The Role of Digital Marketing in Improving Organizational Performance during COVID-19: A Study on Marks and Spencer

RESEARCH METHODS
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Table of Contents
INTRODUCTION...........................................................................................................................3
Background of the research.........................................................................................................3
Research aim, objectives and questions.......................................................................................3
Research rationale with justification...........................................................................................4
LITERATURE REVIEW................................................................................................................5
Conceptual framework of digital marketing in the context of retail industry.............................5
Challenges faced by Marks and Spencer during COVID-19 in absence of digital marketing?. .5
Role of digital marketing in improving the organizational performance of Marks and Spencer
during the global pandemic COVID-19......................................................................................6
RESEARCH METHODOLOGY....................................................................................................8
Time scale....................................................................................................................................9
Gantt chart...................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Background of the research
Digital marketing plays a very important role in an organisation as it helps in promoting
the goods and services through the use of internet and other different types of digital
communication (Ketter and Avraham, 2021). With the high impact of COVID-19 in the global
market has resulted in reducing the overall business productivity and performance of employees
working. This is defined as the form of online marketing and helps the business in selling their
goods by the use of internet during the time of pandemic to the customers. The chosen
organisation in the following research is Marks and Spencer. Marks and Spencer is considered as
a British multinational retailer which is headquartered in Paddington, London and mainly
focuses on delivering good quality clothing, home and beauty products to the customers.
Research aim, objectives and questions
Research aim:
To identify the role of digital marketing in improving the organizational performance
during the global pandemic COVID-19: A study on Marks and Spencer
Research objectives:
• To understand the conceptual framework of digital marketing in the context of retail
industry.
• To examine the challenges faced by Marks and Spencer during COVID-19 in absence of
digital marketing.
• To identify the role of digital marketing in improving the organizational performance of
Marks and Spencer during the global pandemic COVID-19.
Research questions:
• What is the role of digital marketing in context of retail industry?
• What are the challenges faced by Marks and Spencer during COVID-19 in absence of
digital marketing?
• What is the role of digital marketing in improving the organizational performance of
Marks and Spencer during the global pandemic COVID-19?
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Research rationale with justification
The main idea of carrying out this present research is that it helps in identifying the role
of digital marketing in enhancing the performance and productivity of the business during
COVID-19 pandemic. COVID-19 has affected the operations of the business adversely within
the retail industry and this has decreased the working efficiency and effectiveness of employees
to work in the company (Redjeki and Affandi, 2021). There are mainly two types of objectives
that have been fulfilled by the researcher while conducting this study ad they are defined as
personal and professional objectives. In relation to personal objectives, the researcher has gained
knowledge and skills related to the role of digital marketing during the time of pandemic. On the
other hand, in terms of professional objectives, the researcher gets detailed knowledge about
digital marketing and how it helps the organisation in improving their overall performance in the
time of COVID-19 pandemic.
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