OUM BUSINESS SCHOOL

ASSIGNMENT SUBMISSION AND ASSESSMENT

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BMMS5103
MARKETING STRATEGY
MAY 2016
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INSTRUCTIONS TO STUDENTS

1. This assignment contains question that is set in English.

2. Answer in English only.

3. Your assignment should be typed using 12 point Times New Roman font and 1.5 line spacing.

4. You must submit your hardcopy assignment to your Facilitator according to the fixed date.

5. Your assignment should be prepared individually. You should not copy another person’s assignment.
You should also not plagiarise another person’s work as your own.

EVALUATION
This assignment accounts for 60% of the total marks for the course.
OBJECTIVE
This assignment requires that you prepare a research proposal of between 15 and 20 pages on
a topic in your chosen area of research related to marketing strategy.

RESEARCH PROPOSAL
Your research proposal should have the following details:

• Research title (4 marks)

A good research title should specify the scope, the subjects as well as the key variables
and their relationship

• Introduction (16 marks)

The introduction should cover the following aspects:

- Background to the study
- Statement of the problem
- Objectives of the study
- Research questions and/or research hypotheses
- Significance of the study
- Definitions of terms

• Literature Review (20 marks)

Although there is no definite format for a literature review section, a typical review
generally includes the following discussions:

- The prevailing theories related to the study

- Recent and current research studies relevant to the study
- The gap between existing theories and research and the research under study
- Implications of those theories and research findings and how they provide
justifications to your study
- Methodological issues related to the study

You are required to review journal articles that are directly related to your chosen area
of research in marketing strategy. All these articles should represent empirical studies
from peer-reviewed journals.

2
• Methodology (14 marks)

The methodology component should provide information and discussion on the

following:

- Research design
- Sample and Sampling
- Instrumentation
- Data collection procedure
- Framework of data analysis

• References (6 marks)
References should adhere strictly to APA style. References cited in the proposal must
appear in a Reference List and vice-versa.