Date of Publication

8-7-2023

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Advisor

Raymund B Habaradas

Defense Panel Chair

Patrick Aure

Defense Panel Member

Hilario Caraan
Raphiel Bacar

Abstract/Summary

This action research aimed to address the low lead generation by improving Company AU’s marketing initiatives to help meet the organization’s target sales forecast and revenue for 2023. Together with my collaborators, we discussed the factors that attributed to low leads generation from previous marketing activities of Company AU. With the desire to make changes in the way we implement our marketing strategy, we focused on exploring new marketing techniques that will help improve our value proposition and attract more clients for increased leads generation and sales conversion. We reviewed our marketing practices and marketing praxis using the MAP framework to help determine and address gaps in our marketing activities.

In the first cycle, we used the key determinants of effective marketing to improve our marketing initiatives: 1) Content Marketing Strategizing; 2) Content Production; 3) Content Distribution; 4) Content Promotion; 5) Performance Measurement; and 6) Content Marketing Organization, and created a campaign plan, integrated with RACE framework. Then, in the second cycle, we changed how to select our target audience by using the S-T-P approach in target marketing and aligning their characteristics with our content marketing.

Our intervention will serve as a guide for Company AU to have a better understanding of its target market, align its product/service content with the interest of its clients, expand its client database and reach, and generate more leads from its marketing initiatives.

Keywords: Marketing Strategy Improvement, Effective Content Marketing, Target Marketing, Marketing-As-Practice (MAP Framework), Reach-Act-Convert-Engage (RACE Framework), Marketing Campaign Plan

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marketing

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Embargo Period

8-7-2023

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