Digital Marketing in SMEs: Enhancing Business Strategies through Student Collaboration - A Case Study of Somejoukot
Ungureanu, Cornel (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402062541
https://urn.fi/URN:NBN:fi:amk-202402062541
Tiivistelmä
This thesis investigates the integration of an innovative digital marketing strategy in small and medium-sized enterprises (SMEs) and the role of student collaboration in this context. Focusing on a case study of the Finnish company Somejoukot, the research explores how the company can harness digital marketing to enhance its business models and value propositions to attract SMEs. It delves into the unique challenges and opportunities inherent to SMEs in the digital marketing landscape, highlighting the potential of student involvement as a means to cost reduction.
The study combines quantitative and qualitative methods, including surveys and interviews, to provide a comprehensive view of the current state of digital marketing among Finnish SMEs and students' practical involvement. The key findings showcase the case company's unique business model to include students and it proves the rarity of in-house marketing enhancement availability in the market. It registers interest in such company offers.
The primary findings highlight the significant demand for customised services to target the broader niche market segment effectively. Additionally, strategic approaches and cost considerations are essential in successfully converting leads. Furthermore, there is a notable lack of capability among SMEs in executing effective marketing strategies. Students' proficiency in marketing, particularly in areas such as paid advertising and content creation, is the most suitable service capability. Key challenges include ensuring timely access to learning resources for clients and the complexity students face in delivering diverse marketing services across various
sectors.
The conclusion validates the business idea and marks a co-creation possibility between all three parties, case company, students and SMEs, a fit. In addition, it highlights positive recommendations for business improvement, which would enhance the business model. A concrete plan of services, SWOT analysis, customer profile and a framework fit.
The study combines quantitative and qualitative methods, including surveys and interviews, to provide a comprehensive view of the current state of digital marketing among Finnish SMEs and students' practical involvement. The key findings showcase the case company's unique business model to include students and it proves the rarity of in-house marketing enhancement availability in the market. It registers interest in such company offers.
The primary findings highlight the significant demand for customised services to target the broader niche market segment effectively. Additionally, strategic approaches and cost considerations are essential in successfully converting leads. Furthermore, there is a notable lack of capability among SMEs in executing effective marketing strategies. Students' proficiency in marketing, particularly in areas such as paid advertising and content creation, is the most suitable service capability. Key challenges include ensuring timely access to learning resources for clients and the complexity students face in delivering diverse marketing services across various
sectors.
The conclusion validates the business idea and marks a co-creation possibility between all three parties, case company, students and SMEs, a fit. In addition, it highlights positive recommendations for business improvement, which would enhance the business model. A concrete plan of services, SWOT analysis, customer profile and a framework fit.