Marketing Concept Study

There are many ways to construct an academic paper. Below please find one for your reference:

Cover Page

Table of Contents

Executive Summary (1 page)

It is a succinct one-page summary of the paper in terms of its aims, nature and major findings.

It is not an introduction to the paper. The Executive Summary is written after the paper had

been completed.

1. Introduction (~1 – 1.5 pages)

This chapter contains an introduction (like an overview and trailer of a movie) to the topic,

(aim, objectives (the work that must be done to achieve the aim)). Moreover, it is a broad sense

and scope in introducing the topic that leads to what is more specific to the next chapter. You

might also want to include your justification of your chosen topic in the Brand Management

instead of the other three. Towards the end of the chapter, then an outline of your entire paper.

2. Background (~1.5 – 2 pages)

This chapter contains information of your chosen topic in defining the context and scope of the

topic. A more in-depth explanation about your topic such as any theories, concepts, terms, and

ideas of your topic and that could lead to the literature review part.

3. Literature Review (~4 – 5 pages)

This chapter provides the background/history of the topic, reviews/discusses previously

published work on the topic, identifies key issues/aspects that will form the basis of the

(research) findings, leading to your analysis chapter. Any gaps found amongst those

literatures your group had been reading?

4: Analysis (~2 – 4 pages)

This chapter analyses and discusses the (research) findings. How do you come up with the

Concept Map, its usage/implication? In your own words, it is to break down those parts you

found in the literature review and make it more understandable relating to your Concept Map.

You might view this as the description and understand about the findings, your Concept Map.

The analysis must be linked, where appropriate, to the literature review.

Limitation and Future studies (optional)

Limitation found in your Concept Map (e.g., it works under what kind of situation or why it is

not working in some circumstances or settings) and/or literature review. Areas that you

recommended for further research, if any.

Case Study (optional)

Application/illustration of your Concept Map by applying it to a case study.

5: Conclusion (~1 – 1.5 page)

Conclusion is a summary of the major findings. You might also add your recommendation in

using your Concept Map. Remember, conclusion is NOT a précis of a paper.

References – This section provides details of EACH previously published work cited in the

paper using APA referencing style. http://libguides.library.cityu.edu.hk/citing/apa

Appendix – Supporting and relevant data, information, charts and figures.