The final signature assignment for this strategic marketing course will require research, academic writing, critical thinking, and analysis on a current issue facing the marketing discipline. Through this assignment (referred to as the “Semester Paper”), students will demonstrate their ability to conduct academic research. The final signature assignment for this course will require a minimum 20-page (not including cover page, abstract, table of contents, and references), double-spaced, APA formatted academic research paper.


The academic research paper will include the basic components of an academic research paper which requires:

  • an introduction section including a literature review section, and
    • the identification of a contemporary marketing problem,
    • overview of the problem,
    • background,
    • significance of the issue/problem, and
    • problem statement,
  • a conclusion/managerial recommendations section.

Please note that this course requires students to focus their research based on existing research literature from peer-reviewed articles.

Deliverable 1: submit the topic. format will be given.

deliverable 2: submit the paper outline for the topic chosen. Sample format will be provided.

Deliverable 3: submit an Introduction. Format will be given later.

Deliverable 4: The final paper3 attachmentsSlide 1 of 3

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UNFORMATTED ATTACHMENT PREVIEW

SEMESTER PAPER TOPIC PROPOSAL John Q. Student Customer satisfaction is defined by Zeithaml and Bitner as “the customers’ evaluation of a product or service in terms of whether that product or service has met their needs and expectations (as cited in Wilson, 2002, p. 213). The buyer’s expectations provide the evaluative criteria against which the consumer can judge the experience (Zeithaml & Berry, 1993). Once consumption of the product takes place, the consumer uses those criteria to evaluate their experiences with the product and come to a conclusion regarding their satisfaction with the product (Lovelock & Wirtz, 2004). Kotler and Armstrong (2006) state that customer satisfaction occurs when the customer’s experience with the product either meets or exceeds their expectations. Kotler and Armstrong (2006) go on to indicate that

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