Writing a marketing dissertation brings a tough challenge to the students for their assignments. The first and foremost trouble that students deal with is the topic of dissertation in marketing. As most of the professors do not suggest a good topic for the students and ask them to find the blogger.comted Reading Time: 6 mins 3/23/ · Dissertations on Marketing Marketing can be described as promoting and selling certain products or services to meet the needs of the customer. Tasks involved with Marketing include market research, content creation, advertising, and more By browsing our collection of marketing dissertation titles, you will get ideas for your marketing dissertation through the following marketing subjects: Relationship Marketing, Branding, Direct Marketing, Marketing Cultures, Advertising, Consumer Behaviour, Marketing Trends, International Marketing, Online Marketing, Social Media Marketing, Strategic Marketing and Marketing Ethics
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Andrew Turner. Full Name Comment goes here, marketing dissertation. Are you sure you want to Yes No, marketing dissertation. Abdelhafiz Al-GabryPhd. Candidate and Lecturer. No Downloads. Views Total views. Actions Shares. No notes for slide. Marketing Dissertation - PDF 1. This study marketing dissertation the approach to marketing that golf clubs in West London adopted, analysing what influenced their approach and what their marketing approach consisted of.
Six participants, all in sole charge of their clubs marketing strategy, were interviewed using semi- marketing dissertation interviews with questions focussing on how the golf club approached marketing and how their marketing strategy was developed, marketing dissertation. Thematic analysis on the interview transcripts revealed influencers that were both internal and external to the golf club as well as facilitative and restrictive.
These findings suggest that golf clubs need to allow for, and understand, club marketing dissertation external influencing variables when developing marketing plans. Furthermore clubs need to ensure that their subsequently developed marketing approach is appropriate for their club, and that the marketing strategy is not simply a reflection of marketing dissertation influencing variables which may or may not be conducive to marketing, and business, marketing dissertation, success.
Although the popularity of the sport has declined over the past decade England Golf, a participation levels in the sport have recently begun to stabilise and the outlook for the sport is improving KPMG, Golf has received limited scholarly attention, and there have been calls by academics for further research to marketing dissertation undertaken on all aspects of the sport Perkins, Mincyte and Cole, marketing dissertation, More specifically, limited attention has been paid to the strategic marketing marketing dissertation of golf clubs, marketing dissertation, a position which is not uncommon across the sporting landscape Brooksbank, Garland and Werder, While there are a plethora of research studies summarising the current state of the game in England e.
Sports Marketing Surveys, ; England Golf, aadvocating changes to the way golf clubs operate Syngenta, ; Syngenta,and outlining suggested strategic plans England Golf, bonly two studies Garland, Brooksbank and Werder, ; Brooksbank, Garland and Werder, marketing dissertation, have been published analysing the contribution of strategic marketing to golf club performance.
Of these two studies only one Brooksbank, Garland and Werder, focused on the British golf market while none has yet concentrated solely on England. The article by Brooksbank, Garland and Werder looked at golf clubs that undertook a strategic approach to marketing, concluding that the adoption of such an approach improved performance.
However, research into what influences the marketing approach of marketing dissertation clubs has not received any academic attention. This dissertation aims to move our understanding of marketing in English golf clubs forward by undertaking a qualitative research study that used semi-structured interviews on six golf clubs in West London before subsequently undertaking inductive thematic analysis.
This section initially examines the current operating environment, identifies market trends, and provides clarity on the backdrop under which golf clubs in England are operating. Subsequently a literature review focusing on the marketing practices of small and medium-sized businesses SMEs is presented, marketing dissertation, with particular emphasis on how SMEs develop their marketing plan, the rationale behind these marketing dissertation, and ultimately what has been shown to be successful and relevant.
Golf is the fifth most popular sport in England with overpeople playing weekly and 1, marketing dissertation. This trend is the continuation of a decade- long decline that has seen golf club membership reduce by , resulting in non-club members now outnumbering club members by a multiple of three England Golf b. More recent research by KPMG suggests that the number of registered golfers is now beginning to stabilise, with many English counties recently reporting an increase in golf club membership.
There is an increasing demand for the modification and adaptation of club rules such as dress code and phone usage, along with more marketing dissertation specific membership options, that cater to a wider range of generations rather than just the marketing dissertation Sports Marketing Surveys, ; Syngenta, The lack of female participation in golf has been highlighted as a key obstacle to overcome in order to stimulate membership and participation England Golf, b; Syngenta, Furthermore, Syngenta found that barriers to female participation included the length of time to play, marketing dissertation, the dominance of men within the sport, and the awkwardness that a beginner would expect to feel when initially taking up a sport that is viewed as both challenging and burdened by rules, marketing dissertation.
Clearly golf marketing dissertation who can market themselves while addressing the concerns of female participants should be able to attract additional marketing dissertation club members. The number of golfers who can marketing dissertation attributed marketing dissertation this category is estimated to be approximately 2.
These nomadic golfers offer an enormous opportunity for golf facilities throughout England, as do thepotential latent golfers who have shown an interest in taking up the game but have not yet acted upon that desire England Golf, a.
Moving forward it is those clubs who can embrace and adapt to the changes in society, local demographics, and environment who will prosper Brooksbank, Garland and Werder, To that end marketing initiatives are key ingredients of a strategic plan that provides the foundations for growth and success Garland, Brooksbank and Werder,especially in times of economic turmoil Ferreira and Gustafson, such as golf has experienced of late.
Capon, Farley and Hulbert, A formalised strategic planning process, one that is methodical and structured Anderson,is argued by Ansoff to be a critical business process that ensures organisations are not only Although the link between strategic planning and performance for the SME is still in its nascence many do engage in a marketing dissertation strategic planning process, and it has been shown to contribute to improved SME business performance Peel and Bridge, marketing dissertation, ; Kraus, Harms and Schwarz, While the process is often formalised through the writing of a business plan, the lack of tools and sophisticated techniques available to smaller firms limits the practice and reduces the appropriateness of such methods Wiesner and Millett, Marketing dissertation SMEs undertaking deliberate and formalised approaches with an overriding short-term focus on results their plans tend to be flexible allowing them to be regularly adapted according to business circumstances Stonehouse and Pemberton, marketing dissertation, ; a strategic planning approach that Grant,p, marketing dissertation.
Golf facilities which engage in strategic marketing practices have been shown to perform better Garland, Brooksbank and Werder,suggesting that where strategic marketing helps formulate the long term strategic direction marketing dissertation an Despite this there is a growing and developing awareness that SMEs are unique entities and cannot be bracketed along with their larger counterparts Carson, for whom much of the formalised marketing approach is aimed at McCarton-Quinn and Carson, Furthermore, SMEs often undertake marketing in an irregular and arbitrary manner Gilmore, Carson and Grant, but it should also be acknowledged that marketing in SMEs is context specific marketing dissertation to their inherent uniqueness Reijonen, something which influences the marketing planning process Moriarty et al.
While such an approach may seem obvious the importance is highlighted by the limited financial resources available to small businesses, especially when undertaking marketing practices Gilmore, marketing dissertation, Carson, and Grant, And although there is a wide belief that the engagement in marketing practices is both costly and cumbersome in terms of time, in reality it has been demonstrated that effective marketing can be achieved with both low cost marketing dissertation simplicity Moriarty et al.
The evolution of a strategy that not only responds to, but reflects current market conditions rather than one that is inflexible has been suggested to be appropriate in times of environmental turbulence Mintzberg and Waters,although Ansoff suggests that market dynamics can be adequately planned for in a formalised plan.
Contrary to this viewpoint, it is argued that businesses that are operating in a dynamic operating environment, as the golf industry currently is, a formalised and deliberate planning process can be burdensome to performance Fredrickson and Mitchell, and only when economic conditions are more stable would a deliberate strategy be more appropriate Fredrickson, As the golfing environment continues to evolve, embrace new technologies, develop improved and enhanced business models and responds to a more informed consumer base it could well be necessary to discard traditional operating assumptions and adapt according to market and consumer demands Piercy, Decisions made by those at the top of an organisation impart significance influence on both businesses direction and focus, marketing dissertation phenomenon that is further enhanced by the high level of interaction of the business principal with almost all employees, imparting influence directly rather than indirectly Walsh and Lipinski, Within SMEs there is an inherent requirement for managers to undertake a multitude of roles rather than specialise in one specific area of the business Carson, due to both the financial marketing dissertation human This informal approach to marketing within SMEs can be attributed to financial and human resource constraints which forces smaller businesses to innovate and adapt according to the experience and personality of the management, marketing dissertation, something which can be both facilitative and restrictive Reijonen, In effect the marketing dissertation becomes a reflection of the principal, with the principal seeking solutions and developing strategies that are directly related to their prior experience Resnick et al.
Furthermore, while there is arguably a need for golf club managers to have both strategic management and marketing skills as core competencies Koenigsfeld et marketing dissertation. The high levels of interaction with customers allows SMEs to elicit direct feedback on marketing ideas, engage in word of mouth promotional activities, and develop approaches that are, in effect tried and tested, before being launched Stokes and Lomax, marketing dissertation, SMEs are less likely to engage in formalised marketing campaigns marketing dissertation instead adopt more informal approaches that include word of mouth and networking, marketing dissertation, allowing the business to acquire new customers through recommendations from existing suppliers and customers Stokes and Lomax, In a study undertaken by Stokes, Syed and Lomax newly acquired customers and those Finally, word of mouth marketing is especially relevant marketing dissertation the customer offering is a service rather than a product, such as a golf club where there is a strong experiential component Herr, Kardes and Kim, Participants were chosen via a convenience and purposeful sampling process and were interviewed using a semi-structured approach.
The transcribed data was subsequently analysed inductively, identifying themes that were relevant. Three clubs were excluded: one for being a member of a larger group of golf clubs rather than a standalone entity; a second as it was owned and managed by a school; and a third due to it having no contact marketing dissertation address; resulting in a final sample size of thirty-two golf clubs.
Responses were received from eight golf clubs, marketing dissertation, and six agreed to participate in the study, representing a response and participation rate of While interviews are excellent mediums to generate qualitative research and understand phenomena Fontana and Frey,there are also many difficulties, including: environmental artificiality, mutual trust, marketing dissertation, interview duration, and seniority of the interviewee Myers and Newman, Interviews lasted approximately 35 minutes on average, were digitally recorded, and later transcribed verbatim, marketing dissertation.
While undertaking a pilot study does not ensure success it does increase the probability of the principal study marketing dissertation successful by familiarising the researcher with the interview questions and procedures as well as unearthing any problems with the method which may negatively impact data marketing dissertation van Teijlingen and Hundley, The pilot study marketing dissertation took place two weeks prior to the first interview with a fellow researcher, familiar with golf club operations, acting as the interviewee, marketing dissertation.
The study highlighted two areas for com was used to record all six interviews allowing marketing dissertation researcher to listen to the recording on multiple occasions and enhance engagement with the data Tessier, marketing dissertation, Subsequently each interview was transcribed by the researcher into a word document, that was stored on marketing dissertation password protected computer.
This process of transcription further enhances familiarisation with the data ensuring all relevant themes are uncovered from the data Rapley, Achieving validity through qualitative data collection requires the researcher to conduct multiple interviews, until a saturation point is reached Gratton and Jones, When no new themes or concepts emerge, estimated between six and twelve interviews Guest, Bunce and Johnson,then the undertaking of additional interviews would be redundant and data saturation has been achieved Bernard, Three of the interviews were undertaken on the same date, marketing dissertation, and the remaining three took place over the following month.
This allowed for data to be analysed and thematic analysis to be undertaken in a logical and sequential manner, marketing dissertation. The themes that emerged from the first three interviews were, for the most part, repeated with only minor variations in the three latter interviews suggesting data saturation had been reached Guest, marketing dissertation, Bunce and Johnson, The researcher was a male undergraduate student with some business and marketing experience, albeit in a different industry sector.
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1/31/ · Marketing Dissertation - PDF 1. 1 An Investigation into the Marketing Strategies of West London Golf Clubs: Understanding the Influences and Approaches By Andrew Turner April This dissertation is submitted in fulfilment of the degree of Bachelor of Sciences, Applied Golf Management Studies at the University of Birmingham Abstract and Figures The purpose of this study was to compare an indirectly emerging marketing tool thus online customer reviews with an already famous marketing tool which is celebrity endorsement Estimated Reading Time: 5 mins 3/23/ · Dissertations on Marketing Marketing can be described as promoting and selling certain products or services to meet the needs of the customer. Tasks involved with Marketing include market research, content creation, advertising, and more
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