This project proposal investigates the role of digital marketing in mitigating the negative impacts of the Covid-19 pandemic on firm productivity, using Asda Stores Ltd as a case study. It highlights the rationale for selecting this topic, emphasizing the threats to the UK retail sector due to lockdowns and the researcher's personal interest in skill development. The proposal outlines the research aim to understand digital marketing's role in overcoming Covid-19 challenges and improving firm productivity, along with specific objectives to evaluate the concept of digital marketing, determine its role in improving productivity for Asda Stores Ltd, and recommend effective strategies. Key research questions focus on defining digital marketing, assessing its impact on Asda's productivity, and identifying strategies for improvement. The conclusion emphasizes the importance of digital marketing for enhancing productivity and facilitating better customer communication to mitigate the pandemic's negative effects.
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