Impact of Digital Marketing on Profitability and Sales of a Company

Business and Management
Dissertation

TITLE
To examine the impact of digital marketing on profitability and sales of a company. A case
study on Marks & Spencer.
INTRODUCTION
Professional improvement is learning to expand and administrate expert data such an
academic degrees to formal coursework, attending conferences and informal learning
possibilities placed in activity. The primary goal of expert development is the powerful and
excellent sufficient execution of skills and techniques which make bigger information and
transport of gaining knowledge of (Behera and et. al., 2020). The purpose of this modern
research is to study the impact of virtual advertising and marketing on profitability and income
of an agency assignment. In this digitalization international, commercial organization
corporations make digital advertising with the useful resource of using virtual equipment like
social media system, net and masses of more which make an optimistic impact in term of getting
interest of amount of goal audiences. The status quo decided on for current studies is Marks &
Spencer that's nicely stated British retail place enterprise corporation and strolling its
organisation at international scale. The primary headquarter of the company agency is placed at
London, England. Marks & Spencer Group Plc is retailer in the United Kingdom, with over 1380
outlets around the world. The Organisation is the holding enterprise of the Marks & Spencer
Group of companies. The venture operates by two segments: UK and International. The UK
segment consists of the UK retail business and UK franchise operations. The International
segment consists of Marks & Spencer owned businesses in the Republic of Ireland, Europe and
Asia, together with international franchise operations. The company is engaged in delivering
own brand food, clothing and home products in its stores and online both in the UK and
internationally.
BACKGROUND and RESEARCH FOCUS
The digital revolution is increasing the impact of marketing and advertising investment on
management. Digital marketing is already one o the best predictive tools for accurately
determining not only a consumer’s lifetime value, in order to develop effective business plan, but
also the return on an investment in advertising (De Pelsmacker, Van Tilburg and Holthof, 2018).
The real challenge lies in accessing it and bridging the gap among technology and management,
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