Project plan: Why SMEs have got it wrong

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Written by David Towers

Project plan

I intend breaking down the research topic into manageable sections by following this outline and using the research methods indicated on the right:

Main question	Broad research questions	Specific subject areas	Research method
Why SMEs have got it wrong: A comparative study of US and UK in online marketing	1. To what extent are SMEs using the internet to fulfil strategic objectives?	Why is the internet an important marketing channel?	- Literature review - Interviews
		Do SMEs usually have specific online strategies?
		How effective are SMEs online strategies?
	2. How do SMEs typically start implementing their online marketing strategy?	How do SMEs source development: in-house vs. outsourcing?	- Literature review - Interviews
		Do SMEs dedicate enough resources to online marketing?
	3. What are good ways for SMEs to operate online?	Web development platform	- Online literature - Interviews - Case studies - Website analysis (Frameworks and usability testing)
		Website design
		Search engine optimisation (SEO)
		Pay per click advertising (PPC)
		Web 2.0: Creating communities
		Measuring ROI
	4. Provide tools and frameworks to help SMEs implement effective online marketing strategies.	Online marketing strategy formation framework	- Literature review - Case studies - Online literature
		Web platform development framework
		PPC good practice
		SEO analysis framework and guide

Table 1.0 - Project plan and question breakdown

Rather than explaining in more detail about each of these subject areas I have chosen to do this through the use of a mind-map. As Harris notes in 'Marketing the E-business' (Harris 2002), a mind-map is very effective in depicting the content of a project. The mind map below shows visually and in more detail how I will answer the main research objective.

Project plan mind map

Mind map index

Numbers show the 4 main research questions

Flag symbol used to show when case studies will be used

Star symbol notes the key tools this project aims to produce

Please click the mind map image above to see the plan in large.

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This is a section of a research project proposal investigating SMEs business strategy online. I would like to know what you think about the plan to this research project. Have I missed anything out? Please post your comments below.

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