Marketing Strategies of Newspapers

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Name: Ingrid Kunda
Supervisor: Prof. Tembo
Thesis Presentation

Topic: A Comparative study of the Marketing Strategies between Zambia’s Daily Newspapers.

TABLE OF CONTENTS
Page Number

CHAPTER 1: BACKGROUND TO THE STUDY-----------------------------------1 1.1 Introduction---------------------------------------------------------------------------- 1 1.2 Background to the Study------------------------------------------------------------- 2 1.3 Statement of the Problem------------------------------------------------------------ 6 1.4 Research Questions------------------------------------------------------------------- 7 1.5 Research Aims and Objectives------------------------------------------------------ 8 1.5.1 Research Aims------------------------------------------------------------------------- 8 1.5.2 Objectives-------------------------------------------------------------------------------8 1.6 Scope of the Study---------------------------------------------------------------------8 1.7 Significance of the Study-------------------------------------------------------------9 1.8 The organisation of the rest of the report-------------------------------------------9 1.8.1Chapter 1: Background to the Study-----------------------------------------------9 1.8.2Chapter 2: Literature Review------------------------------------------------------10 1.8.3Chapter 3:Theoretial/Conceptual Framework of the Study -------------------10 1.8.4Chapter 4:Methodology ------------------------------------------------------------10 1.8.5Chapter 5 : Data Presentation, Analysis and Findings-------------------------10 1.8.6Chapter 6: Discussion and Interpretations of Findings-------------------------11 1.8.7Chapter 7: Conclusions and recommendations----------------------------------11 1.9 Summary----------------------------------------------------------------------------- 11

CHAPTER 2: LITERATURE REVIEW---------------------------------------------12 2.1 Introduction--------------------------------------------------------------------------- 12 2.2 The Marketing Mix-------------------------------------------------------------------13 2.2.1 Usage of the ‘Product’ element of the Marketing Mix -------------------------13 2.2.2Usage of the Price Element of the Marketing Mix------------------------------14 2.2.3 Usage of the Place (Distribution) element of the marketing mix-------------15 2.2.4Usage of the promotion element of the marketing mix------------------------16 2.3Chapter Summary-------------------------------------------------------------------17

CHAPTER 3: THEORETICAL AND CONCEPTUAL FRAMEWORK OF THE STUDY--------------------------------------------------------------------------------18 3.1 Introduction---------------------------------------------------------------------------18 3.2 The Conceptual Framework of the Marketing Mix------------------------------19 3.2.1 Product---------------------------------------------------------------------------------19 3.2.2 Price------------------------------------------------------------------------------------21 3.5.3Place-----------------------------------------------------------------------------------22 3.2.4Promotion---------------------------------------------------------------------------- 24 3.3 Formulation of Marketing Strategies --------------------------------------------26 3.3.1 Marketing Research ---------------------------------------------------------------- 26 3.4 SWOT Analysis -------------------------------------------------------------------- 27 3.4.1The SWOT Analysis Model -------------------------------------------------------28 3.5 Summary----------------------------------------------------------------------------- 29

CHAPTER 4: METHODOLOGY-----------------------------------------------------30 4.1...
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