Digital marketing strategies to raise online brand awareness in an international context : the case of skechers
Kévers, Virginie
Promoteur(s) : Ates, Zelal
Date de soutenance : 21-jui-2016 • URL permanente : http://hdl.handle.net/2268.2/1289
Détails
Titre : | Digital marketing strategies to raise online brand awareness in an international context : the case of skechers |
Auteur : | Kévers, Virginie |
Date de soutenance : | 21-jui-2016 |
Promoteur(s) : | Ates, Zelal |
Membre(s) du jury : | Maréchal, Brigitte
Lara Quintanilla, Marta Lakin, Timothy |
Langue : | Anglais |
Mots-clés : | [en] Brand awareness, digital marketing strategy, objectives and results |
Discipline(s) : | Sciences économiques & de gestion > Marketing |
Institution(s) : | Université de Liège, Liège, Belgique |
Diplôme : | Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management |
Faculté : | Mémoires de la HEC-Ecole de gestion de l'Université de Liège |
Résumé
[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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