Digital Marketing Dissertation Topics

Digital Marketing Dissertation Topics

Your marketing dissertation can encompass a wide range of topics therefore, it is vital to expand your topic search and then focus in on a specific subject area. This can either be presented using a case study approach, which will compare an actual organisation (or organisations) to the literature on the subject, or as study of the contemporary research. The case study approach adds depth to the research, introducing real life scenarios and how organisations identify and react to them. We have many suggestions for digital marketing dissertation topics and these can be adapted to meet individual needs and preferences for your own digital marketing dissertation.

Digital Marketing Is More Important Than Ever

With the increased trend of internet and social media, people with the passage of time have become addicted to the use of screens and social media. This increased trend has transformed the way the businesses approach their clientele. In almost every market, physical marketing is therefore slowly becoming a trend of the past and is losing its ability to create a meaningful impact on the customers. The situation is propelling the businesses to look for the alternate and viable options that can transform the marketing techniques and that can create a significant impact on the customers.

In the quest for viable options, digital media provides a complete package to the business to execute their marketing strategy and to increase the customer’s base and customer’s engagement effectively. The digital marketing provides a range of tools for the business to be integrated as part of their customer-centric strategy. Considering the popularity of digital marketing, the hotel industry is also opting to integrate digital marketing into its operations.

Many organisations integrating digital marketing as the part of its marketing strategy. Integrating digital marketing in its marketing operations can enable the hotel chain to target a wide range of customers and can also enable the business to increase its profit margin.

Digital Marketing Dissertation Topics
Digital Marketing Dissertation Topics

Direct marketing has accommodated the companies to enjoy equal opportunities, for example, SMEs and small companies have the facility to perform well, plan its marketing strategies, and embrace the changes in marketing that were previously unavailable to small companies. Academics agree that the use of digital marketing helps a firm to target a large customer base while managing its resources, improve its customer services, and use different modes of communication and marketing to achieve its goals.

In 2021 it is reported that 32% of businesses have moved to advertise its products by allocating its budget to manage its resources, for example, with the help of digital marketing, companies can use multiple digital marketing tools to achieve its sales and performance targets. Furthermore, it is found that digital marketing helps a company to adopt strategies that reduce their operational and marketing cost and achieve its cost to reach their targets evidently.

It has also been observed that digital marketing is important and has been adopted by the organisation to reach to their target market more effectively. The main aim of digital marketing is to interact with customers by using versatile tools easily. Digital marketing also speeds up the marketing activities at minimal cost. The marketers are taking an increased interest in social media marketing due to the range of effective tools it offers.

Many marketing professionals agree that digital media with the passage of time has gained increased importance for contemporary businesses as it is affordable and is effective for reaching the targeted audience. Digital marketing allows creative tools that help the marketers in tracing the results.

Advantages Of Digital Marketing Techniques

We believe that if you deploy the correct digital marketing strategy your knowledge and understanding of digital marketing tactics and implementation. You will also gain the ability to effectively use information and communication technologies relevant to the marketing discipline. Also, if you adopt the best possible digital marketing dissertation you will analyse a variety of relevant data used in diverse contexts to support effective decision making in the marketing discipline.

Sample Digital Marketing Dissertation Topics

Below is a list of digital marketing dissertation topics that accessible from our main website. These dissertations have been written by marketing students and are available to inspire you and to give you the insight on how to structure your own dissertation.

The Impact of Digitalization on the Branding Process: Economic Opportunities and Risks

Critical Analysis of Measures Undertaken by Saudi Airlines to make its Operations Digitalized

Impact Of Digital Marketing on Organisational Performance: Case Study of Intercontinental Hotels Group

A Critical Evaluation of The Effectiveness of Digital Marketing to Improve Organizational Turnover at H&M (UK)

Branding Dissertations

Marketing Dissertation Topics

Science Marketing and Art Marketing: Marketing Research and Branding

Our main aim is to provide university students with a wide selection of example digital marketing dissertation topics. If you would like one of our dissertation experts to suggest some topics or titles for you, then contact us via the study-aids.co.uk website.

If you enjoyed reading this post on digital marketing dissertation topics, we would be very grateful if you could help spread this knowledge by emailing this post to a friend, or sharing it on Twitter or Facebook. Thank you.

Marketing Budget Ethical Considerations

The Marketing Budget and Ethical Considerations

Marketing activities, like all other parts of starting up a fast-food restaurant, take money. However, unlike most other investments in a restaurant, restaurant marketing has several directions although the abundance of the choices leads to difficulties in planning a decent restaurant marketing budget with it main directed at ensuring the effectiveness of the enterprise through avoiding wasteful mistakes (Cannon, et al, 2014). Hence, planning for the marketing budget requires precise and wise marketing priorities since it should be 3% to 6% of the sales. This is a general rule that requires which is mostly regarded as guidelines for a good reason for marketing (Cannon, et al, 2014). In spite of this notion, successful and struggling restaurants spending under 3% of their sales are mostly related to under investment while those above 6% are desperate hence put their eggs in one basket. In this regard, the restaurant marketing budget will embrace the moderate value between 3% and 6%.

Secondly, the marketing activity will be undertaken in two phases on a monthly basis thus adhering to the rule of timely marketing. For example, the marketing business will spend less on marketing in offseason and more during the peak seasons (Cannon, et al, 2014). This because one cannot change winter into summer without a proper and a genius marketing idea. As earlier stated, marketing approaches will be made through advertising through various internet platforms such as social media as well as through promotion.

Marketing-Budget-Dissertation
Marketing-Budget-Dissertation

Other than marketing in the social media platform, the marketing department will establish a suitable location to promote the products and services effectively (Cannon, et al, 2014). For example, in learning institutions, social gathering such as weddings as well as other prospective locations with the ability to purchase the products. In this regard, marketing advertising on the website is estimated at $18,000 while the ordinary promotion is valued at $7,500. However, in order to examine the Return On investment (ROI) on each approach, a survey as well as web transactional data and traffic data in the internet assessment on its contribution and also administer task-completion rates in assessing promotion related marketing strategy.

Marketing Budget and Enterprise

Every business enterprise is subjected to promoting its products and services especially to the vulnerable populations who comprise of the economically, mentally, and physically challenged as well as minority, underage and the elderly residents (Biere, 2020). In this regard, the fast food joints will have special places for people with disability from the ordinary citizens to accommodate their conditions. Similarly, the restaurant’s products will strictly adhere to health nutrition value of the foods for the elderly and the minority through including special meals (Cannon, et al, 2014).

Lastly, the restaurants will organize special days to cater for the community development such as offering free meals to the orphanages during celebrations. In observing the Corporate Social Responsibility, the enterprise will employ qualified chefs from the locale will also be adhered to improve life conditions of the local community (Gil, 2019).

References

Biere, N. (2020). Branding on a Budget: Marketing in the Nonprofit Sector.

Cannon, J. N., Cannon, H. M., Friesen, D. P., & Feinstein, A. H. (2014). Would You Take a Marketing Man to a Quick Service Restaurant? Modeling Corporate Social Responsibility in a Food Service Menu-Management Simulation. Developments in Business Simulation and Experiential Learning38.

Gil, E. L. (2019). Introducing information literacy into a marketing budget class assignment: A case study. Journal of Business & Finance Librarianship, 24(1-2), 1-16.

Relevant Marketing Budget Links

Marketing Dissertation Topics

Marketing Concepts Research Dissertations

If you enjoyed reading this post on marketing budget and ethical considerations, I would be very grateful if you could help spread this knowledge by emailing this post to a friend, or sharing it on Twitter or Facebook. Thank you.

Celebrity Endorsement Marketing Dissertation

Celebrity Endorsement Effect on Consumer Behaviour within the UK Fast Fashion Industry

Celebrity Endorsement Marketing Dissertation. With the growing importance of social media in a shopper’s purchase journey, companies are evolving and stepping up the endorsement game across different channels. This dissertation will explore the relationship between UK celebrity endorsements on a product and their impact on consumer purchase behaviour as a result of their involvement. It will also aim to understand the relation of traditional advertising, social media and fast fashion and what the effects of these three have on UK consumer purchase behaviour. The secondary data was collected as a result of the literature review that was related to the research question.

Primary data was collected from an online questionnaire as well as interviews that involved 10 participants. As a result of this research, a conclusion was made that it is difficult to come up with a comprehensive answer due to the fact that there are so many variables that can occur in today’s society. However, it was found that younger generations are more susceptible to social media influencers and the older generation are more vulnerable to fast fashion celebrity endorsements. There are, like always, limitations to this research – as our society grows and expands, so does our knowledge therefore some of the research that has been previously expanded on is not as valuable to the actual conclusion of the study.

Celebrity Endorsement Marketing Dissertation
Celebrity Endorsement Marketing Dissertation

Celebrity Endorsement Dissertation Contents

1 – Literature Review
Consumer Behaviour
Elaboration Likelihood Model
Celebrities and the ELM Model
Celebrity Endorsement
Risks associated with Celebrity Endorsement
The Celebrity Endorsement Marketing Strategy
Ethical Implications of using Celebrity Endorsers
Framework and models
Hypodermic Needle Model
Celebrity Worship
Celebrity Attractiveness versus Celebrity Expertise
Celebrity Attractiveness
Celebrity Expertise
Comparison
Digital Influencers
The Meaning Transfer Model
Culture
Endorsement
Consumption
Criticisms
Brand Conceptualisation
What is a brand?
PCDL model
Fast Fashion and Social Media

2 – Methodology
Research Philosophy
Research Purpose
Research Questions and Aims
Primary Research Aim
Secondary Research Aim
Research Design
Method
Primary Research
Questionnaire Survey
Interview
Interview Design
The Participants

3 – Data Analysis and Discussion
Thematic Analysis
​Consumer Understanding & Motivation in regards to Fast Fashion
​Consumer Understanding and Motivation in regards to Social Media​
Differences in Attitudes and Behaviours
Profile of People That Are Aware of Celebrity Endorsements

4 – Conclusions
Research Conclusions
Analysis of Research Question One
Analysis of Research Question Two
Observations
Limitations and Ethics of Research
Suggestions For Further Research

References

Appendix

Relevant Posts

View This Dissertation Here

Consumer Behavior Decision Making L’Oreal

I hope you enjoyed reading this post on celebrity endorsement and how it effects consumer behaviour. 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.

Science Marketing and Art Marketing

Science Marketing and Art Marketing: Marketing research and branding

Science Marketing and Art Marketing: Marketing research is the processes through which the marketing managers collect relevant information about their product and the customers. It also involves an evaluation of the necessary strategies required to develop the correct product that will capture the attention of the customer. It provides the basis for the development of the correct marketing mix and the correct style of marketing. Branding, on the other hand, is the process through which a business develops and creates a unique image and name for a product in the customer’s perspective.

Branding incorporates information marketing research to create a brand that is attractive and present in the customers’ mind. The information from marketing research is important as it presents the customer’s expectations. In other words, branding is the art through which the marketing management delivers the customer’s expectations. It is the means through which the marketing management showcases creativity and ability to meet the customers’ expectation. Combining the two strategies creates a mix of art and science that delivers the right product in the eyes of the customer.

Market research

Market research is the process through which managers gather important information about the product from the consumer. It is a science because it involves a combination of processes designed to gather information and knowledge. The science of market research is objective because it aims at gathering relevant information about the customers. Its main objective is to determine the viability of the product from the perspective of the customer. Market research is the process through which the company identifies the possible market and the customer base for the product. It involves understanding the needs of the customers and the means through which the company can modify the product to meet the customer’s expectation. Also, market research involves gathering the necessary information about the customers’ purchasing power and the ability to purchase the product. Through market research, the company can determine the best marketing mix that would help maximize revenue (Burns et al. 2014). Also, the company can use market research to gather information about preexisting segments in the market. Hence, market research is also useful in market segmentation and product differentiation.

Market research is an objective process that involves the identification of the desired market and the development of strategies for information gathering. The management must also analyze the data collected to extract useful information (Burns et al. 2014). It involves the collection of qualitative and quantitative data concerning the customers. The company can either correct the data directly or through existing research. Therefore, the company has to decide whether to use primary or secondary data sources. Primary data refers to the type of data that has not been used in prior research and that the company collects through primary data collection tools. Secondary data, on the other hand, refers to information gathered in a prior research.

The use of prior research implies that secondary data collection involves another entity. When a company chooses to use primary data collection methods, the management has to decide on the objective of the research. The management can decide to collect answers to previously identified issues. Therefore, the management identifies areas of concerns and seeks to collect answers to the questions through market research. The management may also choose to identify new issues in the market. Using this route, the management seeks to collect an array of questions that the customers would like answers to. Whether the company chooses secondary or primary data, the main purpose of market research remains the same, the company seeks to fulfill a certain set of objectives.

Science Marketing and Art Marketing
Science Marketing and Art Marketing

Market research is mostly applicable or put into use when an organization seeks to venture into a new market. It is also necessary when the company seeks to rejuvenate its market competitiveness or brand position. Organizations may also opt to identify the characteristics and needs of a special group in its marker. Researching the market may also be necessary when the company seeks to introduce a new product in its existing market (Burns et al. 2014).

Based on the reason behind market research, every form of research will have different objectives and strategies for obtaining the required set of information. For example, a company seeking to venture into a new market has to conduct an investigation of the current interest for the product in the new market. In other words, the organization must collect information to justify the viability of the new product in the target market. Based on the outcome of the research and information gathered, the management can then decide on whether to actualize the plan. If the company establishes that the customers have a viable interest in the product, the move to invest in the new market becomes feasible. However, interest alone is not enough to make a decision to venture into the new market. The organization also has to investigate the price viability and customers’ ability to purchase the product. Hence, the management must develop a strategy that answers all the necessary questions

Branding

Branding is the means through which the management answers to the expectations of the customer by providing the product in a manner that the customers are likely to accept. It involves positioning the product in the mind of the customer and presenting the product in a likable manner. It is an art because it involves the use of knowledge and skills to develop a product. The art of developing a brand is subjective to the information gathered and the need to present a final product that meets the customer’s needs and expectations. Branding involves the development of the product and means to position the product in the minds of the customers (Latif et al., 2014). Therefore, the art of branding involves the physical aspect of designing and developing the brand in form of the product appearance and composition. The physical aspect of branding involves the development of an attractive and memorable product. The physical aspect of branding involves creatively designing the aspects of the company that relates directly to the customer. One is the physical appearance of the product. A good example of vigorous branding is the Fanta brand of Coca-Cola that continuously changes shape and appearance to capture the customers’ attention.

Similarly, physical branding involves the development of the company’s logo in a unique and appealing manner. The logo is the main identifier for any given organization. Its uniqueness determines the company’s ability to position itself in the market (Latif et al., 2014). Therefore, the company must design the logo uniquely and outstandingly. It also involves the development of a company slogan. The slogan must reflect the values of the company and appear in a manner that keeps it viable in the eyes of the customers. Like the logo, the slogan will most likely be visible to the customers at all times. Hence, the slogan must stand out in the market. Most companies identify by the brand. A well-established brand often appears to be similar to the company. Most customers consider the brand to be the same as the company (Latif et al., 2014). Even for companies that have a brand name different from the company name, customers often confuse the company with the brand.

The art of branding involves several aspects that define the company’s position in the market. Brand positioning is particularly important in marketing (Latif et al., 2014). It involves the setting up the brand in a manner that is noticeable and memorable. The brand position is a marketing strategy that is directed at creating a unique appearance to the customers. Other than the design of the logo and the slogan, positioning the brand may also include printing the brand name, logo, and slogan on the company products. The art of positioning has evolved to include online presence and ease of accessibility of information in social media and on the internet. The company can also improve the position of the brand by carefully placing the logo or the slogan in the customers’ daily activities. The Coca-Cola Company is usually very active in brand positioning. For example, the share a coke market campaign positions the company logo and slogan at the heart of summer celebrations. The company also uses promotional campaigns to position the brand in sports and other activities to keep the brand in the customer’s minds.

Science Marketing and Art Marketing

Marketing requires a combination of science and art to achieve its objectives. The application of scientific strategies in marketing allows marketing managers to collect sufficient data. It allows managers to track marketing expenditure and effectiveness. According to Gross (2017), the ease of data collection and marketing research through digital marketing enables the success of marketing strategies. Such a scenario indicates the importance of data collection and market research. According to Gross (2017), the integration between science and art in marketing guarantees the success of any marketing campaign. The organization must find a balance between the art and science of marketing in order to achieve the objectives set. Strategic marketing management is the simply the development of strategies that combine the art and science in marketing. It involves developing the necessary skills and techniques that enable the company to achieve its marketing objectives.

Therefore, market research and branding are simple methods of defining a multifaceted and complex science and art marketing. The discipline involves developing a synergy between the science in market research and the art in branding. The data collected in market research is helping the company to design and develop a unique and lasting market brand. Other marketing strategies whether art or science come into play to make the processes successful. For example, marketing managers can employ strategic marketing to develop strategies for the implementation of research and branding. Similarly, the marketing managers can employ product design in branding as described above to position the brand on the products. By combining marketing science and art, marketing managers develop strategies to achieve marketing objectives. Therefore, the two forms of marketing must work together for the betterment of the marketing department.

References

Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.

Gross, J. (2017). Marketing: The Convergence of Art and Science. Forbes. December 1. 2017.

Latif, W., B. Islam, A. & Mdnoor, I. (2014). Building Brand Awareness in the Modern Marketing Environment: A Conceptual Model.

Relevant posts

Example Marketing Dissertations

Dissertation Topic Examples Marketing

I hope you enjoyed reading this post on Science Marketing and Art Marketing. 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.

Selfies in Marketing Dissertation

Use of Selfies in Marketing

The word “selfie” has become rooted in the vernacular of the millennial generation from all corners of the globe. This phenomenon is usually associated with taking portraits and posting them accompanied with a caption on social media networking sites (Rettberg 22). As a fact, selfies tell others who you are. Mostly, they are used for entertainment. However, business owners can exploit the potential of selfie behavior grow their businesses (Wan et al. 1). This implies that selfies posted in social media can be used as marketing tools to attract and maintain customers. Studies have shown that companies and corporate are incorporating self images and other photos in their marketing plans (Kiprin Para 7). This has made selfie advertising a major sales-driving force in the current market.

Research has also asserted that selfies are also used in the promotion of certain brands such as Coca-Cola and Samsung. Therefore, selfies can be used in marketing; business organizations can use self images to drive their customer engagement, show their personality, give social proof, show the humanity of a brand, and ‘share a laugh’.

What marketers have realized is that selfies are not only taken and viewed by the millennial generation, but also by the elder generations. On the other hand, social media networking sites are widely used all over the world. This makes them the two (social media sites and selfies) huge tools that marketers can use to facilitate wider reach to potential clients (Rettberg 23). Additionally, the use of these sites is simple and completely free. Users can, therefore, open an account and connect with others by posting photos and selfies within a short period. In this regard, social media networking sites offer cheap and simple methods that various businesses can use to promote their businesses (Rettberg 23).

Companies can use selfies to share the “story” of their company or the zeal that they have for their businesses through selfies (Kedzior 13). Simply put, self images offer a free way for marketers and business owners to visually show their potential customers why they should consider their businesses. For instance, many companies and businesses are using Instagram to display their new products and new ideas. It is free, fast and has limitless potential regarding the number of people marketers can reach.

Moreover, the wider reach of clients is facilitated by the fact that selfies have become viral. This implies that when selfies are posted on social media networking sites, many people will share and react to them, which increase their effectiveness and reach (Wan et al. 2). Therefore, the use of selfies in marketing enables products to be viewed wide and fast.

Selfies-Marketing-Dissertation
Selfies-Marketing-Dissertation

There are various ways that companies and businesses can use selfies to drive their customer engagement (Wan et al. 2). This implies that business people can use selfies in their marketing strategies. Marketers can use the selfies to attract customers by showcasing the personal side of their businesses, and by providing an innovative outlet that they can use to show their products (Rettberg 21). Moreover, selfies can be used to create awareness about a business by showing a client what a business does and setting up a familiarity between a company and its potential customers.

Companies can use selfies to show their personality. Traditionally, customers view authenticity as a top feature they look for when connecting and doing business with companies. Self images are very personal. Additionally, company selfies tell more about the conditions and the employees of a company (Kedzior 14). In this sense, they are very effective for connecting to clients and customers.

For instance, a selfie of smiling employees may be understood to mean that the company employees are satisfied, friendly and social. If such a selfie is posted by a company that specializes in giving services, it may help attract many clients because of the notion that the company’s staff is friendly (Rettberg 28). This is a marketing technique that is used by many companies to portray their good personality and thus, attract customers.

Selfies are also used by companies to give social proof. This mostly happens when customers post selfies in social media networking sites with a company’s products. This acts a recommendation of the product. Mostly, selfies are accompanied by captions. A good message on the caption is equally important. Since this selfie comes from a customer and not the company, it is interpreted that the customer is satisfied with the product and thus, serves as a good advertisement (Rettberg 33).

It is also assumed that clients will not post what they do not like. In this regard, many companies have hired celebrities to take selfies with their brands (Kiprin Para 7). When these selfies are posted on social media networking sites, there is a possibility that many people will be aligned to buy and consume a brand that is associated with their favorite celebrities.

Marketers also use selfies to ‘create and share a laugh.’ Wittiness can be widely used to promote various types of brands. Marketers post funny and hilarious photos because they have a great ability to go viral and spread all over the web. These hilarious selfies can carry certain messages that the marketers want to deliver (Wan et al. 5). In this way, they do not only create and share a laugh, but also pass their marketing messages over a wide area.

Marketing Selfies

Selfies also show the humanity of a brand. Connecting with people is much easier than connecting with abstract concepts such as companies. Thus, posting selfies helps companies show that there are actual people behind their brands (Kedzior 13). This creates strong emotional connections for those associating with the company’s products. For instance, selfies of a company’s staff make customers realize that they are talking to actual people. In this way, companies have been using selfies to promote their brands.

Though selfies can be good marketing tools, they also pose a great risk. A competing business, companies or people with malicious ideas about ones’ business may post self images that a company may not be willing to associate with its brand. Though marketers can edit selfies posted on their websites and their social media networking sites, they have no control over what is posted by others on their sites. This is a big challenge for many marketers. They have to be watchful on what others are posting on their sites.

All in all, this paper discusses the use of selfies as a marketing tool. This marketing strategy is not only cheap but also fast and simple. Marketers can make use of self images to promote a company’s brand, attract, and retain customers. Selfies are innovative ways that marketers can use to create awareness of their brands and persuade consumers on the superiority of their brands. Though selfie marketing is a good way to promote a company’s products, marketers should also be watchful of selfies that may damage the reputation of their brands.

References

Kedzior, Richard, D. Allen, and J. Schroeder. “The selfie phenomenon–consumer identities in the social media marketplace.” European Journal of Marketing Special issue (2015).

Kiprin, Borislav. “Go Selfie Yourself!.” (2013).

Rettberg, Jill W. Seeing ourselves through technology: How we use self images, blogs and wearable devices to see and shape ourselves. Springer, 2016.

Wan, Jinlin, Tailai Wu, and Yaobin Lu. “The Effect of Product Endorsers in Social Media: The Role of Self-Disclosure and Social Interactivity.” (2015).

Relevant Posts

Marketing Dissertation Topics

Brand Management Reputation Marketing

If you enjoyed reading this post, I would be very grateful if you could help spread this knowledge by emailing this post to a friend, or sharing it on Twitter or Facebook. Thank you.