Assignment
Term Project's General Guidelines and Instructions
Your term paper needs to describe the data collection and data analysis plan when applicable (e.g., an empirical paper usually requires primary data collection and analysis, while a conceptual paper does not require primary data collection. A conceuptual paper ususally uses secondary data, analytical approach, etc.). Each student's or team's research activities will result in 1) a progress report, 2) a presentation, and 3) a final written reportthat are primarily structured and reported according to the format below.
Paper Type (source: from Emerald Publisher's website, 2018)
Become familiar with and choose a category for your paper. Pick the category which most closely describes your paper. We understand that some papers can fit into more than one category. However, since many journals and database use similar categories, at least for training purpose, it is necessary to assign your paper to one of the categories listed below.
• Research paper: This category covers papers which report on any type of research undertaken by the author(s). The research may involve the construction or testing of a model or framework, action research, testing of data, market research or surveys, empirical, scientific or clinical research.
• Viewpoint: Any paper, where content is dependent on the author's opinion and interpretation, should be included in this category; this also includes journalistic pieces.
• Technical paper: Describes and evaluates technical products, processes or services.
• Conceptual paper: These papers will not be based on research but will develop and test hypotheses. The papers are likely to be discursive and will cover philosophical discussions and comparative studies of others' work and thinking.
• Case study: Case studies describe actual interventions or experiences within organizations. They may well be subjective and will not generally report on research. A description of a legal case or a hypothetical case study used as a teaching exercise would also fit into this category.
• Literature review: It is expected that all types of paper cite any relevant literature so this category should only be used if the main purpose of the paper is to annotate and/or critique the literature in a particular subject area. It may be a selective bibliography providing advice on information sources or it may be comprehensive in that the paper's aim is to cover the main contributors to the development of a topic and explore their different views.
• General review: This category covers those papers which provide an overview or historical examination of some concept, technique or phenomena. The papers are likely to be more descriptive or instructional ("how to" papers) than discursive.
Term Project Option 2: Topic on "New Technologies and Marketing"
Specific Instructions for this option
Topic on "New Technologies and Marketing"
New technologies are disrupting marketing and the marketplace. Consumers are searching for, making decisions about, and using products and services in new ways. Start-ups and incumbents alike use novel data, strategies, and business models driven by these new technologies to enter, grow, and defend markets. The role of marketing is shifting, including how marketing contributes to organizational and societal outcomes and the marketing tools, skills, decisions, and capabilities important to this contribution. New technologies are altering competitive dynamics, economic systems, and society in profound ways.
Internet, social, and mobile technologies as well as advances in computing power, automation, and infrastructure have been central to this disruptive role for some time. New innovations, including artificial intelligence (AI), robotics, Natural User Interfaces (NUI), platforms, Cognitive Systems, Virtual Reality (VR) and Augmented Reality (AR), the Internet of Things (IoT), and the data streams they produce are further contributing to this disruption with important implications for the marketing discipline.
Suggested Topics
This assignment will showcase scholarship that examines the impact of new technologies on important marketing-related research questions. New technologies, defined as those that are early in the adoption cycle for firms and/or consumers, can be studied from consumer, firm, competition, market, policy, or societal perspectives. Purely conceptual papers are welcome as are papers using any methodological approach. It is crucial that the papers address a real-world marketing question. Examples of the topics are as follows (non-exhaustive):
• Consumer: How do new marketing technologies change consumer decision making, satisfaction, communication, and loyalty? How are these new technologies changing shopping, consumption, and disposition behaviors? How do consumers connect with one another and companies and how do such connections affect attitudes and behaviors? How can companies help consumers learn about and adopt these new technologies? How do consumers create/co-create value as they engage with these new technologies? How are new technologies influencing consumers' identity? What is the impact on consumers' privacy concerns of these new technologies?
• Personalization and customization: How are organizations' personalization strategies (e.g., via mobile applications, websites, newsfeeds, and communication tactics) influencing their performance? How do new technologies enable (real-time) personalization of the marketing mix, product offerings, and recommendations? How is customization changing consumer's decisions and experience?
• Marketing strategy: How do these new technologies change the nature and impact of branding, pricing, and other components of the marketing mix? How is algorithmic aversion influencing managers' decision-making regarding the marketing mix? How can managers use the new types of data from AI, IoT, chatbots, robots, etc. to provide value to customers and to improve marketing decision making? What new methods (e.g., natural language processing, deep learning models) can deliver the best consumer insights to improve marketing strategy and branding efforts? How can marketers best make sense of these new technologies? How can marketers deploy these technologies successfully in a firm's strategy? What new metrics are required to compete in this new world of marketing? How can firms monetize these new technologies and what new value propositions or business models can be created?
• Marketing organization: How do new marketing technologies change marketing's role within the firm? What is the effect of the adoption of new technology by marketing on firm performance? How does new technology change marketing decision making and how marketing collaborates with other functions, including the marketing and operations interface (e.g., collaboration between the two functions on push notifications, product returns), the marketing and R&D interface (e.g., new product development), and IT (e.g., marketing-technology budgets and decision making)?
• Channel and sales: What are the B2B and salesforce challenges associated with new technologies? How do new communication technologies impact multichannel sales and relationships? How to organize for new technology channels and at what pace? How to envision the longevity of new technology channels to support investment decisions? How do new technologies shift power in the value chain?
• New product development: How is new technology being used to guide the new product decision process? How can technology influence new product design?
• Competition and markets: How are new marketing technologies altering competition between firms? How are markets shaped by these new technologies? What entrants and substitutes do new technologies enable and how can incumbents successfully defend?
• Policy and societal topics: How should firms react to policy initiatives to protect consumer data, technology access, and the like? How should firms that develop, commercialize, or use new technologies for marketing act in society and engage in the public debate about the consequences of their actions on firms, consumers, and society? What public risks do new marketing technologies carry and how should society manage those? What are the relevant consequences of new policy initiatives regarding new technologies for consumers or marketers?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.