Digital Marketing: A Case Study Of Morrisons Custom Essay

Chapter 1:
Why this research has been undertaken?
Abstract
Introduction: Introduction to Digital Marketing
Background Of Morrison
Aim: To establish the extent to which digital marketing enhances business performance in the UK

Objectives:

a) to discuss the reasons for Digital Marketing and evaluate its effects in retail business.
b) To undertake a review of current academic Literature surrounding Digital Marketing in the UK
c)Utilize Primary research to asses the process for Digital Marketing at Morrison
d) To draw conclusions and make recommendations for the costs and benefits of Digital marketing to Morrisons

Research Questions:
a) Can effective development of Digital Marketing lead to improved business performance at Morrisons

b) (please add a second research question here)

CHAPTER 2) LITERATURE REVIEW

-Consumer behavior
-How Digital marketing affects consumer behaviour
-Effective marketing management
-Managing the digital offer
-Morrisons- late entrance into Digital marketing
-Future Developments

CHAPTER 3 METHODOLOGY

Primary research: Research design
Questionnaire
In depth interviews
Focus group

Secondary research:
Compare
Tesco, Sainsbury, Waitrose, Aldi.

CHAPTER 4: FINDINGS AND ANALYSIS
CHAPTER 5: CONCLUSION
CHAPTER 6: RECOMMENDATIONS