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Research Plan

Iam overtly interested in steering and finalizing research onDesigningadvanced marketing strategies and products as well as giving fullplay to the advantages of new media.My interest in the topic has developed over time by participating inprojects involving designing marketing approaches by utilizinginnovative media channels as well as through edification. In thisregard, I would like to join nameof institutionto pursue a postgraduate course in Visual Culture (Culture andCommunication) to broaden my horizons and engage in my plannedresearch on advanced marketing strategies. Having completed myundergraduate degree course in Business Administration (majoring inFinance) and several courses related to design and computers such asSurvey of Western Art I,2-DimensionDesign, Survey of Motion Pictures, Information Systems, andTechnology, I understand better the role of marketing and publicrelation management in enterprise development. Although a course inFinance may seem unrelated to Visual Arts, it has numerous relationsespecially in providing insights to enterprise development and publicrelations. In fact, commercial value has a constructive relationshipto marketing concepts, which are largely made up of public relationsefforts.


Theresearch will seek to bring together the world of art and marketingand finance together. The world of art and visual arts is heavilydependent on imagery, which is also a key component of marketing andbranding as part and parcel of integrated marketing communicationsand public relations. Thus for enterprises to realize theircommercial value, they must take seriously the expression of themarketing concept. In the modern era of new media such as websites,wikis, social media, blogs, and online newspapers, enterprises mustreposition and rethink their brand image. To achieve this, there is alot to borrow from the world of art that happens to me more open increating, cajoling and confronting as opposed to the closed andsystemized world of marketing informed by science.


Severalpast studies have acknowledged the need for visual arts and thescience of marketing to work together to achieve marketing goals.Butler, 2000 first acknowledge the closed systems in marketing andcontrasted them to the open systems in field of visual arts.Schroeder indicates that in fine arts “visual consumption is a keyattribute of an experience economy organized around attention”,where images are “designed to capture eyeballs and build brandnames” (2002, p. 3). Kerrigan et al. (2011), Thornton (2009) andHorowitz (2011) all agree that the field of visual arts has a lot tooffer to the field of marketing to achieve commercial success. Justlike visual arts enterprise management should embrace a multifacetedand more comprehensive approach that produces many perspectives orrealities of the same thing. This is critical because various aspectsin the market such as culture,aesthetics, and history interactto create meaning of images. These differences create multipleinterpretations of the same thing though the various modern mediaoutlets (Schroeder 2010). Furthermore, enterprises can predict theinteraction of these aspects in the market to create multiplerealities and attain marketing and commercial success just like inthe case of visual arts.

Aims/Objectivesof the project

Theresearch will endeavor to develop an understanding of theimplications of new media in marketing techniques. This approach isin informed my academic background in business and influences by theworks on visual culture as well as the need to address some of thechallenges encountered in designing marketing approaches during myinternship at Xinjiang Modern Petrochemical co., LTD. Besides, I alsowant to acquire some professional skills. Secondly, it is inevitableto meet some problems in the course of theoretical study, especiallyin case analysis. I want to explore and analyze the problems with thenewly acquired knowledge. After accumulating enough theoreticalknowledge and experience, I will return to China and apply what Ihave learned to practical cases.

Theoreticalframework and methods

Atheoretical strategy grounded on literature will form the foremostcomponent of secondary sources. As such, the theoretical approachwill define and exemplify the research problem, objectives, andstatement by utilizing reports, publications, critiques, journals,web information, and previous studies. On the other hand, I willemploy detailed surveys, questionnaires, and illustrative casestudies based on qualitative and quantitative strategies as the beststrategies for primary data. At the same time, I will utilize aquestionnaire as the main source of gathering data as it will providestructured and opinionated responses to partakers’ performance andaccurate information.


Theplan will undertake an ethnography approach by focusing on relationsand communications, cultures, and new media marketing. In thisregards, qualitative research will form the most part of the paper,as it a descriptive approach that utilizes pictures and words ratherthan numbers to communicate. However, quantitative research will alsoform a part, as it will help in illustrating the success ofinnovative marketing strategies. I will employ an ExplanatoryResearch Design to evaluate the research objectives and problems toensure that I collect multiple data. The research plan does notbelong to the science or business field, but belongs to visual artsthus, I will develop a positivist and representational discernment. Iwill utilize a multi-criteria approach for data analysis involvingmeasures correlations, computer-mediated techniques, and case studiesanalysis. Throughout the research, I will take into consideration allethical deliberations to ensure cogency and compliance to researchphilosophies.


Horowitz,N. (2011). Artof the deal: contemporary art in a global financial market.

Princeton,NJ: Princeton University Press.

Kerrigan,F., Brownlie, D., Hewer, P., and Daza-Le Touze, C. (2011) ‘“Spinning”Warhol:

Celebritybrand theoretics and the logic of the celebrity brand’, Journalof Marketing Management,27 (13-14), pp. 1504-1524.

Schroeder,J.E. (2002). Visualconsumption.Routledge, London.

Schroeder,J.E. (2010). ‘The Artist in Brand Culture’ In O’Reilly, D., andKerrigan, F. (Eds)

Marketingthe Arts – A fresh Approach. London: Routledge, pp. 18-30.

Thornton,S. (2009). Sevendays in the art world.Granta, London.


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