• Marketing Management
    Key Success Factors: Marketing of a Tourism Destination

    Discuss the major factors which make a globally successful business tourism destination and apply these factors to a successful business tourism destination of your choice indicating any recommendations where improvements still need to be made.   In the recent decades, as in line with the globalisation process, it is witnessed that tourism related activities are […]

  • Case Study
    A Marketing Audit and Communication Plan for Lego Corporation

    1.0   Introduction Lego, which name derived from the Danish words “leg godt” (i.e., means ‘play well’) (Brown-Humes, 2004; Carter, 2003), is the toy company originated from Denmark that allows children, and others, to develop their creativity, imagination and curiosity through ‘bricks’ (Allagui, 2008). Upon the company disastrous financially losing year in 2003 (Brown-Humes, 2004), the […]

  • Case Study
    A Branding and Marketing Plan for River Island

    1.0   Introduction The retail brand chosen in this report is River Island, of which the new sub-brand, specifically tailored to target the ‘plus size range’ market named “Golden Island”. Part I of this report discusses about the sub-brand idea, the rationale for brand extension, and the fashion industry. Part II is a comprehensive marketing plan […]

  • Consumer Behaviours
    Effects of Consumers’ Perceptions on Marketing Events and Their Purchase Intention

    A Review on Literature on Marketing Events The Concept of Event Marketing To carry out marketing events or projects to achieve certain marketing objectives is widely referenced to as the concept of “event marketing”. Some of the forms of event marketing may include the following: road show, fair, concert, trade show, charity, fun events, competition, […]

  • Consumer Behaviours
    Co-Branding and Purchase Intention

    Introduction Since the emergence and popularity of the concept of corporate branding in the late 1990s (Burt & Sparks, 2002), scholarly discussions on branding has been increasing within the literature. For many researchers, scholars and practitioners, branding is an important part of marketing management (Xie & Boggs, 2006; Fan, 2005), and even treated as an […]

  • Consumer Behaviours
    A Literature Review on Consumers’ Tastes, Perceptions and Purchase Behaviours: Within the Restaurant Industry in China

    Tastes and Preferences of Consumers Introduction Tastes of consumers are complicated issues that signify the consumers favour on certain things, whereby as long as the things fall within the boundary of preferences of a consumer, that boundary itself explain about the taste of a consumer (Arsel & Bean, 2013). For example, should a person love […]

  • Marketing Management
    Marketing, Branding and Brand Equity

    Background In today competitive business environment, marketing is becoming a more important element to be properly and effectively managed by business owners and managers. As the business environment is becoming dynamic, volatile and competitive, it is crucial for the firms to enhance the marketing effectiveness and capabilities of the firm to stay relevant, competitive and […]

  • Marketing Management
    Integrated Marketing Communication for Institutions of Higher Education

    Introduction to Integrated Marketing Communication (IMC) Defining Integrated Marketing Communication (IMC) Integrated marketing communications (or will be referred to as the IMC in the rest of this writing), is widely regarded as the marketing communication system that considers the business environment and communication mix in an holistic manner – in order to manage a particular […]

  • Marketing Management
    9 Ps of Marketing Mix

    Introduction Once you’ve developed your marketing strategy, there is a “Seven Ps Formula” you should use to continually evaluate and re-evaluate your business activities. These seven are: product, price, promotion, place, people, processes and physical evidences. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you’re on track and achieving […]