Dissertation Support
I looked at Dissertation handbooks from 22 Universities to workout what a dissertation really means. Here is the blueprint.
Marketing Strategy
A sudden traffic spike from Lanzhou, China, isn't a viral hit, it's a data integrity problem. We explore how this AI bot wave is distorting your GA4 metrics, creating "conversion rate illusions," and the strategic steps you must take to filter the noise.
Marketing Theory
New research by Rob Angell shows that adding physical versions to unique digital assets can reduce their value. This article explores the cross-format dilution effect and its implications for digital marketing strategy.
SME
How can small businesses embrace digital tools without big budgets? This article explores how SMEs can adopt tech creatively using entrepreneurial marketing logic—blending effectuation, bricolage, and lean testing to drive growth on their terms.
virtual influencers
AI-generated models like Lil Miquela and Shudu are redefining fashion marketing. Discover how brands like H&M are embracing digital twins, the benefits they offer, and the ethical questions they raise about authenticity and diversity.
Higher Education
There’s an old survival adage: “You don’t need to outrun the bear—just the person next to you.” Right now, that saying rings more true than ever. With funding crises looming, international student flows uncertain, and institutional costs rising, the metaphorical bear is real—and hungry. For universities,
As Trump returns to power and tariffs rise, core marketing models rooted in stability face new challenges. This article explores how political disruption is reshaping both marketing strategy and how the subject is taught in business schools worldwide.
Choosing the right digital marketing strategy is only half the battle. The next challenge is execution —how businesses communicate their message, engage customers, and allocate resources effectively.
Analytic Hierarchy Process (AHP)
Marketing today is more complex than ever. Businesses must navigate an overwhelming number of digital channels, from search engine optimisation (SEO) and pay-per-click (PPC) advertising to influencer marketing and email campaigns.
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Tom was my dissertation tutor in my final year of my international business degree. Tom was extremely supportive, helpful and always made time to to see me. He went above and beyond what I expected from my tutor and without his help I feel that I would not have been able to get my dissertation to a first class level.Tom is extremely knowledgeable in his field and the depth of the information he can provide is second to none. I would advise anyone studying in Toms field to use him as their preferred choice of tutor. https://www.linkedin.com/in/emcarroll/
Tom was my dissertation supervisor when completing my bachelors in marketing at the University of Southampton helping me attain a first class grade. Tom gave me immense support when completing my studies, he was responsive, gave clear and constructive feedback, answered all of my questions and went above and beyond when helping me build my research project and find a sample of respondents. Tom was very supportive and encouraging during the whole project and made me feel confident during the process. My project was on luxury automotive and helped me secure a job with a luxury automotive brand straight after graduating. A big thank you!!!
I really enjoyed Tom’s modules, not only because of the subject material and interesting coursework, but also because of the manner in which he presented the information, the effectiveness with which he imparted knowledge, and his ability to engage those in the room. Tom was always very articulate and kept the attention and interest of those around him. I was particularly impressed by his consideration and respect for students and how easily he related to them. It was a pleasure to be in his class. https://www.linkedin.com/in/odadgar/
Marketing strategy has long been shaped by a mix of intuition, experience, and market trends. While gut feeling can sometimes lead to strong results, businesses increasingly require structured decision-making to stay competitive.
Introduction: The Rise of Virtual Tourism in an Era of Sustainability The tourism industry has long been at the crossroads of economic opportunity and environmental responsibility. With global travel contributing significantly to carbon emissions, the sector faces mounting pressure to adopt more sustainable practices. In response, digital transformation is presenting
The Rise of Gamification in Tourism Tourism has always been about experiences, but the rapid acceleration of digital technology is changing the way consumers interact with destinations, brands, and loyalty programmes. Gamification—the application of game-like mechanics to non-game environments—is emerging as a powerful tool to engage travellers, influence
Sustainable tourism has transitioned from a niche trend to a central pillar of the modern travel industry. As concerns over climate change, environmental degradation, and cultural preservation grow, travellers are becoming increasingly discerning about their choices.
As eco-conscious travellers demand greater transparency, blockchain technology is emerging as a powerful tool to verify sustainability claims and prevent greenwashing in tourism.
As digital transformation reshapes industries, the tourism sector is undergoing a fundamental shift. Sustainable tourism is no longer just about adopting eco-friendly practices; it is about leveraging cutting-edge technology to monitor, personalise, and optimise sustainability efforts.
Sustainable tourism is at an inflection point. Consumer demand for eco-friendly travel has never been higher, but so has skepticism. With sustainability claims under intense scrutiny, businesses that rely on surface-level green marketing risk losing credibility.
Writing a dissertation is a journey that requires not only in-depth research but also a clear, logical structure that ties all sections together. One of the biggest challenges students face is ensuring their dissertation reads cohesively, with every part connected to the research question and objectives. In this article, we
This shift from traditional to digital marketing can be seen across industries. One of the most illustrative examples is Coca-Cola, a global brand that has successfully navigated this transformation.
Data analysis can often be daunting, particularly when trying to determine the most appropriate statistical test for your unique set of data.
Social proof has emerged as a luminous beacon, illuminating the path to consumer hearts and wallets. Its significance lies not merely in its existence, but in its profound impact on the human psyche.
Greenwashing, the deceptive marketing practice of misleading consumers about a company's environmental practices, is gaining attention and causing concern. Recent reports highlight the impact of greenwashing on investor confidence and credibility in an environmentally conscious market.
