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Introduction thesis proposal autumn 2018

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Slidedeck from the thesis proposal introduction on September 17, 2018 in the Marketing Strategies course FEGC02 at Karlstad Business School, Karlstad University, Sweden.

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Introduction thesis proposal autumn 2018

  1. 1. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Thesis proposal Introduction Autumn 2018 Jörg Pareigis
  2. 2. Difference between scientific and newspaper article  Who writes those articles? What’s their background?  How and who checks for the quality of the article?  What’s the content of the article?  Who is the audience for the article (general public/experts/business professionals/researchers etc.)?
  3. 3. Scientific articles  What’s the structure of the articles?
  4. 4. Think introduction of scientific article Role model: Research article
  5. 5. • in-depth knowledge in central areas of marketing strategy, such as consumer behaviour, competitive strategy, and marketing communications • able to identify and analyse strategic situations in businesses Learning outcomes
  6. 6. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Examinations Module 1 Module 2 Module 3 Total Individual test 15 15 15 45 Project report 10 10 10 30 Final report 15 Self + peer assessm. 5 Thesis proposal 5
  7. 7. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Evaluation criteria Problem formulation and aim Connection to theory and earlier research Language, formalities such as list of references and structure Independence and creativity
  8. 8. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp What is a research problem?
  9. 9. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Example of relevant research problems (expressed as questions)  How do customers co-create value with companies?  How do manufacturing companies implement services in their portfolio?  How do front-line staff contribute to innovation?  What motivates front-line staff to contribute in innovation projects?  In what way (if any) do customers’ and employees innovative ideas differ?  Requirements for research problems: – Build on earlier research – Possible to investigate – Contribute with new knowledge
  10. 10. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Problematizing  Knowledge gap localized  Problem motivated  Possible to generalize to more general phenomena
  11. 11. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Introduction – most important content  Problematizing – identify gap and motivate problem  Aim and/or questions  Introduction of empirical study  Disposition  (Most important contribution)  Should be able to be read independent of abstract.
  12. 12. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Sources of inspiration Your ideas and interest!!! You can get inspired by articles in scientific journals. You can find a list of scientific marketing journals here:  One ranking of marketing journals - bit.ly/fegc02_ranking Course literature  Referred studies / reference list
  13. 13. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp Other important information Deadline: 5th November 07:30 – 2 pages Voluntary assignment Work in groups of two Limited hours of supervision with one lecturer  Either group based or with multiple groups tbd by lecturer  Sign-up for groups in Canvas – deadline: 23/9

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