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Entwicklung einer Online-Marketingstrategie für ein Start-Up im Gesundheitsbereich
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ISBN10: 3346580849
ISBN13: 9783346580849
Publisher: Grin Verlag
Published: Apr 25 2022
Pages: 74
Weight: 0.24
Height: 0.18 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346580849
Publisher: Grin Verlag
Published: Apr 25 2022
Pages: 74
Weight: 0.24
Height: 0.18 Width: 5.83 Depth: 8.27
Language: German
Masterarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, European School of Business Reutlingen (CASC), Veranstaltung: International Management, Sprache: Deutsch, Abstract: In dieser wissenschaftlichen Arbeit wird die Entwicklung einer Online-Marketingstrategie für ein Start-Up im Gesundheitsbereich an einem realen Fallbeispiel bearbeitet. Dazu wird zunächst der Begriff des Online-Marketings definiert und abgegrenzt. Anschlie end wird das Unternehmen im Fallbeispiel vorgestellt und anhand der vorhandenen Ressourcen und Strukturen eine unternehmensspezifische Online-Marketingstrategie entwickelt. Am Anfang erfolgt eine Einordnung des Online-Marketings im klassischen Marketing-Mix sowie eine Abgrenzung der verschiedenen potentiell nutzbaren Kanäle- und Instrumente im Online-Marketing selbst. Anschlie end werden das Unternehmen und sein Absatzmarkt vorgestellt. Danach findet die eigentliche Entwicklung der Online-Marketing-Strategie für das Unternehmen statt. Zu Beginn wird anhand der eigenen Ressourcen und des Wettbewerbs die Positionierung des Start-Ups festgelegt. Anschlie end erfolgen die Bestimmung und Analyse der Zielgruppe. Um nun die Kanäle, Instrumente sowie die Inhalte richtungsweisend zu entwickeln, erfolgt zunächst die Bestimmung der Marketingziele. Den Abschluss findet die Entwicklung der Online-Marketing-Strategie in der Verortung von Prozessen zur Automatisierung und Optimierung der entwickelnden Ma nahmen.
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