1. Proposed Dissertation Topic

Topic: The Impact of Social Media Marketing on Consumer Purchase Behavior in the Fast-Fashion Industry: A Case Study of [Specific Fast-Fashion Brand]

Main Elements:

• Social media marketing: The role and influence of various platforms (Instagram, TikTok, Facebook, etc.) on consumer behavior.
• Consumer purchase behavior: Understanding the decision-making process and factors influencing purchases.
• Fast-fashion industry: Exploring the unique characteristics and challenges of this industry.
• Case study: In-depth analysis of a specific fast-fashion brand to provide concrete examples and insights.

Potential Research Questions:

• How do different social media platforms impact consumer perception of fast-fashion brands?
• What is the relationship between social media engagement and purchase intent in the fast-fashion industry?
• How can fast-fashion brands optimize their social media marketing strategies to drive sales and customer loyalty?

Methodology:

• Literature review on social media marketing, consumer behavior, and the fast-fashion industry.
• Quantitative research (surveys, questionnaires) to collect data on consumer attitudes and behavior.
• Qualitative research (interviews, focus groups) to explore consumer motivations and experiences in depth.
• Case study analysis of the chosen fast-fashion brand’s social media marketing efforts.

Discussion:

• Analyze the findings and draw conclusions about the impact of social media marketing on consumer purchase behavior.
• Offer recommendations for fast-fashion brands to improve their social media strategies.
• Contribute to the existing body of knowledge on social media marketing and consumer behavior.

2. 7P’s Marketing Mix Analysis of [Global Brand]

[Global Brand]: [Brand Name]

7 P’s Marketing Mix:

• Product: [Brand Name] offers a wide range of [product categories] characterized by [key product features]. The brand emphasizes [core product benefits] and [target customer segments].
• Price: [Brand Name] employs a [pricing strategy, e.g., premium, value, penetration] to position its products. Factors influencing pricing include [production costs, competition, target market].
• Place: The brand maintains a strong distribution network through [distribution channels, e.g., retail stores, online platforms]. [Discuss the importance of physical store locations or e-commerce].
• Promotion: [Brand Name] utilizes a mix of advertising, public relations, sales promotions, and personal selling. [Highlight specific campaigns or marketing activities].
• People: The brand’s success is attributed to its [employee training, customer service, and brand ambassadors].
• Process: [Brand Name] has streamlined its operations through [efficient processes, e.g., order fulfillment, customer support].
• Physical Evidence: The brand creates a distinct brand image through [store design, packaging, and digital experiences].

Example:

• Apple: Known for premium pricing, strong brand image, innovative products, and a seamless customer experience.

References:

• Kotler, P., Keller, K. L., & Armstrong, G. (2016). Marketing management. Pearson.

3. Strategic Management

Strategic management is a comprehensive approach to setting objectives, analyzing the competitive environment, and formulating and implementing strategies to achieve organizational goals. It involves a systematic process of decision-making that considers internal and external factors to create a sustainable competitive advantage.

Core Components of Strategic Management:

• Strategy formulation: Defining the organization’s mission, vision, values, and goals.
• Strategy implementation: Allocating resources, organizing structures, and motivating employees.
• Strategy evaluation: Assessing the effectiveness of strategies and making necessary adjustments.

Influence of Strategy:

• Decision-making: Provides a framework for making informed choices.
• Performance: Drives organizational success by aligning resources and efforts.
• Competitive advantage: Helps organizations outperform rivals.

5 P’s of Strategy:

• Plan: A formal document outlining strategic goals and actions.
• Perspective: The organization’s view of the future and its role in the market.
• Pattern: Consistent behaviors and actions that reflect the strategy.
• Position: The organization’s place in the competitive landscape.
• Ploy: Specific tactical moves to outmaneuver competitors.

By understanding these elements, organizations can develop and execute effective strategies to achieve long-term success.