Module COM4216 Media Management

Session June 2019

Lecturer Chan Pee Ven

Coursework ASSIGNMENT (10%)

Type Journal Research
TITLE Importance of Marketing Research in media management
WORD LIMIT 1000 words
Hand-out Date Week 1 Due Week 2
Date

Students’ declaration

I declare that:
 We understand what is meant by plagiarism.
 This assignment is my own work and I have acknowledged use of all published or
unpublished works of others.
 I hold a copy of this assignment which I can produce if the original is lost or
damaged

Name ID Signature Remarks

TO BE COMPLETED BY LECTURER
COMMENTS:

Penalty for late 1 day – minus 20% of total mark awarded

submission: 2 days – minus 50% of total mark awarded
3 days – 0 mark for this piece of coursework

Individual Assignment

1
The student is required to obtain a minimum of three (3) research/journal articles on
any one of the topics below or any other topic related to leadership styles in media
management.
a) Identify the function of marketing research in media management.
b) Describe how a marketing research has changed media management.
c) Explain the various types of marketing research in media management.
d) Discuss the implications of marketing research on media management.
e) Or any other topic related to marketing research and media management.

Information must be retrieved from journals be it electronic or hard copy. Students may
source for journal articles as far back as ten (10) years. Upon obtaining the said materials,
they are to retrieve salient points, data and legal information and write a report based on
the materials elicited. The report should be around 1000 words excluding the cover page
and exhibits.

The format of the project paper or report should be as follows:

i) FORMAT

Typed/ bind/ font size 12 Times New Roman or Arial excluding the headings/
neat/ page numbers/ word limit based on the assessment format/ cover page (with
Project title, course title and code, student name, I/D, deadline, INTI
UNIVERSITY logo only), acknowledgement (optional), table of content, table of
figure (optional), and Introduction, Literature Review, Reflection and
Recommendations.

ii) CONTENT

Intellectual ability—degree to which objectives are identified and met, logical &
cogency of arguments, use & range of sources & appreciation of their limitations,
considerations of alternative solutions and criteria for choosing between them,
originality of ideas, practicality of recommendation of relevant theory or
concepts, etc.

iii) PRESENTATION OF CONTENT:

Exposition, organization, logical sequencing about material, clarity of expression,

spelling, punctuation, literary style, attention to details, etc.

iii) ATTACHMENT

2
 The first page of each article should be attached as appendix at the end of the
report.
EVALUATION:

10% - written report.

LEARNING OUTCOMES

LO Discuss the role and functions of marketing and research in the strategic
4 development of media industries

Note

1. Your paper should be typed with a 1.5 spacing and have a proper format. (Times
New Roman, 12.

2. All facts obtained must have proper Harvard referencing. Copying and pasting
from other sources is not allowed. Students are encouraged to summarize their
articles. Appendixes are not considered as part of the write-up.

3. Due date is the week 2 – 17th June 2019 (Monday, 23:59).

4. Assignments with similarity in content are it from other class assignments or

campus assignments will be penalized.

5. You are required to submit a soft copy of the assignment into safeassign on
Blackboard.

Assessment Criteria

Marks Student Comments

s marks
1 Introduction 10
. marks
2 Description and rationale of 25
. the most important themes marks
3 Sufficient and accurate use 25
of course concepts/research marks
findings
5 Questions on emerging 15
. trends and challenges faced marks
by media professionals
6 Conclusion 10

3
. marks
7 Comparison of Journal 15
. findings marks
TOTAL: 100
marks

4
Computerized media can and has been utilized for numerous reasons that change by
numerous business socioeconomics including the sort and size of the organization. While
enormous companies might be keen on expanding deals, a little not-revenue driven
association's primary center might be to expand mindfulness for a reason. Notoriety the
executives, client administration, client securing, and limited time strategies have all
changed because of the manner in which individuals are presently accepting their data.
Also, hierarchical qualities and the manner in which organizations present these qualities
have changed as organizations and associations become increasingly straightforward to
their clients through online mediums.

Good Needs Marks

Ver Allocat
Outstand y Aver Improvem Weak/
Evaluation Criteria ion
ing Go age ent Fail
od
10 9-8 7-6 5 4 >4
Introduction
Description and rationale
22-
of the most important 25-23 18-15 14-11 10-6 >6
19
themes
Sufficient and accurate
use of course 22-
25-23 18-15 14-11 10-6 >6
concepts/research 19
findings
Questions on emerging
trends and challenges 13-
15-14 11-10 9-7 6-5 >4
faced by media 12
professionals
Conclusion 10 9-8 7-6 5 4 >4
Comparison of Journal 13-
findings 15-14 11-10 9-7 6-5 >4
12
Penalty (if applicable)
TOTAL MARKS 100

5
RESEARCH THEMES AND FINDINGS
I have selected three journals articles as a reference to describe how marketing research has
changed media management. Research themes emerge on marketing research and media
management. Themes are (i) Revolutionized Marketing: The
Changing Scape of Marketing in the Digital Age, (ii) Eight social media challenges for
marketing managers, (iii) Implications of Social Media Marketing I now discuss each theme.