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(2007, 14 000 words)
This dissertation examined whether multimedia messaging (MMS) offered a new way for marketers to increase levels of customer retention. In so doing, MMS marketing was examined, the underlying constructs of customer retention were presented and discussed, and a series of interviews and a questionnaire were conducted. The results suggested that MMS marketing materials would have a positive effect on customer retention levels amongst innovators and early adopters. The dissertation would be particularly useful for anyone interested in customer retention and its underlying constructed.
(2006, 1600 words)
This proposal examines the issue of customer retention in on- and off-line retail environments. In their increasing search for profitability, firms are focusing on retaining existing customers. However, the ways in which customers are retained differs in an on- and off-line retail environment. This proposal argues for a study to be performed that examines the differences in customer retention between on- and off-line retail environments across a series of product categories.
(2006, 8500 words)
The dissertation investigates the effects of tobacco marketing on the smoking behaviour of children and adolescents discussing promotional techniques used by tobacco companies, the attitudes towards smoking among youngsters, etc. A literature review touches on the theory of marketing and branding, tobacco sales promotions, psychological factors behind smoking, etc. The methods of research include a focus group study based on primary data collection (through interviews and a questionnaire) and survey. Conclusions are made about the knowledge of cigarette brand names in school children and the influence of tobacco marketing techniques on the under-age smoking behaviour.
(2006, 22 000 words)
The dissertation investigates the importance of brands to retailers examining brand loyalty (brand equity) among the shoppers in UK high streets. The review of literature covers the theories of brand, the perceived value of the retailer, customer loyalty, etc. Research methods include secondary data analysis and primary data collection through mall-intercept techniques, sampling and interview. Conclusions are made about the factors that shape customer loyalty in the retail environment.
(2006, 1000 words)
The paper reports on a research proposal into brand communities presenting the layout of the dissertation, a review of previous research related to the topic, and a case study of Louis Vuitton Company. Research methods are identified including the techniques of data collection (interviews with Louis Vuitton clients), pointing out the limitations of the prospective study and presenting a timetable of the research stages.
(2006, 10 000 words)
The dissertation investigates the role of virtual (online) communities in increasing customer brand awareness and loyalty. The review of literature touches on the impact of ICT development, the role of the Internet communications, relationship marketing, virtual communities, brand communities, online forums, etc. The methods of secondary and primary research are used including questionnaires, interviews and a survey study. Conclusions are made about the effectiveness of using online virtual communities as a tool for informing customers about the company’s products and services thus contributing to the customers’ retention with the company.
(2006, 22 000 words)
The dissertation investigates the mechanisms of customer loyalty discussing the value of the store image, purchase intentions, etc. Literature is reviewed on the concept of customer equity, brand equity, value equity, retention equity, customer satisfaction, the features of the retail industry, etc. An empirical study is conducted among people shopping for clothes in Oxford Street, London, to determine whether value is more important than the brand/store image in determining customer loyalty. Secondary data analysis is combined with the primary data collection (through interviews, questionnaires and surveys) and interpretation; quantitative and qualitative research methods are used. Conclusions are made about different roles of brand equity and value equity in shaping the loyalty of customers.
(2006, 8000 words)
This dissertation aimed to investigate the link between technology and service quality in the conference industry. In so doing, it assessed the use of technology in conference provision, as well as uncovering the key attributes of service quality from the perspective of a conference provider. The views of three conference providers were solicited and in-depth interviewing was conducted. The results suggested that technology is paramount to service quality in conference provision although is not one of the more important client-facing attributes. Rather, it is a required attribute that helps to ensure the smooth running of the conference and effective presentation of ideas.
(2006, 12000 words)
The paper begins with a brief introduction of the different concepts of brand and some of the factors relating to successful branding before divining into the depths of the topic. This is followed by a brief and clear outline of the project aims and objective, with the main aim being to analyse how branding affects consumer purchasing decision. The author then provides a brief presentation of the project in terms of the intent and rationale. As the paper progresses into the literature review, a detailed overview of the relevant papers and books have been provided. The review starts at the very basics of branding and its functions and further progresses to take a look at some of the important concepts of brand equity and brand image. From the consumer point of view the paper looks at one of the authoritative work on the perception, learning and attitude of different customers to the brand, especially in terms of the purchasing behaviour. Following the project methodology is described in detail. The choice and explanation of the questionnaire is one of the important aspects. Moreover, the sample size of twenty five people comprising of 13 women and 12 men has been justified. This is followed by the analysis and finding section which perhaps is the most significant part of the paper. The analysis employs statistics software to present the data in graphical as well as more analytical manner. The crucial finding being that the establishment of the relation between branding and consumer purchase decision. Drawing from these finding the paper then ends in a set of implications and recommendations for brand managers to be kept in mind while dealing with the subject.
(2006, 8000 words)
The dissertation examines the issues of hosting the Olympics in 2012 in London reviewing the tasks of the International Olympic Committee (IOC) and focusing on the protection of sponsorship rights against ambush marketing (AM). The review of literature touches upon the background of Olympics sponsorship, the origins and history of AM, etc. Research philosophy, strategy, data collection methods, etc. are described. Conclusions are made about the possible ways of preventing AM.
(2006, 10 000 words)
In Europe and the USA, the subject of advertising to children is one that causes much debate. The arguments against include that the promotion to children breeds consumerism and new generations of ‘must-have’ consumers. Many people believe that it has a negative effect on children’s health and well being. The school of thought in favour is based on the belief that children need to be encouraged to decode information they are exposed to (Jackson, 2003). Much of the debate about the role of children as consumers has centred on whether or not they should be protected from marketing and in particular television advertising (Furnham 2000). The ‘ethical’ argument suggests that children below eight years old are unable to decode advertising intent and are therefore vulnerable to improper manipulation by marketers. The alternative view, more generally accepted by the advertising industry is that is that advertising is only one of many influences on a child’s purchasing behaviour, and in fact helps to develop a critical sense of the culture the child finds itself in. Critics are calling for greater regulation of adverts on the basis that advertising appeals to our emotions not our intellect (Wilcox et al 2004) and while adults can make a rational distinction between the two, it is widely assumed that children cannot. Children have become of great interest to retailers in the last few years, not only as primary consumers, but as influencers of secondary consumption. McNeal (1992) suggested that children on average make 15 purchase requests in a typical shopping trip, and also estimated that between 40% and 80% of these were granted. For this reason, retailers have been keen to set up ‘conflict situations’ between children and parents in an attempt to influence a purchase decision. In context, retailers are giving children ‘pester power’. ‘Pester power’ can take on a number of forms depending on the age and sophistication of the child. Marketers aim to plant a seed of recognition within the mind of a child in the hope that the initial brand awareness will create a life-long relationship between the consumer and the brand (Klein 1999). Some research has concluded that children as young as six months can form mental images of corporate logos and brand loyalties can be established as early as age two. By the time a child starts school at age five, it is estimated that they can recognise over three hundred brand logos (Klein 1999). Although from a commercial perspective, marketing to children is a highly lucrative and profitable business activity, certain pressure groups argue that this manipulation of children at such a young and influential age is wrong. Many people disagree with targeting young children in order to create brand loyalty on the basis that the practice breeds consumerism and materialist attitudes in children, which themselves will last a lifetime. However, banning advertising to children is unlikely to be the best method for teaching children about the consumer society we live in, which allows conclusions to be drawn that suggest education, parental control and advertising industry considerations are the best methods to help children develop into savvy consumers of tomorrow. It is not necessary to ban all advertising to children, but younger children may not always be educated to a level where they can fully understand the notion of advertising. Parents of young children have an important role to play in protecting their children from invasive marketing and educating them about advertising and its persuasive intent. If a parent is unhappy at the levels of advertising their child is exposed to, then it is their responsibility as a parent to remove the child from that situation. In summary, advertising to children is neither exploitative nor harmful, where children’s development into sensible consumers is hindered is the lack of education and encouragement they receive from parents, schools and governments. A child needs to learn about advertising intent and the most effective way to do this is through education, not advertising restrictions. There is an argument for the limitation of advertising to younger children, as well as more consideration from retailers about conflict within families when children demand certain products, but research has shown that adverting is only one very small part of the catalyst that instigates a purchase from a child. It would be far more beneficial for today’s children, if they were taught how to decode advertising intent and then make their own informed choices about which products they want to purchase rather than banning advertising entirely.
(2006, 16500 words)
The dissertation investigates the impacts of tobacco products placements (TPP) in films on creating attitudes to smoking. The need of product placement research in Scotland is emphasized on the basis of the smoking level statistics. The review of literature touches upon the history and power of TPP, the background of tobacco smoking in Glasgow, the hierarchy of needs theory, the theory of planned behaviour, the excitation transfer theory, etc. Secondary research methods are used in combination with primary research conducted through discussions in focus groups and self completion questionnaires. Conclusions are made about the role of TPP in shaping positive / negative perceptions of smoking behaviour.
(2006, 10000 words)
This dissertation examined the concept of perceived service quality in the banking sector, focusing on actual levels of service quality for the Halifax bank. The dissertation had three main objectives: (1) to gain a better understanding of the concept of service quality and associated literature, including that on customer satisfaction, customer loyalty and relationship marketing; (2) to development an amended instrument of perceived service quality that could be applied to a banking environment, differentiating between overall service quality, and that within a branch, telephone and Internet-based context; and (3) to measure levels of perceived service quality at the Halifax bank across these contexts. The dissertation would be useful for anyone interested in these areas of the literature or those wanting to know how to develop an instrument.
(2006, 8700 words)
This dissertation aims to answer whether or not KFC has a competitive advantage in the Chinese Quick Service Restaurant (QSR) sector. KFC was the first Western fast food chain to enter the Chinese market and achieved a first mover advantage over its closest rival McDonalds. It has used this first mover advantage to develop its internal competencies and has a competitive advantage from its operational efficiencies and its innovations. In order to draw sound conclusions from analysing the company, environment and the market sector, several academic tools have been used. SWOT analysis is used to determine KFC’s strengths and weaknesses and detail the opportunities and threats from the market sector. PESTLE analysis is applied to the business environment to highlight areas of concern for the business. Michael Porter’s five forces analysis is also used to let the reader understand the forces operating in the industry and the current strength of them.
(2006, 13 500 words)
The dissertation reports on the success factors of Toyota Motor Co examining the issues of innovation in new products development, the innovative ways of management in the car industry and the New Product Development (NPD) process in Toyota. A literature review touches on the theory and applications of NPD, the background and development of Toyota, etc. Research methods are identified describing the positivistic and the phenomenological paradigms, and the primary (telephone interview) and secondary data used in the case study of Toyota. ToyotaOs performance is compared to that of the Western car manufacturers.
(2005, 7500 words)
The dissertation reports on the auction held in 2000 in the UK for the 3rd generation (3G) mobile phones’ licences. The government’s objectives in issuing licences are outlined; a review of literature related to auctions is provided; the design and the styles of the auction are described; its outcomes are critically reviewed. Conclusions are made about the effectiveness of the allocation mechanism chosen by the government.
(2006, 9500 words)
The dissertation investigates the use of humour in advertising examining its effectiveness in product recall and consumer response in men and women. The review of literature touches upon the theory of marketing, promotion and advertising, the definitions of humour, gender response to humour, etc. The research methods include secondary and primary data analysis (questionnaires) using qualitative and quantitative approaches. Conclusions are made about the effectiveness of humour as a marketing tool in adverts.
(2006, 11000 words)
The dissertation investigates consumers’ purchasing behaviour towards British and French brands advertised in France and the UK focusing on the importance of brands’ cultural identity. The review of literature touches on the issues of cultural identity and globalisation, the levels of human mental programming, consumer behaviour, advertising, the history of the relations between Britain and France, etc. The analysis of advertisements (Renault in Britain and Tetley in France) is conducted. Qualitative and quantitative research methods are described and applied to the secondary and primary (interview, questionnaires) data analysis. Conclusions are made about the influence of the brand’s cultural identity on the purchase intention.
(2006, 8500 words)
The focus of this project is to look at the issue of advertising and consumer behaviour, with particular emphasis on how consumers react to advertising. This should give some insight into how advertising is approached in order to affect consumer behaviour. Advertising obviously works, but what makes a successful advertising campaign? This project will examine the area of advertising that contains a message, rather than advertising that aims to persuade the consumer to buy a product or service. Many examples of this type of advertisement are controversial in approach and aim to shock the viewer. The drink driving campaigns are one such example. Over the years these advertisements have become more and more explicit in their message of what can happen if someone drinks and then drives. The aim is to use shock tactics to try to influence and thus alter consumer behaviour. The images and message contained in such adverts are very powerful and a study of this area should prove interesting as advertising impacts on all areas of our lives. In relation to the above, the questionnaire will follow the lines of research of general questions. We will ask the subjects to give their reactions to a number of statements to identify their pre-existing attitudes and then look at a series of adverts and give their reactions to these. The adverts will comprise of 2 drink-driving adverts. The aim is to attempt to discover how people react to these types of adverts in addition to what attitudes they take.
(2004, 37000 words)
The dissertation investigates the issues of a global new product launch (NPL) examining the factors behind making this decision and the link between managerial decisions and the product success. A literature review touches on the problems of a new product development, launching strategies, internationalisation, market entry modes, global marketing, standardisation, adaptation, etc. The steps in NPL decision-making are described offering a NPL conceptual model. Conclusions are made about the managerial implications of the secondary research findings.
(2006, 9500 words)
This paper focuses on a study of consumer behaviour which has been concerned with the consumer behaviour as demonstrated by the demographic segment known as ‘Generation Y’. The dissertation aims to explore the relationship between culture and the behaviour of the above segments in the USA and in the UK. The Literary review identified several issues that needed to be answered, namely that consumer behaviour is influenced by many factors, the most important being culture; other factors identified were symbolic meanings attributed to products and generational defining moments. The dissertation has identified changes in the population breakdown, characteristics and attitudes of the segment and cultural differences between the various countries. The study found that there is very little difference between the consumer behaviour demonstrated by both cohorts and suggests that globalisation and the internet is creating a homogenous society. The methodology explains and justifies the approach that has been taken by author. The research was based on secondary data which gathered relevant studies that had been carried out in the USA and in the UK.
(2005, 18000 words)
This paper is a dissertation which aims to aims to explore the issues of the competitive environment in which colleges of Higher Education operate and of developing effective marketing strategy to attract international students to their institutions. It will also identify student perceptions of the marketing and resulting service they receive. The methodology explains and justifies the approach that has been taken by the author. The literary review and empirical research undertaken has explored the theory relating to strategy, the competitive environment, marketing and specifically to the marketing of services and of international marketing; in addition the research has identified issues that have been found to do with the marketing of higher education both to the domestic student and to those from other nationalities. There has been a review of the research that has been carried out previously into the Higher Education sector. Further secondary research was undertaken into the internet presence of HEIS on the internet. The primary research that has been carried out has established student perceptions of their experience at UK Colleges of Higher Education and their motivations for attending these institutions. The key for successful marketing seems to be that Higher Education Institutes must understand the competitive environment in order to plan their marketing strategies effectively. The task of developing competitive advantage via marketing strategies is one of complexity. This is due to the interrelation of the service providers and the difficulties in managing the quality of that service. It has been found that student perceptions and levels of satisfaction are related to the quality of the service.
(2005, 18000 words)
This paper is a dissertation which aims to aims to explore the issues of the competitive environment in which colleges of Higher Education operate and of developing effective marketing strategy to attract international students to their institutions. It will also identify student perceptions of the marketing and resulting service they receive. The methodology explains and justifies the approach that has been taken by the author. The literary review and empirical research undertaken has explored the theory relating to strategy, the competitive environment, marketing and specifically to the marketing of services and of international marketing; in addition the research has identified issues that have been found to do with the marketing of higher education both to the domestic student and to those from other nationalities. There has been a review of the research that has been carried out previously into the Higher Education sector. Further secondary research was undertaken into the internet presence of HEIS on the internet. The primary research that has been carried out has established student perceptions of their experience at UK Colleges of Higher Education and their motivations for attending these institutions. The key for successful marketing seems to be that Higher Education Institutes must understand the competitive environment in order to plan their marketing strategies effectively. The task of developing competitive advantage via marketing strategies is one of complexity. This is due to the interrelation of the service providers and the difficulties in managing the quality of that service. It has been found that student perceptions and levels of satisfaction are related to the quality of the service
(2005, 11500 words)
The dissertation aims to investigate the practices of McDonalds in adapting to environmental changes examining demographical, geographical and image aspects of adaptation. A review of literature on survival strategies is provided including Darwinian theory, profit maximization theory, the theory of mergers, acquisitions and demergers, the history and structure of McDonalds, etc. A deductive case study is performed using triangulation method on the basis of secondary research. Conclusions are made about the company’s success in local adaptation and the use of innovation in promoting health awareness.
(2005, 5000 words)
The dissertation aims to investigate the process of developing brand awareness focusing on international luxury brands. The review of literature touches upon the methods of consumer surveying, taxes on luxury items, awareness and purchase indicators, etc. The data of a research survey of luxury goods consumption conducted in the USA is analyzed highlighting managerial implications of the findings. Conclusions are made about the tools that help companies to diagnose the competitive strength of their brands.
(2005, 8800 words)
This paper examines the Market sector in which Diesel operates, its Brand status ,marketing, business and communication objectives are clearly explained and Diesel's integrated campaign. Each one of the subjects has many other subheadings and analyses every aspect of Diesel company in depth
(2005, 18000 words)
The dissertation aims to investigate consumer involvement with brands advertised through mass entertainment medium examining the factors behind a successful recall of a brand placement and message within a film. The review of literature touches on the theory and practices of product placement in advertising including its commercial, cognitive and ethical aspects. Research methods are based on an experimental study that includes showing a film to groups of respondents to measure their levels of brand placement recall. Primary data are collected through questionnaires, analysed with t-tests and considered against the analysis of literature. Conclusions are made about the effectiveness of film advertising highlighting its managerial implications.
(2005, 19900 words)
This dissertation applies an exploratory research to explore the internal marketing and its linkages to innovation and organizational culture, taking Henkel Detergents UK as the research setting. Henkel Limited is famous globally for its emphasis on quality and consumer-led innovation. Hence, provided the most suitable organization to explore this area of marketing. The objective of this research was to see whether Henkel Detergents UK, currently an establishing company, be able to maintain its innovative position in the UK market. To be a consumer-led innovative organization, this report suggested that it has to have strong internal marketing orientation for which appropriate organizational culture is needed. Ethnography was used for this research in order to understand the cultural norms and orientation of the organization. The results of the research indicate that although there are some elements in the organization which can help it become innovative in UK. However, there are still some roadblocks which may hinder the growth of innovation culture. Finally, the report provides some recommendations to Henkel, which might help improve its situation.
(2005, 17500 words)
The dissertation aims to investigate customers attitudes towards co-branded card offerings in Citibank. The review of literature provides definitions of co-branding, co-branding strategies, benefits and potential problems, affinity cards, relationship marketing, customer loyalty, theory of reasoned action, Citigroup background and market analysis, etc. The research is based on quantitative methods used for measuring attitude towards co-branded cards, in combination with qualitative methods of primary data (questionnaire) and secondary data interpretation. Conclusions are made about brand loyalty of the Citibank customers.
(2005, 13000 words)
The dissertation aims to investigate the effects of brand associated extensions on consumers perceptions of the core brand image in the UK sportswear market. A literature review covers the topics related to the theory of branding, including brand extensions, brand image, brand personality, brand dilution, etc. Types of research strategies are discussed; research methods are identified including primary data collection (a self-administrative questionnaire, a focus group interview) and secondary data collection and interpretation. Conclusions are made about the core brand capability and brand specific associations in the consumers. Recommendations are made for Nike and Reebok about their portfolio extension.
(2004, 12000 words)
The dissertation addresses the issues of reproducing and distributing music using peer-to-peer (p2p) technology, which infringes the copyright law. The aim of the research is to investigate the implications of this copyright infringement for the entertainment industry exploring the reasons behind p2p usage among university students and their attitudes towards this form of media supply. The review of literature touches on the problems of music industry, Internet piracy, the effects of p2p traffic on network performance, etc. Research methods include secondary data analysis, an observation study, a pilot study and questionnaires assessing trends in p2p usage. Conclusions are made about the reasons for the success of p2p technology.
(2005, 17500 words dissertation + 2000 words proposal,)
The dissertation examines direct marketing techniques, namely direct mail and email marketing, providing their comparison on the basis of a research study of academics attitudes towards email and direct mail marketing of information services. A literature review offers information on relationship marketing, email marketing and direct mail marketing offering definitions of each communication channel, their background, benefits and drawbacks. The methods include quantitative and qualitative research based on primary data collected through sampling, questionnaire, pilot survey and interviews, and secondary data. Conclusions are made about the key elements attracting recipients in email and direct mail marketing. The proposal for the dissertation investigates marketing tools focusing on direct marketing and comparing two forms of promotion, i.e. direct mail and email marketing. The features of each form are described, the aim and objectives of the research are identified; literature on direct mail marketing and email marketing is |
