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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
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Conception of an integrated communication plan for Big Bad Wolf's virtual reality services towards consulting and real estate companies in Belgium

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Piga, Andrea ULiège
Promotor(s) : Tondeur, Jean ULiège
Date of defense : 20-Jun-2016 • Permalink : http://hdl.handle.net/2268.2/1294
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Title : Conception of an integrated communication plan for Big Bad Wolf's virtual reality services towards consulting and real estate companies in Belgium
Author : Piga, Andrea ULiège
Date of defense  : 20-Jun-2016
Advisor(s) : Tondeur, Jean ULiège
Committee's member(s) : Peiffer, Véronique ULiège
Hermans, Michel ULiège
Monnoyer, Nicolas 
Language : English
Keywords : [en] 6M communication model, Big Bad Wolf, Consulting, Digital Agency, In-Depth Interview, Integrated Marketing Communication, Real Estate, Virtual Reality
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] This thesis explains the findings of the research about how to create an integrated communication plan for Big Bad Wolf’s Virtual Reality services towards real estate and consulting companies in Belgium.
The research method include a qualitative research conducted through in-depth interviews directed towards two different audiences: European digital agencies’ marketing professionals and real estate and consulting companies’ managers. The 6M model for communication planning is developed to analyze the research’s findings.
The results show the existence of a potential unsatisfied need for Virtual Reality services within Belgian real estate and consulting companies. The target audience highlights Virtual Reality’s potential value for their businesses, but also express skepticism about it, mainly due to Virtual Reality’s technology and market immaturity. Furthermore, concerns regarding Virtual Reality current high costs overweighting its potential revenues have been expressed. It is thus necessary to educate both targets about Virtual Reality benefits for their businesses.
Field research also points out European digital agencies’ communication best practices. Big Bad Wolf should invest in event marketing and position in the market as a provider of superior digital expertise through a high quality portfolio. Message should contain the quality of the product, the degree of fitting to target’s specific objectives for a project, the VR service’s high personalization for the client. Results also suggest to communicate through magazines and newspapers, sales and marketing events, e-newsletters, storytelling, blog, LinkedIn and outdoor campaigns. These actions are aimed to increase BBW’s brand awareness and improve its brand image among the target.
After plan implementation, it is necessary to conduct further measurements and research to assess plan’s performances on the selected target audience.


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Author

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

Promotor(s)

Committee's member(s)

  • Peiffer, Véronique ULiège Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > UER Langues
    ORBi View his publications on ORBi
  • Hermans, Michel ULiège Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > Impacts managér. des politiques de mondial. et de communic.
    ORBi View his publications on ORBi
  • Monnoyer, Nicolas
  • Total number of views 84
  • Total number of downloads 0










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