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Table of Contents List of Tables Table of Contents List of tables ............................................................................................................... 2 Table of Charts ....................................................................................................... 2 List of Images ......................................................................................................... 3 Acknowledgements .................................................................................................... 4 Abstract ...................................................................................................................... 4 Background ................................................................................................................ 7 Aim ........................................................................................................................... 11 Objectives ................................................................................................................ 11 Research Questions ................................................................................................. 13 Literature review ....................................................................................................... 14 Methodology ............................................................................................................. 51 Research Philosophy ............................................................................................ 51 Research Approach .............................................................................................. 55 Research Strategy ................................................................................................ 57 Secondary research ................................................................................................. 59 Data Need 1 ......................................................................................................... 59 Data Need 2 ......................................................................................................... 61 Data Need 3 ......................................................................................................... 64 Primary Research..................................................................................................... 67 Questionnaires ..................................................................................................... 67 Semi-structured Interviews ................................................................................... 72 Project Management ................................................................................................ 78 Ethical Consideration ............................................................................................ 78 Piloting .................................................................................................................. 80 Budget .................................................................................................................. 81 Timeline ................................................................................................................ 82 Findings .................................................................................................................... 83 Conclusions ............................................................................................................ 142 Recommendations .............................................................................................. 146 Value of the Research ........................................................................................ 148 Future Directions ................................................................................................ 150 Self-reflection ......................................................................................................... 151 1 Experience .......................................................................................................... 151 Reflection ............................................................................................................ 152 Conceptualizing .................................................................................................. 153 Individual Planning.............................................................................................. 154 Reflexivity ............................................................................................................... 156 Ontological Reflexivity ........................................................................................ 156 Epistemological Reflexivity ................................................................................. 157 Axiological reflexivity ........................................................................................... 158 References ............................................................................................................. 160 Appendix ................................................................................................................ 164 List of tables Table 1: Proposed Budget ........................................................................................ 81 Table 2: Actual Budget ............................................................................................. 81 Table 3: Timeline ...................................................................................................... 82 Table 4: Age Distribution .......................................................................................... 89 Table 5: Life Cycle vs. Income ................................................................................. 96 Table 6: Age Conversion ........................................................................................ 113 Table 7: Chi-square Test 1 ..................................................................................... 113 Table 8: Chi-square Test 2 ..................................................................................... 120 Table 9: Chi-square Test 3 ..................................................................................... 129 Table 10: Self-development ................................................................................... 155 Table of Charts Chart 1: Survey Questions ....................................................................................... 70 Chart 2: Semi-structured Interview Questions .......................................................... 75 Chart 3: Map of Bohnice ........................................................................................... 85 Chart 4: Mind Map 1 ............................................................................................... 103 Chart 5: Mind Map 1+2 ........................................................................................... 115 Chart 6: Mind Map 1+2+3+4................................................................................... 122 Chart 7: Mind Map All ............................................................................................. 137 2 List of Images Image 1: Logo evolution ......................................................................................... 108 Image 2: Billboard evaluation ................................................................................. 108 3 Acknowledgements It has been an incredible journey, with more ups and downs than anyone could ever imagine. First of all, I would like to express my gratitude to all of my lecturers for supporting me and baring with me throughout my studies. Secondly, I would like to thank my family for always being on my side, and especially for believing in me. Nevertheless, the biggest gratitude goes to Mr. Dave Gannon and Mr. Stefano Cavagnetto, my dearest professors, and my biggest believers. Thank you for being part of this journey and for supporting me unthinkably. I am truly indebted to you. Thank you 4 Abstract Business world is volatile place that keeps on changing rapidly. New methods and solutions are substituting the old ones and so does the way they are being utilized. Marketing is a way how businesses sell their products and develop their brand awareness. Therefore, the volatile business world is also changing how brands market themselves and their products, thus, marketing methods change and must adapt accordingly. As the number of new businesses around the world is rising hastily, the oversaturated market seeks new marketing methods and solutions that are more effective in targeting and selling products more effectively than the competition. The aim of my dissertation is to investigate whether shopping mall Centrum Krakov in Prague 8 should develop a locally focused marketing strategy in alignment with new marketing trends, strategies and rapidly changing market. Therefore, in order to fulfill the requirements of the aim, extensive research had to be conducted. Firstly, it was imperative to investigate what are the new marketing trends and strategies. Secondly, to investigate whether such new trends and strategies would be effective in the eye of the costumer. Thirdly, it was essential to seek whether industry professionals see the new trends, strategies and methods as a viable plan. Lastly, to fulfill the aim, conclusion and recommendations are drawn. In order to achieve the objectives, primary research had to take place. Firstly, a questionnaire had to be distributed in the catchment area of Centrum Krakov. Secondly, it was imperative to conduct
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