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Faculty of Management Sciences

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Author: search.filters.author.Mason, Roger BruceHas files: No

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    Towards an e-Learning support strategy for the retail sector in South Africa
    (IGI Global, 2020-07) Aspeling, Jonathan M.; Mason, Roger Bruce
    E-learning is of increasing importance in delivering flexible and distributed programmes for workforce skill development such as induction, product knowledge, systems compliance, and customer service. This research consists of a desktop exploratory review of e-learning concepts, policies, surveys, and a set of proposals and recommendations from research into e-learning in the retail sector. The article presents international and local experience, relevant post-school education and training policies and key variables and themes that impact on e-learning. Institutional approaches in supporting e-learning within different countries are also contrasted. The outcomes are general recommendations regarding the focus, alignment and integration of e-learning for the retail sector, with activities proposed to support e-learning.
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    Perceptions of service provided by South African police service community service centres
    (Informa UK Limited, 2019-07-25) Mason, Roger Bruce; Ngobese, Ndabazinhle; Maharaj, Mandusha
    This study investigated citizens’ perceptions of the service experienced when visiting Community Service Centres (CSC) of the South African Police Service (previously known as ‘police stations’ or ‘charge offices’). The study focuses on factors leading up to the visit and to the service experience as perceived by the visitors, and whether these perceptions differed according to various demographic factors. A survey of 400 respondents at three CSCs measured how and why the CSC was visited, overall satisfaction and respondents’ perceptions of the visit experience (measured via the service quality dimensions). The results indicate that overall satisfaction does not differ significantly according to demo-graphics, but that there are some differences in the lead-up factors and the experience according to education and income. Actions needed to improve the visit experience for citizens include customer service train-ing, regular assessment and monitoring of clients’ experiences, as well as CSC employees’ behaviour.
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    Awareness of the space industry as a career opportunity in South Africa
    (IGI Global, 2019) Zuma, Khanya Philani; Mason, Roger Bruce; Maharaj, Mandusha
    The South African space industry is not seen by young learners as a potential career. The objectives of this study were to identify: high school students’ awareness of the industry, their perceptions of employment opportunities, and their knowledge of the industry’s educational requirements. A quantitative, descriptive survey with structured questionnaires was administered to 171 respondents. Purposive and quota sampling selected grade 10-11 students in rural, urban and suburban schools. Most respondents had some awareness of the industry, but had limited knowledge about career opportunities, especially in rural schools. Respondents were unclear about how and where to apply for space-related education. The space industry inadequately markets itself to students, so more outreach programs, sponsoring of science and technological projects, more scholarships, and encouragement of the Department of Higher Education to provide information about, and improve career guidance officers’ knowledge of, the space industry are recommended.
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    Factors that influence perceptions and purchasing of organic produce by South African Consumers : a literature review
    (IGI Global, 2019) Fynn-Green, Geraldine; Mason, Roger Bruce; Giampiccoli, Andrea
    This article provides insight into the literature on consumer perceptions towards organic fruit and vegetables, attempting to identify factors that influence purchasing practices. Several supermarkets and fresh food markets in South Africa are now selling organically produced food items and consequently provide consumers with an alternative to conventionally grown food. However, limited research has been conducted in South Africa regarding consumer awareness and knowledge pertaining to organic produce and how consumer perceptions affect their purchasing practices. This article therefore provides a background to the organic food market in South Africa. From available literature, the article then goes on to explain the consumer behavior related to purchasing organic food produce, specifically with regard to socio-economic demographics and factors influencing willingness to pay a premium for organic produce. The article culminates in suggestions for further research to improve knowledge and understanding of the organic produce consumer in South Africa.
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    E-learning : a means to increase learner involvement in research
    (IGI Global, 2014) De Beer, Marie; Mason, Roger Bruce
    This paper investigates a method for increasing the involvement of marketing fourth year learners in academic research, by encouraging greater participation in, and commitment to, their research project in the Applied Marketing IV subject. It is assumed that greater involvement will result in a greater pass rate. The main rea- sons for this lack of interest were found to be a sense of incompetence and a lack of resources which were the main objectives of a research project. These objectives were addressed by using learner centered methodolo- gies with the research method Action Research. This research method with the slow resolution of problems was used together with a teaching methodology whose objectives supported the resolution of the learners' inadequacies. Formative assessment was used at the start of the measuring of the learners'progress and was found useful with its quick and positive feedback in supporting the learners' con.ftdence. An eClassroom was structured for the implementation of the Applied Marketing IV course. It was designed in such a way that it facilitated the learners' use of the more commonly used devices such as sur.ftng the web, email and Internet over and above the chosen course material. Although it was not possible to complete the main intervention of the project it was possible to use the participants' experiences in the navigation of the course material in the eClassroom, to further develop future follow-up courses.
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    Communication channels and interpersonal communication between South African and German business partners
    (Virtus Interpress, 2013) Scheming, Oleg; Mason, Roger Bruce
    Good communication skills are vital, especially in business. This study investigated the role of interpersonal communications in managing South African – German business relationships. The objective of the study was to identify which communication channels South African businesses use to communicate with their German business partners, and which are perceived to be the most effective. In order to accomplish the objective, a survey was conducted by means of self-administered e-mail based questionnaires. In addition, a few depth interviews were conducted to help interpret the quantitative results of the study. In both cases, the respondents were purposively selected. Based on the findings, recommendations were provided on how communication can be made more effective to improve South African and German business relationships.
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    Selection of causes according to socio-demographic status in South Africa
    (Taylor and Fancis, 2011-06-21) Corbishley, Karen Margaret; Mason, Roger Bruce
    Cause related marketing links charities to the sales of products, brands, or services. The charity is mentioned in promotional campaigns and a percentage donated to the cause according to unit sales or turnover. This article aims to establish which charities are more popular with South African consumers, and whether different socio-demographic groups (age, gender, income, and education) prefer to support different causes. A quantitative study was conducted in South Africa using a structured questionnaire administered via interviews at shopping malls. Different groups were found to prefer to support considerably different causes and these causes were identified.
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    An exploration of marketing tactics for turbulent environments
    (Emerald Group Publishing Limited, 2009) Mason, Roger Bruce; Staude, Gavin
    The purpose of this paper is to propose that the choice of marketing tactics is influenced by the company's external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, when marketing and the environment are viewed through a complexity lens. Design/methodology/approach – A marketing mix model, derived from complexity literature, was assessed via a multiple case study to identify the type of marketing mix suggested for a complex, turbulent environment. The study was exploratory, using in-depth interviews with two companies in the IT industry. Findings – The results tentatively confirmed that the more successful company used a destabilizing marketing mix, and suggest that using complexity theory to develop marketing tactics could be helpful in turbulent environments. Research limitations/implications – The findings are limited by the study's exploratory, qualitative nature and the small sample. Generalizing should be done with care and therefore further research with larger samples and in different environments is recommended. Practical implications – The paper will benefit marketers by emphasizing a new way to consider future marketing activities of their companies. The model can assist marketers to identify the tactics to use, dependent on the nature of their environment. Originality/value – Most work on complexity in marketing has concentrated on strategy, with little emphasis on tactics and the marketing mix. Therefore, the paper is an important contribution to the understanding of marketing mix choices, of interest to both practising marketers and marketing academics.
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    Residual brand awareness following the termination of a long-term event sponsorship and the appointment of a new sponsor
    (Journal of marketing communications, 2006) Mason, Roger Bruce; Cochetel, Fabrice
    This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change. A survey of the audience at a surfing event was conducted. The findings were that the original sponsor maintained high awareness levels with the audience, particularly awareness of the previously sponsored event, thereby supporting the proposition that long-term sponsorship supports long-term brand awareness. Secondly, the research found that a change in sponsorship does not necessarily lead to changes in respondents’ perceptions of the event. Thirdly, the research showed that there was a mismatch in the values of the original sponsor and the event, whereas the current sponsor had a closer match with the event’s values. Sponsorships change fairly frequently and it would be of interest to sponsors to know the extent to which benefits continue to accrue after they have stopped sponsoring an event. Since almost no research has been carried out on residual awareness and awareness decay, this paper should contribute to knowledge about the cessation of sponsorships, as well as to the broader field of sponsorship knowledge.
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    Using a blended approach to facilitate postgraduate supervision
    (Routledge, 2009) De Beer, Marie; Mason, Roger Bruce
    This paper explores the feasibility of using a blended approach to postgraduate research-degree supervision. Such a model could reduce research supervisors’ workloads and improve the quality and success of Masters and Doctoral students’ research output. The paper presents a case study that is based on a framework that was originally designed for blended learning activities. It is based on supporting different types of interaction between postgraduate research students and their supervisors. The findings show that a blended approach to postgraduate supervision improves the supervision process, reduces the administrative workload of the supervisor, and creates a dynamic record of the supervision process. The results to date imply that traditional supervision practice needs to be revisited and modified to include digital procedures. The research project is in its infancy and, since at least three years is necessary for the completion of postgraduate degrees, this paper reports only on the first two stages of the research project.