Internet Marketing Strategy for the Business Transformation Academy BTA
The Business Transformation Academy (BTA) is a cooperative project of SAP and the University of Applied Sciences and Arts Northwestern Switzerland FHNW. It creates and gathers knowledge in the field of business transformation and acts as a think tank for complex business changes. In its role as a thought leader, BTA maintains a network platform between academics, practitioners, consultants, and experts and thereby strategically aims to establish a dialogue with and among its target group.
Bichsel Roman & Semplicio Lucio, 2014
Bachelor Thesis, Business Transformation Academy BTA
Keywords: Online Marketing, Social Media Paid Advertising, SEO
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The Business Transformation Academy as a think tank providing valuabel knowledge on the topic of complex business changes strongly relies on effective communication with existing but also potential members respectively users of the network. However, up to the day of the project initiation, BTA had an unmethodical approach to communicate, distribute news, and foster its online visibility. In addition, the indicators in terms of website traffic and the reach of the 360° Business Transformation Journal were unsatisfactory. In oder to receive specific recommandations on how to improve the current situation, this project work has been set up.
By consulting literature as well as conducting live tests and discussion, the authors aimed to formulate an integrated strategy that supports BTA in optimizing its communication efforts and improving its online footprint.
A central finding of this paper is that a sustainable marketing strategy is dependent on the mutual interaction of different individual sub-areas (including web design, SEO, social media, advertising, e-mail and blog) and various activities. Hence, this paper contains concrete suggetions, where necessary enhanced by detailed instructions, how to optimize the individual sub-areas and thereby increase the overall benefit.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation