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Impact Of Digital Marketing On Organisational Performance: Case Study Of Intercontinental Hotels Group (2019)

Ref: market0160

Digital marketing can be referred to as the concept of involving new upgraded marketing tactics adopted by organisations to plan long-term resources in increasing customer awareness and meet the objectives of the firm. The process of digital marketing involves products and services based on digital technologies involved with internet technology (based on smartphones, display advertisement, and digital medium). The methods of digital marketing include tools, for example, SEO, SEM, content marketing, display advertisement, and others. The study is focused on analysing the impact of digital marketing. However, the topic is very broad, and thus it has considered the case of the Hospitality industry, more specifically InterContinental Group. The first chapter has outlined a brief background about the main theme of the topic to narrow down the theme using research questions. It has helped the study to shape a comprehensive literature review in the secondchapter; questionnaire for the findings was designed using it to cover all the aspects.

The study has taken the inductive approach to shaping the primary data collection using qualitative data analysis in forming a set.The online survey was carried out by 100 employees of InterContinental Hotels Groups using Likert Scale approach. It has helped the study to collect and analyse data easily as the data is easy to understand. Collected results are further incorporated with the literature review to formulate perspective and set a focus about the main theme of the study. It has helped the researchers to formulate perspective and reduce the gaps within the study theme; a set of recommendations has been given further to the study to outline a path to work on this topic further. For instance, the future studies should consider adoption of diverse approach for collecting data, and they should consider working with the peer reviews to formulate a perspective on the topic. The findings determined that digital marketing approaches, tactics, and techniques have helped Intercontinental Hotel Groups to improve their marketing approach and customer relationship management to achieve their work efficiency. It is recommended for IHG to consider planning their strategies with tactics, for example, SEO, Google Analytics, and others to improve its strategies and look forward to increasing its business efficiency and performance in the industry according to its competitors.

The participants of the study point out that the use of digital marketing strategies will help the firm in improving its financial performance to maintain its competitive advantage. The recommendations and findings of the study have highlighted the need for the use of digital marketing with varying characteristics and uses. It is so because the world of the internet is changing with every passing day and so are the digital marketing strategies for which the organization needs to be updated and informed.

Dissertation aim and objectives

  • To critically evaluate the importance of digital marketing for the hotel industry
  • To examine different types of digital marketing strategies of IHG hotels for improving their performance
  • To critically assess the benefit of digital marketing for IHG hotels
  • To analyse the challenges that can be faced in employing digital marketing techniques for IHG hotels

  • 18,000 words – 64 pages in length
  • Excellent use of literature
  • Excellent analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1 – Introduction
Aim and Objectives
Research Question
Significance of the Research
Problem Statement
Dissertation Structure

2 - Literature Review
Importance of Digital Marketing
Different types of digital marketing used within the hospitality industry for improving their performance
Potential benefits of digital marketing in the hospitality industry
Challenges for companies in the hospitality industry in implementing digital marketing

3 - Research Methodology
Research Philosophy   
Research Approach
Research Design
Data Collection Method
Sampling Methods
Questionnaire Design
Data Analysis Method
Ethical Considerations
Validity and Reliability

4 – Results and Discussion
Results
Efficiency of Digital Marketing in the Hospitality Sector
Challenges related to Digital Marketing in the Hospitality Industry
Strategies to Overcome the Challenges
Discussion

5 – Conclusion and Recommendations
Conclusion
Recommendations for Future Studies

References

Appendix
Questionnaire

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