Assignment Brief

Learning Outcome

The completion of this assignment requires you to demonstrate the ability to:

- Analyse the strategic role of marketing using contemporary perspective(s), evaluated against relevant research literature

Threshold Standards

- Using appropriate marketing literature, establish a critically determined role of marketing and the issues arising to support marketing activity in organisations

- Distinguish between the pragmatic marketing operations and theoretical concepts to establish a contemporary view of marketing activity in an organisation.

In addition to the above, you are expected to

- Prepare and use IT to aid efficient searching, evaluation and selection of information, exploring alternative lines of enquiry where appropriate. Present information effectively, including evidence/examples to support your arguments and conclusions.

- Identify and critically assess in a comprehensive fashion the current strengths and weaknesses of the journal article. Evaluate and synthesise information from different sources, theories and principles, and communicate relevant information effectively, and with accuracy.

- Demonstrate an awareness of the relevance of the journal article to current marketing practices in the business world.

The word limit is2,000 (Maximum). This excludes Cover Page and Bibliography

All work should be word processed using either Times New Roman or Ariel font, with line spacing of 1½ and justified.

A Reference list/bibliographymust be attached at the end of your work.

A minimum of 2 refereed journal articles is required.

Assignment: Evaluating a Journal Article

In this first assignment, you have to prepare a 2,000 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. In order to provide more focus and direction, two key areas have been identified for you to discuss using examples from the Omani market.You need to use two other related journal articles(selected by yourself), to support your discussion.

Journal Article on ‘Automotive Brand in Sultanate of Oman: Customers Perspective'

One of the key deductions from the article on automotive branding by Amitha KN et al (2013), is that there is a strong correlation between customer loyalty, brand value and the achievement of competitive advantage in the Omani automotive market.

The Task:

With reference to the Omani automotive market, and using relevant examples, critically examine and discuss this viewpoint.

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, branding and competition
- You must demonstrate and apply your marketing knowledge
- Your references must reflect a balance between academic and internet sources

1. Introduction: A brief introduction and summary of the article on automotive branding. Interpreting the task-your summary should be clear and should ideally lead to the key issues identified for discussion.

2. Addressing the Key Areas: The main body of your work where these key issuesare addressed. (This part may have a few sections / sub-sections). The key criteria here include:

a. Research - evidence of systematic research approach, depth of research undertaken; application of some conceptual (theoretical / empirical) framework(s), etc.

b. Analysis - well focussed, depth and clarity of argument, organising/summarising key and relevant issues stemming from the journal article, identifying two other journal articles and integrating the discussion. Your understanding will be demonstrated by your ability to provide relevant examples based on the Omani market.

c. Scholarly practice - a proper referencing within the report (citations), employing appropriate International Business vocabulary, etc., the quality of the Reference section. (Harvard style of referencing).

3. Conclusion: A clear, concise, and relevant conclusion (and recommendations where appropriate) to the discussion.Your conclusion should contain a summary of the key points that have emerged from the discussion,a consideration of the implications and where further investigation may be appropriate.

4. Presentation: Neat layout, and headings / sub-headings where appropriate. Clarity of expression (appropriate language, grammar, spelling, etc.). Length of the discussion should be2,000 (maximum) without including the cover page and reference/bibliography section. Word-count at the end of the essay. No attachments / appendices allowed.

Please note that the above does not necessarily provide you with the headings / subheadings to be used in your work. While generic headings such as ‘Introduction', ‘Conclusion', and ‘Recommendations' would be appropriate and could be used in your paper, other headings / subheadings would emerge from the issues you are discussing. Headings / subheadings give a logical, sequential, and meaningful structure for your work.

Specific Guidance on the Content of your Assignment:

Prepare a 2,000 word 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 for the Omani market. In order to provide more focus and direction, the key areas have been identified for you to discuss using examples from the Omani market. You need to use at least two other related journal articles(selected by yourself) to support you in the task.(Please, take note of the highlighted phrases)

The rationale behind this assignment:

This assignment is designed to assess your ability to identify and critically evaluate, in a comprehensive fashion the strengths and weaknesses of the given journal article. To do so, you are expected to

- evaluate and synthesise information especially from the given article plus other selected journal articles,
- demonstrate an awareness of the relevance of the journal articles to current marketing practices in the real world,
- use and apply relevant concepts in marketing, and communicate relevant information effectively, with accuracy.

Given the aforementioned, your structure should look like this:

- Section 1: Introduction - this section should be brief and should indicate to the reader how you are going to approach the assignment (approximately 150words).

- Section 2: An overview or summary of the article on automotive branding - this section should briefly discuss the article, whilst highlighting the key marketing issues stemming from the article. For example, some of these issues could be consumer behaviour , BrandingandCompetition .(Approx. 300 words)

- Section 3: An evaluation of the article on automotive branding using other articles -this is the main body of your work and you will be expected , in this section, to demonstrate your knowledge in the subject matter, and your ability to identify and use relevant sources of information effectively. Your evaluation should include at least two other related journal articles, chosen by yourself. Your choice of the other articles to use in your evaluation should be dependent on how well these articles will help you put forward a balanced critique of the article, especially the authors' concluding statements. (Approx. 850 words)

- Section 4: An applicationof your evaluation to the Omani market. In this section, you have to demonstrate your ability to relate your arguments in section 3 to the Omani market. My preference for the Omani market is based on the fact that your second assignment is on the Omani market. This way, you will be already familiar with some of the key issues, such as competition, consumer behaviour, and branding relating to this market. (Approx. 500)

- Section 5:Conclusion and/orrecommendation(s). Your conclusion and recommendations should stem from your main deductions from your evaluation. Usually, most of your recommendations would emanate from your viewpoints on the main contentions of the article. (Approx. 200words)

Article - Automotive Brand in Sultanate of Oman: Customers Perspective by Amitha KN, Anan Akthar, Brindha, Kakul Agha, and Nagesh Poojary