Hi, im about to submit my thesis about online marketing and the management summary has to be written in english. Can someone please have a look for any mistakes? I'm from the Netherlands!!
"Management summary
This carefully written thesis is the work of the student, as part of his study. The thesis is the last assignment of the study and is being seen as the student’s masterpiece, written in order to accomplish his goal of graduating.
The research took place during the period April till Oktober 2014 among the visitors and the environment of the Sansculpture Fesitival in Oss and was designed to answer the following main question.
In which way Global Pow Wow can make use of online marketing effectively, to accomplish the goal of increasing the turnover by selling tickets online?
In order to get a detailed answer to the main question, several sub-questions need to be answered first:
• What are the elements that online marketing consists of?
• What is the target group of the Sandsculpture Festival?
• How is the organisation currently utilizing online and offline marketing?
• How does a favourable marketing communication mix for the Sandculpture Festival look like?
• What are the recent trends and developments in the event industry?
• What kind of marketing methods can be utilized effectively to stimulate the selling of online tickets?
Research methods
Various methods, including desk research, interviews, observation and polls, were set in to find appropriate answers to the sub-questions. The thesis mostly involves deskresearch, as online marketing is particularly a theoretical subject. Field research was conducted to find a way to apply a well balanced strategy on the correct target group.
Also, several marketing models were applied. Firstly, the researcher used the SDP-model to obtain a clear image of the optimal target group, as well as finding out how to reach it. A second model helped the researcher to shape an effective online vision for the organisation, where the model is designed to define clear points of action to fulfill the vision. Lastly, the marketing communication mix helped the researcher to define communication activities which can help the organisation in increasing the turnover. An extensive writing on the results can be found in chapter 5.
Results
The research gives the reader a clear definition of what online marketing is and how to apply it effectively. Online marketing is a collective term for the management proces that aims to anticipate and fulfill the needs and wishes of people by conducting online marketing activities such as operating a good website and making effective use of social media and mobile marketing.
Research shows that the Sand Sculpture Festival has a very versatile target group with different motivations for taking a visit to the event. Potential visitors are prepared to travel a great distance, what could inspire the organisation in having a broader perspective on marketing activities.
Research also shows the current marketing activities of the organisation. The company shines with offline marketing activities, but rather lacks a strong online communication plan. The organisation has a decent website and utilizes social media, but there is much more that can be put into action such as mobile marketing and apps, as well as making use of other social media platforms.
The event industry is adapting quickly to new trends and developments. In the opinion of the researcher it is important to not get left behind. The following online marketing activities are advised to be considered. Mobile apps for events, crowd sourcing projects and mobile marketing. The organisation should conceptualize astounding experiences and make greater use of social media by expanding to multiple platforms. More trends and extensive descriptions can be found in chapter 1.
Recommendations
The organisation has a website and utilizes social media, but should broaden its perspective on making use of these tools. Online marketing should have different purposes such as mobile marketing, online advertising, brand awareness and brand positioning besides just for increasing the turnover. It’s recommended to look at the trends and developments in the event industry and carefully chose appropriate marketing solutions accordingly".
A BIG THANKS TO YOU!!!!!
