DIGITAL BRANDING: EXPLORING THE ROLE OF ONLINE MARKETING IN SPORTS

Abstract:

The subsequent research is based on the impact of digital marketing in the sports industry. The researcher highlighted the new methods that have evolved due to the rise of technology and its usage in the corporate sector. Resources like company websites, online ads, social media and other technological advancement have taken over the traditional marketing procedure. The analyst also illustrated the theories of marketing and how is digital branding evolving a new concept for marketing. The analyst has also focused on linking the theories of marketing with e-commerce. The researcher has used positivism philosophy, deductive approach and descriptive nature for conducting the study. The analysis type is quantitative. The researcher has come to the conclusion that product attributes and features are not able to generate enough excitement or customer engagement. Digital branding is improving but this process will have to do more for taking over the benefits provided by traditional process of marketing.

Acknowledgement:

It gives me great pleasure in submitting this dissertation that is,Digital branding:exploring the role of online marketing in sports. From the beginning of the project to the submission, the entire process has given me a good learning experience. Different people have contributed at different phases of the journey and helped it to be in its present shape.

Primarily, I would like to thank my supervisor, without whose guidance, the study would not have seen the light of the day. His co-operation and moral support has guided me all over to complete the research. I would like to thanks all the respondents who have co-operated in the process to support me with relevant data.

Special gratitude and thanks to my class mates, friends and teachers for their all round support.

Thanking you all,

Yours sincerely

Chapter 1:

1.0 Introduction:

Adamson (2009) stated that vast technological growth and its acceptance by the global population have renamed the 21^st century as cyber century. The growth in the usage of internet has attracted all the aspects of human life to get involved in the wide spread web of technology. Chaffey (2009) supported that beginning from socialization to corporate life, daily chores and every other luxuries and necessities are amalgamated under the World Wide Web. The connection of internet and corporate sector got its momentum with the start of the century. A formidable growth has been observed in e-commerce, in the past decade. The scope of business has increased with terrifying speed. The corporate sector recognized that the reach of the internet will provide them more ground for their activities. The cost and time of operation through digital media is also less as compared to other means. According to Edgell (2009, p 140), “Since the Industrial Revolution of 19^th century the cyber development has severely influenced a change in the human behavior.” This has changed the course of relationship of the consumers and traders.

REFERENCES:

Adamson, A. P. (2009) Brand Digital: Simple Ways Top Brands Succeed in the Digital World, 5^th ed. London: Chapman and Hall.

Bakos, Y. and Brynjolfsson, E. (2008) Bundling and Competition on the Internet, Marketing Science, 19(1), 63-82.

Balabanis, G. and Vassileiou, S. (2008) “Some Attitudinal Predictors or Home-Shopping Through the Internet”, Journal of Marketing Management, 15, pp. 361-85.

Bart, Y. and Urban, G. (2008) “Are the Drivers and Role of  Online Trust the Same for Web Sites and Consumers? A Large Scale Empirical Study”, Journal of Marketing 69(4), pp. 133-152.

Bellman, S., Lohse, G. and Johnson, E. (2009) Predictors of online buying behaviour, Communications of the ACM (42:12), pp.32-38

A REVIEW ON THE LEGO SYSTEM/LEGO CITY BUSINESS MODEL

Introduction:

As an interviewee from Bloomberg News, I have tried to share experience of JorganVigKnudstorp, CEO of the Lego Group. Throughout this interview, focus was on the premiere of The Movie. Apart from sharing the experience, information relating to the business performance for the movie is also intrigued.

1. Lego System/Lego City: Business Model:

Business model as illustrated in The Lego movie tries to portray scenario of an organisational process for conducting steps of instructions and accordingly achieving pre-designed and planned aims. Farr (2005)mentioned that Emmet, the lead character of the movie tries to focus on team building and group work that ideally highlights the concept of business model as well. As a business model, Lego System highlights the lean process where effort required for successful team is provided. However, Zook and Allen (2012)commented that as reviewed from the Business Model, Lego City is impressive enough in focussing the seriousness and process of carrying out organisational process effectively.

References:

Books:

Clark, T., Osterwalder, A., Pigneur, Y., Smith, A., Papadakos, T. and Lacey, M. (2012).Business model you. Hoboken, N.J.: Wiley.

Farr, J. M. (2005). Next-day job interview. Indianapolis, IN: JIST Works.

Meier, H. (2013). Product-service integration for sustainable solutions. Berlin: Springer.

Journals:

Balasubramanian, V., Berglund, P. and Garc’Ia-Etxebarria, I. (2010). “Toric Lego: a method for modular model building”. Journal of High Energy Physics, 2010 (1), pp. 1–40

Berman, Saul, Bill Battino and Karen Feldman (2009) “Beyond advertising: Choosing a strategic path to the digital consumer.” IBM Institute for Business Value, 4 (2), pp. no. 7 – 9

Lin, C., Liu, E. Z., Kou, C., Virnes, M., Sutinen, E. and Cheng, S. (2009). “A Case Analysis of Creative Spiral Instruction Model and Students’ Creative Problem Solving Performance in a LEGOtextregistered Robotics Course”.Springer, pp. 501–505

Table of Contents:

Chapter:

1.0 Introduction
1.1 Background of the study
1.2 Problem identification
1.3 Research objectives
1.3.1 General objectives
1.3.2 Specific objectives
1.4 Hypothesis of the study

Chapter 1:

1.0 Introduction:

The branding of clothing among students in Malaysian for higher learning in order to identify that managing the entire functioning in a proper way. The behavior of branding has been considered in an effective way. The factors are influencing managing for clothing in between in an appropriate way. The research has identified that the entire functioning in appropriate ways that are necessary ion analyzing the particular content.

1.1 Background of the study:

The research help in identifying the factors that are necessary to deal with buying behavior among the students in Malaysia Institution for higher learning. As stated by Harriset al. (2016), the factors that enhance the buying pattern of students are discussed.

References:

Ahuja, N., (2015). Effect of Branding On Consumer Buying Behaviour: A Study in Relation to Fashion Industry. International Journal of Research in Humanities & Social Science, 3(2), pp.1-6.

Ajagbe, A.M., Ogbari, M.E., Oke, A.O. and Isiavwe, D.T., (2015). Review of global marketing environment and entrepreneurship development. International Journal of Commerce and Law, 6(4), pp.1-14.

Ali, F., Zhou, Y., Hussain, K., Nair, P.K. and Ragavan, N.A., (2016). Does higher education service quality effect student satisfaction, image and loyalty? A study of international students in Malaysian public universities. Quality Assurance in Education, 24(1), pp.70-94.

Abstract:

In healthcare sector, it is very important to maintain a proper track record via electronic storage medium. Therefore, it helps the authorised medical practitioners to that information of the care users and provides them appropriate medical service. However, in recent days, it has been evidenced that the personal data of the care users are not protected ad the rate of violence regarding data breach and loss of data has been increased.

Chapter 1: Introduction

1.0 Introduction

In healthcare sector, quality of healthcare service needs to be maintained. In healthcare sector, care organisations are required to give appropriate focus on the quality of service and demands of care users. In order to provide satisfactory care service to the care users, it is important that care homes need to maintain an appropriate track record about their service users. This helps the medical practitioners to understand the health issues of the service users and can successfully engage appropriate care service to them. Due to technological advancement, care organisations have involved several modern technologies that facilitate service users to get advanced medical care. Not only this, but also these modern technologies are used for maintaining an appropriate track record. In order to protect the rights of service users, the government of every country has established certain legislations. As per these rules and regulations, the management of care organisations are required to protect the data of their service users and provide good service quality to them. In order to protect the rights of service users, the European Union is following General Data Protection Regulation. As per this particular regulation, the member countries of European Union need to familiarize themselves with the law to ensure compliance (Goddard, 2017, p.705).

Reference list:

Afghahi, A., Mathur, M., Thompson, C.A., Mitani, A., Rigdon, J., Desai, M., Yu, P.P., de Bruin, M.A., Seto, T., Olson, C. and Kenkare, P., (2016). Use of gene expression profiling and chemotherapy in early-stage breast cancer: A study of linked electronic medical records, cancer registry data, and genomic data across two health care systems. Journal of oncology practice, 12(6), pp.697-709.

aldlife.org, (2018), ADD LIFE, Viewed 10 August 2018, by <https://www.aldlife.org/>
Andreu-Perez, J., Poon, C.C., Merrifield, R.D., Wong, S.T. and Yang, G.Z., (2015).Big data for health. IEEE J Biomed Health Inform, 19(4), pp.1193-1208.