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  • The Impact of Customer Relationship Management (CRM) and Artificial Intelligence (AI) on Integrated Marketing Communications (IMC)

The Impact of Customer Relationship Management (CRM) and Artificial Intelligence (AI) on Integrated Marketing Communications (IMC)

Student: Kostritsa Tatiana

Supervisor: Vera Butkovskaya

Faculty: Graduate School of Business

Educational Programme: Marketing: Digital Technology and Marketing Communications (Master)

Year of Graduation: 2024

The purpose of this study is to investigate the impact of customer relationship management (CRM) and artificial intelligence (AI) on integrated marketing communications (IMC). To achieve this, a detailed theoretical review of key theoretical and practical sources was conducted, leading to the formulation of hypotheses and the development of a conceptual model based on them. To test the hypotheses, both quantitative and qualitative research were conducted. The quantitative research involved a survey with 384 managers from various industries closely related to marketing, resulting in the confirmation of 3 out of 4 hypotheses. Additionally, in-depth interviews were conducted to explore the use of AI in marketing in detail. This helped identify the drivers and barriers to the practical application of AI. Based on the theoretical and practical research findings, recommendations for conducting integrated marketing communications were provided.

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