Improving B2B Sales in the Segment of “Bleisure Clients” through Brand-Awareness and Digital Marketing Activities for The Student Hotel
Kendzior, Sergei (2020)
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052112781
https://urn.fi/URN:NBN:fi:amk-2020052112781
Tiivistelmä
The following project-based thesis is focusing on digital marketing. The thesis consists of a theoretical discussion of different types of digital marketing as well as digital marketing planning models and an application of this theoretical framework to an empirical case.
The main purpose of this project-based thesis is to test the current brand-awareness of The Student Hotel (TSH) for potential “Bleisure” customers and to suggest digital marketing activities on Instagram, Facebook, and LinkedIn.
The project includes several components: a situation analysis for The Student Hotel brand, including an evaluation of the digital marketing activities of the competitors in the hotel industry in comparison to the case company. A combination of research methods, such as conducting expert interviews and desktop research, has been used to acquire the relevant information for this analysis. Lastly, based on the former analysis, suggestions for digital marketing activities on the respective platforms are given, for example, a more frequent and diverse posting on LinkedIn and other social media platforms. Therefore, this study aims to provide a digital marketing plan for the chosen case company.
The thesis is therefore beneficial for the case company as it will provide them with guidelines on how to improve social media marketing activities in order to also increase sales. Since the project-phase is too short to also implement it, the outcome of the digital marketing plan's implementation cannot be included.
The main purpose of this project-based thesis is to test the current brand-awareness of The Student Hotel (TSH) for potential “Bleisure” customers and to suggest digital marketing activities on Instagram, Facebook, and LinkedIn.
The project includes several components: a situation analysis for The Student Hotel brand, including an evaluation of the digital marketing activities of the competitors in the hotel industry in comparison to the case company. A combination of research methods, such as conducting expert interviews and desktop research, has been used to acquire the relevant information for this analysis. Lastly, based on the former analysis, suggestions for digital marketing activities on the respective platforms are given, for example, a more frequent and diverse posting on LinkedIn and other social media platforms. Therefore, this study aims to provide a digital marketing plan for the chosen case company.
The thesis is therefore beneficial for the case company as it will provide them with guidelines on how to improve social media marketing activities in order to also increase sales. Since the project-phase is too short to also implement it, the outcome of the digital marketing plan's implementation cannot be included.