Marketing Management

Assessment 1 Information Sheet

Unit Name:Marketing Management

Unit Code: SHRO37-6

Title of Coursework: Evaluating a Journal Article on Marketing

% weighting of final unit grade: 40%

                                                                            

Assignment Detail

Assignment : Evaluating a Journal Article

In this first assignment, you have to prepare a 1,400word critical analysis of a given article from a peer-reviewed journal. You need to critically evaluate the article from a theoretical perspective and consider the practical implications using examples based on the Omani market. You need to use at least two other related journal articles(selected by yourself), to support your evaluation of the article.

Article Title:  “Customer perception towards effectiveness of floor advertisements in organized retail”, by Mithun Shrivastava, Navdeep Saini, and Arvind Pinto, in International Journal of Business and Management Invention, ISSN (Online): 2319 – 8028, Volume 3, Issue 1,January 2014, PP.11-19

The Abstract of the article:

Advertisements play a significant role in consumer decision making related to products/ services. In fact, the customer perception gets influenced in different ways in varying degree in response to advertising stimuli presented by marketers, especially in the context of multitude of advertising tools and techniques applied by organized retail sector in the domain of point of purchase ads. One such technique that has gained attention of supermarkets and/ or hypermarkets is the use of floor advertisements. This study is perhaps a maiden attempt in Oman’s organized retail sector and attempts to investigate/ examine customer perception towards effectiveness of floor ads used in organized retail outlets. For the said purpose, primary data was collected by administering structured undisguised questionnaire amongst 100 respondents in Oman. The impact of select factors which are expected to contribute significantly to floor-ad effectiveness, viz.; floor- ad recall, floor-ad persuasiveness, attitude towards floor-ad, and floor-ad attractiveness has been examined. Further, the impact of floor-ad effectiveness on customers’ purchase intention as well as on his/ her word of mouth intention has also been examined. Structural equation modeling based on partial least square method was used to determine path coefficients in the proposed structural model. Based on the findings, it could be concluded that all relationships examined as per proposed structural model were found to be significant at 95% confidence level, except the relationship indicating impact of floor-ad recall on floor-ad effectiveness. This study is expected to help marketers make informed decisions related to channelizing advertising budgets concerning floor-ads in organized retail sector, besides providing some useful insights to other scholars in phenomenon similar or related to the domain of research.

The Task:

Evaluate the journal article with specific consideration of the following:

·       Title

·       Abstract

·       Introduction

·       Theory

·       Method

·       Results

·       Contribution

·       Overall assessment

Please, note the following:

·       You must use at least two other journal articles for your discussion

·       Your arguments must be balanced and supported by marketing literature on consumer behaviour and marketing communications

·       You must demonstrate and apply your marketing knowledge

·       Your references must reflect a balance between academic and internet sources

Suggested Structure for your Assignment:

  

1.    Cover page

2.    Table of contents

3.    Abstract (the summary of your own analysis of this article)

4.    Evaluation of the journal article

a.     Title

b.    Abstract

c.     Introduction

d.    Theory

e.     Method

f.      Results

g.     Contribution

h.    Overall assessment

5.    References

6.    Appendix (if applicable)

Analysing a journal article is not as difficult as you might think. The guidelines below will help you to provide a structured and sequential analysis of the journal article:

Introduction(approximately  100 words).

·       This section should be brief. It should explain the assignment task and indicate to the reader how you are going to approach the assignment.

Title of the article (approximately 100 words)

·       Is the title of the article clear?

·       After reading the article, do you think the title is appropriate and reflecting the essence of the article?

Abstract(approximately 100 words)

Is the abstract comprehensive enough with regard to the following:

·       What (Research Questions, Aims, Objectives)

·       Why

·       How

·       Key outcomes

·       Key contributions

·       Limitations

Introduction of the article (approximately 100 words)

·       Is there a Clear Objective / Research Question?

·       Is the Objective / Research Question Interesting?

·       Is it Interesting and Encourage You to Read Further?

Coverage of the Theory(approximately 200 words)

·       Does it Contain a Well-Developed and Articulated Theoretical Framework?

·       Is the Theory Appropriately Applied?

·       Is the Context for Objectives / Hypothesis / Prepositions Clear and the Supporting Logic Persuasive?

·       Is Extant Literature Appropriately Reflected?

·       Do the Hypothesis or Prepositions Logically Flow from the Theory?

Methodology (approximately 200 words)

·       Are the Sample and Variables Appropriate for the Hypothesis?

·       Is the Data Collection Method Consistent with the Analytical Technique's) Applied?

·       Does the Study Have Internal and External Validity?

·       Are the Analytical Techniques Appropriate for the Theory and Research Questions?

Results of the study (approximately 200 words)

·       Do the results flow from data analysis?

·       Are the results presented clearly and in an understandable way?

·       Are the findings supported by any other study?

·       Are there alternative explanations for the results?

Contribution and practical implications (approximately 200 words)

·       Does the article Make a Value added Contribution to the Existing Knowledge or Extend Understanding of marketing communications and consumer behaviour in the Omani market?

·       Does the article Stimulate Thought or Debate?

·       Does the article show Practical implications and alternative explanationsfor marketers/retailers in the Omani market?

Overall assessment (approximately 200 words)

·       Are you convinced by the findings?

·       Are there ‘gaps’ where nothing is said?

·       Are inconsistencies discussed and explained?

·       Is ‘what should be done next’ discussed?

N.B. Please note that the format of your paper should be essay format, and you are expected to discuss and analyse the aforementioned issues. These guidelines are suggestive of the headings/sub-headings for your discussion. Bullet points will not be accepted.

Feedback

Online feedback can normally be accessed via BREO, 15 working days after the assessment. Please, note that the mark/grade remains provisional until approved by the relevant examination board.

Assignment Support

The University’s Learning Resources provide a ‘Study Hub’ where you can improve your assignment grades by accessing free professional support to develop a wide range of relevant and valuable academic skills.

Three teams of specialists: Academic Liaison Librarians, Computer Skills Trainers and Professional and Academic Development (PAD) Tutors can help you develop your academic skills and improve your assignment writing and preparation techniques; leading to better grades and enhanced employability.

Learn what information you need for your assignments, how to find it and assess if it's relevant and reliable. Then use the techniques you have discovered to manage your time effectively and improve your academic writing style or your presentation skills.

You will find a wide range of online guides to help you. These cover key areas for success such as library resources, referencing, academic writing, maths, study skills and how to optimise your use of Microsoft Office products.

In addition, there is an ‘Invicible Library’ which can provide online help in the following areas:

• Unit 1: Getting started
• Unit 2: Unpacking the assignment brief
• Unit 3: Using different types of information and data
• Unit 4: Searching smarter
• Unit 5: Gathering information and data
• Unit 6: Evaluating information and data
• Unit 7: Using information ethically and legally
• Unit 8: Putting it all together
• Unit 9: Managing your time effectively

Each unit will help you to develop your skills in locating, using and managing resources for your academic study. There are nine units in total for you to work through at your own pace and you can come back at any time to repeat or refresh.

Ideally you should do the tutorials in order, building on your skills and knowledge as you complete each one. However, the package has been designed so that you can dip in and out of each unit as required. You can use this learning package from any Internet-connected PC.

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