| Category | Dissertation | Subject | Management |
|---|---|---|---|
| University | University of Roehampton | Module Title | RBP040L051 MSc global business management with placement |
| Word Count | max. 18,000 words |
|---|---|
| Assessment Type | Individual Dissertation |
| Assessment Title | Summative |
| Academic Year | 2025-26 |
The study looks into how digital marketing has affected restaurant growth in the UK, with a focus on techniques for acquiring and keeping customers. The study examines how different digital marketing tools, including email marketing, content marketing, pay-per-click (PPC) advertising, social media, and SEO, can improve the online presence and competitiveness of restaurant businesses in the United Kingdom......View More
Chapter 1: Introduction ..................................................................................................................... 4
1.1 Overview of the Study .................................................................................................................. 4
1.2 Background of the Study .............................................................................................................. 4
1.3 Problem Statement ......................................................................................................................... 5
1.4 Research Aims and Objectives ..................................................................................................... 6
1.5 Research Questions ....................................................................................................................... 6
1.6 Rationale of the Study ................................................................................................................... 7
1.7 Scope of the Study ......................................................................................................................... 7
1.8 Significance of the Study ............................................................................................................... 7
1.9 Structure of the Study .................................................................................................................... 8
Chapter 2: Literature Review ............................................................................................................ 9
2.1 Introduction .................................................................................................................................... 9
2.2 Theoretical Frameworks ............................................................................................................... 9
2.3 Literature Gap ............................................................................................................................... 19
2.4 Conceptual Framework ................................................................................................................ 19
2.5 Chapter Summary ......................................................................................................................... 19
Chapter 3: Research Methodology .................................................................................................. 19
3.1 Introduction .................................................................................................................................... 19
3.2 Research Philosophy ..................................................................................................................... 20
3.3 Research Approach ....................................................................................................................... 21
3.4 Research Design ............................................................................................................................. 21
3.5 Research Choice ............................................................................................................................. 22
3.6 Data Collection Method ................................................................................................................ 22
3.7 Research Strategy .......................................................................................................................... 23
3.8 Data Analysis .................................................................................................................................. 23
3.9 Ethical Considerations ................................................................................................................... 24
3.10 Chapter Summary ........................................................................................................................ 25
Chapter 4: Findings .......................................................................................................................... 25
4.1 Introduction .................................................................................................................................... 25
4.2 Thematic Analysis ......................................................................................................................... 25
4.3 Chapter Summary ......................................................................................................................... 33
Chapter 5: Discussion ....................................................................................................................... 33
5.1 Introduction .................................................................................................................................... 33
5.2 Qualitative Results ........................................................................................................................ 34
5.3 Chapter Summary ......................................................................................................................... 38
Chapter 6: Conclusion and Recommendations ............................................................................... 38
6.1 Conclusion ...................................................................................................................................... 38
6.2 Recommendations ........................................................................................................................ 40
6.3 Future Considerations ................................................................................................................... 42
References ......................................................................................................................................... 43
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