Saudi Cultural Missions Theses & Dissertations
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Item Restricted Business Simulation: Analyzing the Marketing Executive's Role in Driving Corporate Success(University of Liverpool, 2024-09) Alsubaie, Lama; Taghizadegan, AliThe automotive industry has recently experienced a significant shift from ICE- based vehicles to more sustainable alternatives in an effort to protect the environment and mitigate the climate impacts of vehicular emissions. This study explores the simulation environment of the European automotive market in a manner that is as realistic and current as possible. It specifically examines the implementation of various marketing strategies, emphasising the role of the marketing executive in pricing, understanding customers' preferences, targeting specific demographics, and selecting effective advertising channels. Although previous research has investigated effective marketing strategies in the automobile industry, they have rarely considered how these strategies align with specific age groups, mainly focusing on electric and hybrid vehicles. In this simulation, marketing efforts were tailored to appeal to customers aged 41-55, considering factors influencing their purchase decisions and preferences and identifying the most effective advertising channels for this demographic. This targeted approach proved successful, as it has resulted in significant sales achievements and long-term profitability for the company.10 0Item Restricted Exploring the Effectiveness of Integrated Marketing Communication Strategies in the Digital Age A study of consumer behaviour and attitudes(Saudi Digital Library, 2023-12-11) Ibraheim, Mohammed; Idowu, AyomikunEvery organisation needs marketing, and "marketing communications" was first considered a management duty. Public relations, direct marketing, sales promotion, and advertising comprise most marketing communication techniques. The most recent technological advancements allow the spreading of marketing and items further. They actively interact with customers on several channels, too. The continual expansion and advancements in digital media have rendered the original IMC framework idea partly or entirely irrelevant. Social media usage has expanded in the current marketing climate due to its heightened significance for overall brand identity, brand image, and corporate performance, operating organisations to include it in their marketing outreach channels. The purpose of this study was to analyse the evolution and expansion of the (IMC)concept, as well as how it changed the way marketing communications were carried out. The study additionally highlights the critical role of (ICM) and how it could have a significant impact on how customers behave. The research developed a theoretical framework that unites the existent conceptual framework of the IMC through a thorough examination of the literature. This paper's primary goal is to assess the theoretical review of IMC during the past few decades. This study intends to conduct a thorough analysis of worldwide scientific journals on integrated marketing communication research, considering both the themes, research subjects and research sites as well as the research methodologies employed. The major conclusions of this study, which analysed 20 scholarly literatures, were provided. The findings of the study serve as a launching for additional research and applications in the aspects of marketing mix in order to provide firm foundations for the brand both physically and electronically in the minds of customers.19 0