Contents 1. Chapter 01: Introduction - PDF document

Contents 1. Chapter 01: Introduction ............................................................................................................. 7 1.1 Project Rationale .................................................................................................................. 7 1.2 Background to the Company ............................................................................................... 8 1.3 Current Situation .................................................................................................................. 8 1.4 Academic Aims and Objectives ........................................................................................... 9 1.5 Chapter Outline .................................................................................................................... 9 2 Chapter 02: Literature Review ................................................................................................. 10 2.1 What is a Literature Review .............................................................................................. 10 2.2 Introduction to Marketing Communication Mix ............................................................ 10 2.3 The Role of Branding ......................................................................................................... 11 2.4 Impact of Advertising on Branding .................................................................................. 12 2.5 Impact of Sales Promotion on Branding .......................................................................... 12 2.6 Impact of Personal Selling on Branding ........................................................................... 13 2.7 Impact of Public Relations on Branding .......................................................................... 14 2.8 Impact of Word Of Mouth (WOM) on Branding ............................................................ 15 2.9 Synthesis of Literature Reviewed ...................................................................................... 16 2.10 Chapter Summary .............................................................................................................. 17 3 Chapter 03: Methodology .......................................................................................................... 18 3.1 Introduction ........................................................................................................................ 18 3.2 Overview of Research ......................................................................................................... 18 3.3 Research Philosophies and approach ............................................................................... 18 3.3.1 Research Philosophy of Choice ................................................................................. 18 3.3.2 Research Approach of Choice ................................................................................... 20 3.4 Methodological Choice ....................................................................................................... 21 3.5 Research Strategy ............................................................................................................... 23 3.6 Data Collection ................................................................................................................... 23 3.6.1 Primary data Vs. Secondary data ............................................................................. 23 3.6.2 Data Collection Techniques ....................................................................................... 24 3.6.3 Population and Sample .............................................................................................. 25 3.7 Pilot Survey ......................................................................................................................... 25 3.8 Limitations of the Research Methodology ........................................................................ 26 3.9 Ethical Approach to Research ........................................................................................... 26 3.10 Chapter Summary .............................................................................................................. 27 1

4 Chapter 04: Findings and Analysis ........................................................................................... 27 4.1 Introduction ........................................................................................................................ 27 Question 1 – Analysis of Age ..................................................................................... 27 4.1.1 Question 2 – Gender Analysis ................................................................................... 29 4.1.2 4.1.3 Question 3 - Current Qualification Related to BMS? ............................................. 30 4.1.4 Question 4 .................................................................................................................... 30 4.1.5 Question 5 .................................................................................................................... 31 4.1.6 Question 6 .................................................................................................................... 33 4.1.7 Question 7 .................................................................................................................... 34 4.1.8 Question 8 .................................................................................................................... 35 4.1.9 Question 9 .................................................................................................................... 36 4.1.10 Question 10 .................................................................................................................. 38 4.1.11 Question 11 .................................................................................................................. 40 4.1.12 Question 12 .................................................................................................................. 42 4.1.13 Question 13 .................................................................................................................. 43 4.1.14 Question 14 .................................................................................................................. 44 4.1.15 Question 15 .................................................................................................................. 46 4.1.16 Question 16 .................................................................................................................. 47 4.1.17 Question 17 .................................................................................................................. 48 4.1.18 Question 18 .................................................................................................................. 49 4.1.19 Question 19 .................................................................................................................. 50 4.1.20 Question 20 .................................................................................................................. 52 4.1.21 Question 21 .................................................................................................................. 53 4.1.22 Question 22 .................................................................................................................. 54 4.1.23 Question 23 .................................................................................................................. 56 4.1.24 Chapter Summary ...................................................................................................... 57 5 Chapter 05: Conclusions and Recommendations .................................................................... 57 5.1 Review of Research Objectives .......................................................................................... 58 5.2 Synthesis of Literature and Findings ................................................................................ 58 5.3 Limitations of the Research ............................................................................................... 60 5.4 Further Developments for Future Research .................................................................... 60 5.5 Recommendations ............................................................................................................... 60 6 List of References ....................................................................................................................... 62 7 Appendix 1- Questionnaire ........................................................................................................ 78 Appendix 2 – Pilot Survey Changes 8 .......................................................................................... 81 2

Contents 1. Chapter 01: Introduction - PDF document

Contents 1. Chapter 01: Introduction ............................................................................................................. 7 1.1 Project Rationale

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