The Role of Content Marketing in Company Branding

The purpose of this study is to provide a deep understanding of the concept of content marketing in relation to company branding.

The Impact of Event Marketing on Brand Awareness in eSport Industry

The purpose of this qualitative research is to study what is the impact of event marketing on brand awareness in the context of electronic sport industry. Based on the research questions, the theoretical framework will be developed. This research will analyze earlier theories, and also searching more fresh literature to explain the current phenomenon in the eSport industry. In the empirical part, there were total of five case companies interviewed. The context of this research is eSport, which has its own chapter. The theoretical part of the thesis focuses on event marketing and brand awareness. In this research, event marketing is analyzed from the event organizers perspective. In some occasions, event exhibitors’ perspective is also analyzed. In brand awareness, the focus is how to create a brand recognizable, recalled and from there top of mind in consumers’ minds. The results of this research revealed that many companies’ struggles on getting their brand recognizable. Some of the case companies lacks a strategy and don’t exactly know the core values of their customers. However some of the case companies were opposite. One reason behind this is that some of them has experience on the field and the companies have resources that covers them. Also the current strong brand has clearly a positive affect on their business.

Marketing a Mobile Application in a Highly Competitive Global Marketplace

The purpose of this research was to study the marketing of mobile applications. The main objective was to find out what are the most efficient ways of marketing to increase the sales for a mobile application within a highly competitive marketplace. The marketplaces, app stores, are studied from the perspective of size, ease of entry, competition and customers and their purchasing process. The study also includes research on what are some of the main marketing methods used in mobile app marketing in general. The study consists of two parts, theoretical and empirical research. Theoretical research was done by studying past scientific research on the chosen subjects. As the subject is very new, the research was also extended to other publications from the field of mobile technology. The empirical part was done through interviews and empirical experiments with a case-company, which were used to answer the main objective of this study. These experiments showed that the chosen methods of mobile app marketing, app store optimization, localization and selected social media marketing activities, created the most sales when used together. Positive results were seen also when the activities were conducted by themselves, but together they were able to push the case company to their all time best results. However the key to succeeding and hitting high positions in the app store rankings would most likely require creating a solid marketing strategy, trying out other marketing activities alongside the ones used here, without forgetting to stay on top of mobile technology trends.

Marketing performance measurement in the marketing-finance interface

Marketing and finance are both facing challenges in the constantly changing business environment. Finance is challenged to change its role from cost control to value-adding business partner while marketing needs to be able to demonstrate its accountability so how it contributes to firm performance. Finance is the key partner for marketing to prove its impact by helping marketing to measure its actions. By doing so, finance can also emphasize its business partner role. There is not a lot of research conducted of the relationship between marketing and finance departments. The aim of this study is to investigate how the professional differences of marketing and finance and their forms of cooperation affect marketing performance measurement. Literature of marketing and finance disciplines, their cooperation, performance implications of their interface as well as the roles of marketing performance measurement, performance measurement system and measures were reviewed. This research was conducted as a qualitative case study among senior management of marketing and finance in the sporting goods company. The data collected through semi-structured interviews, participant observation and secondary data was described and classified and connections were made. The results of the study show that the nature of marketing and finance disciplines has many effects on their cooperation and performance measurement. Due to the ambiguous nature of marketing, measuring its performance is still seen as a challenge but digitalization is helping the measurement. It was indicated that marketing and finance professionals need to have different skillsets in order to perform their roles effectively and thus cooperation is needed. Marketing performance needs to be measured with both financial and nonfinancial measures. Both marketing and finance interviewees highlighted the importance of marketing measures over financial measures. Measuring marketing performance comprehensively is seen as a challenge since marketing and finance cooperation is still shaped by the cost control and budget management roles, rather than performance measurement. We recognized three constraints affecting this cooperation and performance measurement: people, time and software. If marketing and finance would develop deeper cooperation, they could create comprehensive performance measurement system that improves organizational performance.

Development and Effect Analysis of the Asteri Consultative Auditing Process - Safety and Security Management in Educational Institutions

The Finnish legislation requires for a safe and secure learning environment. However, the comprehensive, risk based safety and security management (SSM) and the management commitment in the implementation and development of the SSM are not mentioned in the legislation. Multiple institutions, operators and researchers have studied and developed safety and security in educational institutions over the past decade. Typically the approach has been fragmented and without bringing up the importance of the comprehensive SSM. The development needs of the safety and security operations in universities have been studied. However, in universities of applied sciences (UASs) and in elementary schools (ESs), the performance level, strengths and weaknesses of the comprehensive SSM have not been studied. The objective of this study was to develop the comprehensive, risk based SSM of educational institutions by developing the new Asteri consultative auditing process and study its effects on auditees. Furthermore, the performance level in the comprehensive SSM in UASs and ESs were studied using Asteri and the TUTOR model developed by the Keski-Uusimaa Department for Rescue Services. In addition, strengths, development needs and differences were identified. In total, 76 educational institutions were audited between the years 2011 and 2014. The study is based on logical empiricism, and an observational applied research design was used. Auditing, observation and an electronic survey were used for data collection. Statistical analysis was used to analyze the collected information. In addition, thematic analysis was used to analyze the development areas of the organizations mentioned by the respondents in the survey. As one of the main contributions, this research presents the new Asteri consultative auditing process. Organizations with low performance levels on the audited subject benefit the most from the Asteri consultative auditing process. Asteri may be usable in many different types of audits, not only in SSM audits. As a new result, this study provides new knowledge on attitudes related to auditing. According to the research findings, auditing may generate negative attitudes and the auditor should take them into account when planning and preparing for audits. Negative attitudes can be compensated by producing added value, objectivity and positivity for the audit and, thus, improve the positive effects of auditing on knowledge and skills. Moreover, as the results of this study shows, auditing safety and security issues do not increase feelings of insecurity, but rather increase feelings of safety and security when using the new Asteri consultative auditing process with the TUTOR model. The results showed that the SSM in the audited UASs was statistically significantly more advanced than that in the audited ESs. However, there is still room for improvement in the ESs and the UASs as the approach to the SSM was fragmented. It can be assumed that the majority of Finnish UASs and ESs do not likely meet the basic level of the comprehensive, risk based the SSM.

Framework for Marketing Automation: Case Vaisala

Työ käsittelee Markkinoinnin Automaatiota, viitekehyksen rakentamista Markkinoinnin Automaation käyttöönottoon ja sen hyödyntämiselle markkinoinnin ja myynnin putken hallinnassa. Työ on suoritettu tapaustutkimuksena, jonka primääri datana on käytetty puoli-strukturoituja haastatteluja ja sekundääri datana on käytetty dataa myynnin tietojärjestelmistä. Kirjallisuuskatsaus markkinoinnin automaatioon paljastaa, että aihetta ei ole juurikaan tutkittu akateemisesti. Etenkin selkeitä aukkoja teorioissa on miten markkinoinnin automaatiota kannattaisi aloittaa ja miten siihen tarvittavia kamppanjoita kannattaisi rakentaa. Tapaustutkimuksen tuloksena selvisi selkeät ongelma kohdat nykysessä markkinoinnin ja myynnin putkessa, ja myös kohdat joissa markkinoinnin automaatio voi olla avuksi. Suurin osa ongelma kohdista on markkinoinnin ja myynnin välissä. Toimiakseen markkinoinnin automaatio vaatii selkeät määritykset yrityksessä Liidille ja miten sitä käsitellään. Toimivuuden takaamiseksi se tarvitsee myös jatkuvaa palautetta liideistä ja myynneistä. Alue mikä myös tarvitsee muutosta paremman toimivuuden takaamiseksi on markkinoinnin kamppanjoiden suunnittelu, yhdessä myynnin kanssa ja asiakkaan polku edellä. Tulevaisuuden tavoitteena tulisi olla viestien personointi ja asiakkaiden profilointi. Tulevaisuuden tutkimuskohteet olisivat erittäin avuliaita yrityksille, varsinki jos ne käsittelisivät käyttöönottoa tai personointia.

Implementation of educational change in Finland: The case of the undivided basic education reform

For the past decades, educational large-scale reforms have been elaborated and implemented in many countries and often resulted in partial or complete failure. These results brought researchers to study policy processes in order to address this particular challenge. Studies on implementation processes brought to light an existing causal relationship between the implementation process and the effectiveness of a reform. This study aims to describe the implementation process of educational change in Finland, who produced efficient educational reforms over the last 50 years. The case study used for the purpose of this study is the national reform of undivided basic education (yhtenäinen peruskoulu) implemented in the end of the 1990s. Therefore, this research aims to describe how the Finnish undivided basic education reform was implemented. This research was carried out using a pluralist and structuralist approach of policy process and was analyzed according to the hybrid model of implementation process. The data were collected using a triangulation of methods, i.e. documentary research, interviews and questionnaires. The data were qualitative and were analyzed using content analysis methods. This study concludes that the undivided basic education reform was applied in a very decentralized manner, which is a reflection of the decentralized system present in Finland. Central authorities provided a clear vision of the purpose of the reform, but did not control the implementation process. They rather provided extensive support in the form of transmission of information and development of collaborative networks. Local authorities had complete autonomy in terms of decision-making and implementation process. Discussions, debates and decisions regarding implementation processes took place at the local level and included the participation of all actors present on the field. Implementation methods differ from a region to another, with is the consequence of the variation of the level of commitment of local actors but also the diversity of local realities. The reform was implemented according to existing structures and values, which means that it was in cohesion with the context in which it was implemented. These results cannot be generalized to all implementation processes of educational change in Finland but give a great insight of what could be the model used in Finland. Future studies could intent to confirm the model described here by studying other reforms that took place in Finland.

Implementation of educational change in Finland: The case of the undivided basic education reform

For the past decades, educational large-scale reforms have been elaborated and implemented in many countries and often resulted in partial or complete failure. These results brought researchers to study policy processes in order to address this particular challenge. Studies on implementation processes brought to light an existing causal relationship between the implementation process and the effectiveness of a reform. This study aims to describe the implementation process of educational change in Finland, who produced efficient educational reforms over the last 50 years. The case study used for the purpose of this study is the national reform of undivided basic education (yhtenäinen peruskoulu) implemented in the end of the 1990s. Therefore, this research aims to describe how the Finnish undivided basic education reform was implemented. This research was carried out using a pluralist and structuralist approach of policy process and was analyzed according to the hybrid model of implementation process. The data were collected using a triangulation of methods, i.e. documentary research, interviews and questionnaires. The data were qualitative and were analyzed using content analysis methods. This study concludes that the undivided basic education reform was applied in a very decentralized manner, which is a reflection of the decentralized system present in Finland. Central authorities provided a clear vision of the purpose of the reform, but did not control the implementation process. They rather provided extensive support in the form of transmission of information and development of collaborative networks. Local authorities had complete autonomy in terms of decision-making and implementation process. Discussions, debates and decisions regarding implementation processes took place at the local level and included the participation of all actors present on the field. Implementation methods differ from a region to another, with is the consequence of the variation of the level of commitment of local actors but also the diversity of local realities. The reform was implemented according to existing structures and values, which means that it was in cohesion with the context in which it was implemented. These results cannot be generalized to all implementation processes of educational change in Finland but give a great insight of what could be the model used in Finland. Future studies could intent to confirm the model described here by studying other reforms that took place in Finland.

The university as an educational institution

Teema: Yliopistohistoria.

Digital Content Marketing in the Business-to-Business Context. A Case Study on Marketing Communications Agencies.

Marketing has changed because of digitalization. Marketing is moving towards digital channels and more companies are transitioning from “pushing” advertising messages to “pull” marketing, that attracts audience with the content that interests and benefits the audience. This kind of marketing is called content marketing or “inbound” marketing. This study focuses on how marketing communications agencies utilize digital content marketing and what are the best practices with the selected digital content marketing channels. In this study, those channels include blogs, Facebook, Twitter, and LinkedIn. The qualitative research method was utilized in order to examine the phenomenon of digital content marketing in-depth. The chosen data collecting method was semi-structured interviewing. A total of seven marketing communications agencies, who currently utilize digital content marketing, were selected as case companies and interviewed. All the case companies are from the marketing communications industry because that industry can be assumed to be well adapted to digital content marketing techniques. There is a research gap about digital content marketing in the B2B context, which increases the novelty value of this research. The study examines what is digital content marketing, why B2B companies use digital content marketing, and how should digital content marketing be conducted through blogs and social media. The informants perceived digital marketing to be a fundamental part of their all marketing. They conduct digital content marketing for the following reasons: to increase sales, to improve their brand image and to demonstrate their own skills. Concrete results of digital content marketing for the case companies include sales leads, new clients, better brand image, and that recruiting is easier. The most important success factors with blogs and social media are the following: 1) Audience-centric thinking. All content planning should start from figuring out which themes interests the target audience. Social media channel choices should be based on where the target audience can be reached. 2) Companies should not talk only about themselves. Instead, content is made about themes that interests the target audience. On social media channels, only a fragment of all shared content is about the company. Rather, most of the shared content is industry-specific content that helps the potential client.

Consumer neuroscience: usability of brain imaging methods in marketing research

Consumer neuroscience (neuromarketing) is an emerging field of marketing research which uses brain imaging techniques to study neural conditions and processes that underlie consumption. The purpose of this study was to map this fairly new and growing field in Finland by studying the opinions of both Finnish consumers and marketing professionals towards it and comparing the opinions to the current consumer neuroscience literature, and based on that evaluate the usability of brain imaging techniques as a marketing research method. Mixed methods research design was chosen for this study. Quantitative data was collected from 232 consumers and 28 marketing professionals by means of online surveys. Both respondent groups had either neutral opinions or lacked knowledge about the four themes chosen for this study: benefits, limitations and challenges, ethical issues and future prospects of consumer neuroscience. Qualitative interview data was collected from 2 individuals from Finnish neuromarketing companies to deepen insights gained from quantitative research. The four interview themes were the same as in the surveys and the interviewees’ answers were mostly in line with the current literature, although more optimistic about the future of the field. The interviews also exposed a gap between academic consumer neuroscience research and practical level applications. The results of this study suggest that there are still many unresolved challenges and relevant populations either have neutral opinions or lack information about consumer neuroscience. The practical level applications are, however, already being successfully used and this new field of marketing research is growing both globally and in Finland.