RESEARCH PROPOSAL Name Group Group Tutor Contact Details Courses Applied for: Marketing, Southampton University Law (International Legal Studies), Southampton University Business Management, Chichester University Table of Contents Objectives of Project 3 Question under Investigation 3 Questions to be Addresses 3 Outline of Contents 3 Approach and Methods 5 Time Plan 5 Reference List 6 Objectives of Project The objective of the project is to identify whether the modern age tools in marketing are a durable solution with respect to the profitability of a company. Marketing is one of the most important aspects of a business. Every company spends a high amount of financial resources on marketing. The purpose of the company is to ensure that it gets more recognition and develops a higher level of customer engagement (McDonald and Wilson, 2016). In this proposal, the aim is to gain knowledge on the modern facets of marketing. With the introduction of technology, a number of channels have been introduced in the modern era. The proposal aims to find out the scope of these channels. It is important for businesses to know how they would gain an advantage with respect to marketing. Question under Investigation Which marketing channel is the most efficient for a business? Questions to be Addressed What are the modern channels of marketing and how are these channels different from the traditional methods?Have customer behaviour witnessed a change over the past few years with the inclusion of modern methods of marketing?What advantage do the modern channels in marketing provide that traditional marketing techniques cannot? Outline of Contents Introduction – This section will introduce the topic to the readers. It will explain the several facets of marketing and the changes that marketing can bring in business. This will be followed by a small discussion on the history of marketing. The change in techniques throughout the history of business will be discussed briefly. The research questions would also be laid out by the researchers in this particular portion of the research. Literature Review – After the topic has been properly introduced, it has to be divided into a proper framework. Here, the various facets of marketing will be discussed along with the relevance of the areas. The traditional areas utilized in marketing will be discussed in a thorough manner. This will be followed by a discussion of the modern channels in marketing. The value that the traditional areas in marketing brought to business will be discussed in an elaborate way. It is necessary to enable the reader to lay down the knowledge with respect to marketing (Park, 2020). Followed by this, the change in technology will be discussed. The change brought about in business by technology has to be illustrated. The relationship between business and technology will also have to be drawn in the literature review. It is important to illustrate the change in position and functions of various areas in business brought about by technology. The literature will further discuss the demands with respect to the new methods of functioning in business. It will also discuss how businesses meet these demands. The literature will finally move to the modern channels with respect to marketing. The change in the use of these channels will also have to be discussed with respect to business. The researcher has to be thorough in each and every aspect of the literature search and framework building. Research Methods – In research, there are philosophies and approaches that have to be discussed by the researcher. The philosophy defines the core set of ideas of the researcher. There are various philosophies that the researcher can adopt. Similarly, in the case of the research approach, the researcher has to lay out whether quantitative, qualitative, or mixed methods are utilized in the process (Christopher, Payne and Ballantyne, 2013). It is important on behalf of the researcher to define these areas. Along with this, the strategy of the research also has to be discussed by the researcher. In many cases, the strategy can be a literature search. Here, existing research will be used to analyse the field of the research. In other cases, there are numerous techniques like qualitative interviews, quantitative surveys, focus groups and others. Along with this, the researcher also has to define the aspects of ethics. Findings and Analysis – The findings of the researcher through the strategy will have to be properly defined. The finality of the research will be largely dependent on the findings in this particular case. Once the findings have been drawn out, the researcher can choose a technique to analyse the data. Discussion – In this portion, the research questions that were laid out in the introduction of the research will be answered in a systematic manner (Chen, 2020). The discussion will also be the final word with respect to the research. It will reveal the end word of the research. Conclusion – This is the final portion of the research. It lays down the importance of the questions raised in the research. It summarises the methods used in reaching a finality with respect to the research. It also summarizes the research in a brief manner. Approach and Methods The approach of the researcher in this particular case is qualitative research. A literature search will be the method used by the researcher to answer the questions. Once the framework of the research is laid out in the literature review, the researcher will further probe into various other areas with respect to the research. For example, it is necessary for the researcher to probe into the various areas with respect to profitability (Grandhi, Patwa and Saleem, 2020). The key points of these studies will have to be concisely laid out by the researcher in the findings section of the research. Once the key points are properly laid out, the findings section will be properly drawn by the researcher. After the completion of this part of the research, it is necessary to choose the analysis technique. In this particular case, the analysis technique will be exploratory data analysis. Through this technique, the researcher can establish the relationships between the variables of the research. The analysis will be centred on the research questions laid out in the initial part of the research. Time Plan Introduction and Research Questions – 2 days Literature Search – 10 days Analysis and Discussion – 5 days Reference List McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons. Park, S., 2020. Marketing management (Vol. 3). Seohee Academy. Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship marketing. Taylor & Francis. Chen, K., 2020. The effects of marketing on commercial banks’ operating businesses and profitability: evidence from US bank holding companies. International Journal of Bank Marketing. Grandhi, B., Patwa, N. and Saleem, K., 2020. Data-driven marketing for growth and profitability. EuroMed Journal of Business.
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