Effective Marketing Communication as a Tool for Greater Productivity in an Organization
Chapter One
OBJECTIVE OF THE STUDY
Below are some of the objectives of the study enlisted as follows:
To determine if effective marketing communication can bring about greater productivity in an organization
To find out if effective marketing communication can yield or foster greater productivity in Union Bank Plc, Nigeria(Awka)
To determine if effective marketing communication can increase customer patronage in the Union Bank Plc(Awka)
To determine if effective marketing communication can help Union Bank Plc achieve their organizational goal
To know if effective marketing communication can create enough awareness that increase the productivity of the organization
CHAPTER TWO
REVIEW OF RELATED LITERATURE
INTRODUCTION
In explaining the meaning of effective communication; it is good to look at the subject matter of communication in details. Meaningful communication informs and educates employees at all levels and motivates them to support the strategy (Barrett, 2002). Communication is viewed by (Haiemann, 2011) as the imparting of ideas and making oneself understood by others. It is also the process by which information is passed between individuals and/or organizations by means of previously agreed symbols. Communication is the process by which one party (a sender) transmits information (i.e. message). It is a continuous process between the two parties involved and it occurs in many levels, such as intra-individual communication level (Keith, 2014). Information is transmitted in two ways:- e.g. from a sensory organ to the brain and secondly, interpersonal level is a situation in which the transmission of information is just between two individuals. Communication can also occur within or between an individual or group. Effective communication is a process by which sender of message, received feedback from receiver in intended (Peter, 2015). Effective communication starts from the sender to its decoding by the receiver. It is said to be ineffective communication when receiver of the message did not decode the intended of the sender. It is through feedback that information achieves its desired results.Berrels A. (2010), Effective communication takes place when the person to whom it is intended, subsequently, the receiver understand the meaning intended and reacts accordingly. Effective communication is a transaction of ideas, directory command or guide into oral or written words, or actions on the path of the communicator in such a way that the receiver gets the same message and reacts in manner envisaged by the communicator (Victor Akam; 2011). It is believe by a lot of experts that communication could consciously or unconsciously take place by writing, reading, taking, listening or moving and any part of the body. All these things mean something to some person, or group. It has to be stressed that communication in an organization can take place in any of these means. Communication is a process of effecting change to a system. As long as organization reforms and globalization is evident, new communication techniques should be developed to stand the change. Thereforeit becomes important for positive attitudes to change to lead to vital successful change programs (Kotter, 1996), as resistance to change is one of the biggest barriers to overcome. Likewise,effective communication requires a degree of ‘cognitive organizational reorientation’ comprehension and appreciation of the proposed change. Elving&Hansma (2008) carried out an interview research between management and employees during organizational change. The most important conclusion drawn was that the success of the dissemination and adaptation of organizational change significantly depend upon communicative and informative skills of managers at all levels. Although leaders appear to be aware of fast change within organization (Bolden & Gosling, 2006), communicating that change is difficult. Bennebroek-Gravenhorst et al. (2006) found that along with the role of management on the contribution of the workforce to the impending change, distribution of information and actual communication regarding the need for the change and the objectives of the modification in business organization are also critical.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to the effective marketing communication as a tool for greater productivity in organization
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information the effective marketing communication as a tool for greater productivity in organization. 200 staff of union bank in Awka, Anambra state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the effective marketing communication as a tool for greater productivity in organization. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of the marketing communication as a tool for greater productivity in organization
Summary
This study was on the effective marketing communication as a tool for greater productivity in organization. Four objectives were raised which included: To determine if effective marketing communication can bring about greater productivity in an organization, to find out if effective marketing communication can yield or foster greater productivity in Union Bank Plc,Nigeria(Awka), to determine if effective marketing communication can increase customer patronage in the Union Bank Plc(Awka), to determine if effective marketing communication can help the Union Bank Plc to achieve their organizational goal and to know if effective marketing communication can create enough awareness that can increase the productivity of the organization. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of union bank, Awka. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made marketers, customer care officers, senior staff and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Management of marketing communication as part of strategic marketing is one of the most important parts included in corporate strategies, which have to each company focus on. Aims of each company would cover up all customers into two higher levels (partner and advocate), because they create the biggest value for the company (Šimberová, 2008). That is possible through effective marketing campaigns which include impact on customers´ gender because of their mutual dependence. Effectiveness of new trends in marketing communication creates opportunities to companies, how they could communicate own production to wide audience (according their size, or in crisis time). Main limitation for each company is amount of budget they can use. Therefore, these tools are quite effective because of low needed amount
Recommendation
It also suggested that a result driven- communication since it gives room to measure results and performance as it the communication process within the organization and this in turn impacts on decision making, problem solving as some of the issues undergo a bureaucratic process and this slows down the dispute Finally, an open communication environment is one in which all members of the organization feel free to share feedback, ideas and even criticism at every level, thereby encouraging staff to freely give their views without being victimized by the management. Therefore, follow up of information encouraged for organizational performance
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