Digital Marketing in Small Firms

Summary

Small-Medium-Sized enterprises (SMEs) make an important contribution to economic growth, employment and competitiveness of many regions. In the UK for example in 2023 there were 5.6 million SMEs (0 to 249 employees), accounting for 99.9% of the business population (5.6 million businesses). Indeed, in broader terms, SMEs make up three-fifths of the employment and around half of turnover in the UK private sector.

It is important therefore to understand how SME management can be improved and this study will focus on marketing which is considered critical to SMEs’ survival and growth, while aiding the firm’s (and ultimately the region’s) competitiveness.

Specifically, as marketing in firms continues to be significantly affected by developments in digital technology this represents one of the biggest challenges for SMEs, but research suggests that they do not generally deploy digital technology as effectively as they can. Set in this context, this study aims to examine the topic of digital marketing in SMEs to determine how they ‘do’ digital marketing, the challenges they face, the potential opportunities which could be afforded by improving their competencies and capabilities in this area and ultimately how they can become more competitive and achieve sustainable competitive advantage. At a more macro level the study will also examine how this can then assist the competitiveness of the region more widely and how it can contribute to both economic and social development.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 70%

Equal Opportunities

The University is an equal opportunities employer and welcomes applicants from all sections of the community, particularly from those with disabilities.

Appointment will be made on merit.

Funding and eligibility

This project is funded by:

• Department for the Economy (DfE)
• Vice Chancellor's Research Scholarship (VCRS)

Our fully funded PhD scholarships will cover tuition fees and provide a maintenance allowance of £19,237 (tbc) per annum for three years* (subject to satisfactory academic performance).  A Research Training Support Grant (RTSG) of £900 per annum is also available.

These scholarships, funded via the Department for the Economy (DfE) and the Vice Chancellor’s Research Scholarships (VCRS), are open to applicants worldwide, regardless of residency or domicile.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

*Part time PhD scholarships may be available, based on 0.5 of the full time rate, and will require a six year registration period (individual project advertisements will note where part time options apply).

Due consideration should be given to financing your studies.