BRUNEL BUSINESS SCHOOL COVERSHEET FOR ONLINE COURSEWORK SUBMISSIONS Module Code Module Title Module leader Student ID number I understand that the School does not tolerate plagiarism. Plagiarism is the knowing or reckless presentation of another person’s thoughts, writings, inventions, as one’s own…
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Brunel University Brunel Business School Uxbridge, Middlesex UB8 3PH United Kingdom Tel: +44 (0) 1895 267007 Fax: +44 (0) 1895 269865 Declaration I hereby undertake the completed report on my own and it is my work. I have provided complete acknowledgement to authors of any information that has been previously published and used in this report. It to my best knowledge that the information provided in this report meets all ethical requirements of providing citations throughout the text (Harvard Style). I also understand and accept that my completed report upon submission will become the property of Brunel University which is then allowed to reproduce this report in any for educational and research purposes without seeking consent from me. Student ID: Date: Word Count: Acknowledgements I would like to personally thank my supervisor Dr. XYZ who has been quite supportive despite of his other commitments. Without his guidance it would not have been possible for me to complete this dissertation in a meaningful manner. This research work has been a one of the best practice in my learning career and has surely help me develop my education research skills which would help in my career. Moreover, without the support of my parents and teachers, it would not have been possible to conduct this research work. I therefore dedicate the work of mine to my parents, teachers, and friends. Abstract The branding and marketing of cities is an essential factor for the governments for the promotion of their cities, and it helps them to improve the economic position of the government in this era of globalization. Over the last few years the London City had been preparing for the event of Olympics which were held almost 2 months ago and keeping in view the phenomenal event of Olympics, this study can be considered as a useful attempt to investigate how integrated marketing communication tools have been used for marketing of Olympic Games 2012 and branding of London city as a host city which has been known for its rich culture and social heritage and setup. The prime objective of this research work is to focus on the integrated marketing tools that are applied in the branding of the London city. For this study, an online survey was conducted through which 150 respondents residing in either UK or other EU countries took part. The data collected from the primary research was subjected to statistical modelling including regression analysis to draw upon the relationship between effectiveness of integrated marketing communication (IMC) used by different authorised organizations on the perception of tourists or travellers visiting London as to whether they feel that IMC has successfully branded the London as the host city of Olympics 2012. The result of the present study has revealed that IMC activities have successfully branded London as a city and there is a significant impact of IMC on branding of London city. Table of Contents 2 Acknowledgements 3 Abstract 4 Chapter 1 - Introduction 11 Chapter 2: Literature Review 20 Chapter 3: Research Methodology 43 Chapter – 04: Findings and Discussion 54 Chapter 5 - Conclusion and Recommendations 71 Appendix I:
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