Effects of Successful Digital Marketing Campaign on Luxury Brand Performance

DISSERTATION PROPOSAL
To understand what are the effects of a
successful digital marketing campaign on
luxury brand performance
TED BAKER’S
Title: To understand what are the effects of a successful digital marketing campaign on luxury
brand performance
Chapter 1: Introduction
Significance of the topic
Purpose of the research
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Proposed aim, objectives and research questions
Chapter 2: Literature Review
Chapter 3: Research Methods and Methodology
Research philosophy
Research paradigm
Research approach
Research methodology
Research strategy
Sampling methods
Data collection methods/tools
Ways of interpreting data
(Gantt chart)
Ethical consideration of the research
Chapter 4: Conclusion
Title: To understand what are the effects of a successful digital marketing
campaign on luxury brand performance
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Chapter 1: Introduction
Significance of the topic
Digital marketing is mainly inclusive of all forms of marketing efforts that include use of the
internet. In this organization under take advantage of digital channels such as websites, search
engine, social media, email etc with the help of which organization can connect with prospective
and current consumers (Cavender and Kincade, 2014). In today’s business world the use of
internet is being significantly enhanced around the globe. This provide opportunity for
organisations under take advantage of digital tools and techniques to attract larger base of
customers. The present research is conducted on the effect of digital marketing campaign on
luxury brand performance. This research identifies the concept of digital marketing campaign
and the impact of successful digital marketing on the company performance. For this research
Ted Baker a leading luxury brand of United Kingdom is being undertaken. The research also
determines potential digital marketing campaign with the help of which company can enhance
their growth.
Purpose of the research
The main purpose of present research is to identify the effects of successful digital
marketing campaign on luxury brand performance. The present research is conducted on Ted
Baker’s, which is operating its roles and responsibilities in the provinces of United Kingdom as a
luxury brand. The main purpose of this research is to determine the impact of successful digital
marketing campaign on company performance along with certain digital marketing campaigns
that will help organization to long term growth and success.
Rationale of the research
The reason behind selecting area of digital marketing for luxury brands for this
investigation is personal interest and inclination towards understanding digital marketing impact
on the corporate industry specifically elite high income brands. In addition to this investigating
the outcome of successful digital marketing campaign on performance of luxury brand can help
determine the scope of digital marketing for luxury businesses. It can help uncover the role of
digital marketing campaigns in supporting growth of luxury brands so that the usage of digital
marketing by luxury brands becomes more specific and targeted. The area of this investigation is
important because luxury firms can use the conclusion of this investigation to modify their
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digital marketing campaign and maximize its positive impact on the company. In addition to this
it’s also useful for any future research in the field of digital marketing because it will provide
evidence based results about the potential results of digital marketing campaigns in the current
corporate world.
Proposed aim, objectives and research questions
Research Aim
To identify the impact of a successful digital marketing campaign on luxury brand
performance. A study on Ted Baker, UK
Research Objectives
 To identify the concept of the digital marketing campaign.
 To determine the impact of a successful digital marketing campaign on Ted Baker’s
performance in the UK.
 To evaluate the potential digital marketing campaigns that will help Ted Baker to
maximise its growth.
Research Questions
 What is the concept of the digital marketing campaign?
 What is the impact of a successful digital marketing campaign on Ted Baker’s
performance in the UK?
 What are the potential digital marketing campaigns that will help Ted Baker to maximise
its growth?
Chapter 2: Literature Review
Literature review is defined as an overview of previously published work on a particular
topic. With the help of this investigator can gain formality with the current knowledge in the
chosen field. With the help of this researcher can also gain understanding of the research topic
and can fulfil research aims and objectives in effective manner
Concept of the digital marketing campaign
According to the viewpoint of Dodson, (2016) digital marketing campaign is inclusive of
execution of marketing strategy across different digital marketing channels. With the help of
digital marketing campaign organization can influence attention of target market audience in
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