Posted: January 18th, 2023

The importance of marketing communications in facilitating the transition to a market leader

This assessment requires you to write a critical literature search and review based on the bodies of knowledge linked to the research question you identified in the research proposal submitted as the first assessment of the Research Methods module.
In completing this submission, you will address the following Learning Outcomes:
1. Search for literature relating to the proposed research topic systematically (using academically recognised sources) as well as present a critique of the literature cited.
2. Critically evaluate relevant content drawn from an extensive range of sources as well as review juxtaposition in the literature.
3. Synthesise the literature and produce a narrative collating the findings in support of a specific research question.
4. Demonstrate academic rigour through applying the Glyndŵr Harvard style accurately, citing sources within the review narrative and presenting a complete reference list.

Summative Assignment Task
Write a critical literature search and review based on the bodies of knowledge linked to the research question you identified in the research proposal submitted as the first assessment of the Research Methods module (6,000 words).
Task
1. Search for literature relating to your research question in a systematic manner (using academically recognised sources) – write a search sentence and run the search sentence in selected databases.
2. Critically evaluate relevant content drawn from an extensive range of contemporary sources as well as review juxtaposition in the literature – skim and scan titles, abstracts and full text to critically assess each piece of literature and ascertain whether the content is relevant to your study. Re-read the final selection in full.
3. Synthesise the literature and produce a narrative collating the findings in support of a specific research question that you will take forward to the dissertation module – write the outline of your literature review Links to an external site.by themes Links to an external site..As part of the outline, write a brief synthesis of each theme’s content.
4. Develop each theme’s content. As with any other assignment, your literature review should have an introduction, main body, and conclusion. The introduction should clearly establish the focus and purpose of the literature review. You can reiterate your research question in the form of a review question (i.e. What contemporary research in the literature considers [your research question]?) and give a summary of the scholarly context (brief history/definitions/key theories). You can stress the relevance of the topic and highlight a potential gap in the literature. The body divided into subsections is where you will:
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 Summarise and synthesise: give an overview of each source’s main points and combine them into a coherent whole.
 Analyse and interpret: don’t just paraphrase other researchers—add your own interpretations where possible, discussing the significance of findings concerning the literature as a whole.
 Critically evaluate: highlight the strengths and weaknesses of your sources.
 Do not just describe the studies/theories: critically analyse, evaluate and reflect upon the contribution of each source to develop an original academic argument.
Finally, in conclusion, you should summarise the key findings you have taken from the literature, emphasise their significance and how your work will fit in the literature gap. Here you should restate the research question that you will take forward to the dissertation module, particularly if it has evolved as a result of your review.
5. Please make sure you use the Glyndŵr Harvard style Links to an external site.accurately, citing sources within the review narrative and presenting a complete reference list – RefWorks can be very useful for in-text citations and reference list (however note you will need to edit the exported list to conform with the Glyndwr Harvard style). The reference list will not be included in your final word count.
Marketing communications play a vital role in facilitating the transition of a company from a market follower to a market leader. Marketing communications involve all the activities and strategies a company uses to promote and sell its products or services to its target audience. These activities can include advertising, public relations, sales promotion, direct marketing, and personal selling.
Effective marketing communications can help a company differentiate itself from its competitors, build brand awareness and loyalty, and effectively communicate the value of its products and services to potential customers. This is particularly important in highly competitive industries, where companies must stand out in order to attract and retain customers.
Marketing communications can also help a company build and maintain relationships with key stakeholders, including customers, employees, media, and the general public. This is important for establishing trust and credibility, and for creating a positive reputation for the company.
In addition, marketing communications can help a company identify and target specific segments of the market, and tailor its messaging and promotions accordingly. This can be particularly useful in helping a company gain a competitive edge and establish itself as a market leader.
The importance of marketing communications in facilitating the transition to a market leader cannot be overstated. By leveraging the various marketing communication tools and tactics at its disposal, a company can effectively promote and sell its products or services, build strong relationships with key stakeholders, and position itself as a market leader in its industry.

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