Columbia University Reducing Problems of Using Celebrities in Marketing Sports Brands Research Paper ?This first section will make up most of your 1000 wor

Columbia University Reducing Problems of Using Celebrities in Marketing Sports Brands Research Paper ?This first section will make up most of your 1000 words.

?Introduce key concepts/theories/ideas and define them – ideas, theories, debates, developments.

?You must explain the need for your research by reviewing the literature:

?synthesise sources: identify claims and debates.

?then show how it leads to the your research question (your title), what is the debate.

?Why is this question important? Who would be interested in reading this essay?

?By incorporating sources in this way and critiquing the research that has been done, your background section should lead naturally to your aim and objectives. Say how it does.

?Start doing this for your own topic -> NOW.

?We will provide examples of the background section in the seminars this week. Seminar 1 will focus on background.

Background

EXAMPLE BACKGROUND

?Your aim is the overall thing that you want to achieve by undertaking this particular piece of research.

?You will formulate this specific aim in response to the research background that you have just outlined.

?Your objectives should be a number of smaller, measurable tasks that you will fulfil to meet your aim.

Aim and Objectives

Working title

To what extend can the problems of using Celebrities in Marketing Sports Brands be reduced?

Aim

The aim of this research is to consider how sports brands use celebrities in their marketing and the issues this can raise, and to consider whether these issues can be mitigated.

Objectives

•To outline the different ways in which sports brands use celebrities to market their products.

•To discuss the benefits of using celebrities in marketing.

•To identify and analyse 1-2 main risks e.g. related to public attitudes, celebrity attitudes, current social issues.

•To evaluate whether these risks can be mitigated while still maintaining the benefits.

Example Aim and Objectives

?This should be a basic outline of your proposed structure:

•Think about the specific sections you will need to include.

•Think about what you will need to cover in each section.

•Think about the relationship between each section and how they will help you to meet your aim and objectives.

?You may change elements of your proposed structure, but putting thought into it now will help when writing.

?However, detailed planning can only be done after reading and discussing your ideas with your supervisor.

?You will receive more guidance on this in the next 2 weeks. You can only do this after your aims & objectives are finalised. To note
?This first section will make up most of your 1000 words.
?Introduce key concepts/theories/ideas and define them – ideas, theories, debates,
developments.
?You must explain the need for your research by reviewing the literature:
?synthesise sources: identify claims and debates.
?then show how it leads to the your research question (your title), what is the
debate.
?Why is this question important? Who would be interested in reading this essay?
?By incorporating sources in this way and critiquing the research that has been
done, your background section should lead naturally to your aim and objectives.
Say how it does.
?Start doing this for your own topic -> NOW.
?We will provide examples of the background section in the seminars this week.
Seminar 1 will focus on background.
Background
EXAMPLE BACKGROUND
?Your aim is the overall thing that you want to achieve by undertaking this particular
piece of research.
?You will formulate this specific aim in response to the research background that
you have just outlined.
?Your objectives should be a number of smaller, measurable tasks that you will fulfil
to meet your aim.
Aim and Objectives
Working title
To what extend can the problems of using Celebrities in Marketing Sports Brands
be reduced?
Aim
The aim of this research is to consider how sports brands use celebrities in their
marketing and the issues this can raise, and to consider whether these issues can
be mitigated.
Objectives
•To outline the different ways in which sports brands use celebrities to market their
products.
•To discuss the benefits of using celebrities in marketing.
•To identify and analyse 1-2 main risks e.g. related to public attitudes, celebrity
attitudes, current social issues.
•To evaluate whether these risks can be mitigated while still maintaining the benefits.
Example Aim and Objectives
????…
?This should be a basic outline of your proposed structure:
•Think about the specific sections you will need to include.
•Think about what you will need to cover in each section.
•Think about the relationship between each section and how they will help you to
meet your aim and objectives.
?You may change elements of your proposed structure, but putting thought into it
now will help when writing.
?However, detailed planning can only be done after reading and discussing your
ideas with your supervisor.
?You will receive more guidance on this in the next 2 weeks. You can only do this
after your aims & objectives are finalised.
Assignment 2: Research Proposal
Your Research Proposal is the next stage in your research for your Extended Essay.
The process of writing the proposal should help you to clarify your ideas further in
preparation for the writing stage.
The word limit for this assignment is 1000 words (not including the reference list).
Complete the Research Proposal form for this assignment.
The following five
sections should be addressed on the form:
1. Working title – This may have changed after speaking to your Supervisor.
Remember that it is a working title and may change and develop further as you
continue your research.
2. Background – This will be the largest section of your Research Proposal. Include
background information to outline the significance of your chosen topic. Review the
relevant literature (which must be listed in your Reference list) and synthesise and
evaluate these ideas in order to explain and justify the aim and objectives.
3. Aim and objectives – The aim that you identify should reflect what you are trying
to accomplish in your research and should relate closely to your working title. The
two or three specific objectives should outline how you are going to meet your aim.
4. Proposed structure – This should be a basic outline of your proposed structure
for your Extended Essay explaining what specific sections you think you will need at
this stage and exactly what you intend to cover in each of these sections.
5. Reference list – This should be a list of 10 sources or more, and may include most
(if not all) of the six sources from your Annotated Reference List. By this stage, you
will have read your sources in even greater depth and have identified most of the
key sources that you will require for your Extended Essay.
Please note, any sources that you cite in your Research Proposal (most probably in
the Background section but also, perhaps, in the Proposed structure) must be
included on your Reference List, but also, all sources on your Reference List must be
cited somewhere in your Research Proposal.
Sample
International Graduate Diploma in Business and Humanities
Research Proposal
1. Working title: How effective do Chinese companies perform in financial risk
assessment?
2. Background and Literature Review:
In modern society, different kinds of risks are deeply influencing every business
activity. No company will face no-risk situation (Slepukhina, 2015: 37). Risks faced
by companies can be categorised by functions into financial risks, legal risks,
management risks, market risks, policy risks and technical risks (Shen et al., 2001:
76). However, when we consider different reasons of risks, risks faced by companies
can also be categorised into people risks, process risks, relationships risks,
technology risks and external risks (Maria, 2009: 196-197). Among all kinds of risks,
financial risks need more attention from businesses because the market condition
is changing all the time so that business need to respond quickly to their financial
risks to avoid loss of profit (Slepukhina, 2015: 37). Although the differences between
financial risks and non-financial risks are becoming fewer and fewer (Novosyolov
and Jr, 2012: 1275), it is still essential for one company to consider more about
financial risks. Companies usually assess financial risks before they make the
decision of to take the risk or not, which is called risk assessment. Financial risk
assessment is hard for companies all the time, especially those are going to do
decision making in a short time (Mcaleer, 2015: 1).Financial risk assessment provides
a tool for business to avoid unnecessary risks and to gain success. In order to assess
financial risks of one company, several kinds of strategies are being used, such as
statistical analysis and benchmarks (Maria, 2009: 198-199). Different companies
may use different types of strategies to assess their financial risks. However, every
strategy may have advantages and disadvantages and different strategy may suit
different companies. Only when a company utilises the strategy which is the most
suitable for its business can the company correctly assess its financial risks and make
suitable decisions of to take or not to take the risk (Mcaleer, 2013: 109). A company
needs to keep changing its strategies of assessing financial risks until it performs
effectively in financial risk assessment, which means they can make the best choice
based on their risk assessment by a high possibility (Mcaleer, 2015: 1).
In the past few decades, Chinese economic has grown increasingly. As a result, there
are more trades and more capital flows happening in China, which means a higher
possibility of financial risks (Derbali, 2017: 34). Therefore, having a good strategy of
financial risk assessment becomes more important to Chinese companies. Some
strategies being used currently by Chinese companies are not reliable sometimes
(Turvey and Kong, 2009). In order to improve Chinese companies performance in
financial risk assessment, to make them assess their risks more effectively,
identifying and evaluating the strategies being used now may be the first step.
Generally, there are two main ways of assessing financial risks existing in Chinese
market. One is forecasting model (Xiao and Bai, 2008), it provides a method for
companies during which companies should forecast the result of the risk by
calculating the possible profit or loss, and compare it to the current project, then
decide to take the risk or not. The other one is framework (Ganegoda and Evans,
2014), it shows that one company should consider a list of factors before it decides
to take the risk. Both of the strategies can help companies to make decisions
concerned with taking risks. Usually bigger companies will choose to do the forecast
and smaller companies may follow the framework.
However, as there are more than 1500 kinds of business in China and which strategy
to use not only depends on the size of the company (Narayan and Zheng, 2010:
509), sometimes neither of the two strategies can suit one company very well. In
order to improve the performance of Chinese companies in financial risk assessment,
new strategies should be developed at first. Before that, evaluating how effectively
those two work in Chinese companies is important as well. This essay will focus on
evaluating those two strategies by analysing their application in Chinese companies
using a case study.
3. State the specific aim and objectives of your Extended Essay:
Aim: To evaluate the performance of Chinese companies in financial risk assessment.
Objectives: (1) Describe the necessity of assessing financial risks for businesses.
(2) Analyse and evaluate different possible strategies companies
can use to assess financial risks.
(3) Evaluate how effectively Chinese companies apply those
strategies and how they perform in financial risk assessment by using a case study.
4. Give a basic outline (use bullet points) of how you intend to structure your
Extended Essay:
Outline
1) Describe the necessity of assessing financial risks for businesses
a) Describe different types of risks that businesses are facing
b) Describe the definition of financial risk and financial risk assessment
c) Describe how financial risks can influence the performance of one company
2) Analyse and evaluate different possible strategies companies can use to assess
financial risks (Maria, 2009: 198-199)
a) Strategy 1: Scalars and its application
b) Strategy 2: Benchmarks and its application
c) Strategy 3: Statistical Analysis and its application
d) Strategy 4: Scorecards and its application
e) Comparison of different strategies by comparing their advantages and
disadvantages
3) Evaluate how effectively Chinese companies apply those strategies and how they
perform in financial risk assessment by using a case study
a) Describe the strategy this company use to assess financial risks
i. Give the introduction of the company
ii. Describe the possible financial risks this company may face
iii. Describe the strategies the company is using to assess financial risks
b) Evaluate the strategies according to the advantages and disadvantages of
different strategies
i. Analyse the advantages and disadvantages of the strategies which are used by the
company
ii. Give specific examples to support the analysis
iii. Evaluate how their strategies are
c) Evaluate how effectively this company perform by evaluating their performance
in the market
i. Analyse how their strategies of financial risk assessment influence their
performance in the market
ii. Give specific examples to support the analysis
iii. Evaluate how effective the company perform in financial risk assessment
4) Conclusion
5. Provide a full reference list of all of the sources that you have cited in this Research
Proposal:
1) Shen, L. and Wu, G. and Ng, C. (2001) ‘Risk Assessment for Construction Joint
Ventures in China’, Journal of Construction Engineering and Management, 127/1,
76-81.
2) Maria, M. (2009) ’Operational Risk in International Business: Taxonomy and
Assessment Methods’, Annals of the University of Oradea: Economic Science, 1/1,
195-201.
3) Slepukhina, Y. (2015) ’Model Comprehensive Risk Assessment of the Insurance
Company:
Tradition and
Innovation’,
Eurasian
Journal
of
Business
and
Management, 3/3, 37-42.
4) Narayan, P. and Zheng, X. (2010) ‘Market liquidity risk factor and financial
market anomalies: Evidence from the Chinese stock market’, Pacific-Basin Finance
Journal, 18/5, 509-520.
5) Ganegoda, A. and Evans, J. (2014) ‘A framework to manage the measurable,
immeasurable and the unidentifiable financial risk’, Australian School of Business,
39/1, 5-34.
6) Hammoudeh, S. and Mcaleer, M. (2013) ‘Risk management and financial
derivatives: An overview’, North American Journal of Economics and Finance, 25/1,
109-115.
7) Turvey, C. and Kong, R. (2009) ‘Business and financial risks of small farm
households in China’, China Agricultural Economic Review, 1/2, 155-172.
8) Xiao, X. and Bai, X. (2008) ‘A forecasting model of financial risk in China based
on corporate governance’, 2008 IEEE International Conference on Service
Operations and Logistics, and Informatics, Beijing, 12th-15th October 2008,
Available from: http://ieeexplore.ieee.org.libproxy.ncl.ac.uk/document/4686435/.
9) Hammoudeh, S. and Mcaleer, M. (2015) ‘Advances in financial risk management
and economic policy uncertainty: An overview’, International Review of Economics
and Finance, 40/1, 1-7.
10) Derbali, A. (2017) ‘Systemic Risk in the Chinese Financial System: Measuring
and Ranking’, The Chinese Economy, 50/1, 34-58.
11) Novosyolov, A. and Jr, L. (2012) ‘Introduction to the Special Issue: Insight and
Applications from Financial Risk Analysis’, Risk Analysis, 32/8, 1275-1276.
2
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1. Carpentier, N., Schrøder, K.C. and Hallett, L. eds., 2013. Audience
transformations: shifting audience positions in late modernity. Routledge.
Changes in the relationship between news media organizations and their “active
audiences” : organizations. It’s very different from the past. Listeners are no longer
passive receivers of news spread through one-way channels, but are connected to
newsrooms around the world as a result of the global adoption of modern
information and communication technologies, particularly social media. They can
interact with each other and play a more active role in setting the news agenda.
2. Procter, R., Voss, A. and Lvov, I., 2015. Audience research and social media
data: Opportunities and challenges. Participations: Journal of Audience
Reception Studies.470-490
There have also been changes in the way media find an audience, such as digital
streaming
3. Webster, J., Phalen, P. and Lichty, L., 2013. Ratings analysis: Audience
measurement and analytics. Routledge.
Media audiences are changing. The dynamics of how audiences consume (and now
even produce) media are changing, as is how the media industry understands and
defines audiences. New technology is at the heart of all these changes. These
technological changes are forcing the media industry to think differently about its
audience
4. Napoli, P.M., 2008. Toward a model of audience evolution: New technologies
and the transformation of media audiences. McGannon Center Working
Paper Series, p.15.
The audience is not passive at the moment. Instead, they are able and willing to
respond to external changes
The major changes in the new dynamic of audience structure can be summarized in
two titles, as described by Napoli (2011) : audience decentralization and autonomy
5. Arango-Forero, G. and Roncallo-Dow, S., 2013. Social media and new
audiences as a new challenge for traditional and new media industries. In
Handbook of Social Media Management (pp. 635-655). Springer, Berlin,
Heidelberg

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