Browsing by Subject "Digital Marketing"
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Item Restricted How COVID-19 Influenced Berlin Fashion Brands in Terms of Online Marketing Strategies(2022) Iryna Zaporozhets; Mantel, Peter; Ülker, Bariş; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis examines changes in online marketing strategies for Berlin-based fashion companies, with a specific focus on influencer strategy. The paper explores the history of digital marketing, its potential for development, main strategies employed in the field, the evolution of social media platforms, and the definition of influencer strategy. Furthermore, it investigates how influencer strategy can benefit fashion brands, particularly during the pandemic. Keywords: online marketing strategies, Berlin-based fashion companies, influencer strategy, digital marketing, development, main strategies, social media, pandemic, fashion brandsItem Restricted The Power of Loyal Customers : What Strategies Should Mariaeincorporate to Increase Its Client Retention Rate(2023) Joel Alberto Santos Zeron; Arunachalam, Vivek; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: After nearly three years of my Data Science and Business bachelor studies, I had the opportunity of applying all the knowledge I acquired during an internship with an international shapewear company, Fajas MariaE. This marks the beginning of my professional work in a company with nearly 12 nationalities. MariaE provided me with valuable opportunities to enhance my intercultural competencies and my knowledge in the digital marketing world. Three years ago, I never imagined I would be working for a shapewear company. However, as I began my journey, I realized that a strong connection existed, and my passion for the work only grew. Although I had little knowledge of shapewear initially, I quickly learned that I could contribute significantly to other aspects of the company. Throughout this graduation phase, my focus has been on an unaddressed area for the company - the improvement of client retention. I understood from the outset that this task would be challenging, given the industry in which the company operates, where customer loyalty is essential. Yet, I found motivation in the importance of finding a solution, which has been the driving force behind the creation of this thesis. I would like to express my heartfelt gratitude to my colleagues at Fajas Mariae for their warm and supportive culture, guidance, and encouragement to grow. I am also thankful to my university supervisor, Erick Behar-Villegas, for his invaluable support and guidance. Additionally, I extend my thanks to the cited researchers whose work has helped me gain a deeper understanding of the subject matter. Finally, I sincerely hope that this research proves beneficial to Fajas Mariae and to future researchers exploring the topic of improving client retention. Keywords: Data Science, Business Studies, Shapewear Industry, Digital Marketing, Intercultural Competence, Client Retention, Customer Loyalty, Professional Internship, Fajas MariaE, Research Application