Subject: Professional Project
Code: BUSN20019
Student Name: xxxxxxxx
Student Number: xxxxxxx
Assessment 1
Campus: xxxxxx
Central Queensland University
Comment [SM1]: It is quite
important to have a title of your project
– something clear and simple to
follow.
This is not marked in assignment 1.2
ut it is market in assignment 2 and
also is just part of professional
presentation of reports.
Comment [SM2]: This assignment is
very well written and sounds very
scholarly already.
Remember the Academic Phrasebank
(link in lecture 1 and Moodle) to help
you develop your writing.
Table of Contents
Introduction ........................................................................................... XXXXXXXXXX3
Conceptual framework ......................................................................... XXXXXXXXXX3
Facebook marketing .......................................................................... XXXXXXXXXX3
Video marketing ................................................................................ XXXXXXXXXX4
Brand value ........................................................................................ XXXXXXXXXX4
Literature review ................................................................................... XXXXXXXXXX5
Methodology .......................................................................................... XXXXXXXXXX6
Gantt Chart ........................................................................................... XXXXXXXXXX7
Reference ................................................................................................ XXXXXXXXXX8
Comment [SM3]: Put your title
upfront and have a numbering system
for your TOC headings.
Introduction
In the last part of the twentieth century, marketing has emerged and expanded in many ways. The
world has experienced service marketing (Zeithaml & Bitner, 2000), business-to-business
marketing (Mudambi, 2002), social marketing (Andreasen, 2006) and
and management (Shu-
pei Tsai, XXXXXXXXXXEven with the mass expansion, marketing still keeps its function in every
usiness, which is “directly connected to the company’s long-term performance” (Karlícek, &
Drábik, 2012) and
and value. In the globalisation era, marketing in every business is harder
and much more challenging (Oana & Zvan, 2009), it pushes companies to seek new channels
online, mostly on social media. The most favourable channel in recent years is Facebook because
of its effectiveness and cost-saving.
Even though there is a lot of information about Facebook marketing, there is no research on the
co
elation between video content in Facebook marketing strategy and
and value. This paper
will investigate the concept of Facebook marketing, video marketing, the co
elation between
quantity of videos shared, quantity of interactions, quantity of shares on Facebook and the
and
value of top 10 Australian companies. The existing literature review will be critically analysed
and fields of future research will be presented to show the research gaps in the existing studies.
Conceptual framework
Facebook marketing
According to Kaplan and Haenlein (2010), social media is a group of Internet-based applications
uilt on Web 2.0 which “allow the creation and exchange of User Generated Content”. In more
simple terms, it is the source of online information that is created by any one, either consumers
or companies (Mangold & Faulds, XXXXXXXXXXSocial media comes in many forms: forums, email,
ating websites blogs, and social networking websites (Mangold & Faulds, XXXXXXXXXXIn these social
media, the most popular one is Facebook. According to the Facebook report second quarter
2017, there are more than 2 billion monthly active users in 2017 (Menlo, XXXXXXXXXXBecause it is the
most visited online social network and has the most number of users, companies use it as the
channel to show advertisements and deliver
and’s messages. Facebook marketing is considered
a big part of promotional mix and integrated marketing communications strategy (Mangold &
Comment [SM4]: RQ: This is a key
element and this student almost
ushes it under the table – this is not
good and it really needs to be much
clearer and readers must be able to find
it easily.
Comment [SM5]: Ideally, you have
a reference to some published work
that has said exactly that as well (e.g.
in their ‘areas of further research’
section) to really solidify your claim.
Comment [SM6]: Be careful here –
you are meant to propose a research
project, not deliver the final report yet.
Comment [SM7]: Direct quotes need
page references.
Comment [SM8]: REF
Faulds, 2009).
Video marketing
Video marketing in the digital marketing context is “all uses of video contents to promote a
and, product or service” (Bertrand, XXXXXXXXXXVideos can be used for many purposes, including
advertising, showcasing products and services, and educating. These videos will be played on
TV, big screen of the stadium, or posted on websites, YouTube and Facebook’s fan page. With
the growth of Internet, bandwidth has expanded and video consumption has increased
significantly (López-Nores, Blanco-Fernández, & Pazos-Arias, 2013).
With the growth of Facebook and video consumption, companies started using video content in
their Facebook marketing strategy. There are three variables which marketers usually concern
with: number of videos, the number of reactions and number of shares. The number of reactions
is the number of people showing that they like the videos, the number of shares is the number of
people
inging the video to their profile pages (Kim & Yang, XXXXXXXXXXBoth variables are
important in measuring the effectiveness of the videos.
Brand value
Brand value (also called
and equity) is “a set of assets and liabilities linked to a
and, its name
and symbol, that add to or subtract from the value provided by a product or service to a firm
and/or that firm's customers” (Aaker, 1991, p.15). It means that the
and value can be assessed
from two perspectives: the customer and the firm. In recent years,
and is no longer just a
symbol of the product or service, it is becoming more important in defining the whole marketing
mix and company wealth (Koch & Dikmen, 2015)
Even though there is a lot of research on Facebook marketing,