Conceptualization

  1. Identify a conceptual question that is both important and interesting to address, based on your command of seminal and contemporary literature relevant to your chosen marketing topic. 2. Integrate a meaningful theory which helps explain the conceptual gaps or assumptions that you will challenge as a result of your literature review in seeking to address your conceptual question. 3. Develop a conceptual model diagram with a series of related conceptual propositions which explains the resolution to your conceptual question. 4. Identify and discuss the theoretical and practical implications of your conceptual model.