Firm case study- Key Opinion Leader

Thursday July 21, 2022

Firm case study- Key Opinion Leader

March 3, 2017

(3) Individual assignment (25%)
The aim of this assignment is to link relevant theory with practical examples you have observed in the industry. You are required to select a retail firm for case study and analyze how the case firm uses Key Opinion Leaders (KOLs) in marketing communications. Who are the KOLs? How does it work? How do marketing firms find them? Can the marketing firms benefit from KOLs?

Guidelines for completing this task:
•    The assignment is to be completed individually.
•    The length of the essay should be 4,000 words. All submitted work must provide word count at the end of the assignment. The word count includes such items as headings, in-text references and quotes. It does not include the reference list at the end of the assignment. The word limit is final – over length assignments will be penalized 10% of the available marks.
•    All submitted work should be in font size 12, Times New Roman or equivalent character size, double line spacing, having 1 inch margin on top/bottom and left/right.
•    You are expected to support your conclusions with at least five references to the relevant and contemporary academic literature. Do not use coursework from other universities or from non-academic websites (e.g., Wikipedia) as references.

Submission of the full report:
•    Due date: Lecture on Week 7
•    Hardcopy: Students are required to submit the required docuements (see the below checklists of the required docuements for submission) in the lecture on due date.
•    Softcopy: In addition, students are required to upload a crtitical analysis report together with the reference list on the Blackboard at or before 4:30 pm on due date for instructor to detect any plagiarized materials.
*Assignement is due at the time on date specified unless previous arrangement has been made. Late submission is not accepted at all. This will lead to zero points received in your individual assignment.

Checklist of the required documents for submission:
€    A statement of originality should be printed on the first page of your submitted work with your signature: “I hereby declare that this essay is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written nor material which has been accepted for the award of any other degree or diploma, except where due acknowledgement has been made in the text.”
€    Individual essay (i.e., main text)
€    Reference list
€    A full turn-it-in report. You should upload your work on Blackboard, generate and print out the turn-it-in report.
*The content is final – missing component of the above requirements will be penalized 10% of the available marks.

Assessment criteria:
•    Content and analysis (15%):
The author’s ability to (a) provide appropriate terms and definitions and draw relevant literature in discussion, (b) provide clear convincing arguments supported by examples, evidence or theories/concepts, (c) show originality in content, (d) draw conclusions with personal insights and retail implications.
•    Clarity of presentation (10%):
Overall (a) organization, (b) language accuracy, and (c) appropriateness of length.


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