Research Writing

Total word count: 2500 max There are two parts with the piece of work. Part A: 1200 words You need to write in a style suitable for a business audience (rather than academic). Imagine you are writing an article for a business magazine / newspaper (e.g. Financial Times, Forbes, The Economist). Use a catchy headline, short paragraphs and short sentences. Avoid jargons and do not use theories or models in this part. You can assume a certain level of prior knowledge of the subject area amongst your potential readers. Referencing is not required in Part A as this is intended for an industry-based readership. You need to ensure that your paper sits within the themes of the module. So, keep your focus on CRM-related practices (rather than broad and generic marketing strategies). Which in this case is: Hilton's loyalty Program Make sure to be critical towards the company (part A is not supposed to read like an advertisement for the company). When introducing the company, keep it short (2 sentences maximum). Please remember: the focus is on the Hilton's Loyalty Program. Part B: 1300 words max In part B, you are expected to use a variety of academic theories and models to ground your thinking from part A. In other words, part B should relate and refer to what was discussed in part A. Part B should be divided into different sections (with headings). It should start with a brief introduction presenting the structure of the paper. Similar to a literature review but not exactly and it refers to the things that was mentioned in Part A.