Research Project- Impact of Digital Marketing on the customer preference : case study on Marriott Hotel
Carry out sustained research investigation and provide evidence against assessment criteria.
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Added on 2020-06-04
Research Project- Impact of Digital Marketing on the customer preference : case study on Marriott Hotel
Carry out sustained research investigation and provide evidence against assessment criteria.
Added on 2020-06-04
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RESEARCH PROJECT
Table of ContentsTOPIC: “To identify impact of digital marketing on the customer preference- A case study onMarriott Hotel”. ...............................................................................................................................1TASK 1............................................................................................................................................1LO 1.................................................................................................................................................11.1 Project outline specification.............................................................................................11.2 Factors that take part in the research project selection.....................................................21.3 Literature review..............................................................................................................21.4 Research project specification..........................................................................................41.5 Plan and procedures for the research specification..........................................................6TASK 2............................................................................................................................................9LO 2.................................................................................................................................................92.1 Match resources with questions and hypothesis...............................................................92.2 Proposed research investigation for the procedure...........................................................92.3 Recording and collecting data........................................................................................11LO 3...............................................................................................................................................133.1 Research evaluation techniques......................................................................................133.2 Analysis research ...........................................................................................................143.3 Recommendation and justification for further research ................................................17TASK 3..........................................................................................................................................18LO 4...............................................................................................................................................184.1 Presentation of outcomes................................................................................................18REFERENCES..............................................................................................................................20
TOPIC: “To identify impact of digital marketing on the customer preference-A case study on Marriott Hotel”. TASK 1LO 11.1 Project outline specificationBackground of the studyDigital marketing is the effective tool that assists to grow outcomes and results throughpromote products and services. In this aspect, facilities determines to share informations,perception, interest, ideas, etc. (Marotzke, Müller and Prömmel, 2016). Digital marketing is theeffective area where several things exists that impact positively on the customers. With the helpof this channel, community based output, collaboration and many other things can beimplemented that make successful operations. Further, it also helps to assess customer perceptionthrough providing several kinds of images on company website. In the present report, Marriotthotel perform different functions and operations as per hospitality sector in the whole market.They deal as international hotel to perform functions and operations. Purpose of the present research In order to carry the present research, main aim is to identify impact of digital marketingon the customer perception. This is because, each customer has demand for qualitative productsand services at low cost (Mailhot, Gagnon and Binette, 2016). Therefore, digital marketing is thecrucial platform where several types of information collected that based on the customer choiceand preferences. Aim: “To identify impact of digital marketing on the customer preference- A case study onMarriott Hotel”. Objectives of researchTo understand the concept of digital marketing and customer preferences.To identify factors that impact on the consumer choice with digital marketing.To assess effectiveness of the digital marketing to attract customer of Marriott hotel. To recommends ways through organisation can enhance performances of digital-marketing to increase customer base. 1
Question of research:What is the concept of digital marketing and customer preferences?What are the factors impact on the customer preferences in order to use digitalmarketing?How digital-marketing is effective to attract customer of Marriott hotel?1.2 Factors that take part in the research project selectionIn order to select the topic, following factors create impact:Interest: In this present research topic, I have interest to identify impact of the digitalmarketing on the customer preferences. I want to assess knowledge in the digital mediamarketing that impact on the preferences of buyers. Therefore, I selected this topic. Benefits: In order to considered the present research, there are several benefits alsoassesses towards the customer in the business environment. With regards to identifyimpact of digital marketing on customer preference, effectiveness of the customersrequire develop. In this way, customer preferences can be assess, opportunities identifiedto enhance market share. In addition to this, knowledge can be increases towardscustomer preferences (Karp and Sacks, 2014). Experience: in order to conduct the present research, I can explore understanding and myknowledge to create effective functioning at workplace. In this way, positive impact canbe identify that help to understand the research objectives. Explore: In addition to this, with considered different tools and techniques that are usefulto make effective functions at workplace. Therefore, effective functioning can be explorein the business that carry with goals and objectives (Ryan, 2016). Resource availability: In order to carry the present research program, at workplace thereare enough resources. With the help of enough fund, human resources and other material,effective information could be develop with digital media marketing. 1.3 Literature reviewTheme 1: Concept of digital-marketing and customer preferencesAccording to the Armstrong, Kotler and Brennan, (2015), digital marketing is theeffective process in which products and services marketed by different types of digitaltechnologies. It includes social media, internet, etc. that helps to display advertisement and manyother digital medium. Digital marketing platform continuously increasing day by day that2
incorporated into the plan of marketing. In this aspect, some marketing plan used that campaignswith digital-marketing that become more prevalent and efficient. There are different kinds oftechniques implemented that assists to develop customer base with digital marketing such assearch engine optimization, search engine marketing, etc. However, Centobelli, Cerchione and Raffa, (2016) stated that digital marketing referredas the online marketing that includes internet, web, etc. It is the most common term that makehigh growth with implementation of advertisement. There are different kinds of ways that usedin digital marketing that creates benefits in marketing efforts. Using digital marketing is not erathat allow for the brand to market the products and services. In this aspect, both types positiveand negative feedbacks can be taken at workplace that could be make support to accomplisheffective functioning at workplace. Dodson, (2016), said that digital marketing refers to theadvertisement which includes digital channel such as social media, email, mobile apps, etc. Inthis aspect, Marriott can post their photos, videos, etc. on website through customers attractedtowards the business. It is the best strategy that assist to meet with goals and objectives of theorganisation. Theme 2: Factors impact on the customer preferences with digital-marketingAs per the view of Kingsnorth, (2016), study of consumer perception is the not easytopic. It not helps to predict outcomes for future but also pertain to create understanding towardspurchasing pattern of them. It is very important element that create profitability at workplace.There are several factors exist that impact on the consumer perception such as marketingcampaigns which includes advertisement that influence to customer for purchasing any productthrough make decisions. It is the main element that opt for one brand and indulge for theshopping. Marketing campaign undertaken at the regular intervals that assists to remindconsumer to shop for the exciting products. On the other hand, Sahdeo and Srivastava, (2016) stated that economic conditions is theeffective element that create impact on the consumer spending decisions which greatly influencein the marketing. It holds truly for the purchasing of products in the market. With the help ofpositive economic environment, consumer are more confident and willingly buy products withfinancial liabilities. Furthermore, Karp and Sacks, (2014) explored that personal preference is theanother element that create impact on customer and influence to their decisions such as likes,dislikes, priorities, etc. In the certain dynamic industries like hospitality that is Marriott personal3
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