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Theses and dissertations (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/14

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Has files: YesSubject: search.filters.subject.Communication in marketing

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    The influence of marketing communication on students' decisions to enrol at Technical Vocational Education and Training colleges in KwaZulu-Natal
    (2017) Vezi, Freedom Clement; Penceliah, Soobramoney
    Marketing higher education is a growing field of expertise in many developing countries. However, little research has been done on marketing Technical Vocational Education and Training (TVET) Colleges in South Africa. Evidence suggests that it may suffer from a lack of expertise to provide direction to the practical aspects of marketing TVET Colleges. Most of the marketing practices of Higher Education are underdeveloped and lack a strategic focus when it comes to Technical Vocational Education and Training (TVET). For TVET Colleges marketing communication plays an important role in students’ recruitment. The aim of this study is to analyse the influence of marketing communication towards students’ decisions to enrol at Technical Vocational Education and Training Colleges (TVET). The objectives of this study is to determine factors that influence students in the selection of a TVET College. Additionally, the study strives to identify students’ perceptions towards TEVT Colleges, and investigate marketing communication practices that contributes toward improving students’ perceptions at TVET. The study was conducted in KwaZulu-Natal where the targeted TVET colleges are based. This is a quantitative, descriptive, and cross-sectional study conducted among a sample of 400 TVET College students. Data was analyzed using SPSS. The results of this study reveal the need for marketing communication in TVET Colleges to be addressed urgently in order to improve public perception and enrolment rates at TVET Colleges. Both students and TVET Colleges will benefit from the study because marketing and communication as a source of information will assist when selecting a college of choice. In addition, this will also assist TVET Colleges in the selection of appropriate marketing communication media to enable proper allocation of marketing budget and resources The findings of this study will then act as guidelines to determine a more appropriate marketing communication strategy to improve the public perceptions of TVET Colleges to make TVET Colleges a students’ first choice.
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    The influence of culture on marketing communications between South African and German businesses
    (2012-11-30) Schnalke, Marcel; Mason, Roger Bruce; Ngubane, Zwakele
    Globalization has brought new challenges for companies operating internationally. Various geographic locations, including numerous cultures, enhance marketing operations for an international company. The marketing communications process is influenced by culture and, therefore, it is important to identify the main national cultural factors and variables which influence this process. This study aimed to investigate the influence of national culture on marketing communications between German and South African businesses. The objectives of this study were to identify the main critical national cultural factors/variables influencing marketing communications between South African and German businesses and to develop a cultural framework to support marketing communications between German and South African firms. In order to accomplish the objectives, the study was undertaken as a quantitative survey combined with qualitative in-depth interviews to provide better understanding of the information obtained from the survey. The quantitative study was conducted from marketing staff selected from a population of 250 companies. Six in-depth interviews discussing the findings and results obtained through the quantitative study completed the qualitative part of the study. Language, value system, religion, level of education, attitude towards time, marketing communication style and marketing messages have been identified as the seven main cultural factors/variables to be critical and which have to be taken into consideration for marketing communications. Two cultural frameworks, one focussing on South Africa, the other one focussing on Germany, have been developed to provide South African and German businesses with the essential information and support if they want to implement a successful marketing communications strategy for either the German or the South African market.
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    The influence of marketing communication on students' decisions to enrol at Durban University of Technology
    (2010) Redmond, Portia Helen; Mason, Roger Bruce; Corbishley, Karen Margaret
    Marketing communication strategies are now imperative in the Higher Education arena. Understanding the prospective students’ choice and determining the subgroups into which they fall, provides the basis for a well-planned strategy for marketing communications practitioners at Durban University of Technology (DUT). The purpose of this study is to review the effectiveness of the current marketing communication strategies of DUT, and to establish how first time enrolees make choices when selecting a Higher Education institution at which to study. This study uses quantitative descriptive methods of convenience sampling of the January 2009 intake of students. Although specific to DUT, the findings of this study may also be of interest to other Universities of Technology that are assessing their marketing communication strategies. Research implications in this study identify the most appropriate means of marketing communications for the DUT brand in the context of prospective student choice. At the close of this cross-sectional research, the study provides proposals for future marketing initiatives for DUT. The results of the study may be used in determining more appropriate marketing campaign strategies and initiatives to establish DUT as a first choice brand in our competitive arena. The value of this study is that it supports the opinion that the focus of marketing communication strategies must continually be modified in response to a changing market.