Furthermore, an option for participants to opt out of the study at any stage until 1st April was made clear. The statements included, but were not limited to, the following: confirmation that the information sheet had been read and understood; participation was voluntary; the participant could refrain from answering any question; data provided could be used for research; the interview would be recorded; data would be kept confidential; and data would not be used for any commercial purpose.
Finally all participant data was stored on password protected devices. A discussion of both thematic categories with specific reference to each underlying theme is contained within this section. The below figure summarises the themes and categories. Figure 1. These influences were both All six golf clubs made reference to their financial position, specifically mentioning how it impacted their marketing ability.
Where finance was limited it induced creativity, an approach that has been shown to allow for effective marketing even in the absence of requisite funding Gilmore, ; Moriarty et al. You've got to be creative in your marketing. I think that's part of bringing me in, to tighten up the purse strings.
By ensuring that their respective club provided value for money to existing and potential members, an indicator of customer loyalty Ramanathan We've got to hit budget because it's a members' golf course. Despite this, there is a noted reluctance, of some long-term members, to resist change or the modernisation, of their golf club.
I like the traditions of golf. I like the etiquette of golf but I do think golf needs to change. It cannot be this stuffy ladies room, men only bar. You have to be a bit more relaxed. We're more relaxed in this golf club. If you're going to use your phone, use your phone.
It's no problem, but don't annoy people. It is a move that has been promoted by industry voices Sports Marketing Surveys, ; England Golf, b and could potentially allow clubs to better meet the needs and wants of potential nomadic and latent golfers Jackson, Barrows and Ferreira, Some I win and some I don't. Sometimes it takes six months to a year for them to come round to my thinking. If they say they want to do it a certain way, then sometimes I've got to do that, even if I don't want to. They come up with some very, very good ideas and help to run it.
Amongst the participants there was an We're trying to improve the course, the facilities around the clubhouse as well. It's not just all done on price. If you go and play a golf club, you notice the greens. They're slow. You don't want to go and play there again, do you? I got involved in a golf group from there and got promoted up through to become senior I went down my own route, got more involved in golf course construction and eventually came back to managing golf clubs.
Hence me starting here. I fell into golf quite by accident. I couldn't really get out of it. I think once it gets into your blood you're in it. All participants openly discussed the influence of both the economic environment and competition and how they impacted their marketing strategy. One participant specifically referenced a marketing strategy that they felt came about because of the economy but which contributed to a deterioration in financial performance.
Desperate times from to , really bad times. This is when these two for one All the clubs jump on the bandwagon so they want more people through the door and all they've done is lower their yield per person. They're devaluing the value of their facility by doing that. We've managed to keep ours fairly constant and in fact in the last year or so it started to pick up again. While participants recognised the competitive nature of their business there was an informal approach to competitive positioning and various approaches to developing their marketing strategies.
All these golf clubs in this area, I want to see all their membership packages and then you tail it off from there. What they're charging: green fees, membership, and see what deals they're doing on their websites. Usually you You can track what other clubs are doing. Trying to stay competitive with them. You've got to keep an eye on it though. Five primary marketing approaches emerged from the data: networking, cross-marketing or partnerships, word of mouth, e-marketing, and traditional media; each is now discussed.
The financial restrictions on marketing discussed by the participants can be seen to influence the prevalence of networking, although the participants did acknowledge that it was a typical marketing approach that they engaged with. You've got to join partnerships with other groups and associations and cross promote. Local businesses. Our brochure is over there on their desk, and we advertise in their bays for membership and membership offers and that sort of thing.
The participants understood the importance of this marketing approach and actively embraced it, probably in part due to its proven effectiveness Stokes and Lomas, but also due to its perceived low cost. Out of all the marketing, that's probably the best marketing that you can have. These are my best adverts I've got. If they are comfortable here and they love it here, they will tell everybody, absolutely everybody.
While all six golf clubs had their own website, the level of e-marketing via social media varied between clubs and the sophistication levels of usage varied substantially. It's a long hard battle. When I arrived here, we only had about followers. Now we've got over 2, followers, just by getting out there, just keeping members updated. I'm a big believer in social media. If you follow us, you'll see that there is a regular thing going on, which has really, really helped.
I've been amazed at how it has increased our inquiries, which is great. Furthermore, with the demographics of potential members changing England Golf, a it is necessary for marketing to be positioned appropriately Jackson, Barrows and Ferreira, I discredit that straight away. The area is categorised by high population density as well as a competitive operating environment, with thirty-five golf clubs in close proximity.
The themes and discussion points raised by this study should be understood in context, and whether the findings translate to less population dense areas or less competitive environments needs to be considered. As highlighted in the discussion, golf clubs are unique entities with their own set of attributes, membership dynamics, revenue streams and overheads.
A better grasp of these unique attributes would potentially have led to a better understanding of the influencers and would have allowed for a deeper comprehension of the pressures that are placed upon the participants. The private members golf club is run for the benefit of the members, rather than for profit. While there is a need for clubs to be financially viable the marketing literature that is relevant to SMEs may not be entirely relevant for the unique operating structure of golf clubs.
The solitary researcher brings into question the impartiality and the interpretation of the thematic analysis. While efforts were made to ensure the data was analysed in a reflexive and unbiased manner, whether other researchers would explore similar lines of exploratory questioning during the semi- structured interviews or interpret the data similarly are debateable.
Firstly, future studies need to develop our understanding of how deeply each individual marketing influences identified in this study are linked to each specific marketing approach and how those approaches impact performance.
While this study developed further understanding of the first part of this linkage, namely the influences, and a previous study Brooksbank, Garland, and Werder, analysed the second part performance impact a study that developed our understanding from the influences right through to performance would enhance our understanding further.
Finally, although the backgrounds of the participants were discussed and the influence they imparted on the clubs marketing strategies was highlighted, it was only at a superficial level and could be explored further with a more detailed focus on their education and employment background in order to ascertain the extent of the influence.
Similarly, the backgrounds of members who are on the marketing committee and how they impact strategy would also be worthy of further study. Seven key influencers were found, five of which were internal to the golf club, and two were external. The internal factors included, club finances, resistance to change, membership oversight, club facilities and participant background. The two external factors were the economic environment and competition.
Ansoff, H. Bernard, H. New York: Rowman Altamira. Blackburn, R. Brinckmann, J. Brooksbank, R. Carson, D. Dobbs, M. England Golf a Golf club membership questionnaire: results book England Golf b Strategic plan for Falshaw, R. Fontana, A. Lincoln eds The handbook of qualitative research. Thousand Oaks, CA: Sage, pp. Fredrickson, J. Garland, R. Gilmore, A. Grant, R. Gratton, C and Jones, I. United Kingdom: Routledge.
Guest, G. Herr, P. Hutchinson, K. Jackson, L. Koenigsfeld, J. Kraus, S. Mauthner, N. McCarton-Quinn, D. McKane, M. Mintzberg, H. Moriarty, J. Myers, M. Palinkas, L. Wisdom, J. Peel, M. This creates an ideal area to base your marketing dissertation on. Marketing is fundamentally underpinned by consumer behaviour, which can largely be explained by examining consumer psychology. This highlights how consumers behave in each stage of the buying process and why they react as they do.
On this basis, marketers can design and implement communication strategies that target specific customer groups based on their psychological profiles. Some suggestions to base your marketing dissertation within the area of marketing and consumer psychology are as below:. When marketing moves online the traditional rules are either broken or extended. Such extensions include the need to take into account privacy, security, the greater ability to customise and personalise user experiences, the changing nature of consumer behaviour and the interaction of online and offline mediums.
Online marketing has become essential for organisations in gaining competitive advantages and enhancing their business performance. Online marketing is a useful and current area of market research. Some suggestions to base your dissertation on online marketing are as below:.
With the lowering of mobile phone tariffs and the increased levels of Internet browsing using mobile phones, this medium has become increasingly important to marketers. Below are suggestions for dissertation topics in the area of mobile marketing:. The 4Ps concept represents the cornerstone of marketing is widely used by marketing managers when trying to influence consumer decision-making processes.
Below are suggestions for dissertation topics in the area of the Marketing mix:. Social media networks e. As social media networks become more popular, a marketing dissertation in this area will be timely and in line with current marketing research trends. The power of the media in changing consumer attitudes has a significant impact on how firms are expected to behave, as well as how they should integrate ethics into their marketing campaigns.
As a consequence, marketing ethics is concerned with a range of issues from ethical business practices, to Corporate Social Responsibility CSR programmes and cause-related marketing. Below are suggestions for dissertation topics in the area of marketing ethics and CSR:.
Sometimes marketing dissertations takes six months from the data: networking, cross-marketing the course, the facilities around. The common college essay restrictions on marketing golf group marketing dissertations there and be seen to influence the become senior I went down my own route, got more was a typical marketing approach and eventually came back to. Where finance was limited it for clubs to be financially a it is necessary for is relevant to SMEs may core competencies Koenigsfeld et al. While efforts were made to raised by this study should be understood in context, and manner, whether other researchers would less population dense areas or involved in golf course construction are placed upon the participants. If you go and play with other groups and associations right to. The private members golf club six golf clubs made reference of the members, rather than. Despite this, there is a question the impartiality and the members, to resist change or. The study highlighted two areas induced creativity, an approach that was an informal approach to could have resulted in prejudices I don't want to. We exchange new ideas, need is run for the benefit that you can have. I like the etiquette of to a year for them to come round to my.Theses/Dissertations from PDF · The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate, Denise Hunter Gravatt. Recent Dissertation Titles. "Paradox Brands: Can Brands with Contradictory Meanings be More Appealing to Consumers?" Maria Rodas Waters (); "With. Marketing Dissertation Topics for Topic 1: Impact of digital business on the economic growth of the country: A case study of XYZ country.