Question

Topic: Student Questions

Need Help With E-marketing Dissertation....plz

Posted by Anonymous on 6/30/2010 at 2:58 PM ET 250 Points
Hi there my name is Shan and i am a masters student doing a dissertation in Msc Management course. My topic is

How does new marketing techniques and branding affect the consumer purchasing decisions? Case study of Apple Inc.

and i am only allowed to do secondary research.

with new marketing techniques i mean e-marketing, digital branding and social network marketing. I would like to cover that how the new marketing techniques helps the consumer and changes his/her purchasing decision. It also covers factors like brand loyalty and brand image influence on consumer.

1. My first dilemma is where to start. and how should my topic look more professional.

2. Secondly, i am not sure which company or case study i refer to. Why i choose apple is the reason becuase of brand loyalty, but its hard to find sources and evidence in these contexts.

3. As i talk to my supervisor who seems to dont care, asked me to go find a problem in an organization and them apply the solution or a model (CRM, or something else).

4. I dont know which model i should choose

Guys please help me sort it out i know its messed up but if somebody guide me through i am sure i can do it. I have many companies in mind (dell, amazon, or ebay) but dont how i can find a problem and in what terms.
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RESPONSES

  • Posted by tanya.fedorova on 6/30/2010 at 4:44 PM Accepted
    Hi,

    I believe your topic is really interesting and quite relevant for the new digital era. Understanding in which way and how strongly do the new digital strategies influence the consumer - is the stumbling block. Many marketers are convinced that companies should go and explore social networks, however, would this actually sell? Or would we make it worse if we make a mistake – that is the main questions companies ask themselves.

    I think you might start with the points of pain in this field. What is the problem companies face? How is the world changing for the consumer? Possibly the most interesting question here is to find out where is the border (or the perfect balance) in between using the new techniques in digital to be closer to the consumer and when are you crossing the line and start to annoy and cause damage to your brand?
    You might start with an overview of the new technologies and what is it there available today for the companies. Regarding the case study. Apple... well, I think that is not the best example as it is more about design aesthetics and user-friendly interfaces. The product was so good that it became a wish brand; however I cannot say that it gained loyalty through new marketing techniques. I doubt it.
    I would be glad if this could help you kick off. I will think about a case you might use... just let me know if you have any questions! :)

    Best regards,
    Tanya
  • Posted on 6/30/2010 at 5:37 PM Author
    Hi Tanya,

    Thanks for ur kind reply, it is a great start for my question. I think it is a problem for marketers to understand the consumer level of acceptance and understanding of the information provided online or marketed on the social media networks. So according to my understanding of ur reply i should focus

    1. is to understand the consumer purchasing decision towards online marketing

    2. and secondly how these factors can be improved to bring organization high growth sales and brand loyalty.

    3. and thirdly how these organisation can use these new marketing techneiques to build a customer base internationally.

    Additionally, what do you think if i use CRM (Customer relationship marketing) as a model for a solution to work or if anybody have anything else in mind that would be great?


  • Posted on 7/1/2010 at 3:56 PM Author
    Guys plz help, i need to start my dissertation.
  • Posted by tanya.fedorova on 7/1/2010 at 4:49 PM Member
    Hi Shan,

    i think you should:

    1) first of all specify on "new marketing techniques". How do you understand this? What are those techniques?

    2) What are the factors that influence consumers to buy.

    3) i would specify on the types of business. For example e-commerce is totally different from offline business retail (in terms of digital marketing influence). And i would say that your dissertation would be talking about the influence of online marketing (and other new techniques) on offline business.

    4) logically after that goes your third point: how organisations may use these new marketing techniques to build a customer base

    5) how can it be improved? i would take cases from different types of businesses.

    A really good digital case was THE WHOPPER from Burger King, in collaboration with Facebook.

    Best buy with Twelpforce on Twitter

    I hope this helps you!

    if you have any more questions let me know:
    tanya.fedorova@gmail.com

    Tanya
  • Posted by tanya.fedorova on 7/2/2010 at 12:57 AM Member
    https://wp.marketingprofs.com/index.php?option=com_categoryreport&task=...


    see this
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