You are expected to make an extensive search of the literature on Export Marketing which is relevant to marketing research. This should be followed
by a thorough reasoned evaluation of the literature collected and a written report on the evaluation.
The structure of the Literature Review should include the following key components:
1. Introduction – 5 Marks
a. why you are writing a review, and why the topic is important
b. the scope of the review — what aspects of the topic will be discussed
c. the criteria used for your literature selection (e.g.. type of sources used, date range)
d. the organizational pattern of the review.
2. Main Body of the Report – 15 Marks
a. historical background
c. previous studies on the topic
d. mainstream versus alternative viewpoints
e. principal questions being asked
f. general conclusions that are being drawn.
3. Conclusion – 10 Marks
a. the main agreements and disagreements in the literature.
b. any gaps or areas for further research.
c. your overall perspective on the topic.
The marks will be weighted in accordance with the above elements. General marking criteria are:
- extent and quality of research
- depth and originality of analysis
- presentation (use of visuals and summary tables). You must address all of the bullet points under each of the three headings (structured with
headings/subheadings) and provide a list of references. Be sure to acknowledge all sources in-text (Harvard-style referencing, please). Marks will
be deducted for poor referencing.