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In this individual assignment students will deliver a literature review on an eMarketing problem of his/her choosing. The student will use various scientific articles and white papers in order to write the research paper.
The student will do an analysis of a chosen topic/problem in eMarketing that is linked to the topics Traffic, Conversion, Engagement and Innovation. Use the articles offered (self-study material, lectures etc.) as source of inspiration and as a starting point.
The literature review (max 2.000 words body text) includes:
The usage of at least 8 scientific papers
Be free to use books
It is very important to note that the review should not be simply a description of what others have published in the form of a set of summaries, but should take the form of a critical discussion, showing insight and an awareness of differing arguments, theories and approaches. It should be a synthesis and analysis of the relevant published work, linked at all times to your own purpose and rationale.
Include a clear, short introduction. Define the problem and set the context (make sure to use sources!). Include a clearly formulated research question with aligned sub questions. State the relevance of this research and what the contribution to the field is.
In the body text you will present the answers to your sub questions, based on the literature found. You will give insight in the methodologies used by the studies that you quote. You will show a critical discussion, giving insight in the consensus and disagreement on the topic. Include a short summary at the end of each section. Always acknowledge opinions which do not agree with the thesis. When ignoring opposing viewpoints, the argument will in fact be weaker.
In your conclusion you will answer all SQ´s in order to answer the RQ. No new sources or opinions will be presented.
In your discussion you will give insight in the limitations of your research.
You will give suggestions for future research.
The review must be written in a formal, academic style. Keep your writing clear and concise, avoiding colloquialisms and personal language. You should always aim to be objective and respectful of others’ opinions; this is not the place for emotive language or strong personal opinions. If you thought something was nonsense, use words such as “inconsistent”, “lacking in certain areas” or “based on false assumptions”.
The word count does not exceed a maximum of 2.000 words (references excluded).