The application of integrated marketing communications by micro enterprises in the Republic of Ireland

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O Broin, Ruaidhri
Issue Date
Masters in Business Administration
Dublin Business School
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This study has been carried out to analyse the application of integrated marketing communication campaigns within micro businesses. This research has addressed the impact that IMC can have on micro business and the practical solutions that work best in practice. The practice of Integrated Marketing Communications (IMC), its application by micro enterprises and the challenges that are faced by micro enterprises when implementing IMC are discussed and analysed throughout this study. Both secondary and primary research methods were adopted to carry out the research. The secondary data was collected using journal articles, trade journals, online and above all academic books laid the foundation of the research. The primary research involved qualitative research methods. For this qualitative research, the owners and managers of micro businesses were chosen and interviewed face to face. The dissertation begins with an introduction to the context of the study, The Republic of Ireland. Then follows a comprehensive review of the literature in relation to micro enterprises, ME owners and then moves on to IMC. The chosen research methodologies are presented along with the rationale for choosing such methods. Findings gathered from qualitative interviews are presented and discussed. The key contribution of this research is to understand how ME’s are applying IMC, which practices are most successful and the challenges they face in promoting their business. Finally, research limitations and recommendations for future research are outlined. The research has provided useful recommendations that may be helpful to micro business owners in The Republic of Ireland.