Project 6

.docx

School

Illinois State University *

*We aren’t endorsed by this school

Course

14513

Subject

English

Date

Dec 6, 2023

Type

docx

Pages

Uploaded by SuperBat3088

English 145A13 Understanding the Academic Journal Article Section 1 Genre conventions of academic journals in the field of marketing range from personal experience to data, to textbook information about the marketing worlds. Each article I found had the same typical set up that I somewhat expected to find when I first decided to look. Each academic journal I found from EBSCOhost shared similar traits as far as the visual look, and these articles are sectioned off in very similar ways. These articles all started with a large title in large font followed by multiple subheadings on the following pages to support their main point. Each article contained an introduction or history of the subject they are talking about with figures or excerpts around it. It is obvious to me that figures and possible photos are important to the layout of these articles to back up or further explain their thesis and main point. Most photos that are being used within these articles contain data or experiments that connect back to the subheading or experiment they are referring to. The writing within these articles all follow a similar pattern and similar structure. The subheadings are followed by an introduction to that subheading within the first sentence. The academic journals use mostly formal writing with heavy explanation on what key concepts are or vocabulary that is important for the audience to understand. The language they use is typically easy to follow, containing a lot of data, and is mostly used as informative with justification of their thesis with data. I typically notice the definition or explanation of a word or concept within the first three sentences to better help the reader follow along with the information they will later present. Within the first paragraph is usually an explanation as to what will be covered in that section, but the sections do not carry on for much more than a few paragraphs. With the figures used to explain their reasoning it is usually found that under each figure there is a few sentences explaining how their information correlates or may be a key for what the data is telling the audience. Section 2 Cheraghalizadeh, Romina, and Jaroslava Dědková. “Do Service Quality and Social Media Marketing Improve Customer Retention in Hotels? Testing the Mediation Effect.” E+M Ekonomie a Management , vol. 25, no. 2, 2022, pp. 118–133., https://doi.org/10.15240/tul/001/2022-2-008. Customer retention plays a role in companies’ success and sustainability within the hotel industry. The research conducted was looking to find information and the effect of marketing strategies and service quality on the brand awareness of hotels. They conducted research in the Czech Republic on high quality hotels to find that service quality and positive social media presence has a positive impact on customer satisfaction and brand awareness. They found that social media marketing has a major impact on the influence of brand awareness but also found giving information about services rather than prices has shown to have a much more influential

impact . Offering benefits and rewards increases customer satisfaction and loyalty over time along with high quality service that meets or exceeds customers standards. This article offered insight to the relationship between marketing and customer retention. Being able to market for a specific reason, provide information, and maintain the relationship between business and customer. Having exceptional service and going past expectations is what increases brand awareness and allows the company to gain new customers and keep the existing ones. Hoffman, Donna L., et al. “The Rise of New Technologies in Marketing: A Framework and Outlook.” Journal of Marketing , vol. 86, no. 1, 2021, pp. 1–6. EBSCO , https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=18&sid=e483dc14-0c18- 47a1-8d2dP-ebfde25d06f0%40redis. Accessed 10 Sept. 2022. This article explains the use of marketing technologies to develop competitive advantage and the foundation to what these technologies are and how this market is changing. The four ways that technology affect marketing are supports new forms of interaction, provides new types of data and mining methods, creates marketing innovations, alters the strategic marketing building blocks. Technology has given great advancement into gathering data from multiple sources to help better create a more focused audience for marketing teams. The quality and quantity of the data collected has steadily improved making competitive advantage a much more strategic idea. Marketing technology is forever changing and grasping onto new ideas and new methods to how to gather new information. Understanding the use of technology within marketing helps me to better understand what makes companies successful. Changing with the technologies gives a strategic advantage to what can be done as a company to better help your customers maintain their loyalty. Lim, Jeen‐Su, and John H. Heinrichs. “Developing Context‐Relevant Project Experiences for Marketing Analytics Students.” Decision Sciences Journal of Innovative Education , vol. 19, no. 2, 2021, pp. 150–156., https://doi.org/10.1111/dsji.12234. Maintaining competitive advantage through data mining and analytics is crucial to understand and to be taught. Being able to use technical competence and decision-context relevant competence to be able to maximize marketing effectiveness is important to teach students. Implementing data management and analysis of this data management into course material helps students to become more competent for the job market. I found this article to be useful by giving insight on how data marketing is taught and what may be some of the most important information to set up a future in marketing analytics. Understanding how marketing analytics is taught helps me to better retain what is taught and carries over to other aspects of marketing.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help