THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION
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THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION
Chapter one
INTRODUCTION
1.1 Background of the Study
Despite the critical role that marketing communication plays in the day-to-day operations of an organisation, many organisations continue to experience inefficient communication. The source of the organization’s marketing communication difficulty could be attributed to the following variables.
When an organization’s management is friendly and has a positive working report, communication is more successful. However, when members of the organisation indulge in mutual distrust, resentful gossip, or feel incompetent and insecure. There is likely to be inefficient marketing communication.
Furthermore, ineffective marketing communication in an organisation could be a deliberate action of the receiver of the sender’s inability to properly encode and transmit the message, or a situation in which a subordinate failed to carry out a directive because the superior was not serious.
Ineffective marketing communication may be attributed to an overload of information. Too much marketing communication improves the overall system.
Judicious information selection helps to avoid dogging the entire system with irrelevant information in an organisation where there are too many memorandums flying about the management due to their habit of not reading their meals and hence refers to these mails as garbage.
While mechanical deficiency makes our organisation ineffective, a lack of suitable facilities such as telex telegraphs and ox telephones, which are needed to send and receive essential business information, creates a breakdown in the communication process.
1.2 Problem Statement.
The following are the issues confronting Union Bank of Nigeria Plc Awka.
1. There is a communication gap between the bank and its clients.
2. Examples of poor innovation management include electronic banking.
3. Poor service delivery.
4. Poor resource allocation.
5. Inequality in management positions.
6. A lack of direct communication between top and bottom management.
1.3 PURPOSE OF STUDY
Some of the study’s purposes are listed below:
i To determine whether successful marketing communication can lead to increased productivity in an organisation.
ii To find out whether effective marketing communication may generate or nurture improved productivity in Union Bank Plc, Nigeria (Awka).
iii To investigate whether efficient marketing communication can improve client patronage in Union Bank Plc (Awka).
iv To investigate whether good marketing communication may help Union Bank Plc reach their organisational aim.
v Determine whether efficient marketing communication can generate enough awareness to boost the organization’s productivity.
1.4 Significance of the Study
The value of excellent marketing communication in an organisation cannot be overstated. The research will benefit the general public, the organisation, and the researchers. Other researchers may find this to be a useful resource. They will broaden their knowledge of the topic matter.
The organisation will profit from this study as well because it is based on the enterprise’s results and suggestion procedure for identifying areas. The advice will also benefit them, as its execution may provide a solution to the problem described. The study will also improve communication.
1.5 RESEACH QUESTION
In order to attain the stated purpose, the following research questions were formulated:
1 Do employees believe efficient marketing communication is crucial for productivity?
2. What problems are inherent in the organisation?
3. Is there an effective feedback mechanism in the organisation?
4. Are there any disparities between the various levels of management?
1.6 Scope of the Study
Communication is an extremely vast topic. Although no agreement has been achieved on the idea, it is widely assumed that every human activity requires communication. The scope of this research project will thus be limited to assessing the efficiency of marketing communication at Union Bank of Nigeria (U.B.A) plc.
It will also focus on elements that contribute to good marketing communication in an organisation, as well as the impact of participative marketing communication on worker-management interactions.
The study will also be extended to determine whether the marketing communication method has any effect on worker performance and productivity.
1.7 Definition of Terms
Marketing:
This can be defined as the promotion, distribution, and sale of a product or service, which includes market research and advertising.
Communication:
This has been defined by several authorities, but the one used in this research effort is that of Nwachukwu. “Communication is the transmission of ideas from sender to receiver.
Organisation:
An organisation is a stable system of individuals who work together to achieve common goals through a hierarchical structure and division of labour.
Communication Process:
This is the transmission of a message from sender to receiver. It outlines how a message is passed from sender to recipient.
Worker:
This refers to those who work within the organisation to enhance their standard of living.
Management:
Is a social entity responsible for the effective and economical planning and regulation of an enterprise’s operations in order to complete a certain goal, such as policy execution and formulation.
Feedback:
Response to a message received, including whether or not it was comprehended.
Encoding:
Mental perception is translated into some form of communication code.
Grapevine:
In an informal system, the grapevine serves as the position counter to rumour, but the person who disseminates the information may be difficult to track down.
Rumour:
This refers to unofficial and unverified information transmitted via interpersonal routes. There is no clear proof of where the information is being transported.
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