Developing the Content Plan of a Digital Marketing Online Course Tailormade to Professional Brazilian Immigrant Women
Rantanen, Maila-Kaarina (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060816484
https://urn.fi/URN:NBN:fi:amk-2022060816484
Tiivistelmä
The objective of this master thesis is to develop the content plan for a digital marketing online course, tailormade for professional Brazilian immigrant women in Portuguese.
This thesis is an embedded instrumental case study aiming to discover what kind of content a Digital Marketing online course should offer to professional Brazilian immigrant women to teach them to promote their digital endeavors and support their personal brand. The methodology used was qualitative research.
The literature research focused on two main theories: Digital Marketing and Personal Branding.
Two main processes were used to create the content plan: literature and a survey.
The research literature in the theoretical framework was collected mainly from books, academic journals, and articles in the blogosphere targeted toward marketers, business owners, and entrepreneurs.
The survey in this thesis contains open-ended questions and multiple-choice questions. The survey method was the online survey provided by the platform Webropol. The questionnaire was sent to 40 professional Brazilian immigrant women members of the online community Mães Mundo Afora, cofounded by the author in 2019.
This thesis used the deductive approach to analyze data from the survey. The questionnaire was crafted and analyzed using the presented theory as the source based on constructed frameworks.
During this research thesis process, the author focused mainly on collecting data to find crucial missing skills in the target group to build the tailormade content plan for the Digital Marketing Course.
To conclude the thesis, the author created the content plan for the Digital Marketing Course based on the survey’s findings and theory. The plan was structured in modules. A marketing strategy concerning how the course content should be distributed is also suggested.
This thesis is an embedded instrumental case study aiming to discover what kind of content a Digital Marketing online course should offer to professional Brazilian immigrant women to teach them to promote their digital endeavors and support their personal brand. The methodology used was qualitative research.
The literature research focused on two main theories: Digital Marketing and Personal Branding.
Two main processes were used to create the content plan: literature and a survey.
The research literature in the theoretical framework was collected mainly from books, academic journals, and articles in the blogosphere targeted toward marketers, business owners, and entrepreneurs.
The survey in this thesis contains open-ended questions and multiple-choice questions. The survey method was the online survey provided by the platform Webropol. The questionnaire was sent to 40 professional Brazilian immigrant women members of the online community Mães Mundo Afora, cofounded by the author in 2019.
This thesis used the deductive approach to analyze data from the survey. The questionnaire was crafted and analyzed using the presented theory as the source based on constructed frameworks.
During this research thesis process, the author focused mainly on collecting data to find crucial missing skills in the target group to build the tailormade content plan for the Digital Marketing Course.
To conclude the thesis, the author created the content plan for the Digital Marketing Course based on the survey’s findings and theory. The plan was structured in modules. A marketing strategy concerning how the course content should be distributed is also suggested.