Dissertation E-Marketing Strategies

E-Marketing Strategies for Changing Brand Perception – A Case Study of Nike

E-marketing manages to promote the product across the globe so that required market can be grabbed in a short interval of time. Academics suggest that e-Marketing strategies are found to be effective in this era as customers are more related to the technology this is why E-marketing supports in the quick expansion of product. The study is based on the case of Nike and its consumers, therefore the target respondents of the study included the consumers of the brand Nike.

In addition to this the marketing managers of Nike were also participants if the research since their views were important for evaluating the online marketing strategies used by a brand and its impact realized at the company’s end. A comparison of traditional approach and modern approach of marketing has also been presented to assess that which marketing communication channel is appropriate for an organization and what are the benefits an organization can acquire after the application of modern marketing approach. This study supports in understanding the involvement and impact of involving technology in the marketing procedures; the impact of such practices in the advancement of the sales of the firm is also stated as the scope of the study.

E-Marketing Strategies Dissertation
E-Marketing Strategies Dissertation

The assessment of the impact of E-marketing in shifting the customer’s perception is the significant fact that further supports in understanding the importance of advanced technologies in marketing. In this era, internet has become the basic tool that has been used by the customers for their daily routine affairs; internet is known as basic implement that has been expended for communication, business, shopping and other affairs. Moreover, in this study, the impact of different strategies such as emailing, text messaging and visual messaging on the consumers’ brand perception is realized through this study.

Dissertation Objectives

In order to conduct the research, it is important to create some objectives based on which the conclusions and analysis can be made. The objectives of the research are cited below:

  • To study the conceptual framework of e-Marketing tools used by organizations
  • To highlight the use of e-Marketing by organizations to boost brand image
  • To analyse the impact of e-Marketing on the brand image of Nike
  • To present a set of recommendations to Nike on how to improve their brand image and use e-Marketing tools

1 – Introduction
Background of the Study
Problem Statement
Research Aim
Research Objectives
Research Question
Scope of the Study
Motivation of the study
Outline of the study

2 – Literature Review
Concept of E-Marketing
Traditional Marketing in contrast with E-Marketing
Framework of E-marketing Tools and Techniques
Strategies of E-Marketing
Advantages and Disadvantages of E-Marketing
Brand Image
Brand Perception of Customers
E-Marketing and Brand Image Integration
Benefits of E-Marketing and Brand Image Integration
Chapter Summary

3 – Methodology
Research Framework
Customers’ brand Perception
E-marketing Strategies
Email technique
Visual illustration of text message
Means for social sharing
Hypothesis Generation
Pilot testing
The Variables and Measurements
Sampling and Data
Sample Selection
Sample Size
Description of Data
Data Collection Instruments
Techniques for Data Analysis
Ethical Consideration

4 – Data Analysis
Reliability test
Descriptive Frequency Analysis
Regression analysis
Hypothesis assessment

5 – Discussion
Discussion

6 – Conclusion
Findings of the Study
Area of Future Studies
Recommendations
Limitations of the research

References

Appendices
Questionnaire

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London Real Estate Dissertation

Investigation into the Impact of Government Regulation on the London Real Estate Market

Dissertation Title: Impact of Government Regulation on the London Real Estate Market. Persistent challenges in the UK’s and particularly London’s real estate market are commonly attributed to the inelastic supply of housing or shortage of housing. The resulting escalating nature of the property prices in London have however attracted a considerable amount of attention from policy makers. The presented research study builds on the existing body of research and critically examines seven specific policy measures designed to address the problems in the London’s real estate market. The examination relying on the descriptive as well as inferential (Pearson’s correlation test, multi-linear regression analysis) methods revealed that stamp duty rate and Get Britain Building represent particularly effective strategies, a combination of which can be used in the future to further stimulate the development of the London’s real estate market.

London Real Estate
London Real Estate

The main aim of the presented report is to critically examine the extent to which government actions affect the real estate market in London. For the purposes of this study, the main research aim can be broken down into the following set of interlinked research objectives:

  • To review regulatory measures and government initiatives in the period from 2000 to 2015 that influenced the real estate market in London
  • To examine the practical effects of specific government actions on the real estate market in London in terms of housing prices, housing supply, housing demand, availability of social housing and rent values
  • To evaluate the gap between intended and actual affects of particular government actions on the real estate market in London

London Real Estate Dissertation Contents

1. Introduction
Aim and Objectives
Rationale
Structure

2. Literature Review
Regulatory Measures and Housing Market
Trend Towards Homeownership
Affordable Housing
Characteristics of London Real Estate Market

3. Methodology
Research Strategy
Research Method
Data Collection
Data Analysis
Limitations

4. Results and Findings
Overview of Real Estate Market in London
Pearson’s Correlation Test
Multilinear Regression Analysis
Overview of Key Policy Measures
Stamp Duty Rate
Help to Buy
Localism Act
Get Britain Building
Social Housing Policies
Analysis of Impacts of Policy Measures on Real Estate Market in London
Stamp Duty Rate
Help to Buy
Localism Act
Get Britain Building
Social Housing Policies

5. Discussion

6. Conclusion
Practical Implications
Limitations
Further Research

References

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I do hope you enjoyed reading this post on the Impact of Government Regulation on the London Real Estate Market. There are many other titles available in the construction dissertation collection that should be of interest to construction management students and building professionals. There are many dissertation titles that relate to other aspects of construction such as project management techniques, environmental management, building and construction methods to name a few. It took a lot of time to write this post and I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

UK Construction Skills Shortage

Alleviating Skills Shortage Concerns within the UK Construction Industry

Since overcoming the recession period in the mid 2000’s the construction industry has had significant levels of growth and is an in demand sector within the UK’s economy. In order for the demand to be met by the Industry it requires a significant amount of skilled workforce to cope with the current great strides in growth. This is however creating a big concern within the industry as it is believed that the supply of skilled workforce will be unable to meet the demands which are set out and the construction industry is facing a barrier to progress further. The purpose of this study is to find possible solutions on how the ever growing skills shortage can be implemented and improved by identifying what the cause is behind the skills shortage is and what initiations are in place to overcome these at present. This research provides an overview of the skills within the UK construction industry and where the possible problems lie in terms of the ever growing skills shortage.

UK Construction Skills Shortage
UK Construction Skills Shortage

The author carried out research with the aid of literature which has been reviewed and carried this research further by conducting an interview to gain a view of professionals within the industry on the current situation and possible solutions. The main findings from the research were that the respondents believed a skills shortage existed within the industry and if the current situation were to continue then a barrier for the industry to grow would be faced in the near the future. The reasons which were gained from the research was mainly that the industry was not attractive enough to potential new recruits and the lack of opportunities to be a part of the sector are limited. The main conclusion from this study is that in order to overcome the current skills shortage problem within the UK, the industry needs to invest from within in order to enhance the attractions which could possibly attract new recruits within the industry.

Dissertation Objectives

  • Review where, why and how this problem has occurred
  • Examine the demand for the need of skilled workforce with in the industry
  • Identify methods in which the skilled workforce can be increased
  • Provide recommendations on how this problem can be resolved

1 – Introduction
Rationale
Aim
Objectives
Structure

2 – Shortage of Skills
Background
Construction Industry Overview
CIOB Surveys in Skills Shortage
Changes in Policies
Construction Industry Training Board

3 – Research Methods
Research Approaches
Quantitative Research
Qualitative Research
Qualitative and Quantitative Research
Literature Review
Questionnaire

4 – Data Analysis and Discussion
Sample Size and Response Rate
Structure of Questionnaire
Review and Discussion of Questionnaire
Introductory
Skills Shortage
Apprenticeships and Training
Discussion and Evaluation of Research
Summary

5 – Conclusions and Recommendations
Research Aim
Satisfying the Objectives
Research Limitations
Recommendations

Bibliography

Appendix
Questionnaire

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I do hope you enjoyed reading this post on Alleviating Skills Shortage Concerns within the UK Construction Industry. There are many other titles available in the construction dissertation collection that should be of interest to construction management students and building professionals. There are many dissertation titles that relate to other aspects of construction such as project management techniques, environmental management, building and construction methods to name a few. It took a lot of time to write this post and I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Network Design and Structure Dissertations

Network Design and Structure

Title: Network Design – When implementing a network in an organisation, there are some design issues that must be considered before implementation. The requirements of the network must be clearly defined and all the network components to be used have to be clearly defined. Some of the considerations are discussed below.

Network Design and Network Architecture

Network architecture is the infrastructure consisting of software, transmission equipment, and communication protocols define the structural and logical layout of a computer network. The mode of transmission of a network can be wired or wireless depending on the requirements in an organisation. There are various types of networks that can be applied in an organisation depending on the network size. Local area network (LAN) refers to network in a small geographical area, Metropolitan area network (MAN) refers to network in a city, and wide area network (WAN) refers to network that is spread geographically in a wide area. Among the three types of network, the company would implement LAN since it is only covering a small geographical area.

Transmission Media

The transmission medium of a network can be wired or wireless. Wired medium involve use of coaxial cables or fiber-optic cables while wireless media involves wireless transmission of data. Depending on the bandwidth, throughput and goodput we are able to determine the best medium of transmission. Fiber optic cables have low signal loss since they avoid collision, and they are efficient in data transfer in high traffic networks. Coaxial cables are less expensive compared with fiber optic cables, but they have high signal loss caused by collisions. Wireless transmission is efficient in local area network where there are few computers.

Network Design Management Method

The management method of a network can be either peer to peer or client-server. Peer to peer is where there is communication between several computers without a central computer. Client-server is where each client is independent and a central server provides services to the clients. In a peer to peer network, many computers can share a single application installed in one computer. In a client-server, they are designed to support large number of clients where the clients do not share resources. The client-server model security is enhanced because security is handled by the server. It is also easy to upgrade a client server model to meet new requirements in an organisation.

Figure 1, a client server model

 

Network Design
Network Design

Network Topology

Network topology is divided into physical and logical topology. Physical topology refers to the way in which computers and other devices are connected. Logical topology describes the layout of data transmission in a network. Bus, ring, star and mesh topologies are the main types of topologies. Bus topology is a where all devices are connected with a single cable. The topology works for small networks, but it is slow and collisions are common. Ring topology is where the cable runs around where each node is connected to each other. There are fewer collisions compared with a bus topology. A token ring is used to avoid collision. In a star topology, all the devices are connected to a central hub. There is a central management making it is faster in upgrading, but failure of the central hub brings down the entire network. Mesh topology connects all the devices to each other for fault tolerance and redundancy to improve performance.

Network Design Security Requirements

Networks are frequently attacked by hackers and other malicious people. This makes security one of the key considerations when designing a network. To reduce the number of attacks on computer networks, the network should have firewalls, intrusion detection systems, VPN, and DMZ. These measures reduce the threat and detect malicious people in the network.

Scalability

This refers to the ability of the network to grow. The network should be scalable enough to cater for growth in the network infrastructure.

Network Address Translation (NAT)

This is a design consideration where many computers in a private network access the network using one public IP address. This is a measure to enhance security in a network.

Figure 2, Network architecture

Network Architecture Dissertation
Network Architecture

Figure 3, Showing how VPN is implemented

VPN Implementation
VPN Implementation

OSI Reference Model in Network Design

The OSI model has seven layers as highlighted in the diagram. The communication system is sub-dived into layers where each layer sends service requests to the layer below it and receives service requests from the layer above it (FitzGerald & Dennis, 2009).

OSI Model
OSI Model

Layer 1: Physical Layer

Physical layer refers to the hardware and all network devices used in the network. The layer defines the physical devices and the transmission medium. The layer receives service requests of the data-link layer and performs encoding and decoding of data in signals. Protocols in this layer include CSMA/CD, and Ethernet (Liu, 2009).

Layer 2: Data-Link Layer

Data-link layer receives service requests of the network layer and sends service requests to the physical layer. The main function of the data-link layer is to provide reliable delivery of data across networks. Other functions performed by the layer include framing, flow and error control, and error detection and correction. There are two sub layers of the data-link layer; media access control layer, and logical link control layer. Media access control performs frame parsing, data encapsulation and frame assembly. Logical link control is responsible for error checking, flow control and packet synchronisation. Protocols in this layer include; X 25, frame relay and ATM.

Layer 3: Network Layer

Network layer is responsible for managing all the network connections, network congestions, and packet routing between a source and destination. The layer receives service requests of the transport layer and sends service requests to the data-link layer. The main protocols in this layer are IP, ICMP, and IGMP.

Layer 4: Transport Layer

The main purpose of this layer is to provide reliable data delivery which is error free by performing error detection and correction. The layer ensures that there is no loss of data, and data is received as it was sent. The layer provides either connection-less or connection oriented service. There are two protocols in this layer: UDP and TCP.

TCP

  • Sequenced
  • Connection oriented
  • Reliable delivery
  • Acknowledgements and windowing flow control

UDP

  • No sequencing
  • Connection-less
  • No reliable delivery
  • No acknowledgements and no windowing flow control

Layer 5: Session Layer

The main purpose of this layer is to establish and terminate sessions. The layer sets up and terminates connection between two or more processes. It also manages communication between hosts. If there is login or password validation, this layer is responsible for the validation process. Check-pointing mechanism is also provided by this layer. If an error occurs, re-transmission of data occurs from the last check-point. Protocols in this layer include; RIP, SOCKS, and SAP.

Layer 6: Presentation Layer

This layer is responsible for data manipulation, data compression and decompression, and manages how data is presented. The layer receives service requests of the application layer and sends service requests to the session layer. The layer is concerned with the syntax and semantics of the data in transmission. Data encryption and decryption (cryptography) is used to provide security in this layer. Protocols involved in this layer include; ASCII, EBCDIC, MIDI, MPEG, and JPEG.

Layer 7: Application Layer

This layer provides interaction with the end user and provides services such as file and email transfers. The layer sends service requests to the presentation layer. It has several protocols used in communication; FTP, HTTP, SMTP, DNS, TFTP, NFS, and TELNET.

Network Protocols

  • Ethernet – provides transfer of information on Ethernet cable between physical locations
  • Serial Line Internet Protocol (SLIP) – used for data encapsulation in serial lines.
  • Point to point protocol (PPP) – this is an improvement of SLIP, performs data encapsulation of serial lines.
  • Internet Protocol (IP) – provides routing, fragmentation and assembly of packets.
  • Internet Control Management protocol (ICMP) – help manage errors while sending packets and data between computers.
  • Address resolution protocol (ARP) – provides a physical address given an IP address.
  • Transport control protocol (TCP) – provides connection oriented and reliable delivery of packets.
  • User datagram protocol (UDP) – provides connection-less oriented service and unreliable delivery of packets.
  • Domain name service (DNS) – provides a domain name related to a given IP address.
  • Dynamic host configuration protocol (DHCP) – used in the management and control of IP addresses in a given network.
  • Internet group management protocol (IGMP) – support multi-casting.
  • Simple network management protocol (SNMP) – manages all network elements based on data sent and received.
  • Routing information protocol (RIP) – routers use RIP to exchange routing information in an internetwork.
  • File transfer protocol (FTP) – standard protocol for transferring files between hosts over a TCP based network.
  • Simple mail transfer protocol (SMTP) – standard protocol for transferring mails between two servers.
  • Hypertext transfer protocol (HTTP) – standard protocol for transferring documents over the World Wide Web.
  • Telnet – a protocol for accessing remote computers.

Figure 5 shows the TCP/IP architecture

TCP/IP Architecture
TCP/IP Architecture

Layer 1: Network Access Layer

This layer is responsible for placing TCP/IP packet into the medium and receiving the packets off the medium. This layer control hardware and network devices used in the network. Network access layer combines the physical and data-link layer of the OSI model.

Layer 2: Internet Layer

It functions as the network layer in the OSI model. The layer performs routing, addressing and packet addressing in the network (Donahoo & Calvert, 2009).

Layer 3: Transport Layer

The layer has the same functions as the transport layer in the OSI model. The main function of this layer is to provide reliable data delivery which is error free. The layer receives service requests of the application layer and sends service requests to the internet layer.

Layer 4: Application Layer

This is the layer that has applications that perform functions to the user. It combines the application, presentation and session layers of the OSI model.

TCP/IP Commands Used To Troubleshoot Network Problems

There are many TCP/IP commands that can be used to show that there is a break in communication. The commands are: PING, TRACERT, ARP, IPCONFIG, NETSTAT, ROUTE, HOSTNAME, NBSTAT, and NETSH.

Hostname is used to display and show the host name of the computer

Arp is used for editing and viewing of ARP cache.

Ping is used to send ICMP echo to test the reachability of a network

Event viewer shows all the records of errors and events.

References

Donahoo, M. J., & Calvert, K. L. (2009). TCP/IP sockets in C: Practical guide for programmers. Amsterdam: Morgan Kaufmann.

Fall, K. R., & Stevens, W. R. (2012). TCP/IP illustrated. Upper Saddle River, NJ: Addison-Wesley.

FitzGerald, J., & Dennis, A. (2009). Business Data Communications and Network Design. Hoboken, NJ: John Wiley.

Leiden, C., & Wilensky, M. (2009). TCP – IP. Hoboken: For Dummies

Liu, D. (2009). Next generation SSH2 Network Design and Implementation: Securing data in motion. Burlington, MA: Syngress Pub.

Odom, W. (2004). Computer networking first-step. Indianapolis, Ind: Cisco.

Ouellet, E., Padjen, R., Pfund, A., Fuller, R., & Blankenship, T. (2002). Building a Cisco Wireless LAN and Network Design.   Rockland, MA: Syngress Pub.

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Marketing Dissertation Price Supermarket Industry

Investigating the Impact of “Price” As a Positioning Factor in the UK Supermarket Industry: A Study of Tesco

Dissertation Topic: Price Positioning in the UK Supermarket Industry. Tesco is currently the market leader in the UK retail industry (and has been since 1995), since the launch of the Tesco Clubcard. It has been claimed that Tesco has created customer loyalty by introducing the Clubcard. However, it is possible that the Clubcard does not necessarily create loyalty; rather, it helps the company to understand and predict customer behaviour, and to an extent, influence customer behaviour through various price deals and offers.

It has been established that customer loyalty can certainly improve the probability that an organisation’s profits will increase. In the case of Tesco, loyalty has not actually been created although the company has established a way of predicting and influencing consumer behaviour (to an extent) through the loyalty card. Since customer satisfaction is one of the key ingredients that contributes towards customer loyalty, it can be said that at the moment, Waitrose, Aldi, and Lidl are at a better position to create customer loyalty, for whatever reasons.

Supermarket Industry Pricing Strategy
Supermarket Industry Pricing Strategy

Customers generally do not differentiate the companies based on the prices they offer, rather, they differentiate the products based on the perceived quality. The problem is that companies such as Tesco, Morrisons, and ASDA have similar price structures, and as such, pricing may not be the point of difference for the consumers. Tesco’s positioning on the basis of price (every little helps) may not help the company to gain a significant advantage over the competitors, although it may contribute to maintaining this advantage.

Dissertation Objectives

Based on the assumption that pricing is not the factor by which consumers differentiate companies, the following research objectives have been composed:

  • To analyse the extent to which pricing is a differentiating factor (as seen by the customer) that influences consumer buying behaviour in the supermarket industry
  • To identify whether price positioning (as seen by the customer) is a viable option for supermarkets

1 – Introduction

Statement of the Problem
Research Objectives
Research Questions
Hypothesis
Dissertation Outline

2 – Research Methodology
The Research Philosophy
Ontology
Epistemology
Position on Philosophy
Research Approach
Deduction
Induction
Combined Approach
Research Design
Research Strategy
Grounded Theory
Ethnography
Case Study
Data Collection Techniques
Sampling and Population
Focus Group Interviews
Questionnaires
Scope and Limitations
Gaining Access and Research Ethics

3 – Literature Review
Price Image Dimensions
Price-Quality Link
Price as a Market Cue
Ego-involvement and Price
Price and Retail Patronage
Price Premiums and Brand Equity
Role of Price in Strategic Positioning
Expectation Theory in Consumer Behaviour
Henry Assael Model

4 – Discussion and Analysis
Qualitative Research Report and Analysis
Quantitative Research Report and Analysis
Discussion on the Findings
Is price a differentiator in the supermarket industry?
Is the low end price position viable for retailers?
The Hypothesis

5 – Conclusions

References

Appendix
Questionnaire Summary

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I hope you enjoyed reading this post on the Impact of “Price” As a Positioning Factor and how it affects the UK Supermarket Industry. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.