Assignment:
Background for the Plan
As a participant in the AIBC, you will have an opportunity to become a published writer at the end of the conference. AIU hosts a marketing publication, "
The Marketing Scene," which provides a platform for professionals and consumers to discuss new ways of marketing, the effectiveness of advertising trends, specific ad campaigns and the impact this information has on our society.? It provides a good starting point for this assignment. Some of the stories talk about the marketing of new products or the revitalization of existing ones.
Specialized Research using the Library's Full-Text ARTICLES Databases
Marketers must learn to do solid research in support of upcoming projects. The Unit 1 IP is a research paper and should address the following:
What challenges does a company face when developing new products in the global economy? Describe selected challenges using examples of at least 3 product/service launches. Resources MUST include articles from the library?s full-text databases.
After having discussed the challenges of new product launches, how has technology assisted in the effort? Report on at least 3 situations in which technology supports the marketing effort. Resources MUST include articles from the library?s full-text databases.
Legal and ethical implications loom large in today?s business environment. Describe selected challenges using examples of at least 3 legal/ethical faux pas in marketing that hit the media. The Marketing Scene devotes a section to Controversy in Ads, which may give you some ideas for your research. Resources MUST include articles from the library?s full-text databases.
The assignment requires the use of ARTICLES from the library?s full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or Reference Books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier.
Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The paper should be written in third person; this means words like ?I?, ?we?, and ?you? are not appropriate. The use of direct quotes is discouraged, but may be used sparingly in appropriate situations.
Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 5-6 pages in length - starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 8-9 pages in length.
Please submit your assignment as a Word document in APA format using the attached TEMPLATE.
Background on Course Research Requirements
In the business world it is important to use research to strengthen points that you make in presentations and projects. You will see references to using specific databases throughout this course. Research is a crucial skill in marketing and learning to use the search functions in these databases is about critical thinking which complements other research techniques you have used prior to the class.
There are two main types of databases accessible in the library, through ?FIND ARTICLES & BOOKS.? Keep in mind that the most popular databases for marketing articles are: ABI Inform Global, Academic Search Premier, and Business Source Premier. We will be focusing on these databases that contain articles rather than those with reference materials (like Credo Reference) and eBooks (eBrary).
As a graduate student, you must steer away from inferior Web sites with anonymous writers, articles found on consultant Web sites, materials on sites like QuickMBA.com, MarketingProfs.com, etc. Dictionaries and Encyclopedias most often repeat the information from your text. For the basic definitions, the Winer textbook should be used. Don?t use texts from your undergraduate studies. Acceptable Internet resources include government sites (especially for statistics), Web sites for Associations (like the American Marketing Association), and company Web sites when you are researching a company or product. Think of classes this way...you decided to go for a Masters degree, why would you rely on what you ALREADY knew before you started the program...shouldn't you ADD to your knowledge base by going out and researching?
You are not permitted to use any open-source Web site in this course.
The goal is for you to acquire new research skills in this class. Almost everyone is adept at an Internet search, but most of you are not yet comfortable using the library?s article databases. This month, you will have the opportunity to discover what a great resource you may have been missing
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