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Scientific Essay – Subject “Marketing Intelligence”
Topic:
Analysis and critical assessment of the possibility of use of selected touchpoints along the customer
journey as an instrument for customer loyalty
The Scientific Essay is characterized by the following features:
– Subjective argumentations are not allowed, everything (except for personal opinions) need to have a source
– A scientific essay is a concise summary of scientific content based on the content of the module and current literature.
– The questions should go beyond the learning material of the slides and promote their own approaches (competence
orientation).
– The aim is that the intensive self-research of the relevant content leads to high quality in the creation of the respective
scientific essay.
– It is essential that the scientific essay, after intensive study of a specific topic, reproduces the basic content well structured and
in a stringent argument. This also includes the classification of the topic in the overall technical context.
– A scientific essay is based on a profound, critical assessment of the topic based on the systematic evaluation of sources.
– It is important, of course, that you refer to existing literature in your discussion and not just argue subjectively. Here is a quote
from the guidelines: “A scientific essay is based on a profound, critical assessment of the topic based on the systematic
evaluation of the sources.”
– Italics, bold print and underlines within the text to emphasize the corresponding statements are only to be used in exceptional
cases. Proper names can be used in italics or in capital letters.
– For footnotes use the Chicago / Harvard style
The scientific essay should take the following formal structure into account:
– Introduction (reference to the module or current thematic reference as an introduction to the topic of the essay, question or
problem) -> research question, background
– Main part (reasoning of the core statements; transfer performance dependent on topic; derivation and justification of own
positions)
– Conclusion and outlook (summary of the perspectives introduced, conclusion).
– Bibliography (extensive, accurate and not to be included in the word count)
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