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Ambush marketing and counter-strategies

Study level

Vacation research experience scheme

Faculty/Lead unit

Topic status

In progress.

Supervisors

Associate Professor Clinton Weeks
Position
Associate Professor
Division / Faculty
QUT Business School

Overview

This project will examine the effectiveness of ambush marketing, which is attempts by brands to give consumers the impression they are officially associated with an event or initiative, when they actually are not. Ambush marketing activities are common, but less is known about how useful they are for the ambushing brand, or how detrimental they are for any ambushed brands.

The project will also consider counter-strategies that might be employed by those brands being ambushed (that is, those who do have a legitimate official association with an event or initiative).

Research activities

You'll gain skills in:

  • organising ideas and dealing with different arguments for and against the ideas
  • using research databases
  • sorting materials for a focused research project
  • thinking critically
  • writing following a structure.

Required skills and experience

This topic will suit you if you have a background in marketing and creative industries, or marketing and psychology.

Attention to detail and ability to think critically will be valuable skills for this project.

Keywords

Contact

Contact the supervisor for more information.