https://www.um.edu.mt/library/oar/handle/123456789/5917 2026-04-15T15:37:10Z https://www.um.edu.mt/library/oar/handle/123456789/101202 Title: Windows hybrid tablets IMC plan Abstract: The Microsoft Malta Office was set up in 2003 as a Sales, Marketing and Services Management office. Although the Maltese subsidiary does not sell tablets and PCs directly to consumers, the company in collaboration with its local partners creates marketing activities to promote Windows hardware (Edward Portelli, personal communication, 24 April, 2014). The Maltese tablet market has experienced an exponential growth. In fact, the sales of devices went up from 6, 700 in 2012 to 18,480 in 2013. Moreover, this research reveals that a favourable positive macro-economic environment could boost the sales of tablet sales even further. On the one hand, some laws, such as the Eco-Contribution and WEEE could increase costs sustained by companies (A. Ghio, personal communication, July 11, 2014). On the other hand, the increase of disposable income for Maltese households, the One tablet per child project and the drop in the price of devices should have a positive impact on the sector (European Commission, 2014 a; Passport, 2012). The Windows hybrids are the focus of this IMC plan. These devices offer high performance (Passport, 2012). Their key strength is the content creation as they are designed to replace laptops and netbooks (Passport, 2012). Moreover, they can be used for media consumption, therefore, they also compete with media tablets (Passport, 2012). Hybrids should appeal to corporate road warriors and to students who need a device with high performance and a keyboard to carry out complex tasks (Passport, 2012). However, the focus groups sessions that were organised for this research project revealed that the Maltese corporate road warriors do not consider hybrids as a replacement for their laptops. Whereas the focus group meetings with university students revealed that they preferred hybrids to laptops to carry out complex tasks like editing documents, while on the go. Therefore, they were selected as the target market of this IMC plan. In the next stage of the research, a questionnaire was used to obtain relevant information about the target market in order to create efficient and tailored marketing activities. Apparently, university students gathered their product information about tablets mainly through on-line sources. They researched about products on the internet and read online reviews. This was usually followed by word of mouth (WOM). It transpires that WOM had a key role in the "pre-purchase search" (Schiffman, Kanuk, Hansen, 2012 page 70). This study also highlighted that the purchasing decision was mainly influenced by the performance, connectivity and operating system of tablet PCs. The price of tablets was the fourth most important product attribute for the survey respondents. The majority of students would spend between € 251 and € 500 on a tablet. However, a large number of respondents affirmed to be ready to spend more than € 500 to purchase 2-in-1 tablets. Interestingly, they would spend more than €500 if it was possible for them to partially pay the device through the Maltese government's student grant. It was also worth noticing that students used their tablet mainly for surfing the internet, checking e-mail, accessing to social media and communicating. Whilst, listening to music, taking notes and doing research were other frequent activities carried out with a tablet. Finally, this research pointed out that the five main Windows tablets makers2 were top of mind for only 11.35% of students. This research reported that 4.26% of respondents owned Windows Tablet PCs. The situation analysis has indicated that one of the key objectives of Microsoft Malta was to increase the brand awareness of Windows tablets by 30% in Malta. Moreover, during this year, 25% of the university students will be made aware of Microsoft hybrids' attributes and benefits. ("comprehension"). Furthermore, 20% of them should desire to purchase a hybrid ("conviction"). Finally, the IMC plan aims to increase the sales of Windows hybrids by at least 8 % in a year. Viral videos, Facebook competitions, public relations, sales promotions, banners ads and endorsements by local celebrities will be used in order to achieve the aforementioned objectives. Description: M.A.INT.MARKETING COMM. 2014-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/101164 Title: The role of environmental marketing in consumer recycling behaviour Abstract: This study analyses the influence of two types of green advertisement on the population's recycling attitude and behaviour. The first type of adverts used in this dissertation is referred as rational type of advertising, it is designed to provide information to the public and spread knowledge about recycling. The second type, referred as emotional advertising in this dissertation, plays with negative emotions and shocking messages to engage people in recycling. This research was accomplished thought quantitative data collection and analysis using a theoretical framework based on the Azjen's theory of planned behaviour (1991). For the research, a total of 120 participants, randomly chosen within the Normandy province, divided in three samples of 40 people each were surveyed. Given the same questionnaire, the first sample was not exposed to any advert before its completion; it is referred as control group. The second sample was exposed to four print adverts of the emotional type, and the last sample was exposed to a list of four print adverts of the rational type. The results were analysed separately and revealed that the respondents react differently according to the type of recycling advertisement they are exposed to prior completing their questionnaire, and that the two-sample exposed to recycling adverts were more willing to recycle. Conversely, rational recycling adverts are raising the population's attitude towards recycling adverts but do not seem to motivate them to recycle. On the other hand, emotional adverts seem to be less appreciated, but more valuated by people and show impressive proof of recycling behavioural changes in the population. Description: M.A.INT.MARKETING COMM. 2014-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/6028 Title: Motivations to share online content : a study of the influence of emotive and interpersonal motivators on consumer content sharing Abstract: Social media marketing has gamered a great deal of attention, with many companies creating an online presence on social media. Despite the large amount of online marketing content being created, little is known about what motivates consumers to share the produced content with others. Relying on consumers to disperse content is an essential component to any social media marketing strategy. This study conceptualised content sharing as a form of online interpersonal communication on social media. Two main factors which influence the sharing of online content were identified from the literature: the emotions elicited by the message, and latent interpersonal motivators. Using an online survey, the relationships between these factors and the .frequency of online sharing were examined. The results show that emotive marketing content is more likely to be shared than non-emotive marketing content. The findings also clearly identified seven interpersonal motivators which influence online sharing: pleasure, affection, inclusion, need to belong, individuation, escape and relaxation. The findings obtained are not product or industry related, and can therefore serve to enhance a general understanding of social media marketing, allowing it to be applied to various sectors. Description: M.A.INT.MARKETING COMM. 2014-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/6009 Title: Integrated marketing communications plan for Coldwell Banker Malta Abstract: This thesis provides a creative Marketing Plan for Coldwell Banker Malta, Real Estate Company. On an international level, Coldwell Banker has developed a strong integrated brand and has a sustainable number of clients. With the new strategies proposed, it is intended to create a strong integrated marketing communications campaign to increase awareness, target and attract new business in the Maltese market. Various innovative tools are intended to address aggressive competition in the local market and have been chosen in order to change the perception of the consumers about the brand. During the research stage, when a focus group was conducted, different segments of consumers where identified in order to gain a better understanding of what they need, assess the current demand as well as to identify what business strategy best addresses the market segments. The proposed plan positions the company as the Real Estate Agent with innovative selling techniques aimed to get closer to the consumer wherever they are. As a result, Coldwell Banker Malta will offer convenience, professionalism and a consistent service. The target audience will gradually move from lacking awareness of the brand to a brand that they want to associate with. From January 2015 to December 2015, the consumers will become interested in the promotions offered through various tactics. The costs are kept within budget, whilst several media channels are employed to attract the various segments. The campaign will be evaluated and controlled through analyzing different quantifiable metrics in order to examine the effectiveness and reach of each campaign. When planning such a campaign the objectives are constantly referred to, to check and assess if they are, in fact, being met. Description: M.A.INT.MARKETING COMM. 2014-01-01T00:00:00Z