E marketing report

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E marketing report
The Structure of a Report
Reports have a standardised format. The structure will be based on the following model:
Not all reports include all of the elements listed. You should always check what is needed with the person who set the work.
• Title Page
• Table of Contents
• Executive summary (not required for this report)
• Introduction
• Main Body
• Conclusion
• Recommendations
• References/Bibliography
• Appendices
1. Title Page
This shows the title or subject of the report, who the report is for, the name of the writer and date of submission.
2. Table of Contents
This details all sections and sub-sections of the report with page numbers.
3. Executive Summary
This summarises the main points and findings. (This is not always needed, particularly if it is a short report).
4. Introduction
This includes the scope and background to the work including:
• The aims and objectives and the terms of reference. The context of the report and its purpose. Sometimes included are details of the organisation requesting the report and the question(s) they are hoping will be answered.
• The methodology – how you have gathered the information presented in the report, for example: by interviews or postal questionnaires. Sometimes it includes an explanation of why a particular investigative approach / methodology was chosen.
• The topics covered – a broad outline of content and scope and any limitations of the project.
5. Main Body of the Report
This is where information is presented, explanations provided and questions answered. It deals with what, how, where and why?
The findings of the report are broken down into discrete sections and sub-sections. Each section and sub-section should have a title/heading, and be numbered.
Include in the body of the report:
• A literature review (in an academic report)
• Method – what you did and why you did it.
• What you found – quantitative data – what was observed, outcome of questionnaires and results of experiments; qualitative information; case studies.
• Discussion – what you have deduced from the findings and how these relate to previous research or other studies. You should discuss findings in a theoretical framework and give opinions based on reasoning and critical thinking. All sources should be referenced.
6. Conclusion
Conclusions should clearly relate to the objective(s) of the report. This is the place to draw together key points made in the report; nothing new should appear here.
7. Recommendations
These should be one or more practical proposals and may offer solutions to problems investigated in the report. You will not always be asked to include recommendations.
Each recommendation should be listed and discussed separately.
8. References (Bibliography)
This should reference all books, articles, journals, websites, and any other sources you consulted when writing the report. This should be listed in alphabetical order.
9. Appendices
These should be at the end of the report. They contain relevant information which is too lengthy or detailed to include in the report itself. Each appendix should contain different information. They should be referred to in the report and not left to stand alone.
Sample reference list
This is an example of a reference list using the Harvard System. Some of the details may vary in different interpretations of Harvard.
Remember: In the Numeric System the date is placed
• (for books) right at the end of a reference
• (for journals) after the journal title.
Abbott, P. (2000) An analysis of efficiency, undergraduate frameworks, awards and progression regulations – modern universities in the UK. Glasgow, Glasgow Caledonian University.
Baren-Cohen, S. (2003) The essential difference: men, women and the extreme male brain. London; Allen Lane.
Barnes, S. (2001) Questionnaire design and construction. Bristol Institute of Learning and Technology. [online] https://www.cros.ac.uk/question_design.pdf#search=%22belief%20questions%20%20Barnes%202001%22 Accessed on 30 August 2006.
Cottrell, S. (2001) Teaching study skills and supporting learning, London; Palgrave.
Donovan, P. (2003) Insights into maternal health. In: Grandis, S., Long, G., Glasper E.A., Donovan, P. Foundation studies for nursing using enquiry based learning. Hampshire: Palgrave Macmillan, pp.15-47.
Figg, K., McAllister, C., & Shapiro, A. (2006) Effective Learning service – a developmental model in practice. Journal of Access Policy and Practice. Vol. 4, number 1, Winter 2006 pp.39-52.
Foster, J. Houston M. Knox, H. & Rimmer, R. (2002) Surviving first year access retention and value added. Lifelong Learning Research Group – Occasional Papers 1. University of Paisley, Paisley.
Hart, C. (2001) Doing a literature search. London: Sage.
Holzworth, R., & Wills, C. (1999) Nurses’ judgements regarding seclusion and restraint of psychiatric patients: a social judgement analysis. Research in Nursing and Health. Vol.22, pp. 189–201. In: Lowe, T., Wellman, N., Taylor, R. (2003) Limit-setting and decision-making in the management of aggression. Journal of Advanced Nursing. Vol.41(2), pp 154-61.
McAllister, C. Shapiro, A. (2004) Developing learners at Glasgow Caledonian University: the Effective Learning Service response. Paper presented at Forum for the advancement of Continuing Education Conference, 2- 4 July 2004.
Scottish Executive. (2003) Supporting people, supporting independent living. Edinburgh HMSO, 2003.
Walsh, N., Roe, B., Huntington, J. (2003) Delivering a different kind of Primary Care? Nurses working in personal medical service pilots Journal of Clinical Nursing [online], Vol.12 (3). Available from: https://www.blackwell-synergy.com/links/doi/10.1046/j.1365-2702.2003.00744.x/full/ [Accessed 1st May 2003].
Coursework Format Individual Report (50% module weighting)
Word Count 2,000 words (+/- 10%) Max 2,500
How Via turnitin located within the assessment icon on GCU Learn. Note: you will be allowed multiple submissions until due date to check for originality and make improvements.
Brief Taking on the role of E-Marketing Director, you have to develop a virtual brand marketing communication campaign using social media marketing to launch the e-service brand in the UK.
Brand Name Developed in part one of the module
(include within appendix) You should identify the brand you developed in part A of the module; provide a short summary of the brand which ought to include:
What the key proposition/ features of the brand
Who is the target audience
Key features of the brand that differentiate itself from competitors
(no marks are awarded for this information as this has been previously assessed. The purpose of this information is to use it as a context for the virtual brand communication campaign)
Section A
10%
25%
Max @1000 words Your report should consist of:
(i) Introduce e-Marketing
Key characteristics of internet marketing and the challenges/opportunities it presents to the e-marketing director.
(ii)Environmental Analysis of competitive brand :This ought to focus on the sector in which the brand is to compete. This section ought to include relevant commentary on:
Technology: evaluate how the internet is utilised within this sector by consumers and organisations
Socio/cultural: How consumers are using the internet; the impact of the internet upon consumer behaviour (e-consumer behaviour); use of technology with a focus on e-marketing communication channels
(iii) Key competitors within the sector and nature of competition
Note: market data should be within appendices; graphs, charts within appendices start with Mintel reports as discussed within seminars
Theoretical support is essential e.g. Constantinides and Foutain (2008) Dennis et al. (2009). Porter (1980)
Section B
Max @600 words
25% This section should focus on a selected competitor brand only.
A critique of a selected competitor brand which should include:
• Examine the current strategy they are trying to achieve? (Ansoff, 1965) their brand positioning; target market; ;
• E-marketing mix analysis
• E-communication communication mix (focus on social media)
Theoretical support is essential e.g. Goldsmith (1999) Ansoff (1965); also refer to seminar papers
Section C
Max ‘1000 words
30% Make recommendations in developing a virtual brand communication strategy focusing on social media marketing tools in the UK.; The recommendation(s) should be based on your analysis of the Environmental Analysis (section A), the critique of the competitor brand (Section B). This should include:
(i) the e-marketing communication strategy recommended: you should apply the DRIP model to develop your e-marketing communications strategy (remember the following issues:
This is a new service brand so should you be increasing the level of awareness and developing Interest in your new brand; be clear as to the target audience of your marketing communication message e.g. consumers)
(ii) Characteristics of digital media and social media marketing
(iii) Social media campaign aimed at the target market identified within section A(ii) e.g. you may wish to develop a facebook page, Pin interest, Instagram, you tube video or a blog page . Examples of these should be placed within your appendices
(iv) Clear justification as to how this campaign will communicate the brand value to your target audience
Theoretical support is essential e.g. Fill (2005); Kaplan and Haelein (2009) Mafe et al. (2014) Tsimonis and Dimitriadis (2014) Davis et al. (2014); ensure you refer to seminar papers
Report Writing Format 10%
(please see p. 23 for guidance) Overall structure of report, introduction; main body in clear headings, clear conclusions; use of appendices; referencing and reference list; clarity of language. Please use the Harvard system of referencing. See appendices for further information on report writing, referencing and plagiarism.

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consumer behavior of international students in low cost hotel in UK

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An investigation into the consumer behavior of international students in low cost hotel in UK
An investigation into the consumer behavior of international students in low cost hotel in UKExecutive summary
ThisTable of Contents
Executive summary 2
Table of Contents 1
Introduction 1
Research contexts/backgrounds 1
Research question 1
Rationales of the research 1
Research hypotheses and objectives 1
Dissertation structure 1
Literature review 1
Overview 2
Theoretical framework with key concepts 2
Research gap 2
Methodology 2
Overview 2
This chapter introduces how the research would be done, including research design, strategy for primary data collection, data analysis and research ethical considerations. The limitations of this dissertation research are also identified in the end. 2
Methodology illustrates the basic uses of questionnaires and personal interview. The methodology process will take into consideration of the SERVQUAL model while also consider the specific characteristics of the tourism industry under the contemporary business environment. A questionnaire will be devised and attached also in the end of the dissertation as an appendix. 2
Primary data is critical for getting to know the specific results of a certain claim discovered in secondary resource research. The understanding of the related theories and concepts also calls for the collection and use of primary data. What’s more, the conclusions and findings that we already have are also to be backed by the utility of primary statistics and measure the distance between the theory and the application of it. This is why, in this dissertation, primary resource collection has been one of the tasks that take up considerable amount of the time and resources of the research process. 2
Questionnaire can be a good way to collect first hand data for the analysis of research result. Therefore a questionnaire is designed to be handed out for people to fill in order to get enough primary data. There are several things to be considered in designing a questionnaire. First, questionnaires should be clear and right to the heart of the problem that is supposed to be addressed by it. Second, the designing of the questionnaire should be clear and logical in structuring the various questions that have to be answered. In addition, questionnaires must make sure that data will be enough to come to an informed analysis of the given topic. The deploying of the questionnaires should also be carefully designed. First, they are supposed to be deployed at places that are highly representative and related to the issue. Second, it should be made sure that these questionnaires are distributed to people in a random manner. This means that the targets of the questionnaire should be different kinds of individuals who have different characteristics in life. 3
The practitioners of the low cost hotel in UK should be investigated. Data has to be collected about their behaviour within the low cost hotel. The analysis of the primary data collected from the practitioners of low cost hotel should be from three aspects. First, what kind of service within the model they have provided. In addition, we need to consider what kind of service within the low cost hotel that they think is significant and required to better improve the service that they have already provided. In the end, a comparison should be made as to how they are satisfied with the degree to which they met those standards should also be considered within the data analysis. 3
Similar primary data has to be collected from the international students. This is the focal point of the research. 3
Research design 4
Strategy for primary data collection 4
Data will be collected via questionnaire survey. Questionnaire survey is fitting for approaching a large number of research participants in an effective and efficient manner(Saunders, Lewis, & Thornhill, 2009). 4
Each question of the above questionnaire should be answered with a yes or no. some of them, however, are supposed to be answered with a short and concise further explanation. Foreign students of the universities of the UK are chosen as targets questionnaires. Questionnaires should be evenly distributed to both parties with the objectiveness of the result being considered. 4
300 questionnaires are deployed altogether. These questionnaires are distributed in online chatting room that is currently popular in the UK among university students. Email is also adopted as another method to access to targets. In general, students are all friendly and glad to help. The questionnaire survey is relatively easy because access to them is far more convenient and can be achieved within the campus. 4
As with personal interviews, people are randomly selected to be interviewed concerning their views on the matter. In particular, 10 interviewees will be selected to answer questions. Most of these questions are mentioned in the questionnaire above. However, the result and data of interview are supposed to be much more accurate and believable since people would ponder before offering their answers for the questions asked. For a questionnaire, the information collected in this process maybe untrue since people would potentially consider that it is a waste of their time and just cope with it instead of thinking for a while for the right answer. 4
10 students are interviewed with the questions given above. Answers to all questions are recorded and is later transferred into writing form. 4
Data analysis 5
Ethical considerations 5
Limitations of the research 5
Findings 5
Overview 5
Customer behavior of international students in tourism 5
Service quality perceived by international students 5
Discussions 5
Overview 5
Customer behavior of international students in tourism 5
Factors influencing tourism service quality 5
Conclusions and Recommendations 5
Reference 7
Introduction
International students are a major source of tourists for education destination countries.
Research contexts/backgrounds
Research question
The research question is formulated as:
What are the customer behavior characteristics of international students in tourism? —- Focus on economic hotel
Rationales of the research
The two rationales for doing this research are to understand customer behavior characteristics of international students in tourism, and to enhance the service quality of tourism in the UK for internationals students.
Does service quality matter in low cost hotel?
Research hypotheses and objectives
Does service quality matter in low cost hotel?
Dissertation structure
This section introduces the basic structure of the dissertation.
Literature review
The literature review forms a theoretical framework for doing this dissertation research.
Overview
The literature review focuses on key concepts such as tourism service quality, with introducing the SERVQUAL service quality model.
Theoretical framework with key concepts
SERVQUAL model has been widely applied in measuring service quality in hospitality and tourism industries(Babakus and Boller, 1992). SERVQUAL model is developed by Parasuraman, Zeithaml and Berry (1988).
Research gap
Research
Methodology
Overview
This chapter introduces how the research would be done, including research design, strategy for primary data collection, data analysis and research ethical considerations. The limitations of this dissertation research are also identified in the end.
Methodology illustrates the basic uses of questionnaires and personal interview. The methodology process will take into consideration of the SERVQUAL model while also consider the specific characteristics of the tourism industry under the contemporary business environment. A questionnaire will be devised and attached also in the end of the dissertation as an appendix.
Primary data is critical for getting to know the specific results of a certain claim discovered in secondary resource research. The understanding of the related theories and concepts also calls for the collection and use of primary data. What’s more, the conclusions and findings that we already have are also to be backed by the utility of primary statistics and measure the distance between the theory and the application of it. This is why, in this dissertation, primary resource collection has been one of the tasks that take up considerable amount of the time and resources of the research process.?
Questionnaire can be a good way to collect first hand data for the analysis of research result. Therefore a questionnaire is designed to be handed out for people to fill in order to get enough primary data. There are several things to be considered in designing a questionnaire. First, questionnaires should be clear and right to the heart of the problem that is supposed to be addressed by it. Second, the designing of the questionnaire should be clear and logical in structuring the various questions that have to be answered. In addition, questionnaires must make sure that data will be enough to come to an informed analysis of the given topic. The deploying of the questionnaires should also be carefully designed. First, they are supposed to be deployed at places that are highly representative and related to the issue. Second, it should be made sure that these questionnaires are distributed to people in a random manner. This means that the targets of the questionnaire should be different kinds of individuals who have different characteristics in life.?
The practitioners of the low cost hotel in UK should be investigated. Data has to be collected about their behaviour within the low cost hotel. The analysis of the primary data collected from the practitioners of low cost hotel should be from three aspects. First, what kind of service within the model they have provided. In addition, we need to consider what kind of service within the low cost hotel that they think is significant and required to better improve the service that they have already provided. In the end, a comparison should be made as to how they are satisfied with the degree to which they met those standards should also be considered within the data analysis.
Similar primary data has to be collected from the international students. This is the focal point of the research. ?
Research design
Strategy for primary data collection
Data will be collected via questionnaire survey. Questionnaire survey is fitting for approaching a large number of research participants in an effective and efficient manner(Saunders, Lewis, & Thornhill, 2009).
Each question of the above questionnaire should be answered with a yes or no. some of them, however, are supposed to be answered with a short and concise further explanation. Foreign students of the universities of the UK are chosen as targets questionnaires. Questionnaires should be evenly distributed to both parties with the objectiveness of the result being considered.
300 questionnaires are deployed altogether. These questionnaires are distributed in online chatting room that is currently popular in the UK among university students. Email is also adopted as another method to access to targets. In general, students are all friendly and glad to help. The questionnaire survey is relatively easy because access to them is far more convenient and can be achieved within the campus.
As with personal interviews, people are randomly selected to be interviewed concerning their views on the matter. In particular, 10 interviewees will be selected to answer questions. Most of these questions are mentioned in the questionnaire above. However, the result and data of interview are supposed to be much more accurate and believable since people would ponder before offering their answers for the questions asked. For a questionnaire, the information collected in this process maybe untrue since people would potentially consider that it is a waste of their time and just cope with it instead of thinking for a while for the right answer.
10 students are interviewed with the questions given above. Answers to all questions are recorded and is later transferred into writing form.
Data analysis
Data will be analyzed in a quantitative manner.
Ethical considerations
The dissertation should be carried out in an ethical manner.
Limitations of the research
Findings
Overview
Customer behavior of international students in tourism
Service quality perceived by international students
Discussions
Overview
Customer behavior of international students in tourism
Factors influencing tourism service quality
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Communication Theories

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Communication Theories
Choose one of the two case studies below to prepare an essay response.  You must decide which area of communication theory studied this semester primarily addresses the case study question.  Review the relevant week’s readings provided on the QCD211 Blackboard site AND other academic sources in order to prepare your reference page. Ensure you follow all guidelines provide to prepare both your essay and your reference page.
Case One
Suki is an international student enrolled in the first semester of an undergraduate degree at an Australian university. This is the first time she has been away from her family and friends. She has found the transition to life in Australia extremely difficult. However, recently Suki started a part-time job at a small boutique through which she has started to make friends and socialise more. Suki’s parents do not want her to work while she is studying and have told her if her grades suffer, they will withdraw the financial support they currently provide. As a result, Suki decides not to tell her parents that she is working. She tells herself that this is not lying as long as they never ask her if she has a job. In her home country, Suki was a high achieving student and had never experienced any issues in relation to her academic progress. She believes she will be able to maintain the same standards while studying in Australia.
Everything seems to be going well for Suki. However, as her mid-semester exams approach she realises that she is behind in most of her units. In addition to her exams, she has several assignments due and she starts missing classes in order to try to catch up. She tells her friend Benji that she does not know what to do and that she is sure that she will fail her assessment. Benji tells her not to worry as his cousin is in the second year of the same degree that Suki is enrolled in. Benji reassures Suki that he will be able to get a copy of all past assessment items from his cousin. Suki is concerned and asks Benji what she will do with his cousin’s assessment. Benji advises Suki not to worry and that all students copy from each other. Suki recalls all her lecturers warning students about plagiarism and the consequences if caught. However, she feels she has no alternative and uses Benji’s cousin’s assignments. She believes that no one will ever know as she makes some changes and her Turnitin reports do not show a high percentage of copying. However, later in semester Suki receives an email from one of her lecturers asking her to attend an appointment to discuss her assessment.
Case Two
Jasmine works for a small research company. She has been with the company since it started ten years ago. Although the company is not very large, it has been successful in securing a number of large educational research projects. Jasmine has just started to work on a research project which aims to investigate the most successful learning strategies for international students. This is an important piece of research as the number of students studying outside their home countries is continually increasing. It is also important as there are many misconceptions about international students. As a result, Jasmine’s manager instructs her to use a large and diverse sample of participants to ensure greater reliability and validity of the research findings. Jasmine is quite concerned as it is extremely challenging to find willing research participants. Before she can start approaching participants, she must gain the official support of the educational institutions they attend. As a result, Jasmine’s manager invites the Vice-Chancellors of several leading universities to a meeting in which Jasmine must persuade them of the value of her research.
Jasmine prepares extensive documents about her research. She starts the meeting by offering the Vice-Chancellors drinks and snacks. She thinks this approach will make her more likeable. However, she feels rather uncomfortable when the Vice-Chancellors tell her that they do not have a lot of time to waste and ask her to provide details of her research. At this point, she becomes lost for words and distributes the documents she prepared prior to the meeting. She tells the Vice-Chancellors to have a quick read and she will answer their questions. The Vice- Chancellors look at each other confused. One of them then asks if Jasmine could explain why they should allow their students to participate in this research. Another asks how the universities will benefit from this research. Jasmine did not anticipate these questions and responds rather vaguely stating that the research is really important and will help universities understand international students. Not long after the meeting Jasmine receives an email telling her that the Vice-Chancellors are not supportive of Jasmine’s research.
For the exam, you must write a correctly structured case study essay of approximately 1200 words in which you apply your analytical problem-solving skills to a chosen situation. Your analytical response must be based on relevant communication theory as covered in this unit. You are required to incorporate theory into your essay as both direct quotes or paraphrases from a reference page (see details below) prepared in advance. Each quotation and/or paraphrase that you include in your essay must be relevant and well-incorporated.
Your essay will be assessed on your ability to:
?    Recognise and apply relevant communication theory as presented in the unit
?    Analyse, synthesise and evaluate information
?    Structure a case study essay
?    Use academic language and tone
?    Select and incorporate references in-text
?    Use appropriate referencing conventions
Reference Page Requirements
•    On one side of a single sheet of A4 paper, list 10 one-sentence direct quotations NOT paraphrases which support your case study response.
?    6 of these direct quotations must come from resources provided on the QCD211 site
?    4 of these direct quotations must come from external academic sources (your research contribution)
•    On the other side of the A4 page, provide the corresponding APA reference list for all sources.
?    It is recommended that you have at least 6 different sources
•    It is your responsibility to have your reference page signed by your tutor in tutorial time or consultation time only. No pages will be signed outside these times.
•    Refer to the model on BB for details about other requirements of this page

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Theories of the Labour Market and links with the State

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bstract 3 Introduction 3 Literature review 3 2.1 The Labour Market: 5 2.1.1 Theories of the Labour Market and links with the State 6 2.1.2 Labour Market Types 8 2.1.2.1 External Labour Markets 8 2.1.2.2 Internal Labour Markets 8 2.1.3 Changing Labour markets 9 2.1.3.1 Effects of Globalisation 11 2.1.3.2 Demographic Changes in the Labour Market 11 2.1.3.2.1. Demographic Characteristics of the Saudi market 11 2.1.3.3 Neo-liberal factors – labour market flexibility 12 2.1.4 Labour Markets in the Middle East 13 2.1.4.1 Labour market in Saudi Arabia 14 2.1.4.2 Labour Market Regulations and Measurement 15 2.2 HRM and Labour Flexibility 15 2.2.1 Defining HRM: Context and Definitional Problems 16 2.2.2 Notion of flexibility as HRM goal 17 2.2.3 Theories of labour flexibility – notion of ‘flexible firm’ 17 2.2.4 Forms and contexts for flexible employment 19 2.2.5. Flexibility in the context of HRM theory 19 2.2.6. Advantages & Disadvantages of Flexible employment 20 2.2.7 Internal HRM strategies and practices of firms 22 2.2.8 Divergence and Convergence of Labour Systems 22 2.2.9 Conflict Between Multinational Corporations and Saudi Culture 23 2.2.10. Labour Market Flexibility in Global Perspective 24 2.2.10.1. Europe 25 2.2.10.2 The Americas 26 2.2.10.3 Africa 26 2.2.10.4 Asia and Australia 27 2.2.10.5. Labour market in Saudi Arabia 27 2.2.11. Limitations of the Saudi Arabian Analysis 28 3. Methodology 29 3.1 Introduction 29 3.2 Methodological Approach 29 3.3 Research Strategy 29 3.4 Sampling Strategy 30 3.5 Data Collection 31 3.5.1 Semi-Structured Interviews 31 3.5.2 Questionnaires 32 3.5.3 Secondary Data 33 3.6 Data Analysis 33 3.7 Ethical Considerations 34 References 36 Table of Figures 49
 
 
Table of Figures Figure 1: Employment profile of Saudi Arabia 50 Figure 2: Male and Female Global Labour Force Participation 50 Figure 3: Rates of Employment in the Arab world 51 Figure 4: Shift and Temporary working in developing countries 52 Figure 5: Sectoral changes in employment 53 Figure 6: Changes in employee representation method 54 Figure 7: Temporary Agency Employment – Europe and US 55 Figure 8: Gender gap in employment in Arab nations 55 Figure 9: Youth Unemployment by gender in Arab nations 56 Figure 10: Youth Unemployment by gender in Arab nations 56 Figure 11 Saudi male and female unemployment levels to 2008 57   Abstract This paper critically analyses literature on the context and frameworks of the global labour but  with a specific reference to Saudi Arabia and potential solutions to employment concerns that exist within the country. The chapter discusses the emerging theoretical framework demonstrating what is known and exposes significant gaps. The definitions, theories, types and the changes in the labour market are also identified. The Middle East and Saudi Arabia labour markets and its regulations and measurements are then discussed. Previous studies on HRM and labour flexibility are also reviewed. Finally, a methodology outlining the proposed methods and ethical considerations for this research is presented. Introduction This paper aims to deliver a full background to the constructs of the labour market, both internal and external, in a global sense and more specifically within the Saudi Arabian labour market framework. This chapter therefore reinforces the aims of the work to examine the potential for flexible polices and forms of employment for female graduates within the Saudi Arabian context. It is therefore expected that, if the findings of this research were implemented, the gender unemployment gaps would be filled in the next two years………………………………………………………………………………………………………………………….
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