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