Examples of previous projects
Below are a few examples of company-based projects that our students have conducted as part of their Masters course:
Title: Actioning market segmentation in FMCGs - a multiple case study approach
Segmentation was originally proposed as an alternative to treating all customers the same, in order to develop a closer matching of their needs with the company's products or services. The research aim of the study was to investigate the segmentation process being actioned in FMCGs. The research method incorporated a multiple case study approach amongst three Blue Chip UK FMCGs.
Title: An application of the theory of planned behaviour in a social marketing context: Youth perceptions toward violence
To understand the intentions of youth to commit acts of violence, their attitudes toward the act the role of peer influences, and the level of control individuals possess to commit violent acts, the Theory of Planned Behaviour was utilised to predict intention and to evaluate whether or not a specific social marketing television programme, might be capable of modifying youth perspectives of violence.
Title: Distributors’ perceptions of Manufacturers’ distribution strategy and value proposition
Looking at a broad range of suppliers of components to define the core variables and areas of value differentiation as perceived by different types of Distributors. The study suggests that some core variables are perceived as a necessary part of the offering and the supplier may lose their attractiveness if the customers’ expectations are not met. The research identifies hinders and enablers for a true partnership to be developed between a Supplier and Distributor.
Title: Cultural Coding and Masculine Identity in the Male Skincare Product Category
The increased attention of males to their appearance has been considered an example of gender blurring: the increased crossover between gender boundaries in postmodern societies. The study aimed at analysing, with a semiotic approach, which codes advertising is transferring to the category, how they are perceived by consumers and how they influence consumers’ definitions of masculinity.
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