The Influence of Integrated Marketing on Amazon: Dissertation Proposal

This dissertation proposal explores the impact of integrated marketing communication (IMC) and digital marketing on Amazon's business performance, with a specific focus on branding and promotional strategies. The proposal outlines the aims and objectives, including determining the concept of IMC and digital marketing and assessing their impact on business image. It includes a comprehensive literature review covering definitions of IMC and digital marketing, the impact of digital technology on business performance, and the relationship between IMC and digital technology in enhancing brand image. The research methodology involves both quantitative and qualitative data collection methods, with a sample size of 20 Amazon employees. The data collection will utilize questionnaires. The proposal also addresses data analysis techniques, research ethics, resource allocation, and a timeline for completion, including a Gantt chart and budget considerations. The conclusion emphasizes the importance of IMC and digital marketing in improving organizational functioning and market presence.

Title: The impact of integrated
marketing communication and digital
marketing on Amazon Including
branding and promotional -
Dissertation proposal

Table of Contents
INTRODUCTION......................................................................................................................4
MAIN BODY.............................................................................................................................4
Aims.......................................................................................................................................4
Objectives:..............................................................................................................................4
Literature review........................................................................................................................4
Research methodology...............................................................................................................5
Research methods...................................................................................................................5
Sample size,............................................................................................................................5
Chosen data collection method..............................................................................................5
Questionnaires........................................................................................................................6
How are you going to analyse the data..................................................................................7
Research ethics.......................................................................................................................8
Resources and planning..............................................................................................................8
Timeline.................................................................................................................................8
Determine your budget...........................................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
Integrated marketing in digital marketing for increasing continuously which are
helpful to the business organisation in order to improve their functions as well as achieve
business objectives (Bruhn and Schnebelen, 2017). In context of the current research report
there is discussion about the Amazon for stop it is American multinational organisation
which is dealing in digital marketing as well as providing services in e-commerce platform.
In context of the present research it include discussion about aims and objectives along with
the detailed Richard literature review fall stop there is also a discussion about research
methodology which include an appropriate questionnaire. Along with this there is also a
discussion about use of data as well as research ethics in an appropriate structure by using
gantt charts and appropriate budget.
MAIN BODY
Aims
"To identify the impact of integrated marketing and digital marketing on business presence of
an organisation" case study of Amazon.
Objectives:
 To determine about concept of integrated marketing and digital marketing
 To ascertain the impact of digital technology on business performance of organisation
 To determine relationship between integrated marketing communication and digital
technology with enhance level of business image of brand.
Literature review
What are concept of integrated marketing and digital marketing?
According to view point of (Percy, 2018) Integrated marketing can be defined as a
concept which is used by the organisation in order to improve its function as well as meet the
requirements for staff integrating marketing is that statistical approach which help the
organisation in integrating the communication and interactive experience but are getting
undefined audience for staff this help the organisation in coordinator and achieving all the
aspects related to marketing of brand. Digital marketing can be defined as that function which
is related to using the tools and techniques and order to promote the products and services of
organisation.
What is the impact of digital technology on business performance of organisation?
According to the viewpoint of (Blakeman, 2018) Digital technologies essential part of
a business organisation which help the form in performing different function for staff there
are different impacts of digital technology on business performance which has to be utilised
in accordance with the needs and requirements of the current business scenario. It is also
identified that there are various factors which are covered under the business technology as

well as digital marketing which has to be used for achieving better results.welcome to you
there are various factors which has to be covered under the functions of digital marketing
which are used by the organisation to meet the requirements and achieve better results.
What is relationship between integrated marketing communication and digital
technology with enhance level of business image of brand?
In guidance of (Finne and Grönroos, 2017) It is evaluated the digital business an
integrated marketing communication has a good relationship in order to boost the
productivity of business organisation as well as in hence the brand image of form for start this
can also be utilised by Amazon that there are different factors within it which help in
establishing appropriate relationship. Integrated marketing communication will help in
meeting the requirements of customers and organisation by providing an appropriate way to
communicate to the products of wishes for customers. Is also help in managing the digital
business technology and hence in the business was sold in the market by utilising the
resources in a impactful way.
Research methodology
Research methodology can be defined as a Framework which is used by the
organisation in order to collect the information as well as analyse the various data so that
research can be performed in an effective way. It includes different kinds of methods which
can be used in order to perform the research.
Research methods
Quantitative data: it is that kind of data which is based on numbers. It is essential for
the organisation to analyse the data and order to meet the requirements for stop this that are
required analysis which has to be performed according to the needs and requirement of
business organisation (Camilleri, 2018).
Qualitative data: It is that data which shows the quality of the methods which are
used at the research for stock in context to this data researcher use different kind of
qualitative information which help in providing an insight about the data as well as a format
in effective manner.
Sample size,
In order to complete the research the appropriate sample size which is taken by the
researcher is 20 people for stop it include both male and female employees of Amazon were
currently working within the organisation and will help us to the firm in collecting the data by
the use of primary methods of data collection (Santoso, 2018)
Chosen data collection method
In context of the present report the methods which are used in order to collect the data
include primary and secondary method.
Primary method: it can be defined as that method of data collection which is related
to collecting the data in the raw form.in context of this method of data collection the data is

collected by the use of interviews questionnaires and various other tools in order to collect
the data in primary form (Pluta-Olearnik, 2018).
Secondary data: secondary data include that kind of data collection which is related
to to collecting the data from secondary sources. Under this there are different sources such
as books journals articles in newspapers and various other sources which provide data ful
stop this data can be used by the organisation in order to meet the requirements of performing
literature reviews.
Questionnaires
Question 1) Do you know about the concept of integrated marketing communication and
digital technology?
A) YES
B) NO
Question 2) Do you think that using integrated marketing and digital marketing will help
Tesco in achieving its business objectives?
A) YES
B) NO
Question 3) According to you what are the factors which are impacting on integrated
marketing communication within Amazon?
A) Fragmentation of the mass market.
B) Media Fragmentation
C) explosion of New Technologies
Question 4) In your opinion, what are the different strategies which can be adopted by
Amazon in order to improve its digital marketing?
A) buyer personas
B) S.M.A.R.T. goals
C) Brainstorm
Question 5) What are the significance of integrated marketing to Amazon?
A) YES
B) NO
C)
Question 6) What are the different strategies which can be adopted by Amazon in order to
boost the function of integrated marketing?
A) Content Marketing
B) Email Marketing
C) Social Media Marketing
Question 7) What are the major drawbacks which are faced by Amazon while implementing
the concept of digital marketing in organisational functions?
A) Time consuming
B) Complaints and feedback
C) Security and privacy issues
Question 9) According to you, using digital marketing and integrated marketing
communication system within organisation is impactful for Amazon?
A) YES
B) NO
Question 10) According to you, what are the different factors which are utilised by

organisation in order to manage communication to its employees and meeting requirements
of digital business?
A) YES
B) NO
How are you going to analyse the data
Question 1) Do you know about the concept of integrated marketing
communication and digital technology?
Frequency
A) YES 15
B) NO 5
Question 2) Do you think that using integrated marketing and digital marketing
will help Tesco in achieving its business objectives?
Frequency
A) YES 13
B) NO 7
Question 3) According to you what are the factors which are impacting on
integrated marketing communication within Amazon?
Frequency
A) Fragmentation of the mass market. 10
B) Media Fragmentation 06
C) explosion of New Technologies 04
Question 4) In your opinion, what are the different strategies which can be
adopted by Amazon in order to improve its digital marketing?
Frequency
A) buyer personas 08
B) S.M.A.R.T. goals 07
C) Brainstorm 05
Question 5) What are the significance of integrated marketing to Amazon? Frequency
A) YES 07
B) NO 08
C) 05
Question 6) What are the different strategies which can be adopted by Amazon
in order to boost the function of integrated marketing?
Frequency
A) Content Marketing 10
B) Email Marketing 05
C) Social Media Marketing 05
Question 7) What are the major drawbacks which are faced by Amazon while
implementing the concept of digital marketing in organisational functions?
Frequency
A) Time consuming 06
B) Complaints and feedback 07
C) Security and privacy issues 07
Question 9) According to you, using digital marketing and integrated marketing
communication system within organisation is impactful for Amazon?
Frequency
A) YES 10
B) NO 10
Question 10) According to you, what are the different factors which are utilised
by organisation in order to manage communication to its employees and meeting
requirements of digital business?
Frequency
A) YES 13
B) NO 07

In order to analyse the data they will use of appropriate graphs and charts which will show
the interpretation in an appropriate manner as well as help in identifying the different factors
which has to be considered and the patterns which are analysed from the collected data
(Dharmappa, 2018).
Research ethics
Research ethics can be defined as those functions which are related to performing the
research in an appropriate manner in order to achieve the objectives as well as reducing the
chances of misconduct. In context of the current report it is identified that there are various
factors which has to be used by the organisation in order to perform the research in effective
manner and achieve the objectives according to it (Chaffey and Smith, 2017). In relation to
the present report the research ethics which are followed under this are discussed below:
 Use of authentic information in order to meet the requirement criteria of the research
as well as perform the research in effective manner.
 maintaining privacy of the data which is provided by different respondents from the
Amazon in order to make the research effective as well as prepare the questionnaire
and interpretation option in an appropriate manner.
Resources and planning
Timeline
Gantt chart: Gantt chart can we define is that tool which is used by the organisation
in order to divide the functions in an appropriate time frame. This help in increasing the
effectiveness of the results as well as provide guidelines about various factors. Under this
organisation can easily implement the functions as well as performed this function according
to the needs and requirements (Orasmäe, 2017).

Determine your budget
Budget: Budget can be defined as that part of the research which is related to
performing an appropriate system and using the tools and techniques in order to analyse the
budget. It provides information about the oval expenditures which is implemented on the
research in order to collect the positive outcomes (Kingsnorth, 2019).

CONCLUSION
It can be concluded from the above mentioned information that there are various
factors which has to be covered under a research report for stock these factors are directly
related to the research report where it help in developing the research concept as well as
maintaining appropriate functions. This help in achieving better results as well as performing
the function in appropriate manner so that the research can be completed on the time. There
are different frameworks which have to be used and implemented within the research in order
to meet the requirement of a particular research project. It is also analysed that digital
marketing and integrated marketing communication are essential features which help in
improving the organisational functioning as well as word in which in the market where it is
working.

REFERENCES
Books and journals
Percy, L., 2018. Strategic integrated marketing communications. Routledge.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an
instrumental to a customer-centric perspective. European Journal of Marketing.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Santoso, P.Y., 2018. Transformasi Integrated Marketing Communication di Era
Digital. JURNAL PUSTAKA KOMUNIKASI, 1(2), pp.313-326.
Pluta-Olearnik, M., 2018. Integrated marketing communication—concepts, practice, new
challenges. Marketing of Scientific and Research Organizations, 28(2), pp.121-138.
Dharmappa, S., 2018. Study of the Effectiveness of Online Marketing on Integrated
Marketing Communication. GRIN VERLAG..
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Orasmäe, A., 2017. Integrated Marketing Communication.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.