Mastering the Art of Marketing Strategy Frameworks: A Postgraduate Perspective

Introduction

In the ever-evolving landscape of business, robust marketing strategy frameworks are the linchpin that propels organisations towards success. As postgraduates delving into the intricacies of the corporate world, it becomes imperative to grasp the key aspects of marketing strategy that can make or break a brand. This comprehensive guide aims to explore the fundamental elements of marketing strategy, providing insights rooted in academic rigor and real-world applicability.

Marketing Dissertations

1. Understanding the Essence of Marketing Strategy Frameworks

1.1 Defining Marketing Strategy: A Holistic Approach

In the intricate tapestry of business, marketing strategy stands as the overarching framework that shapes an organization’s path to success. To truly understand the essence of marketing strategy, we must delve into its multifaceted nature and the interconnected elements that contribute to its effectiveness.

Strategic Integration Across Business Functions: Marketing strategy isn’t an isolated function; it’s an integral part of the broader business strategy. This integration ensures that marketing efforts align seamlessly with overall organizational goals. From product development to sales and customer service, every facet of a business should harmonize to deliver a unified and compelling brand experience.

Balancing Short-Term Tactics with Long-Term Vision: While tactical maneuvers are essential for immediate gains, the essence of marketing strategy lies in its ability to balance short-term objectives with a long-term vision. It’s about cultivating sustained growth and resilience against market fluctuations. This requires a delicate interplay of agility and foresight, allowing organizations to navigate the present while positioning themselves strategically for the future.

1.2 The Evolution of Marketing Strategy: Navigating Change

Historical Perspectives: Understanding the essence of marketing strategy framework necessitates a journey through its historical evolution. Traditional marketing was often synonymous with outbound techniques, where businesses broadcasted their messages to a broad audience. Over time, this paradigm shifted towards more targeted and customer-centric approaches.

Adaptations in the Digital Era: In the contemporary landscape, the digital revolution has ushered in a new era of marketing. The advent of social media, data analytics, and e-commerce has transformed how businesses connect with consumers. Marketing strategy, once confined to print and broadcast media, now embraces a dynamic, interactive, and data-driven paradigm.

1.3 The Symbiotic Relationship with Business Objectives

Alignment with Organizational Goals: The essence of marketing strategy lies in its symbiotic relationship with overarching business objectives. For a strategy to be effective, it must not only enhance brand visibility but also contribute directly to revenue generation, market share expansion, or other key performance indicators set by the organization.

Measuring Impact and Adjusting Course: An effective marketing strategy is not static; it evolves in response to market dynamics. This requires robust measurement mechanisms and a commitment to continuous improvement. Key performance indicators (KPIs) serve as compass points, allowing organizations to assess the impact of their strategies and make data-driven adjustments as needed.

Marketing strategy frameworks guides organizations through the dynamic landscape of business. It’s a holistic approach that integrates seamlessly with broader business objectives, adapts to the evolving digital landscape, and maintains a delicate balance between short-term tactics and long-term vision.

As postgraduate students aspiring to navigate the complexities of marketing, comprehending the essence of marketing strategy provides a solid foundation for the subsequent explorations into market research, segmentation, targeting, and positioning strategies. In the following sections, we will unravel the intricacies of these foundational elements, shedding light on their significance in crafting successful marketing strategy frameworks .

2. Market Research: The Foundations of Strategic Decision-Making

2.1 The Role of Market Research

Unveiling Insights for Informed Decisions – Market research stands as the bedrock of strategic decision-making, offering a systematic approach to gathering, analyzing, and interpreting information about a market, its dynamics, and its participants. At its core, market research seeks to unveil insights that empower businesses to make informed and data-driven decisions.

Types of Market Research: Quantitative Research: Involves the collection and analysis of numerical data. Surveys, questionnaires, and statistical techniques quantify market trends, preferences, and behaviors. This provides a numerical foundation for decision-making. Qualitative Research: Focuses on understanding the underlying motivations, attitudes, and perceptions of individuals. Techniques such as interviews, focus groups, and observational studies delve into the nuances that quantitative data may not capture.

Market Analysis Frameworks: SWOT Analysis: Examining Strengths, Weaknesses, Opportunities, and Threats provides a comprehensive view of both internal and external factors that can influence strategic decisions. PESTLE Analysis: Evaluating Political, Economic, Social, Technological, Legal, and Environmental factors helps businesses anticipate changes in the broader environment.

2.2 Consumer Behaviour Analysis

Navigating the Psychology of Purchasing Decisions – Understanding consumer behavior is a cornerstone of effective market research. It involves delving into the psychological, social, and economic factors that influence individuals’ buying decisions. Key components include:

Motivation: What drives consumers to make a purchase? Uncovering the underlying motivations helps businesses tailor their marketing messages and offerings.

Perception: How do consumers perceive a brand or product? Perception shapes purchasing decisions, and market research helps identify and influence these perceptions.

Attitude and Beliefs: Consumer attitudes and beliefs impact brand loyalty. Through in-depth analysis, businesses can identify and leverage these factors to build stronger connections with their target audience.

2.3 Incorporating Behavioral Economics in Strategy Formulation

Nudging Consumer Behavior – The field of behavioral economics introduces the concept of nudging – subtle interventions that influence decision-making. By understanding cognitive biases, businesses can strategically design marketing interventions that guide consumers towards desired actions.

Anchoring: The first piece of information encountered often influences subsequent decisions. Pricing strategies, for example, can leverage anchoring to shape perceived value.

Loss Aversion: Consumers tend to weigh potential losses more heavily than gains. Crafting marketing messages that highlight the potential loss of not choosing a product or service can be a persuasive tactic.

Market research serves as the compass that guides strategic decision-making. It unveils the intricacies of markets, consumer behaviors, and competitive landscapes, providing businesses with the insights needed to navigate complex terrain. As postgraduate students, mastering the art of market research equips us with the foundational skills required for effective strategic planning. In the following sections, we will explore the strategies of segmentation, targeting, and positioning, examining how market research forms the basis for these crucial components of a comprehensive marketing strategy.

3. Segmentation, Targeting, Positioning (STP) Strategies

3.1 Segmentation

Segmentation involves dividing a heterogeneous market into smaller, more homogeneous groups based on specific characteristics. This allows businesses to tailor their marketing strategies to the unique needs and preferences of each segment. Key aspects include:

Demographic Segmentation: Dividing the market based on demographics such as age, gender, income, education, and family size. This provides a foundational understanding of consumer profiles.

Psychographic Segmentation: Considering lifestyle, values, attitudes, and interests helps create segments with shared psychographic traits, enabling more targeted messaging.

Behavioral Segmentation: Analyzing purchasing behavior, brand loyalty, product usage, and other behavioral factors aids in grouping consumers with similar buying patterns.

Benefits of Segmentation: Targeted Marketing: By understanding the distinct needs of each segment, businesses can create marketing campaigns that resonate specifically with those groups.

Resource Efficiency: Resources are allocated more efficiently when marketing efforts are directed towards specific segments rather than a broad, undifferentiated market.

3.2 Targeting

Precision in Audience Selection – Targeting involves selecting specific segments to focus marketing efforts on. It’s about identifying the most lucrative and receptive audience for a product or service. Key targeting strategies include:

Undifferentiated Targeting: Appealing to the entire market with a single strategy. This approach is suitable when the product has broad appeal and little variation in consumer preferences.

Differentiated Targeting: Tailoring marketing strategies for different segments. This allows businesses to capture a larger market share by addressing diverse needs.

Concentrated Targeting: Concentrating efforts on a single, well-defined segment. This strategy is beneficial for niche markets where a specialized product can meet unique needs.

3.3 Positioning

Crafting a Distinct Brand Image: Positioning is about creating a distinctive and appealing image for a product or brand in the minds of consumers. It involves shaping perceptions to highlight unique selling propositions. Key elements of positioning include:

Value Proposition: Clearly communicating the value a product or service brings to consumers. This goes beyond features to emphasize the benefits and solutions it provides.

Brand Differentiation: Identifying and promoting aspects that set the brand apart from competitors. Whether it’s quality, innovation, or customer service, differentiation builds a competitive edge.

Perceptual Mapping: Visualizing how consumers perceive brands relative to competitors helps in fine-tuning positioning strategies.

Consistency Across Touchpoints: Consistency is crucial in positioning. Whether through advertising, customer service, or product experience, the brand’s positioning should remain coherent. This builds trust and reinforces the desired image in consumers’ minds.

The Segmentation, Targeting, Positioning (STP) framework is a cornerstone of effective marketing strategy. It transforms market research insights into actionable plans, allowing businesses to connect with specific audience segments in meaningful ways. As postgraduate students delving into the nuances of marketing strategy, understanding the intricacies of STP provides a roadmap for crafting compelling and targeted campaigns. In the subsequent sections, we will explore the dynamics of digital marketing in the 21st century, elucidating how STP strategies adapt to the ever-evolving landscape of online consumer engagement.

4. Digital Marketing in the 21st Century

4.1 The Digital Transformation and Marketing Strategy Frameworks

Shifting paradigms in consumer engagement. The 21st century has witnessed a profound transformation in how businesses connect with consumers, largely driven by the rise of digital platforms. Digital marketing encompasses a spectrum of online channels, tools, and strategies that redefine the way brands communicate, engage, and build relationships with their audience. Key aspects include:

Omni-channel Presence: Consumers seamlessly move between various online platforms. Successful digital marketing requires a cohesive presence across channels such as social media, search engines, email, and websites.

Personalization: Leveraging data and analytics, digital marketing allows for highly personalized interactions. Tailoring content, recommendations, and offers based on individual preferences enhances user experience and engagement.

4.2 Content Marketing and SEO Integration

Content marketing is at the heart of digital strategies, focusing on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. This involves:

Storytelling: Crafting narratives that resonate with the target audience builds emotional connections and enhances brand loyalty.

Multimedia Content: Embracing diverse content formats such as videos, infographics, and podcasts caters to varied consumer preferences.

The Art and Science of SEO Optimization: Search Engine Optimization (SEO) is instrumental in ensuring that digital content is discoverable by search engines, thereby reaching a wider audience. Key elements of SEO integration include:

Keyword Research: Identifying and incorporating relevant keywords enhances visibility in search engine results.

Quality Link Building: Building a network of high-quality backlinks improves domain authority and search rankings.

User Experience Optimization: Ensuring websites are mobile-friendly, have fast load times, and provide a seamless user experience contributes to higher search rankings.

Digital marketing in the 21st century is characterized by a dynamic interplay of technology, data, and consumer expectations. As postgraduate students exploring the nuances of marketing strategy, understanding the intricacies of digital marketing provides a lens into the evolving landscape of consumer engagement. In the upcoming sections, we will delve into the realm of social media strategies, exploring how businesses can harness the power of social platforms to amplify their brand presence, foster engagement, and navigate the intricacies of the digital age.

Marketing Dissertations

Art of Marketing Strategy Frameworks
Art of Marketing Strategy Frameworks

5. Social Media Strategies for Brand Amplification

5.1 Harnessing the Power of Social Media

Building Communities and Fostering Engagement – In the digital era, social media has emerged as a dynamic and influential platform for brand communication. Social media strategies go beyond mere presence; they aim to build communities, foster engagement, and amplify brand messages. Key components include:

Content Variety: Diversifying content types – from visually appealing images and videos to informative infographics and thought-provoking articles – ensures a well-rounded and engaging social media presence.

Consistent Brand Voice: Establishing a consistent brand voice across social platforms contributes to brand recognition and fosters a sense of authenticity.

Two-Way Communication: Social media is inherently interactive. Encouraging dialogue, responding to comments, and actively engaging with the audience build a sense of community and trust.

5.2 Influencer Marketing

Navigating the Landscape of Influencer Partnerships. Influencer marketing has become a powerful strategy within social media, leveraging individuals with significant online followings to promote products or services. Key considerations in influencer marketing include:

Relevance and Authenticity: Aligning with influencers whose values and audience align with the brand ensures authenticity and credibility.

Micro-Influencers: Partnering with influencers with smaller but highly engaged audiences often leads to more meaningful connections and conversions.

Transparency and Disclosure: Maintaining transparency about influencer partnerships builds trust with the audience and adheres to ethical standards.

5.3 Crisis Management in the Social Media Era

Proactive Measures and Damage Control – While social media offers immense opportunities for brand amplification, it also poses challenges in the form of rapid information dissemination and potential crises. Effective crisis management on social media involves:

Proactive Monitoring: Constantly monitoring social media channels enables swift identification of potential issues before they escalate.

Transparent Communication: In the event of a crisis, transparent and timely communication is crucial. Addressing concerns openly and honestly helps rebuild trust.

Learning from Incidents: Post-crisis analysis provides valuable insights for refining social media strategies and preventing similar incidents in the future.

Social media strategies are integral to brand amplification in the digital age. As postgraduate students navigating the complexities of marketing strategy, understanding the dynamics of social media allows us to harness the power of online communities, influencers, and effective crisis management. In the following sections, we will explore the critical aspects of measuring success in marketing, diving into the realm of Key Performance Indicators (KPIs) and data-driven decision-making.

Measuring Success: Key Performance Indicators (KPIs)

6.1 Defining Relevant KPIs

Aligning Metrics with Business Goals – Effectively measuring the success of marketing strategies requires the definition and tracking of Key Performance Indicators (KPIs) that align with overarching business objectives. KPIs serve as quantifiable benchmarks, providing insights into the performance of various marketing initiatives. Key considerations include:

Business Objectives: Identifying the primary goals of marketing strategy frameworks – whether it’s increasing brand awareness, driving sales, or enhancing customer loyalty – informs the selection of relevant KPIs.

SMART Criteria: Ensuring that KPIs are Specific, Measurable, Achievable, Relevant, and Time-bound ensures clarity and effectiveness in evaluation.

6.2 Data-Driven Decision Making

Incorporating Analytics into the Decision-Making Process – The advent of advanced analytics tools has revolutionized the way businesses approach decision-making. In the context of marketing, leveraging data analytics is pivotal for making informed and strategic choices. Key components of data-driven decision-making include:

Data Collection and Analysis: Establishing robust data collection mechanisms and employing analytical tools help transform raw data into actionable insights.

Attribution Modeling: Understanding how various touchpoints contribute to conversions allows for more accurate attribution of success to specific marketing channels.

A/B Testing: Conducting controlled experiments with A/B testing provides empirical evidence on the effectiveness of different strategies, enabling refinement for optimal results.

6.3 Adapting Strategies Based on Performance Insights

Continuous Improvement Through Iterative Analysis – Measuring success is not a one-time task; it’s an ongoing process of evaluation, adjustment, and optimization. Constantly adapting strategies based on performance insights ensures agility and relevance. Key aspects include:

Regular Reporting: Establishing a regular reporting cadence allows for timely assessment of KPIs and performance against benchmarks.

Benchmarking Against Competitors: Comparing performance metrics with industry benchmarks and competitors provides context and identifies areas for improvement.

Iterative Testing: Embracing a culture of continuous improvement involves iteratively testing new ideas, analyzing results, and incorporating learnings into future strategies.

Measuring success in marketing is not merely about tracking numbers; it’s about deriving meaningful insights that inform strategic decisions. As postgraduate students immersed in the world of marketing strategy, understanding the intricacies of KPIs and data-driven decision-making empowers us to navigate the complexities of the digital landscape. In the final sections, we will delve into contemporary challenges faced by marketing professionals and explore emerging trends that shape the future of marketing strategy Frameworks.

7. Challenges and Future Trends in Marketing Strategy Frameworks

7.1 Contemporary Challenges

Adapting to Dynamic Market Conditions – The fast-paced nature of the business landscape introduces a set of challenges that marketers must navigate. Staying ahead in the face of these challenges requires strategic foresight and adaptability. Key contemporary challenges include:

Rapid Technological Advancements: The pace of technological evolution introduces both opportunities and challenges. Marketers must continually assess and adopt emerging technologies to stay relevant.

Consumer Empowerment: Empowered by information and choices, modern consumers demand personalized experiences, ethical practices, and transparency. Meeting these expectations poses a challenge for brands.

Navigating Ethical Considerations in Marketing – As consumers become more socially conscious, ethical considerations in marketing become increasingly important. Balancing business goals with ethical practices involves:

Authenticity and Transparency: Authenticity in messaging and transparent communication build trust. Ethical marketing practices involve truthfulness in advertising and fulfillment of promises.

Social Responsibility: Embracing corporate social responsibility (CSR) initiatives and sustainable practices aligns with consumer values and contributes to a positive brand image.

7.2 Future Trends in Marketing Strategy Frameworks

Artificial Intelligence and Automation – The integration of artificial intelligence (AI) and automation into marketing strategies is a defining trend. Key applications include:

Data Analysis and Personalization: AI enables advanced data analysis, allowing for more granular customer segmentation and personalized marketing strategies.

Chatbots and Virtual Assistants: Automated customer service through chatbots and virtual assistants enhances efficiency and provides instant support to consumers.

Sustainability as a Strategic Imperative
As environmental concerns take center stage, sustainability becomes a key consideration in marketing strategy. Trends in sustainable marketing include:

Green Marketing: Emphasizing environmentally friendly practices in products, packaging, and operations to appeal to eco-conscious consumers.

Ethical Sourcing: Communicating responsible sourcing of materials and fair labor practices in marketing messages.

In the dynamic landscape of marketing strategy, challenges and trends are intertwined. As postgraduate students aspiring to master the art of marketing, understanding and addressing contemporary challenges while staying attuned to future trends is imperative. Navigating technological shifts, meeting ethical expectations, and embracing sustainability are integral aspects of crafting strategies that resonate with both current and future consumers.

The journey from defining marketing strategy and understanding market research to navigating digital marketing, social media strategies, measuring success, and addressing challenges and trends provides a comprehensive framework for postgraduate students seeking to excel in the field of marketing strategy. As we look towards the future, the ability to adapt, innovate, and integrate ethical and sustainable practices will be crucial in shaping successful marketing strategies in an ever-evolving business landscape.

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By understanding these key aspects, postgraduate students and aspiring marketers can equip themselves with the knowledge and skills necessary to navigate the complexities of the ever-changing marketing strategy frameworks. 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.

Marketing Dissertation Topics

Marketing Dissertation Topics – A dissertation is one of the most important documents that a student has to write in their academic career. It requires a great amount of research and hard work, and so it is important for students to find an example marketing dissertation that can provide them with valuable material.

This article provides an example marketing dissertation which is very well explained and ideal for students who are looking for guidance while writing their own dissertation. All the topics related to marketing are covered in this example, making it a valuable resource for anyone looking to create a successful marketing dissertation.

Example Marketing Dissertation Topics

Writing a marketing dissertation can be an intimidating task for many students. However, it is important to understand that it is possible to write a successful marketing dissertation with the right guidance and support. This example marketing dissertation provides very well explained and valuable material that is ideal for students who are looking for help in writing their own dissertations. It covers all the necessary topics and provides comprehensive information on how to approach the entire process of writing a marketing dissertation effectively.

The following example marketing dissertation topics are an ideal resource for students who are looking to gain a valuable insight into the world of marketing. It provides a very well explained overview of the different aspects of marketing and how they can be applied in a business context. The dissertation also includes useful tips and advice on how to write an effective dissertation. It is an invaluable resource for anyone looking to get the most out of their studies in marketing.

Influencer Marketing and Consumer Behaviour

A Study into The Effect of Endorsement on Consumer Buying Behaviour in The Fashion Industry

The Effects of Marketing Campaigns on Product Sales – A Study of Coca-Cola

Level up your marketing knowledge and take your dissertation to the next level with our selection of high quality, thoroughly researched marketing dissertation topics. Not only are they perfect for undergraduate and postgraduate studies, they can also prove invaluable to anyone looking to expand their expertise in the field of marketing, branding and advertising. With our years of experience and customer satisfaction, you can’t go wrong when you choose a marketing dissertation from our academic collection.

Branding Dissertation Topics

Get ahead of the competition and make your mark with Branding Dissertations. Our comprehensive library of research and insights provides the knowledge you need to create an effective brand strategy and stand out in the market. From high-level strategy to details on competitor analysis, we have all the resources you need to build and grow your brand. Unlock the power of Branding Dissertations today.

Can The New Retail Model Successfully Promote Brand Marketing and Development Strategies of Organisations?

Impact and Influence of Employee Branding on Customer Satisfaction: A Case Study of Starbucks

Role of Social Media on Personal Branding

Advertising Dissertation Topics

Our academic service also supplies a wide variety of advertising dissertation topics. From direct advertising and promotion to public relations, we’ve got all your research needs covered. Our dissertation ideas are tailored to provide comprehensive coverage of the latest trends and practices in the field, making them ideal for university studies and research projects.

Our topics range from Direct Advertising, Promotion Advertising and Public Relations, to more complex ideas like Creative Advertising Strategies and the Impact of Social Media Advertising. Get the help you need to make your dissertation stand out from the crowd and get ahead in your program today.

Impact of Television Media Advertising on Consumer Buying Behavior

Media Selection of Food Campaign Advertising in Thailand and the UK

The Impact of Advertising on Consumer Behaviour in the UK: A Case Study of Samsung

Take the stress out of your marketing dissertation research with our high-quality and comprehensive list of topics. Our expertise covers undergraduate and postgraduate levels, with topics that cover all aspects of marketing, branding and advertising. With our service, you will get up-to-date research material, as well as tremendous value for money. Get started now with the best marketing dissertations supplier.

Marketing Dissertation Topics
Marketing Dissertation Topics

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I hope you enjoyed reading this post on the marketing dissertations we have on offer and how you are able to access the material. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners.

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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)

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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.

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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.

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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

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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.