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Business & Marketing
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English (U.K.)
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Appraisal of Current Market Research: Aberdeen Business School Marketing Paper (Other (Not Listed) Sample)


The task was a report. The sample presents an appraisal report on the Aberdeen Business School .


Appraisal of Current Market Research: Aberdeen Business School Marketing Paper
Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc466449028" 1 Aim  PAGEREF _Toc466449028 \h 2
 HYPERLINK \l "_Toc466449029" 2 Objectives  PAGEREF _Toc466449029 \h 3
 HYPERLINK \l "_Toc466449030" 3 Appraisal of Current Market Research  PAGEREF _Toc466449030 \h 3
 HYPERLINK \l "_Toc466449031" 4 Literature Review  PAGEREF _Toc466449031 \h 4
 HYPERLINK \l "_Toc466449032" 5 Questionnaire with ‘Client’ Marketing Department  PAGEREF _Toc466449032 \h 6
 HYPERLINK \l "_Toc466449033" 6 Recommendations  PAGEREF _Toc466449033 \h 7

1 Aim
The aim of this research paper is to provide literature on the appraisal of the current market research, in addition to, linking the information to Aberdeen Business School.
The second aim is to provide a deeper comprehension of the factors that aid in dealing with marketing activities.
2 Objectives
To confer a quantitative as well as a qualitative study of the Aberdeen Business School by utilising the available literature review.
To identify different environmental factors and facilitators of ABS operations to overcome the challenges the school faces.
To find out sources of information that the potential postgraduate understudies used and the types of information they required about ABS and other universities.
To study the impact of the country of origin and gender on the types of information and sources that the visitors use in a critical examination of ABS
To underscore recommendations for Aberdeen Business School in the manner that the school can improve its marketing communications strategy apparent in the information dissemination process
3 Appraisal of Current Market Research
Aberdeen Business School offers a broad range of management and business courses. The institution competes with other higher learning institutions to attract students from various parts of the world. A proper understanding of its marketing infrastructure makes the university enjoy a large number of customers and collaborators. The school flourishes based on five essential departments, which include accounting and finance, management, the law school, information management, and communication, marketing, and media. For this reason, the aim of this research paper is to provide a literature review on ‘appraisal of current market research' and formulate a questionnaire, which will base on a client in the Aberdeen Business School, Marketing Department.
4 Literature Review
The first work to consider in the research analysis is ‘Finding of Facebook in Higher Education' by Roblyer et al., (2010: 134-140). The authors examine the role of Facebook, an electronic technology platform, plays in passing information about an institution. The shift to online education from the tradition one has created vast opportunities concerning new platforms where higher learning institutions use to communicate. Roblyer et al., (2010: 134-140) underscores that the use of Social Networking Sites (SNS) as the most prevalent in the university campaigns to communicate events with its targeted clientele. As a result, ABS is a classical example through which one can evaluate its efforts towards inculcation of the SNS in the marketing efforts to reach out to the target market. In their appraisal of current market research for some universities such as Southern Illinois University College, the authors carried out research through administering questionnaires to allow a group of Facebook users to comment on their most reliable sources of information in the institution. The survey sought to evaluate the number of students possessing a Facebook account and compare the results with the theoretical framework that propounded that there existed a growth relationship in interaction and the rationale model of monitoring the use of the platform. In the findings, writers identified that the students checked their accounts more as compared to checking their e-mail accounts, besides, most of the communication happening around campus being available on this platform. As it is the interest of this research to identify the relationship between ethnicity and gender difference concerning the information, Roblyer et al., (2010: 134-140) found out that 46.7% of males and 53.3% of females frequently visited their profiles.
Becker et al., (1997: 2) examine the role of the human resource department to disseminate information as a source of competitive advantage. ABS can use a similar strategy to gain more customers. An effective human resource creates a competitive advantage to improve economies of scale, access to capital, and market regulations. The global economy demands innovations, efficiency, speed, low cost, and adaptability. As a result, an optimistic higher learning institution can secure extensive development that will attract stud...
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