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How SMEs manage their digital marketing communication with their clients : case study of Walloon SMEs in restaurant and retail business

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Micco, Céline ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 14-Jan-2019/25-Jan-2019 • Permalink : http://hdl.handle.net/2268.2/6278
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Title : How SMEs manage their digital marketing communication with their clients : case study of Walloon SMEs in restaurant and retail business
Translated title : [fr] Comment les PME gèrent leurs communication marketing digitale avec leurs clients: cas d'application aux PME Wallonnes dans le secteur de la restauration et du commerce de détail
Author : Micco, Céline ULiège
Date of defense  : 14-Jan-2019/25-Jan-2019
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Blavier, André ULiège
Rondeux, Benoit 
Language : English
Number of pages : 278
Keywords : [en] Digital marketing communication (DMC), social media, online/digital channels, management statistical tools, small-and-medium-sized enterprises (SMEs)
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
Student
General public
Other
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] With the development of the Internet, the growth of social media and the rapid spread of mobile devices, the marketing communication landscape has changed profoundly and has become digitized. Since then, companies have enlarged their playground by taking into account what is now called "digital" marketing communication.
As companies have entered and now operate in this new online environment, it is of crucial importance to assess the impact of new media on their business activities. In this context, the focus of the study was on the management of online channels by small-and-medium-sized enterprises (SMEs). This exploratory research aims at better understanding why SMEs use digital marketing communication and how they manage it on a daily basis. This work starts with a review of the current literature. Recent research has contributed substantially to the adoption of digital channels by SMEs. Nevertheless, additional studies are required to examine what happens after the adoption phase within SMEs. To achieve this objective, twelve interviews were conducted among restaurants and retail stores in Wallonia. More specifically, their usage and management of online channels for their marketing communication was analysed.
The main findings of this study have revealed that the majority of SMEs do not manage effectively their DMC. In fact, due to a lack of time and knowledge, SMEs do not entirely exploit the potential of those digital channels. Moreover, it was also discovered that SMEs do not fully take advantage of the statistic tools provided by online platforms. Finally, it was discovered that none of the SMEs surveyed had established any digital marketing communication strategy.


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  • Micco, Céline ULiège Université de Liège > Master sc. gest., à fin.

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