSMENT 1: Review of Paper on CSR and Customer Value Co-creation

LB5202 Marketing Management 2019

LB5202 Marketing Management

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Guidelines

Review of paper in max 1500 words

Respond with one or two issues that you find interesting to explore in the paper

Write paper in essay format

Short introduction (what is the paper talking about)

Body : The longest part of the paper

Your view and analysis of what was interesting in the paper – why it was interesting, did you agree or disagree with the points you chose to discuss, cite some evidence from secondary research to make your point

Conclusion

In a sentence summarise your main point and make your recommendation to the authors (do not just repeat the recommendation from the paper – justify your recommendation from your research)

4 Marketing environment

LB5202 Marketing Management

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Additional information (1)

Secondary research (where to look)

Market research reports

Newspaper reports and articles

Other journal articles

Databases for relevant trends (what other elements are relevant to successful marketing today)

How to use & reference secondary research

For example while citing data:[According to Mintel (2018) report on consumer uptake…56 % of consumers.] The reference for this citation is as follows:

Mintel (2018) ‘Consumer trends in Social Medial usage – November 2018’ Retrieved from Retrieved from http:// academic.mintel.com

While citing another journal article [‘Albaum, Strandsov and Duerr (1994) have described the sales response function…..]. The reference for this citation is as follows:

Albaum, G.A., Strandskov, J., Duerr, E., Dowd, L. (1994), International Marketing and Export Management, New York: Addison-Wesley

How to use & reference secondary research

If your secondary sources are not acknowledged they will be considered as plagiarized for which there are severe penalties.

4 Marketing environment

LB5202 Marketing Management

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Additional information (2)

Proof read your essays thoroughly

Use tables, diagrams and further analysis of data to support your recommendations

Give page numbers

Double or 1.5 spacing between sentences for ease of reading and marking

DO NOT use bullet points in any part of the essay

4 Marketing environment

LB5202 Marketing Management

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