I​‌‌‌‍‍‌‍‌‌‍‍‌‍‍‌‌‌‍‍​n view of the above, the following main research questions will help guide the research effort. – What is the current marketing automation market in general? – What is the current marketing situation based on IT Landscape in GCL? – What is the effect by using marketing automation in gaming / casinos business in general? – Which kind of existing optimization tools / CRM system are well used? What can be used in GCL? 1.4 Learning objectives Personal learning objectives: – Increase knowledge of the theory in the area of marketing management and application. – Gain in depth knowledge of currently leading marketing automation tools. – Discover a realistic business model / solution that is suitable for GCL. – Understand that marketing automation skills are completely transferable skill into any industry. 1.5 Project structure Chapter 1 – Introduction: This chapter aims to provide some background information on GCL and the ​‌‌‌‍‍‌‍‌‌‍‍‌‍‍‌‌‌‍‍​project objectives. Chapter 2 – Literature Review: This chapter aims to gather relevant literature to support the research questions, surface past research conducted on marketing automation and make critical comparison between various literatures. Chapter 3 – Methodology: This chapter aims to describe the data collection and analysis techniques used for the purpose of research, and explain the theoretical models on which the analysis will be based. Chapter 4 – Findings: This chapter aims to convey the key findings from survey and interview responses. The same time to answer the research questions and identify potential success in the future. Chapter 5 – Recommendations: This chapter proposes solutions to help GCL overcome current gaps so that it can extract maximum value from marketing automation in the future. Chapter 6 – Conclusion: This chapter highlights potential areas for further research and concludes on a ref​‌‌‌‍‍‌‍‌‌‍‍‌‍‍‌‌‌‍‍​lective note.


Which kind of existing optimization tools / CRM system are well used
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