Exploring the Impact of Online Marketing on Organizational Performance

The assignment content provides an overview of a research project on the impact of online marketing on organizational performance. The study aims to assess the effectiveness of probabilistic and non-probabilistic sampling approaches in selecting the best sample for primary data collection. Additionally, the project will employ thematic analysis to evaluate the data using graphs, pie charts, and diagrams acquired through questionnaires or primary sources. The implementation plan outlines the various activities and tasks to be completed within a predetermined schedule. A total of 12 weeks are allocated for conducting the study, which includes reviewing secondary data, determining research objectives, designing questionnaires, collecting primary and secondary data, and writing the final report. The study will draw conclusions based on the findings, recommendations, and implications for future studies.

To Assess the Significance of Digital
Marketing on Boosting the Sales of
Hospitality Company: Case of Hilton

TABLE OF CONTENTS
Research proposal............................................................................................................................1
Title..............................................................................................................................................1
Background of study....................................................................................................................1
Literature review..........................................................................................................................1
Research Aim...............................................................................................................................2
Research Objectives.....................................................................................................................2
Research Questions......................................................................................................................3
Research methodology.................................................................................................................3
Implementation plan....................................................................................................................4
Reference.........................................................................................................................................6

RESEARCH PROPOSAL
Title
"To Assess the Significance of Digital Marketing on Boosting the Sales of Hospitality
Company: Case of Hilton"
Background of study
In modern era, the importance of online business operations has significantly increased
due to increase in competition among companies. Therefore, every organization makes efforts to
develop some distinct image of company that leads positive impact on the sales and market
position of firm. In this process, management uses wide range of different online marketing tool
such as online websites, blogs, emails, social media, search engine etc. All these tools are
playing important role for establishment of direct contact with consumers and development of
unique image of company (Baloglu and Pekcan, 2006). The present study will be carried out to
assess the significance of digital marketing on boosting the sales of Hospitality Company with
reference to business operations of Hilton Hotels. The present study will assist management of
hospitality firm in application of wide range of online marketing tools in order to influence
consumers towards different products and services that increase sales of company. Apart from
that the understanding of different digital marketing will help managers for establishment of
direct relationship with guests through which hotel will be able to win long term loyalty of
consumers.
Literature review
As per the study of Dave (2009) it has found that online marketing tools assist management
in order to promote business and its services with a distinct. Author further argued that by using
digital marketing tools, Hospitality Company is able to increase effectiveness of overall
marketing activities. This is because digital marketing tools such as social media and emails
helps managers of hotel for managing communication directly with service user. By assessing
regular information about the change in interest of consumers along with their perception about
different hospitality services, top authorities are able to restructure different business operations
associated with the promotion and marketing of different services (Mohammed, Fisher, Jaworsk
and Paddison, 2003).
Siegel (2006) has evaluated that application of digital marketing reduces cost of
marketing operations and increases their effectiveness. This is because management is spreading
1 | P a g e

wide range promotional information to large number of people within very less cost. In this
process, social media such as Facebook and Twitter, emails, online blogs, online websites of
company, etc (Online marketing. n.d.). They have played important role for handling different
operations associated with digital marketing. In this context, Prasad, Ramamurthy and Naidu (2011)
have examined several factors that determine need of advertisement through online tools within
hospitality business. In this, increase in competition level among companies, change in interest
of consumers, overseas business expansion, reduction in profitability of company along with
reduction in sales as well as market position of firm have addressed as most crucial factors that
influence requirement of online marketing tools and activities within hospitality business.
The study of Dave (2009) has found that by using internet based promotional procedure
helps managers to convey information about new offers and services to large number of target
consumers so as management attracts new guests towards different hospitality services. In
addition to that it has been evaluated that online tools such as social media and emails has played
important role for establishment of direct conversation with consumers through which
management is able to assess feedback and complaints of consumers regularly (Mohammed,
Fisher, Jaworsk and Paddison, 2003). By resolving issues of guests, business entity has got
success for establishment of long term relationship with guest and wins loyalty of consumers.
Baloglu and Pekcan (2006) have evaluated that by developing long term relationship with
consumers and enhancing goodwill of firm, the management of hospitality develops new
opportunities for sales that would have significant impact on number of hospitality service user
along with revenue and sales of organization (Online marketing. n.d.). Apart from that it is
evaluated that by considering views and responses of consumers, hospitality organizations are
able to formulate new services and improve quality of existing services through which guests
will get best experience that leads positive impact on sales along with market share of company.
Research Aim
The aim of present study is to assess the significance of digital marketing on boosting the
sales of Hospitality Company: case of Hilton.
Research Objectives
Research goals that will be followed by researcher for managing various activities related
to present research are explained below:
 To assess the importance digital marketing in marketing operations of hospitality firm
2 | P a g e

 To determine the reasons that influence requirement of digital marketing in hospitality
business.
 To assess relationship digital marketing operations and growth in sales of Hilton Hotels
 To suggest important digital promotional tools to influence business performance of
Hilton Hotels
Research Questions
Researcher questions play important role while scheduling different business activities. In
the present investigation, these will provide significant assistance for collection of a wide range
of data with an appropriate manner by considering aim and objectives of investigation. The
research questions for present investigation are presented below:
1. How does digital marketing increase effectiveness of marketing operations of hospitality
firm?
2. What are the reasons that influence requirement of digital marketing in hospitality
business?
3. How do digital marketing operations boost up the sales of Hilton Hotels?
Research methodology
It is considered as a most important section of research. By considering the objectives of
investigation, researcher will adopt different kinds of philosophies and approaches in order to
generate feasible outcomes. The present study will be carried out to assess important of digital
marketing for boosting up sales of hospitality firm with reference to business operations of
Hilton Hotels. It reflects the theoretical nature of investigation so as investigator will apply
descriptive research design and qualitative method for managing different aspect of research. It
will support investigation in order to generate appropriate research outcomes (Daniel and Sam,
2011). Furthermore, interpretivism philosophy will be found best approach for handling different
aspects of current research work. In this context of present study, this approach will help
researcher in evaluation of different aspects of digital marketing and their impact on
organizational efficiency. For the present investigation, there are two types of research
approaches which are inductive or deductive (Manion, Cohen and Morrison, 2007). By focusing
the nature of study, deductive research approach will be found most suitable tool for evaluation
and collection of wide range of data. In addition to that investigator will adopt both primary and
secondary sources for assessment of wide range of information associated with online marketing
3 | P a g e

and their impact on organizational performance to draw appropriate conclusion as per the
research gaols.
Probabilistic and non-probabilistic sampling approaches are available for investigator
through which best sample will be selected for collection of primary data (Johnson and
Christensen, 2010). In addition to that Non-probabilistic sampling approach will be applied by
researcher through which a best sample for investigation can be selected. As per the requirement
of primary research, responses will be taken by managers of Hilton Hotels. A sample size of 13
managers will appropriate for assessment of appropriate research outcomes as per the objectives
of investigation (Creswell, 2013). The evaluation of data will be carried out by using thematic
analysis that will be considered by researcher to examine the data with the help of graph, pie
charts and diagram that will be acquired with the help of questionnaire or primary sources.
Implementation plan
An implementation plan plays significant role to attain aim and objectives of
research as per the predetermined scheduled. It will assist researcher in formulation of
various strategies and supportive activities through investigator can influence effectiveness
of whole research process. An implementation plan for current study is determined below:
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Conducting detail evaluation of the
different aspect related to topic of research
Reviewing secondary data with reference to
investigations of different authors
Determination of the objectives of the study
as per the researcher gap and overall goal of
study
Submission of the proposal for study
Collecting secondary information
associated with topic investigation
Designing questionnaire of the research
4 | P a g e

project topic by considering research
objectives and research questions
Selection of appropriate research
methodology
Collection of primary along with secondary
data for the present study
Writing research methodology in the
research project
Making data analysis of collected primary
data that have acquired through
questionnaire
Writing down analysis part in the research
project
Pretension of the findings, conclusion,
recommendation
Preliminary submitting of research project
to the mentor
Reviewing and assessing feedback
Documenting the project
Final Submission to the assigned tutor
5 | P a g e

REFERENCE
Books and journal
Baloglu, S. and Pekcan, Y. A., 2006. The website design and Internet site marketing practices of
upscale and luxury hotels in Turkey. Tourism Management. 27(1). pp.171-176.
Creswell, J. W., 2013. Qualitative, Quantitative, and Mixed Methods Approaches. 4th ed. SAGE
Publications, Inc.
Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House.
Dave., c., 2009. E-business and e-commerce management. Pearson.
Johnson, B. and Christensen, L., 2010. Educational Research: Quantitative, Qualitative, and
Mixed Approaches. UK: SAGE.
Manion L., Cohen, L., and Morrison, K., 2007. Research methods in education. Routledge.
Mohammed, R., Fisher, R. J., Jaworski, B. J. and Paddison, G., 2003. Internet marketing:
Building advantage in a networked economy. McGraw-Hill, Inc.
Online
Online marketing. n.d. [Online]. Available through:
<http://www.marketingdonut.co.uk/marketing/online-marketing> [Accessed on 19th
December 2015].
Prasad, V. K., Ramamurthy, K. and Naidu, G. M., 2011. The influence of internet-marketing
integration on marketing competencies and export performance. Journal of International
Marketing. 9(4). pp.82-110.
Siegel, C. F., 2006. Internet marketing: Foundations & applications. Cengage Learning.
6 | P a g e