Principles of Marketing
\nSpring 23-24
\nIndividual Assignment – Assignment 1 guidelines
\nNote: The deadline for submission will be Sunday 14, April 2024 at 11:59PM UAE Time.
\nChoose one of the Principles of Marketing concepts and try to give full explanation for it
\nsupported by enough literature.
\nTopics of interest or any topic related to one of the Principles of Marketing concepts that
\nwe discussed inside the class or any new topic such as:
\n\uf0fc The influence of Artificial Intelligence (AI) on customer communication, customer learning and
\ncustomer experience.
\n\uf0fc The influence of Artificial Intelligence (AI) on customer communication, customer learning and
\ncustomer engagement.
\n\uf0fc The influence of Artificial Intelligence (AI) on customer awareness, customer interest and
\ncustomer mental image.
\n\uf0fc The influence of Artificial Intelligence (AI) on customer awareness, customer intention, customer
\ninterest.
\n\uf0fc The influence of Artificial Intelligence (AI) on customer communication, customer interaction
\nand customer feedback.
\n\uf0fc The influence of Metaverse on customer communication, customer learning and customer
\nexperience.
\n\uf0fc The influence of Metaverse on customer awareness, customer interest and customer mental
\nimage.
\n\uf0fc The influence of Metaverse on customer awareness, customer intention, customer interest.
\n\uf0fc The influence of Metaverse on customer awareness, customer interest and customer purchase.
\n\uf0fc How Metaverse can Enhance Customer Awareness, Interest, Engagement and Experience.
\n\uf0fc Internet of things (IoT) use to customer\u2019 data collection, data analysis, data processing and data
\nsharing.
\n\uf0fc Can Artificial intelligence (AI) enhance customer\u2019s preference, interaction, customization and
\nbehavior.
\n\uf0fc How Buzz marketing influence customer intention, attention and response.
\n\uf0fc Customer feedback enhance organization performance and position.
\n\uf0fc How competitive advantage enhance business operations and survival.
\n\uf0fc How digital marketing influence consumer experience and knowledge.
\n\uf0fc What Social marketing means and how it influences consumer attitude and intention.
\n\uf0fc How digital supply chain influences value delivery network.
\n\uf0fc How relationship marketing enhances brand knowledge, brand experience and brand image.
\n\uf0fc The influence of customer relationship on customer engagement and customer lifetime value
\n\uf0fc The effect of digital supply chain on customer online buying and online buying experience and
\nrepeat buying.
\n\uf0fc How sustainable marketing influence green consumer buying, attitude, and intention.
\n\uf0fc How value delivery network affect organization positioning and partners\u2019 relationships.
\n\uf0fc The influence of communication effectiveness on having an organization competitive advantage.
\n\uf0fc How package and packaging influence customer motivation, attention, and intention to buy.
\n\uf0fc What is label means and why label is important and how it influences customer motivation,
\nattention, and intention to buy.
\n\uf0fc What internal marketing means and how it enhances employees\u2019 moods and emotions and
\nretention.
\n\uf0fc What Interactive marketing means and how it enhances customers\u2019 moods and emotions and
\nretention.
\n\uf0fc How customer communication enhances customers\u2019 satisfaction, emotion and mood.
\n\uf0fc How Rational appeals, Emotional appeals and Moral appeals influence customer intention,
\nattention and response.
\n\uf0fc How customer value proposition influence business performance on organization profit and
\nsuccess.
\n\uf0fc The influence of business performance on organization profit and success.
\n\uf0fc The influence of business performance on organization operations and value delivering.
\n\uf0fc How sustainable competitive advantage enhance business performance and survival.
\n\uf0fc How research and development (R&D) influence organizational operations and value delivering
\n\uf0fc How committing to corporate social responsibility and sustainability enhance customer relations.
\n\uf0fc How research and development (R&D) enhance employee knowledge and customer knowledge.
\n\uf0fc How evaluating and analyzing the firm\u2019s external environment and the firm\u2019s internal situation
\ninfluence organizational operation and performance.
\n\uf0fc How focused organization enhance value delivering and customer engagements.
\n\uf0fc How focused organization flexibility enhance value delivering and sustainability.
\n\uf0fc How employees and customers communicate influence firms\u2019 sustainability
\n\uf0fc How sustainable marketing can influence organization sustainability and survival.
\n\uf0fc How green Human Resources (HR) influence employees\u2019 retention and organization
\nsustainability
\n\uf0fc How company\u2019s values, beliefs, traits, and behavioral norms influence its performance.
\n\uf0fc How analyzing political factors, economic conditions, sociocultural forces influence
\norganizational performance.
\n\uf0fc Can communication influence customer motivation, sales and retention?
\n\uf0fc How analyzing technological factors, environmental factors, and legal\/regulatory conditions
\ninfluence organizational performance.
\n\uf0fc How bargaining power of buyers and bargaining power of suppliers forces influence
\norganizational performance
\n\uf0fc How the threat of new entrants into the market and rivalry among competing sellers influence
\nhaving a competitive advantage?
\n\uf0fc How organization cost and resource influence organizational operation and performance.
\n\uf0fc How tariffs and international trade restrictions influence organizational operation and
\nperformance.
\n\uf0fc Discuss how the stronger the forces of competition, the harder it becomes for industry members
\nto earn attractive customers and profits.
\n\uf0fc Discuss how increasing globalization and product innovation presser influence organizational
\nperformance and profitability
\n\uf0fc How interactive marketing enhances marketing innovation and product innovation.
\n\uf0fc Discuss how organization experience enhance customers\u2019 moods, emotions and satisfaction.
\n\uf0fc Discuss how organization experience enhance employees\u2019 knowledge management and
\ncustomers\u2019 knowledge management.
\n\uf0fc How firm\u2019s financial strength and profitability enhance customer buying and retention.
\n\uf0fc How the improvement in internal processes such as defect rate, order fulfillment, delivery times,
\ndays of inventory, and employee productivity enhance organization performance.
\n\uf0fc How physical resources, financial resources, organizational resources and technological resources
\ninfluence organizational performance.
\n\uf0fc How strong brand name image and company reputation influence organizational sales and profit.
\n\uf0fc How good customer service capabilities and product innovation capabilities enhance
\norganizational performance and profitability.
\n\uf0fc How customers\u2019 feedbacks enhance management capability, core competencies and survival.
\n\uf0fc How benchmarking influence customer value proposition and price competition.
\nWhat is needed? Writing a short discussion about this concept – From 3000 \u2013 5000 words.
\nSummarizing the previous literature and supporting your arguments theoretically or\/and
\npractically. Please see a set of examples.
\nPlagiarism\/Cheating:
\nStudents are expected to do their own work. You are allowed to work on assignments in teams
\nonly if specified by the instructor. In other words, students are encouraged to communicate about
\ngeneral principles of the course, but all assigned homework must be done on an individual basis.
\nThe instructor is available to provide any assistance that you may need. Cheating is considered a
\nserious offense by the university. You should be aware of the severe penalty for cheating (refer
\nto the student code of conduct published in the university catalogue).
\nGroup Project and Presentation
\nThe purpose of this project is to deepen your understanding of the main concepts learned during
\nthe course and to give you the opportunity to apply them in your own marketing plan.
\nRequirement
\nIndividual assignment
\nUseful hints:
\n\uf0b7 Please submit a word file copy not a PDF.
\n\uf0b7 Your report must have a front cover page with the following information:
\no Course title and course code
\no Title of the project
\no Name and ID
\no Date of submission
\no Name of your professor
\n\uf0b7 Insert a table of contents.
\n\uf0b7 Insert page numbers in your report; the front cover page has no page number.
\n\uf0b7 Use headings to organize your text.
\n\uf0b7 Don\u2019t forget to write a Summary of the project.
\n\uf0b7 Don\u2019t forget to write an introduction of the project.
\n\uf0b7 In terms of appearance, your objective is a business report that is up to the best business
\nstandards. Good English grammar and spelling count so edit carefully. Marks will
\nreflect this.
\n\uf0b7 Whenever you copy information from an outside source, you must use quotation mark
\nand provide the source, otherwise it will be considered as plagiarism.
\n\uf0b7 Do not forget the conclusion and references.
\nHOW TO REFERENCE?
\nYou must reference any material you obtained from any book, website or journals. You must list the
\nreference sources in the way shown in the referencing guide below. If you borrow phrases, graphs,
\ntable\u2026 from the textbook, you must reference these.
\nPOOR REFERENCING WILL LEAD TO SIGNIFICANT LOSSES IN MARKS
\nIn-text citation
\nWhen you summarise the main ideas from someone else in your own words, you are also
\nexpected to clearly acknowledge that someone else first wrote about the ideas you have
\nsummarised. Giving proper references shows that you have read the appropriate literature and are
\nwell informed (Devlin 2004, p. 23).
\n\u201cA recommended solution to the problems that students experience is for THEM
\nTO CHECK on how referencing is done in Books, Journal Articles \u2026etc.\u201d
\n(Landau, Druen & Arcuri 2002, p. 113).
\nThe reference list is designed to provide information to enable each source that you have cited in
\ntext to be identified. The list should appear at the end of a work, under the heading ‘References’.
\nThe references should be listed alphabetically by the surname of the first author\/editor or by the
\ntitle if no author\/editor is given.
\nUse the APA style as in the following examples:
\nArticles:
\nHaj Salem, N. & Chebat J.C. (2014). The Double-Edged Sword: The Positive and Negative
\neffects of Switching Costs on Customer Exit and Revenge. Journal of Business Research, 67(6):
\n1106-1113.
\nHaj Salem, N., Chebat, J.C., Michon, R. & Oliveira, S. (2016). Why Male and Female Shoppers
\ndon\u2019t See Mall Equity Through the Same Lens: The Mediating Role of Self-Congruity. Journal
\nof Business Research, 69(3), 1219-1227.
\nBook:
\nHawkins & Mothersbaugh, (2010). Consumer behavior building marketing strategy. 11th Ed.
\nMcGraw Hill.
\nSolomon, M. (2015). Consumer Behavior: Buying, Having, and Being. 11th Ed. Pearson.
\nYour report presentation will be assessed based on the following criteria:
\n1. Audibility
\nCan you hear clearly throughout?
\n2. Pace
\nIs the pace of the speech, or flow of ideas, too fast or too slow?
\n3. Fluency
\nIs the speech pattern fluent? Indicating familiarity with the material and rehearsal of
\ndelivery?
\n4. Tone and Energy
\nIs there sufficient variation in tone? Does the presenter seem enthusiastic?
\n5. Eye Contact
\n Is the presenter making eye contact across the audience and avoiding becoming note-bound?
\n6. Body Language and Gesture
\n Is the presenter\u2019s posture upright and confident? Does their movement and gesture enhance,
\nnot distract from, what they are saying?
\n7. Appropriateness to the Audience
\nIs the content and approach? Relevant, interesting and engaging?
\n8. Structure and Cohesion
\nWas the structure clearly outlined? Is the order logical and easy to follow? Is it signposted
\nthroughout? Is the balance of various elements effective? Is timing accurate?
\n9. Use of Visual Aids
\nIs there a suitable amount? Are they easy to read? Do they effectively support the oral
\ndelivery? Does the presenter use them competently? <\/p>\n","protected":false},"excerpt":{"rendered":"
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