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Dissertations / Theses on the topic 'Strategy and Digital Marketing'

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Published: 18 April 2022

Last updated: 30 July 2025

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1

Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and pr

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Simbaqueva, John. "Conferencia Marketing Live 2019: Digital strategy & trends." Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626437.

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Auditorio Bancalari, Campus Monterrico, Universidad Peruana de Ciencias Aplicadas<br>Conferencia Marketing Live a cargo de la Carrera de Comunicación y Marketing John Simbaqueva; Digital Media General Director, DIGITAS PERÚ

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Bång, Andreas, and Joy Hell. "Digital Marketing Strategy : Social media and its contribution to competitiveness." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44984.

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Purpose The purpose of this study is to explore how the use of social media can contribute to a firm‟s competitive position and identify the key factors that lead to a successful use of social media. Research 1. How can social media within digital marketing strategy contribute to Swedish SME‟s ability to compete? 2. Which are the key factors for successful application of social media for Swedish B2B companies? Methodology The study has used a qualitative research with both semi structured interviews and email correspondence. Three Swedish SME‟s that operate within the manufacturing industry we

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Price-Rhea, Kelly, and Julia Price. "Satisfaction and Dissatisfaction: Formulating Digital Marketing Strategy for Online Faith-Based Education." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/etsu-works/2757.

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When digitally marketing an online educational program, degree or course, an institution must realize the target market which it is trying to reach. However, the demographics of the online student is extremely diverse, making marketing efforts difficult. With such a demographically diverse online student population to attract, it is important to understand what attributes make current online students satisfied or dissatisfied with the online education experience. Once these attributes are understood, organizations can effectively formulate digital marketing strategy to attract future students.

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Lázaro, Abarca Hugo Enrique. "Actividades de Inbound Marketing y valor de marca de cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima, año 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/627760.

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El mercado de bebidas alcohólicas en el Perú es peculiar debido a las preferencias de los consumidores, en este sentido la cerveza cobra gran protagonismo, debido a su arraigo con el consumidor peruano. Así mismo, las actividades de marketing digital se han incrementado exponencialmente en el rubro en mención, por lo que es determinante para la presente investigación analizar ambos factores de cara a la escena actual del mercado de cervecería tradicional y la digitalización de los consumidores. Por lo antes expuesto, el objetivo del presente estudio es investigar como las actividades de Inboun

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Martins, Paulo Jorge Gomes de Sousa. "Plano de marketing digital ANFQ 2016." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10657.

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Mestrado em Marketing<br>As transformações sociais e tecnológicas dos últimos anos tornaram a adoção do online um fator crítico de sucesso para as organizações do terceiro sector envolverem a sociedade nas suas causas e, desta forma, conseguirem os recursos humanos e financeiros que necessitam para atingir os seus fins. O presente plano de marketing tem como objetivo aumentar a notoriedade da ANFQ e desenvolver uma estratégia de marketing digital integrada, orientada pelos valores da associação e alicerçada numa mensagem de marca consistente em todos os canais de comunicação. A ANFQ - Associ

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Cerqueira, Inês Maria da Silva. "Plano de marketing digital para a Rádio Observador." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19687.

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Mestrado em Marketing<br>Este projeto ambiciona realizar um plano de marketing digital para o lançamento da Rádio Observador. A empresa atua no setor de imprensa digital e pretende lançar uma rádio de informação assente nos valores de rigor e credibilidade. Este plano de implementação ambiciona alavancar o seu crescimento definindo estratégias e táticas que possibilitem melhorar a sua presença online, aumentar o número de visitas nas suas plataformas digitais e capitalizar esse esforço neste novo projeto, captando novos consumidores dos conteúdos da marca Observador e fidelizando novos. Atual

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Jarhult, William, and Tobias Köhler. "Corporate strategy in digital- and social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20712.

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The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had over

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Conradie, Tessa Jane. "The development of a recommended digital marketing strategy for Pan Macmillan, South Africa." Thesis, Rhodes University, 2016. http://hdl.handle.net/10962/d1021247.

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This research attempts to create a recommended digital marketing strategy for Pan Macmillan, South Africa. As a result of the advance of technology and the increase of connectivity, digital marketing is becoming a highly important tool with regards to competitive advantage, differentiation and the overall marketing of a company and its product or service (Barwise and Farley, 2005, p. 68). Digital marketing is, in South Africa specifically, a relatively new concept (Sandmann, 2014, p. 1). If South African companies are able to efficiently utilise the gap in the market, they will ensure a signif

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MONTI, ELISABETTA. "“Sales-marketing integration”: un’indagine esplorativa sul ruolo della strategia di digital content marketing." Doctoral thesis, Università Politecnica delle Marche, 2021. http://hdl.handle.net/11566/290738.

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La letteratura ha messo più volte in evidenza la rilevanza dell'integrazione tra marketing e vendite. Nonostante ciò, tale integrazione costituisce ancora un problema nelle imprese, specie nei contesti B2B. Studi recenti in tema di Digital Content Marketing (DCM) hanno suggerito che il DCM può contribuire ad allineare il marketing alla funzione commerciale. Questi studi, però, hanno dimostrato l’impatto del DCM sul ciclo di vendita, mentre il ruolo di tale strategia nell'integrazione tra le due aree non ha rappresentato il fenomeno oggetto di indagine. Pertanto non sono state ancora indagate

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Flannery, John M. "From Math Men to Mad Men: Digital Media & the New Ad Strategy." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/807.

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Developments in advertising are necessarily tied to shifts in media technology – by this very fact, the industry has changed significantly since the 1960s. In the 21st century, ad men have to contend with an increasingly complex and fractured digital landscape. Big, traditional ad agencies – like those depicted in the popular television series Mad Men – no longer dominate; instead, they are forced to compete with a growing class of digital marketing start-ups for a stake in tomorrow’s adscape. Innovative ad serving technologies, instead of creative-driven campaigns, rule the day. Internet tech

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Lecaros, Llica Rosario Azucena Milagros, Cruz Maria Isabel Olaya, Enciso Randick Cavero, and Chavez Pablo Jesus Atalaya. "Proyecto de negocio: TELOCOMPRO S.A." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652892.

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En el presente trabajo de innovación se propone la creación de una idea de negocio nueva que satisface la necesidad de un público objetivo con tendencia a la compra de artículos o servicios de entretenimiento aprovechando el descuento con una tarjeta de crédito que no tiene dentro de su portafolio. Se presenta un análisis del mercado meta y de las variables de nuestro entorno económico, político y demográfico. También se propone la implementación de herramientas de marketing digital y en base al marketing mix se propone la estrategia de diferenciación y liderazgo en costos. Se trabajó una camp

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Wang, Yunchun, and Anna Ivanova. "Social Media Strategy in the Chinese Market : Weibo Platform Case Study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-230193.

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Problematisation Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing. Purpose and research question The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successful marketing strategy. Methodology This research is done through qualitative approach and is of an abdu

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Pettersson, Tobias, and Daniel Tadesse. "Small enterprises’ marketing strategy in the digital era : A study of hotels in Sweden." Thesis, Högskolan i Gävle, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30077.

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Aim: The aim of this study is to explore small enterprises’ marketing strategy and the digital tools that can improve their odds in the market against competitors and gain competitive advantage. Method: Qualitative study was conducted using primary and secondary data for this study, where primary data was collected through ten semi-structured interviews. An inductive approach was used to complete this study. The sample taken was seven small hotels and ten respondents who own and manage the hotels. Result & Conclusion: Findings of this study show that digital marketing tools demand fewer re

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De, Zuani Arianna <1991&gt. "Digital Marketing in China: An analysis of the social media strategy of Tod's Group." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11611.

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In recent years, digital marketing has rapidly developed in China and it has attracted an extensive part of the Chinese population, especially for what concerns apparel and footwear. A lot of Italian firms and “made in Italy” brands consider the Chinese digital market as the perfect field to expand themselves into the East-Asian area. The objective of this study is to comprehend the strategies used by some Italian fashion companies in order to enter the Chinese market in terms of digital marketing and communication, with particular attention to the strategies adopted by Tod’s Group. The thes

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Кривенко, Я. В. "Digital-маркетинг підприємства в умовах розвитку цифрової економіки". Thesis, Одеський національний економічний університет, 2021. http://local.lib/diploma/Krivenko.pdf.

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Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижче<br>У роботі розглядаються теоретичні аспекти digital-маркетингу, його методи, інструменти та особливості побудови digital-стратегії підприємства в сучасних умовах цифровізації економіки на ринку України. Проаналізовано елементи комплексу маркетингу digital-агентства 4Limes, мікро- та макромаркетингове середовище, у якому функціонує компанія та особливості застосування компанією інструментів digital-маркетингу у рамках своєї комунікаційної політики. Запропоновано заходи для підвищення ефективності

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Rashid, Paola. "Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-226901.

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Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of da

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Cruz, Andreia Alexandra Simões Condeço da. "O papel dos influenciadores digitais na promoção de um destino turístico." Master's thesis, Universidade de Évora, 2020. http://hdl.handle.net/10174/28662.

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No presente estudo pretende-se analisar o uso de digital influencers para a promoção de marcas e serviços no sector do turismo. Os estudos sobre estratégias de Marketing de Influência aplicadas ao sector turístico são praticamente inexistentes, mas a verdade é que esta prática de promoção de destinos através de indivíduos que se destacam nas redes sociais é cada vez mais evidente. Para um melhor aproveitamento deste tipo de estratégias de promoção é necessário, e importante, compreender as vantagens e desvantagens que estas podem envolver, de que forma é que influenciam o público e como são en

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Minakhmetova, Dinara, and Anastasia Savchenko. "Mobile marketing strategy development in China, Japan and South Korea : An Apple App Store example." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44667.

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The purpose of this master thesis is to test an individual influence of separate factors on a mobile software development company’s position in a rating of Top Grossing applications in Asian countries, explain how these factors could be interpreted from a modified 4P framework perspective and understand how a mobile developer can adjust its strategy based on the identified factors. The research is based on a ranking data of 90 finance management applications for iPhone on the App Store of China, South Korea and Japan. The hypotheses about an existence of causal relationships between the identi

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Жегус, О. В. "Передумови розвитку digital-маркетингу в роздрібній торгівлі". Thesis, Ткачов О.О, 2016. http://essuir.sumdu.edu.ua/handle/123456789/47135.

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Ще зовсім нещодавно інтернет-маркетинг сприймався та розвивався як інноваційний вид маркетингу, проте зміни в інформаційно-комунікаційних технологіях настільки швидкоплинні, що сьогодні вже мова йде про його трансформацію у цифровий маркетинг (digital-маркетинг), який заснований на комплексних он-лайн стратегіях.

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Botton, Elisa <1993&gt. "Social Media, SEO and Google Ads in Digital Marketing Strategy: A Case Study on EcorNaturaSì." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13829.

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The master dissertation explores the implementation of a digital marketing strategy in all its functionalities. The thesis is developed following a mantra: content is king, distribution is queen and context is god. The first chapter focuses on the evolution of consumer decision journey throughout the years and the development of touch-points from off-line to on-line activities, strictly tied to users' behavior role on-line. The sections introduce the strategy for an efficient social media management, best practice and functionalities for each social media platforms. At the end, the chapter i

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Barreira, Daniela Edite Torres. "As estratégias digitais : os casos das startup." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14801.

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Mestrado em Marketing<br>O contexto atual tem sido marcado pela adoção de novas tecnologias que têm alterado não só o processo de comunicação das empresas com o público, como também a interação entre consumidores e empresas. As redes sociais, as App’s, os conteúdos interativos e as análises do Marketing Digital são hoje essenciais para que os negócios alcancem o consumidor e os resultados pretendidos. Neste sentido, o presente estudo tem como interesse investigar quais as estratégias de marketing digital das startups portuguesas. Para tal,foram realizadas entrevistas a quinze startups de div

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Čížová, Natália. "Marketingová stratégia vybranej firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201100.

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The basic feature of our time is constant change. The world is becoming more globalized, needs and desires of consumers are changing and consumer is changing itself, because he is more informed and has greater purchasing power. Technical and technological progress changes the way we look at the world. Competition strengthens and the way of trading is modernizing. For all these reasons, the marketing strategy is in many ways a necessity for businesses. The diploma thesis is divided into theoretical and analytical part and the main objective is the analysis and proposal of marketing strategy of

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Söderström, Albin, Miller Emanuel Rinaldo, and Anderberg Theodor Mörse. "Don't Scroll Past! : Exploring how independent music artists can adapt their digital content marketing strategy to attract new listeners." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49033.

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Feťková, Jana. "Digitálna marketingová stratégia." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197637.

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The diploma thesis deals with the digital marketing strategy for the selected company -- a real estate agency called F.O.K., s.r.o. Prešov. The main objective of theoretical part is to analyze and define the most effective ways and means of company's promotion on the Internet with an emphasis on character of the company and the specifics of the real estate market. SOSTAC method is applied to find the most effective planning of the digital marketing strategy. The practical part deals with an optimization of the existing marketing communications and advertising. As a result, the recommendation f

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Pejchal, Lubomír. "Analýza digitální strategie společnosti Geox S.p.A na německém trhu a návrhy na její zdokonalení." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234404.

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Pochopení digitální transformace společností v segmentu Business-to-Customer, to je hlavní smysl teoretické části této práce. Konkrétně, jak je touto transformací ovlivněno vytváření business modelu a digitální strategie společností v retailovém odvětví. Avšak hlavním účelem práce je ukázat tuto transformaci na příkladu obuvní a oděvnické společnosti Geox S.p.A, konkrétně její dceřiné společnosti Geox Deutschland Gbmh (dále jen Geox). Největší důraz je kladen na dvě oblasti digitální transformace. Prvně, jak mohou být využity on-line kanály a technologie obecně spojené s digitalizací ke zvýšen

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Larsson, Anna, and Linn Tallberg. "Konsten att sälja utan att ropa ”KOM OCH KÖP!” : Att genomföra content marketing på sociala medier." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-17054.

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Content marketing är ett fenomen som vuxit och blivit en trend, på grund av den stora tillgången av information som onlinemiljön bidragit med till företagen. Vad content marketing handlar om har visat sig bristfälligt bland forskare, då det saknas en tydlig akademisk avgränsning. Definitionen av fenomenet content marketing är många, och forskare uttrycker sig olika vid beskrivningen om vad content marketing innebär. Hur content marketing används och vad som är viktigt att förmedla genom sin content marketing på sociala medier skiljer sig också från företag till företag. Däremot är flera forska

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Чорна, К. О. "Удосконалення діджитал-стратегії підприємства в умовах пандемії COVID-19". Thesis, Чернігів, 2021. http://ir.stu.cn.ua/123456789/24916.

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Чорна, К. О. Удосконалення діджитал-стратегії підприємства в умовах пандемії COVID-19 : випускна кваліфікаційна робота : 073 «Менеджмент» / К. О. Чорна ; керівник роботи О. В. Попело ; НУ "Чернігівська політехніка", кафедра менеджменту та державної служби. – Чернігів, 2021. – 85 с.<br>Об’єктом дослідження є процеси удосконалення діджитал-стратегії підприємства ТОВ «БІОКОН» в умовах пандемії COVID-19. Предметом дослідження є теоретико-методологічні засади та практичні рекомендації щодо удосконалення діджитал-стратегії на підприємстві ТОВ «БІОКОН» в умовах пандемії COVID-19. Метою дослідження

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Killander, Elias, Anton Ehn, and Joshua Steinlechner. "Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-98301.

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A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. Existing research and literature on how content creation can be used when entering a new market is, however, scarce. This thesis therefore identifies and describes how digital content creation has been, and can be, used when entering a new foreign market in order to create brand awareness. To achi

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Ehrenström, Victoria, and Carolina Long. "Digitaliseringens påverkan på dagens lokala butiker : En kvalitativ studie om hur Quinte, Gillblads och Tátch kan dra nytta av digitaliseringen." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-74673.

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Title: The impact of digitalization on today’s local boutiques A qualitative study on how Quinte, Gillblads and Tátch can take advantage from digitalization Authors: Victoria Ehrenström and Carolina Long Examiner: Frederic Bill Supervisor: Anders Hytter Course: Enterprising and Business Development, bachelor thesis, 15 credits Semester: Spring 2018 Purpose: The purpose of this thesis is that through a qualitative study of Quinte, Gillblads and Tatch illustrate how companies can take advantage from the digitalization of their marketing. Research questions: How does Quinte, Gillblad and Tátch

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Wang, Jenny. "How do we look on Instagram? : A communication strategy for Swedish branding agencies." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-55381.

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Marketing today is no longer mainly about using traditional medias to reach a desired public. As consumers are moving to the digital world for information search, social media has provided new possibilities for companies to market themselves online. Newly started branding agencies often have a limited budget for marketing, but the need to increase brand awareness is high. In this situation, social media will be a good solution, because it is easy to use, cost effective and has a great range of reach to the desired target group. Instagram is a photo-sharing based app where the communication is

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Babenskaite, Greta, and Mengyu Yang. "Mukbang Influencers: Online eating becomes a new marketing strategy : A case study of small sized firms in China’s food industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-388293.

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Mukbang is a Korean word for ‘eating livestream’. As an emerging sub-genre of internet influencers, Mukbang influencers has become the marketing tool for some firms recently. In this paper, we will conduct a case study of small sized e-commerce firms in China’s food industry. We explore firms’ perspectives towards the emerging Mukbang phenomenon, aiming to find out which factors influence the adoption of Mukbang influencer marketing by small firms. Our research results illustrate that the main point of concern for companies is the lack of information about financial data such as the average re

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Cozer, Mateus Tavares da Silva. "O projeto delta sob a perspectiva do marketing estratégico: uma abordagem em ambiente de economia digital." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03122006-103714/.

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O objetivo do trabalho é analisar o processo competitivo em ambiente de economia digital sob a ótica do marketing estratégico, fundamentado no Projeto Delta, de Arnoldo C. Hax e Dean L. Wilde II, que examina três posicionamentos estratégicos alternativos. O trabalho focaliza precipuamente um desses processos adaptativos críticos o foco no cliente e se justifica porque amplia a visão do processo estratégico no nível da unidade estratégica de negócios. As duas abordagens exclusivas de conquista de vantagem competitiva propostas por Michael Porter baixo custo ou diferenciação enfatizam, r

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Bergdahl, Moa, and Chloé Brazille. "The meeting of generation D and fairtrade companies : A study on the consumption behaviour of young swedish women and their characteristics." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-168434.

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Young people, born in the 1990s, are pictured by the society as individuals who are connected and who tend to put their physical moments besides. Only a few studies have been carried out to understand how they feel and why they act as they do. The purpose of this study was to understand the consumption behaviour and the characteristics of a new generation: Generation D, in order to reach them efficiently with fairer market alternatives. This research seeks to address the following questions: 1.Who are the people representing Generation D? 2.What is sustainable, what is fair? 3.How should the r

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Okojie, Vanessa Omolivie. "Consumerism in the Digital Age: Exploring Innovative Commerce as a Design Strategy for Brand Creation and Implementation." Kent State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1543254649845504.

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Comandini, Chiara. "Social Media Marketing: Integrazione dei social network nella strategia aziendale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/15194/.

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La rivoluzione tecnologica che caratterizza l'era digitale si sta rivelando un fenomeno di massa che ha profondamente modificato il modo di agire e di pensare delle persone. La globalizzazione, l’evoluzione delle tecnologie e la digitalizzazione degli accessi alle informazioni sono i principali fattori che hanno determinato profondi cambiamenti sui mercati, sulle imprese e sui consumatori. Il Web è diventato un elemento fondamentale della quotidianità delle persone, ed è in grado di raggiungere gli individui in qualsiasi luogo o in qualsiasi momento. Nel contesto economico, le tecnologie infor

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Brunius, Carl, and Isak Lind. "Lowering entry barriers in a digital era : A qualitative study about the Swedish fashion industry’s international expansion with Affiliate Marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12756.

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The internet and the rise of e-commerce have changed the foundation for how Swedish fashion companies operates. The shift has simplified for businesses to reach foreign customers who are vital for the fashion companies as the Swedish market is too small to nurture all existing companies. To expand abroad often requires plenty of resources to overcome structural entry barriers. One marketing tool that Swedish fashion companies have used to avoid high expenditures is Affiliate marketing, a cost-effective digital marketing instrument. Therefore, is the purpose of this study to broaden the discuss

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Hui, Jik-Fai Jeffrey. "Strategic education marketing in the digital era : critical discourse analysis of global top 20 EMBA programmes." Thesis, University of Bristol, 2017. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.715782.

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Ulriksson, Simon Hans Daniel. "Digital marketing strategy for dude sunglasses." Master's thesis, 2021. http://hdl.handle.net/10400.14/34892.

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The purpose of this dissertation is to develop a digital marketing strategy for the launch of the sunglasses brand Dude Sunglasses. Dude Sunglasses is a sunglasses brand that offers high-quality sunglasses for an affordable price online. The methodology used to develop the digital marketing plan includes secondary data through databases and peer-reviewed articles and websites of different companies. This data has been used in order to get a thorough understanding of the topics covered in the dissertation, by developing a literature review. The secondary data has also been used for market

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Lee, Chi-Hung, and 李季鴻. "Marketing Strategy of Digital Video Content Aggregators." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/28553166026319911173.

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碩士<br>國立中山大學<br>傳播管理研究所<br>93<br>The development of the information and communications technology has enabled digital contents to be aggregated for better customer services. The purpose of this thesis is to investigate whether different types of content aggregators have different marketing strategies. In this research, content aggregators in Taiwan are divided into two categories. Their market positioning and market-mix strategies are compared. Six companies with different market positions were investigated and the result indicates that they are different in many of their marketing strategies,

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Lin, I.-Jou, and 林依柔. "Digital marketing strategy for for home improvement industry." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/474znx.

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Chiu, Po-Chun, and 邱博群. "Digital Marketing Strategy: a comparison between B2B and B2C." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/32j2rn.

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碩士<br>國立臺灣師範大學<br>高階經理人企業管理碩士在職專班(EMBA)<br>105<br>In the era of explosion in digital marketing, it is critical for a firm to utilize the limited budget efficiently and effectively for the pursuit the marketing goal. It is particularly important for small and medium enterprises given their insufficient resources. For those small and medium enterprises, in addition to engaging in social media platform, keyword marketing is prevalent way of digital marketing due to its fast exposure, high coverage and flexible budget. Despite the predominance of B2C business in digital marketing, B2B players in

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Tu, Hsia-Yun, and 杜夏妘. "Digital Marketing Strategy of Taiwan Hakka Museum - A Case Study on Digital Natives." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/6d2j9k.

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碩士<br>國立交通大學<br>客家文化學院客家社會與文化學程<br>107<br>The spread of Hakka culture relies on proper demonstration and exhibitions. In recent years, many Hakka museums have been established in various regions of Taiwan. As a physical channel, Hakka museums reconstruct, interpret, communicate and promote Hakka culture to the public through many exhibitions and educational activities. In the 21st century, however, the new and young generation (so-called “digital native”) absorbs their knowledge and receive information mainly from virtual channel－internet. To inherit and promote Hakka culture to those young ge

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Shiau, Yuh-Ming, and 蕭玉明. "Strategic fit of Competitive Strategy and Channel strategy with Marketing Channel Performance in Taiwan Digital Camera Industry." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/31461694010243372295.

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碩士<br>中原大學<br>企業管理研究所<br>91<br>Abstracts The major subject of this thesis is focused on the strategic fit of competitive strategy and retail channel strategy. Based on the literature review and depth interview, the types of competitive strategy are divided into two types-“cost leadership strategy”, “differential strategy”, and the types of retail channel strategy are divided into two types-“professional channel strategy”, “comprehensive channel strategy”. In addition, the fit of competitive strategy and retail channel strategy are divided into four types-“cost- comprehensive” ”differention- pr

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Santos, Rita Isabel Lança dos. "A digital marketing strategy in a fintech start-up: Advicefront." Master's thesis, 2018. http://hdl.handle.net/10071/17909.

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Advicefront is a start-up founded by Portuguese whose core business is developing software planning solutions for financial advisers. The company started in 2015 and attracted the attention of multiple investors and firms interested in accompanying the evolution of the product. Through time, Advicefront crossed some uncertainty periods which eventually led to a shift in product offering. Instead of offering a single software solution the company is now selling a modular approach where separate modules address specific challenges advisers face in their daily workflow. Advicefront has alw

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Rosa, Joana Rodrigues. "Developing a digital marketing strategy : the case of NAU Beer." Master's thesis, 2016. http://hdl.handle.net/10400.14/20663.

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The Portuguese Beer market is highly concentrated, being dominated by two industrial Beer brands. NAU is a recent entry in the market, wanting to make a change by launching a Handcrafted Beer, different from any other brand currently present in the market. Likewise any entrepreneurial company, NAU needs to build a brand on a budget. Thus, the study focuses on digital marketing strategies given the growing relevance of the online media channels, as well as its economic advantages. So how can NAU develop a cohesive online marketing strategy so as to create brand awareness? The present dissertat

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Azinheiro, Marisa Filipa Ramos. "Digital Marketing practices amongst start-up accelerators." Master's thesis, 2017. http://hdl.handle.net/10362/24541.

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Digital Marketing (DM) is a vital marketing tool used by all types of companies nowadays. Accelerators are companies that appeared in the last few years to help start-ups grow and, just like any other company, they are using DM as well. This research explored which were the DM strategies used by accelerators. To do so, an online survey was shared amongst more than 300 accelerators across the world, whose results were analyzed by using SPSS Software. Correlation analyses and significance tests were conducted to verify the existence of relations between characteristics such as: location, type o

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Malik, Surina. "Development of the digital marketing strategy based on global best practices." Master's thesis, 2016. http://hdl.handle.net/10362/20561.

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CEMS<br>This report is about a business project titled “Development of the digital marketing strategy based on global best practices” and entails a social media strategy for the National Dairy Council (NDC) of Ireland. It has the objective to communicate their message in promoting the Irish dairy industry and the vital role that dairy products play in maintaining a healthy lifestyle, across different social media platforms. The approach was defined by summarizing main findings in the form of a literature review, as well as conducting a benchmark analysis across 14 dairy and non-dairy org

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Majdouba, Islem Ben. "Designing a B2B digital communication marketing strategy in a consultancy context." Master's thesis, 2016. https://repositorio-aberto.up.pt/handle/10216/112305.

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Hu, Jun, and 胡俊. "Research on the Digital Marketing Strategy of Chery Jaguar Land Rover." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/tnk3e3.

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碩士<br>國立臺灣大學<br>臺大-復旦EMBA境外專班<br>105<br>With the past of time, the new generation born in 80s and 90s becomes the main consumer of society. Along with China''s reform and development and the popularity of the Internet, consumers of this generation have different consumer habits compared with consumers born in 60s and 70s. The new generation pays more attention to product personalization and experience, they prefer to use the digital to collect information, compare price and pay more attention to brand popularity. Chery Jaguar Land Rover, as a luxury car manufacturer, needs to seize t

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