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Communication strategies for the expansion of an online jewellery store to the European Union market : an analytical and experimental study

Blanes Jacquart, Pamela
(2021)

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PamelaBlanes_61431900_2021.pdf
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PamelaBlanes_61431900_2021_Annexe1.pdf
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PamelaBlanes_61431900_2021_Annexe2.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
The purpose of this dissertation is to understand the elements that take place in the design of a communication plan for the expansion of a real online jewellery store to the European Union market. For this, a thorough study of the literature concerning communication strategy, intercultural communication and digital marketing communication has been conducted. This has allowed the right decision-making on each step of the 3-month communication plan: analyse the background of the business, define the plan’s goals and objectives, conduct a SWOT analysis, choose the right new target audience and digital communication channels, transmit an appropriate message in the right language according to the audience’s culture, be prepared for the customers 4 moments of truth and finally, choose the adequate KPIs to measure the results of the communication plan.

Citations

  • APA

Blanes Jacquart, P. (2021). Communication strategies for the expansion of an online jewellery store to the European Union market : an analytical and experimental study. https://dial-mem.test.bib.ucl.ac.be/handle/2078.2/32518