ASSIGNMENT

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BPMM7103
ADVANCED MARKETING MANAGEMENT
MAY SEMESTER 2021

SPECIFIC INSTRUCTION

1. Answer in English.

2. Number of words: 3,000 – 5,000 words excluding references.

3. Submit your assignment ONCE only in a SINGLE file.

4. Submit your assignment ONLINE.

5. Submission date: 13th JULY 2021.

6. This assignment accounts for 60% of the total marks for the course.

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 ASSIGNMENT QUESTION

OBJECTIVE:

To review past literature and construct recommendation for future researchers and
practitioners.

REQUIREMENT:
Many companies offer similar product or service. As a result, competition among
companies has increased, where each company tries to gain maximum market share.
Therefore, loyalty has attracted huge attention from organisations and academics.
Review 10 past literature related to loyalty. To guide your review of the past
literature, answer the following questions:
1. What outcome(s) or dependent variable(s) was or were studied?
2. What theories were adopted?
3. What antecedents were studied?
4. What mediators and moderators were studied?
5. Based on the review, conclude your findings by providing recommendations
to the future researchers and practitioners.

[Total: 60 marks]

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 ATTACHMENT
ASSIGNMENT RUBRICS
BPMM7103 ADVANCED MARKETING MANAGEMENT / MAY 2021

Excellent Good Fair Poor Unsatisfactory Max

*QN CLO Criteria Weight
4 3 2 1 0 Marks
Literature matrix Generate literature Generate literature Generate literature Generate literature No literature matrix
1 matrix without error. matrix with 1 to 4 matrix with 5 to 10 matrix with more was given. 4
1 3 errors. errors. than 10 errors.

Dependent Variable(s) Clear and very Clear and detailed Moderate discussion Vague discussion No dependent
detailed discussion discussion and and analysis of and analysis of variable was given.
and analysis of analysis of dependent dependent variable(s) dependent
1 3 2 8
dependent variable(s) variable(s) with a with a moderate use variable(s) without a
with a good use of good use of of literature. good use of
literature. literature. literature.
Theories Clear and very Clear and detailed Moderate discussion Vague discussion No theory was given.
detailed discussion discussion and and analysis of and analysis of
1 3 3 and analysis of analysis of theories theories with a theories without a 12
theories with a good with a good use of moderate use of good use of
use of literature. literature. literature. literature.
Antecedents Clear and very Clear and detailed Moderate discussion Vague discussion No factor was given.
detailed discussion discussion and and analysis of and analysis of
and analysis of analysis of antecedents with a antecedents without
1 3 3 12
antecedents with a antecedents with a moderate use of a good use of
good use of good use of literature. literature.
literature. literature.
Mediator and Moderator Clear and very Clear and detailed Moderate discussion Vague discussion No
detailed discussion discussion and and analysis of and analysis of mediator/moderator
and analysis of analysis of mediator/moderator mediator/moderator was given.
1 3 2.5 10
mediator/moderator mediator/moderator with a moderate use without a good use
with a good use of with a good use of of literature. of literature.
literature. literature.
Recommendations Clear and very Clear and detailed Moderate discussion Poor discussion of No recommendation
detailed discussion of discussion of of recommendations recommendations was given.
1 3 2.5 recommendations for recommendations for for future researchers for future 10
future researchers future researchers and practitioners. researchers and
and practitioners. and practitioners. practitioners.
APA formatting for citations, tables, Totally free of errors. Few errors. Several errors. Many errors. Not following the
1 3 1 4
figures, references, numbering, etc. APA formatting.
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 Total 15 60

*QN = Question Number