and develop the final product while gaining a lot of personal and professional experience.

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Preface The basis for this project originates from my passion for marketing, creative design, and the hospitality industry. The hospitality industry suffered a lot of consequences due to the global Covid-19 crisis, therefore it was my pleasure to ease my client’s workload by becoming a temporary addition to the company. As the world moved further into the digital age, NAME BAR requested help in creating a digital marketing strategy. Finding a Young Professional placement at X allowed me to use my passion and develop the final product while gaining a lot of personal and professional experience.In truth, I could not have achieved my final product without a strong support group. First, my client X, who supported the product development, provided guidance and left room for individuality.Secondly, my Young Professional Semester support group, led by X, provided patient advice and guidance throughout the research process. Thirdly to my family, who supported me with care and understanding throughout my whole study abroad. And lastly, my partner x, who was always patient and encouraging. Thank you all for your unwavering support.

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Summary

This document is a portfolio for the Young Professional Semester, which includes three main parts: the professional product, substantiation, and assessment of hospitality performance. The subject of this report is advice on digital marketing strategy directed to NAME BAR, a hospitality company located in PLACE. The company’s management problem includes not participating in digital marketing because they miss a strategy on how to approach it. For this reason, a researcher was invited to develop a product that would answer the client’s management question: ‘How can a digital marketing strategy be created to benefit NAME BAR with attracting more customers outside of private events?’.

To answer the client’s management question, three research methods were chosen. Firstly, literature review, which helped in gaining valuable knowledge and insights into the aspects of digital marketing.Secondly, the findings were questioned by introducing the same topics of discussion to multiple marketing experts and hospitality professionals from comparable establishments to NAME BAR. And lastly, the findings were tested on a selected focus group, which helped tailor the advice to the company and their customers.

As a result of these findings, the digital marketing strategy was designed. The product presents three parts, analyses of the company, advice on digital marketing strategy, and financial consequences of the advice. These three parts serve the purpose of answering the client’s management question. The results present a positive impact for the company if they decide to execute the strategy. The final product was designed according to the client’s wishes but also their needs, which were suggested by the researcher.

With these findings, the client has a better understanding of what digital marketing requires, and they receive a tailored strategy for their company. The purpose of the strategy is to function as a guideline for the client and other stakeholders involved.Furthermore, the substantiation is presented as evidence of knowledge and support findings and decisions that were taken while the product was developed. The substantiation contains information that is not presented in the professional product. However, all the information presented in the substantiation was essential for the advice.Lastly, an evaluation of the researcher’s professional performance at the company is provided.Concluding the evaluation, the client shows gratitude for the professional product and the researcher’s input during the Young Professional Semester. 3 / 10

Table of Contents

• Professional product .............................................................................................................. 9
• Substantiation ...................................................................................................................... 37

2.1 Introduction of substantiation .................................................................................................... 37 2.2 Management question of the client ........................................................................................... 37

2.2.1 Current situation and specific management question ........................................................................... 37

2.2.2 Desired situation .................................................................................................................................... 38

2.2.3 The management question in a broader context ................................................................................... 39

2.2.4 Trends and developments ..................................................................................................................... 39

2.3 Solution Strategies ....................................................................................................................... 40

2.3.1 Why this product? ................................................................................................................................. 40

2.3.2 What is the function of this product? .................................................................................................... 41

2.3.3 Why is this product solving a problem? ................................................................................................. 41

2.3.4 Pros and cons of choices made in the product ...................................................................................... 41

2.4 Use of Knowledge ........................................................................................................................ 42

2.4.1 Required Knowledge .............................................................................................................................. 42

2.4.2 Knowledge collection .............................................................................................................................43

2.4.3 Findings ..................................................................................................................................................44

2.4.4 Use of results ......................................................................................................................................... 48

2.5 Discussion .................................................................................................................................... 50 2.6 Stakeholders ................................................................................................................................ 51 2.7 Finance ......................................................................................................................................... 53 Bibliography .......................................................................................................................... 54 Appendices ............................................................................................................................... 58 Appendix I: AAOCC- model ................................................................................................................ 58 Appendix II: Interview preparation ................................................................................................... 60 Appendix III: Interview guide ............................................................................................................ 61 Appendix IV: Table with open and axial coding of interviews ......................................................... 64 Appendix V: Focus group preparation .............................................................................................. 67 Appendix VI: Focus group guide ........................................................................................................ 68 Appendix VII: Focus group summary ................................................................................................ 69 Appendix VIII: Interview transcript 1 ................................................................................................ 73 Appendix IX: Interview transcript 2 .................................................................................................. 84 Appendix X: Interview transcript 3 ....................................................................................................96 Appendix XI: Interview transcript 4 ................................................................................................ 106 Appendix XII: Interview transcript 5 ............................................................................................... 120 4 / 10