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Digital marketing strategies to raise online brand awareness in an international context : the case of skechers

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Kévers, Virginie ULiège
Promotor(s) : Ates, Zelal ULiège
Date of defense : 21-Jun-2016 • Permalink : http://hdl.handle.net/2268.2/1289
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Title : Digital marketing strategies to raise online brand awareness in an international context : the case of skechers
Author : Kévers, Virginie ULiège
Date of defense  : 21-Jun-2016
Advisor(s) : Ates, Zelal ULiège
Committee's member(s) : Maréchal, Brigitte ULiège
Lara Quintanilla, Marta ULiège
Lakin, Timothy 
Language : English
Keywords : [en] Brand awareness, digital marketing strategy, objectives and results
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] Skechers Benelux would like to raise its brand awareness through a digital model.
Based on a literature review and digital marketing concepts, this project-dissertation develops a digital marketing strategy in order to meet the objectives set up by the company. Therefore, two distinct sections will be studied.
The literature review discusses brand awareness, digital marketing strategies and the relationship between the first two. After that, a chapter is dedicated to the cultural differences observed in an international environment.
In the empirical chapter, the digital marketing strategies are developed. It will begin by setting out a micro and macro environmental analysis that will allow the company to understand its context. Then, through two missions conducted in the company, the development of digital strategies are set out and the results analysed.


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Access Project-dissertation Kévers Virginie.pdf
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Author

  • Kévers, Virginie ULiège Université de Liège > Master sc. gest., fin. spéc. digit. mark. & sale (ex 2e ma.)

Promotor(s)

Committee's member(s)

  • Maréchal, Brigitte ULiège Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > UER Management
    ORBi View his publications on ORBi
  • Lara Quintanilla, Marta ULiège Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > Marketing et intelligence stratégique
    ORBi View his publications on ORBi
  • Lakin, Timothy
  • Total number of views 203
  • Total number of downloads 0










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