本論文旨在對台灣區企業施行藝文理念行銷活動作實證研究，以建立企業藝文理念行銷行為模式之觀念架構，並以Sull之關鍵成功因素模式，求得企業藝文理念行銷之關鍵成功因素。本研究選定誠品書店、裕隆汽車、Agnes b.、圓神出版事業機構、以及荷蘭銀行等五家施行藝文理念行銷的企業作深度訪談，除提出企業藝文理念行銷修正後之觀念架構，並發現當理念行銷以「藝術文化」為主題時，應將Kotler主張的參與形式重新定義。 本研究另針對藝文理念行銷的構面影響提出命題，概述如下：企業主題推廣仍為企業建立品牌、知名度塑造時的基本方式，但現有的趨勢漸漸向聯合議題推廣靠攏；企業最在意藝文夥伴與其形象及目標市場是否相合，最重視企業夥伴或公部門夥伴的資源多寡；企業藝文理念行銷動機強調經營者興趣與認同者，活動類型較為多元，最重視議題的獨特性，較不重視議題與產品的關聯性；藝文理念行銷動機強調短期自利或長期自利的企業，活動類型較單一固定，最重視議題的社會顯著性與產品關聯性；另，對議題性質的謹慎選擇搭配靈活的時間運用、整合行銷傳播、本身及合作夥伴的資源分享，為台灣企業施行藝文理念行銷最重視的共同關鍵成功要素。 本研究並對實務界提出以下建議：1. 具通路特質的企業，可善用體驗行銷並持續性舉辦長期或短期活動；2. 注重與合作夥伴目標市場的分享以擴大市場；3. 掌握整合行銷傳播的關鍵為：快速的內部溝通及不輕易更改的核心策略。

Abstracts in English and Southern Sotho / The past five decades have seen the global emergence and growth of monitoring and evaluation (M&E), which has since become a crucial feature and tool in modern-day programme management. The South African government has in recent years embraced M&E in the South African public service, in order to influence and accelerate the achievement of government’s objectives and mandates. M&E is predominantly implemented in South African public institutions to promote effectiveness and efficiency in public service delivery. It is also used to promote transparency in decision-making, spending of public funds, and good governance, by ensuring that all protocols are observed. M&E also assists the government in tracking the progress of its programmes and policies. M&E is a relatively new practice in South Africa, and it is complex and skills intensive, making it challenging to implement. In most cases, poor coordination and management of M&E contribute greatly to poor M&E performance in South Africa. The policy environment is to some extent supportive of M&E in South Africa, as there are various policy documents developed around M&E. The government is actively engaged in the development of M&E policies and trying to find ways to make them work. The focus of this study was to investigate the effectiveness of monitoring and evaluation activities at the Gauteng Department of Sport, Arts, Culture, and Recreation (GDSACR). The literature section outlined the theoretical framework and the application of monitoring and evaluation both locally and globally. The empirical research explored how M&E is implemented at GDSACR, and how it assists GDSACR in achieving its strategic objectives. The empirical study further investigated how M&E contributes towards the achievement of social cohesion and nation-building at GDSACR. The research links the existing M&E theories to practical implementation of M&E at GDSACR, moreover, establishes intricacies of implementing M&E in public institutions with multiple policies and projects. The dissertation provides an opportunity for GDSACR to revisit its M&E practices and move in a direction in which M&E is the cornerstone of project management at GDSACR. Furthermore, the study further calls for adoption of M&E as a means to learning, and promotion of transparent and accountable governance which reflects in the service delivery standards and good practices to further promote the government agenda of accelerated service delivery. / Mengwagasome ye mehlano ye e fetilego go bile le go tšwelela le kgolo lefaseng ka bophara ga tlhokomedišišo le tshekatsheko (M&E), tšeo di fetogilego setlabelo le sedirišwa se bohlokwa ka taolong ya mananeo ya sebjalebjale. Mmušo wa Afrika Borwa mo mengwageng ye e sa tšwago go feta o amogetše M&E ka Tirelong ya Setšhaba ya Afrika Borwa, ka nepo ya go huetša le go akgofiša phihlelelo ya maikemišetšo le dithomelo tša mmušo. M&E e dirišwa kudu ka dihlongweng tša mmušo tša Afrika borwa ka nepo ya go tšwetša pele go šoma gabotse le ka fao go hlokago mathata ka kabong ya ditirelo tša setšhaba. E šomišwa gape go tšwetša pele go hloka sephiri ka go tšeyeng ga dipheto, ka go šomišeng ga ditšhelete tša setšhaba, le ka pušong ye kaone, ka go netefatša gore ditshepedišo ka moka di a obamelwa. M&E e thuša gape mmušo go latišiša tshepedišo ya mananeo le melawana ya yona. M&E ke mokgwa o moswa ka Afrika Borwa, ebile e hlakahlakane ebile e nyaka bokgoni bjo bogolo, gomme se se dira gore go be boima go e phethagatša. Mabakeng a mantši, kgokaganyo le taolo ye e fokolago ya M&E di na le seabe se segolo go go šoma gampe ga M&E ka Afrika Borwa. Seemo sa melawana se thekga M&E ka Afrika Borwa. Mmušo o gare ka go ngwala melaotshepedišo ya M&E ebile o leka go hwetša ditsela tša go dira gore e šome. Nepišo ya dinyakišišo tše e bile go nyakišiša go šoma gabotse ga ditiro tša tlhokomedišišo le tshekatsheko ka Kgorong ya Dipapadi, Bokgabo, Setšo le Boitapološo ya Gauteng (GDSACR). Dinyakišišo di dirišitše mekgwa ye e hlakantšwego. Karolo ya tshekatsheko ya dingwalwa e akareditše tlhako ya teori le tirišo ya tlhokomedišišo le tshekatsheko go bobedi ka nageng le lefaseng ka bophara. Dinyakišišo tša go diriša bohlatse di utollotše ka fao M&E e phethagatšwago ka GDSACR, le ka fao e thušago GDSACR go fihlelela maikemišetšo a yona a togamaano. Dinyakišišo tša go diriša bohlatse di tšwetše pele go nyakišiša ka fao M&E e nago le seabe ka phihlelelo ya tirišano ya setšhaba le kago ya setšhaba ka go GDSACR. Monyakišiši o dirišitše mokgwa wa go botšiša dipotšišo ka sewelo ka nepo ya go utolla maikutlo le ditiro tša M&E ka gare ga kgoro. Dinyakišišo di utollotše gore maemo M&E ka go GDSACR ga a kgahliše ebile a hloka go kaonafatšwa. Dinyakišišo di tšwetše pele go utolla gore M&E ga e šomišwa kudu ka fao go swanetšego. / Public Administration and Management / M. Admin. (Public Administration and Management)