The usage levels and effectiveness of marketing within small firms in Donegal

Abstract

The theme of this dissertation was chosen due to the authors own experience and knowledge of the marketing world in Donegal, having worked, lived and achieved academic qualifications in the region. The author is also aware of the debatable issue of marketing in small firms among academics and practitioners and wanted to gain a deeper understanding of the main issues that they face.

The underpinning objective of this study was to identify the usage levels and effectiveness of marketing within small firms in Donegal. The author used both qualitative (depth interviews) and quantitative (survey) research in order to extract the maximum amount of information from the target audience selected by the author.

The overlapping issue faced by small firms is their limited time and resources to pursue marketing activities. The level of government support and funding that is available in Donegal for small firms is also limited. The literature reveals that small firms in Ireland are the engine of an economy and the author is of the belief that particularly in this economic climate that more should be done to capitalise on small firms.

This study has also made the author aware that there is a subsequent lack of marketing/business graduates being employed within Donegal. The survey results revealed that of the total number of applicants that took part in the survey 83.2% do not employ graduates. This is also consistent with the literature that is currently available. The author is of the assumption that providing work placement as part of a graduates course work is a step in the right direction as not only does the graduate receive valuable experience but it also bridges the gap between theory versus practice. The author is confident that she has reached her objected in carrying out this research and believes that there is scope for other researchers to further analysis the finding to a larger extend.