Development Proposal of Digital Marketing Strategy: case company Ukkohalla Ski Resort
Moilanen, Sanna (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053119002
https://urn.fi/URN:NBN:fi:amk-2024053119002
Tiivistelmä
The purpose of this thesis was to plan a proposal for digital marketing campaign targeted for the students of Kajaani University of Applied Sciences. The thesis was conducted for the client, Ukkohalla Ski Resort, and it aimed to provide the client relevant and useful information of the targeted audience, and development suggestions for how to reach students as a new customer audience. Another aim was also to help the client to increase their business’s visibility and attractiveness among students. The objectives of the thesis included conducting audience analysis research, to understand the targeted audience better.
Firstly, the theoretical structure of a digital marketing plan was studied as well as the concepts of digital marketing, social media marketing, different social media platforms, and engaging via social media marketing. Moreover, an interview with a Student Union representative was conducted as a part of the situation analysis of the digital marketing plan phase. The research for analyzing the targeted audience was implemented with a questionnaire, in which the respondents’ geographical backgrounds, opinions and preferences were examined. Using the research results, an analysis of the interview, and previous works of digital marketing plans, a final proposal for the client was created.
Firstly, the theoretical structure of a digital marketing plan was studied as well as the concepts of digital marketing, social media marketing, different social media platforms, and engaging via social media marketing. Moreover, an interview with a Student Union representative was conducted as a part of the situation analysis of the digital marketing plan phase. The research for analyzing the targeted audience was implemented with a questionnaire, in which the respondents’ geographical backgrounds, opinions and preferences were examined. Using the research results, an analysis of the interview, and previous works of digital marketing plans, a final proposal for the client was created.