Identifying the role that IEM plays

Short description of the research topic and research questions

The research topic is all about identifying the role that IEM (International Event Marketing) plays when it comes to creating brand awareness. This research is to be carried out by considering a specific sector of the UK, the “pharmaceutical sector, which applies creative and effective IEM strategy imposing effects on generating brand awareness among the customers of the respective sector. In order to carry out this research, a specific company of the UK pharmaceutical sector is to be focused on, “Cephalon UK Ltd”. When it comes to introducing the research topic, event marketing needs to be defined at first, for example, event marketing refers to experiential marketing of a specific brand, service or product through promotional events or memorable experiences for both ends such as customers and the brand. This particular type of marketing contributes to the overall brand equity of a company, thus any individual attending this kind of events would grab in-depth knowledge about that brand. This would result in increasing the overall brand equity of that company. Hence, the experience gained by a customer after attending that event increases their trust, loyalty and satisfaction level towards that brand, as a result, the company’s relationship with those customers are strengthened and become the potential to lead the competition. Thus, international marketing events such as trade shows, street events and many others can play the role of mediator between the brand equity of the respective company and its customers.

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Research Questions

RQ1: How do the International Marketing Events organized by Cephalon UK Ltd contribute to increasing their brand awareness among the UK people?

Section 1: Participants

  1. Targeting the profile of the customers

While targeting the population profile, a few demographics needs to be considered by the researcher such as the working experience of the employees, gender, position at which they work in the respective company and the department they belong to.

Experience: 1-2 years

Gender: Irrespective of the gender, employees would be targeted

Position: Marketing Consultant, Marketing Manager, Marketing Analyst, Marketing & Promotions Manager

Department: Marketing (Traditional and Digital)

Role: Data collection, content creation, targeting users, and others


Every participant (employees of the selected company) would be recruited by visiting the webpage and social media networks of the selected company such as Instagram, Twitter and Facebook. Hence, visiting the Twitter profile of the selected company, #Cephalon directs the researcher to obtain information about the targeted population. Furthermore, visiting the LinkedIn profile of this company, the Sales Director of this company, the Sales and Marketing Coordinator at Cephalon UK Ltd and a few more, directs the researcher collecting information about them to contact them.


Consents would be sought from the employees of the respective company and this consent would be sought from the employees by sending emails to them or contacting them on their LinkedIn profiles regarding adequate information about this study and the purpose behind this study. This consent must ensure that it is a voluntary agreement, thus the employees can withdraw their name voluntarily at any point in time.


This could be ensured by following the ethical considerations to carry out research such as applying the Data Protection Act 1998, by keeping their records secure through the use of encryption method while sending information on the internet and by updating the system with the current anti-virus software. Furthermore, all the information needs to be kept under password protected files and folders. In addition, these employees would be ensured that whatever information they are to exchange with the researcher regarding their marketing events and strategies, would be kept securely, confidentially and would not be used for any wrong intention or personal use.


The researcher would be selecting correlational research design” to identify the relationship between two variables of this research study such as “International Marketing Events” and “brand awareness”. Thus, by applying this research design, the research would measure how IEM drives and fosters brand awareness, which reflects a positive correlation between these two variables, this positive correlation needs to be evaluated through this design.


Loss of confidentiality would be the only risk to the participants. Thus, the researcher needs to indulge less sensitive questions in the questionnaire, thus enough care to be exercised in obtaining, handling and then storing the data would be needed. This risk can be minimized, for which the researcher needs to collect the personal information about the participants that is absolutely essential for the research activity. In addition, the personal data after getting collected need to be coded as early in the data analysis activity as possible and securely stored, thus only the researcher and the authorized personnel would have access to it. Furthermore, this risk can be minimized by pre-screening the profile and experience of the employees, and then the researcher must provide the participants with adequate information regarding the research study, probable questions during the informed consent along debriefing.



Q1. What is your experience?

  • <1 year
  • 4 years
  • 8 years
  • >8Years

Q2. At what position, do you work in your company?

  • Marketing coordinator
  • Marketing and Promotions Manager
  • Marketing Consultant
  • Marketing Analyst
  • Others

Q3. Do you have any experience regarding the development of international marketing events?

  • Yes
  • No

Q4. In your opinion, what needs to be included to make an International Marketing Event outcome-centric?

  • Customers recent demands and needs
  • Ongoing trends in the industry
  • Competitors move
  • Depending on the situation
  • Companys objectives

Q5. While conducting the marketing event on the international platform, what attributes of success you need to consider?

  • Creativity
  • Appealing
  • Relationship-builders
  • Profitability
  • Sense of responsibility

Q6. Which instrument do you use to measure the success of your marketing event?

  • Customers feedback
  • Coverage by News releases
  • Return on Investment
  • Within budget and Time
  • Appreciation from the stakeholders

Q7. What can you say about your marketing event when it comes to a fact that the event is sufficient enough to attract customers and retain them for a long?

  • The most effective one
  • Moderate
  • Depending on situation
  • No effects
  • Cannot say

Q8. What would be the time gap between your marketing event getting over and the customers started contacting you by attending that event?

  • After one day
  • On the same day
  • After 1 week
  • No response
  • Cannot say, depends

Q9. Which platform do you find the most efficient and attractive one when it comes to engaging your customers for the event?

  • Social media
  • Street show
  • Conferences
  • Trade show
  • Gmail marketing

Q10. Which level of budget your company considers while planning for the International Marketing Event?

  • A huge level
  • Moderate
  • Low
  • Do not know

Q11. From your perspective, do you find customer feedback an important key to success for the upcoming events?

  • Yes
  • No
  • Do not know

Q12. How would you see the relationship between your marketing event and the awareness level of your customers regarding your brand?

  • Works at its best
  • Works moderately
  • Does not work
  • Works the least


The motive behind this research project is to identify the effects of IEM on brand awareness. This is a research project being conducted by “Student Name” at London South Bank University. Your participation in this research paper is voluntary, you are free to be participated in this study or even withdraw your name. If you do not find it comfortable to participate in this research survey, you may withdraw your name at any point in time and your withdrawal from this participation would not be penalized at all. This procedure would ask you to fill an online survey questionnaire that would only take around 5 to 10 minutes from your busy schedule. Your responses would be confidential, and you would not be asked to share any identifiable information such as your email address, name or IP address. We shall give our best efforts to keep your information confidential, secured and privatized. Every data you would be exchanging with us will be stored electronically in a password-protected folder. In order to help to protect your privacy and confidentiality, this survey would not contain any such information that would personally identify you. The results obtained from this study would be used for only a scholarly purpose and might be shared with the representatives of London Bank University.

This research study has already been reviewed according to the Ethics and Principles followed by the London South Bank University to carry out research indulging human subjects.

Question Title

Electronic Consent: Please choose any of the following:

Clicking on the Agree button below indicating that

  • You are ready for the above information
  • You voluntarily agree to participation
  • Your age > 18 years

If your will is not to participate in this study, please do decline participation only by clicking on the “Disagree” button

  • Agree
  • Disagree



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