Haute école de gestion de Genève

The use of digital marketing in the Swiss automotive retail industry : how does the Swiss automotive retail industry use digital marketing for dealerships to drive revenue and brand awareness?

Sengupta, Joya ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2018 ; TDIBM 45.

Marketing is about “creating customer value and relationships” (Kotler, Armstrong 2014, p. 16). However, this reality has changed over the years especially since the shift towards digital. New tools and influences appeared, therefore impacting the consumers shopping habits. Moreover, consumers today have a much wider choice to pick from and many purchasing possibilities. What about the...

Haute école de gestion de Genève

What are the benefits and risks related to the feasibility of opening a crèche in Geneva?

Oliveira Carneiro, Diana Cristina ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2018 ; TDIBM 42.

Childcare aims at providing a high-quality care of the children, allowing the parents to better reconcile professional and personal life. Childcare institutions are expected to choose their educational program in a manner that it helps the child to develop emotional, social, cognitive and physical skills. Theory proves that a high-quality childcare has a positive impact on the child’s...

Haute école de gestion de Genève

How do German YouTubers/Vloggers influence, through product placement, the buying behavior of beauty products of teenagers, aged 12-18 years, in the German part of Switzerland?

Kurtz, Angela-Katharina ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2018 ; TDIBM 39.

The internet has evolved in a drastic and rapid way over the approximately past 55 years. Nowadays, with all these social media platforms and online tools, teenagers are spending more and more time on their computers or other devices, and are constantly connected with their friends in a virtual world created by these social media. It is estimated that up to 9 hours a day are spent on social media...

Haute école de gestion de Genève

The democratization of luxury and its impact on the image of luxury brands

Burri, Chrystelle ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2017 ; TDIBM 25.

The market for luxury handbags has considerably changed over the last 20 years. It is our hypothesis here that the market of luxury handbags has gone through a phenomenon of democratization. Focusing on the city of Geneva, the present thesis wants to demonstrate that luxury handbags have become more common in the last 20 years. What are the reasons that led to this phenomenon? What is the point...