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THE
EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN
ORGANIZATION
ABSTRACT
This work is
aimed at critically examining effective marketing communication as a tool for
greater productivity in an organization a special reference to union bank
Nigeria Plc eastern area was used as a case study. Literatures related to the
subject were reviewed. primarily and secondary data were collected through the use of questionnaire interviews
and form text journals and the company’s record that face to face marketing
communication is not common between the top management and the subordinate. For
communication to be effective in the organization the following factors must be
observed and maintained. Management must develop good communication skill, a
common language should be used for better understanding of marketing
communication intents, subordinates views should be sought before making
decisions. We therefore recommend that to facilitate instruction, the employee
responsible for excursion should be solved. Organization should therefore
encourage up-ward communication to obtain information maintain good
relationship with the workers in order to have effective marketing
communication in an organization.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Despite the
vital role marketing communication plays in the day to day running of an
organization there are still numerous cases of ineffective communication in
many organizations. The cause of marketing communication problem in the
organization could be distributed to the following factors of variables.
When the
management of an organization is friendly and less a good working report
communication tends to be effective. But as soon as members of the organization
engage in mutual distrust resentment gossip or when there are feeling of
incompetence and insecurity. There is bound to ineffective marketing
communication.
Moreover, ineffective marketing
communication in an organization could as well be a deliberate action of the
receiver of the sender inability of the sender to properly encode and transmit
the message situation about where the subordinate failed to carry a directive
because though the superior is not serious.
Ineffective
marketing communication could be due to over loading of information. Too much
marketing communication best town the entire system judicious selection of
information helps to avoid dogging the entire system with irrelevant
information in organization where there is too many memorandum floating around
the management from the habit of not reading their meals and therefore refers
to these mails as junks. Mean while mechanical insufficiency leads to
ineffective in our organization lack of proper facilities like telex telegraphs
and ox telephone etc. which is being used for sending and as well as receiving
urgent business information causes breakdown in communication process.
1.2 STATEMENT OF THE PROBLEM.
Below are
the problems facing Union Bank of Nigeria Plc Awka.
1. There is communication gap between the bank
and its customers.
2. Poor management of innovation examples E Banking .
3. Poor rendering of services.
4. Poor management of resources.
5. Lack of equality in the level of management.
6. Lack of direct contact between the top
management and the lower management.
1.3 PURPOSE OF THE STUDY
Below are
some the purposes of the study enlisted as follows:
i To determine if effective marketing
communication can bring about greater productivity in an organization
ii To find out if effective marketing
communication can yield or foster greater productivity in Union Bank
Plc,Nigeria(Awka)
iii To determine if effective marketing
communication can increase customer patronage in the Union Bank Plc(Awka)
iv To
determine if effective marketing communication can help the Union Bank Plc to
achieve their organizational goal
v To know if effective marketing
communication can create enough awareness that can increase the productivity of
the organization.
1.4 SIGNIFICANCE OF THE STUDY
The importance of effective marketing
communication in an organization cannot be over emphasized. The research work
will be of good to both the general public’s, the organization and as well the
researchers. Other researcher because it may form a source of information for
them. They will expand their knowledge of subject area.
The organization: This study will also
benefit the organization because based on the findings and recommendation
process of the enterprise with a view to identify areas. The recommendation
will also benefit them since their implementation may be a solution to the
identified. Communication will also benefit from the study.
1.5 RESEACH
QUESTION
In other to achieve the above
objective, the following research question were formulated
1 Do the workers perceive effective
marketing communication as necessary for productivity.?
2 What problem are inherent in the
organization?
3 Does effective feedback mechanism
exist in the organization?
4 Are there any differences in the
different levels of management as well?
1.6 SCPOE OF THE STUDY
Communication is a very broad
topic. No consensus has been reached about the concept but it is believed that
every human activity involves communication. The scope of this research project
will therefore be limited to evaluating the effectiveness of marketing
communication in Union Bank of Nigeria(U.B.A)plc. It will also focus on factors
that aid effective marketing communication in an organization in addition to
highlighting the incidence of participative marketing communication on workers
management relations. The study will also be extended to find out whether
marketing communication process has any effective workers performance
productivity.
1.7
DEFINITION OF TERMS
Marketing:
This can be
defined as the promotion distribution and selling of product or service,
include market research and advertising.
Communication:
This has
been defined by different authorities but the adopted for this research work is
that of Nwachukwu “Communication is the transfer of ideas from sender to the
receiver.
Organization:
Organization
is a stable system of individual who tighter to achieve through a hierarchy of
ranks and division of labour common goals.
Communication
process:
This is the
transmitting message from sender to receiver. It describes the means of passing
message from sender to the receiver of the message.
Worker:
This refers to those who are working in
the organization to improve standard of living.
Management:
Is a social entailing responsible for
the effective and economical planning and regulations of operations of an
enterprise, in fulfillment of a given purpose of task, it is implementation and
formulation of policy.
Feedback:
Response by
a message received which includes whether or not the message has been
understood.
Encoding:
The
translation mental perception in some sort of communication code.
Grapevine:
The
grapevine is the position counter part of rumour in an informal system, but the
person who gives out the information may not be easy to find.
Rumor:
This refers
to unofficial and unconfirmed information sent through interpersonal channels.
This is no clear out evidence to where the information is carried him.
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