ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

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

Blanes Jacquart, Pamela
(2021)

Files

PamelaBlanes_61431900_2021.pdf
  • Open access
  • Adobe PDF
  • 1.32 MB
Download
PamelaBlanes_61431900_2021_Annexe1.pdf
  • Open access
  • Adobe PDF
  • 140.5 KB
Download
PamelaBlanes_61431900_2021_Annexe2.pdf
  • Open access
  • Adobe PDF
  • 168.51 KB
Download

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.