Date of Award
2008
Document Type
Project
Degree Name
Master of Arts in Communication Studies
Department
Communication Studies
First Advisor
Hundley, Heather
Second Advisor
Seitz, Victoria
Third Advisor
Newman, Eric
Abstract
This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media's strategic marketing and business goals and objectives. This project was designed to fullfill the company's marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The author also offers a brief background on the development of the retail grocery industry and how digital signage and interactive kiosks fit in grocery stores and supermarkets.
Recommended Citation
Fowler, Helena Irita, "Parametric media: A strategic market analysis and marketing plan for a digital signage, interactive kiosk and content company" (2008). Theses Digitization Project. 4418.
https://scholarworks.lib.csusb.edu/etd-project/4418
