This Diploma thesis, on the basis of theoretical knowledge from marketing area and marketing communication, internal and external firm environment and hers customer analysis, defines the present state of company and suggests a possible communication strategy.

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The problem of the present study was to describe and analyze marketing in Saudi Arabia and American marketing executives' knowledge about the Saudi market. The purposes of the study were twofold: (1) to describe and analyze marketing in Saudi Arabia and (2) to determine what American marketing executives know about the Saudi Arabian market. This study employed both primary and secondary data. For the analysis of marketing in Saudi arabia, primarily secondary sources were used from the available literature. For the analysis of American marketing executives' knowledge about the Saudi Arabian market, primary sources were used in the form of American marketers' responses to a mailed questionnaire.

Dissertation submitted in full compliance with the requirements for the Master's Degree of Technology: Marketing, Durban University of Technology, 2010. / Marketing communication strategies are now imperative in the Higher Education arena. Understanding the prospective students’ choice and determining the subgroups into which they fall, provides the basis for a well-planned strategy for marketing communications practitioners at Durban University of Technology (DUT). The purpose of this study is to review the effectiveness of the current marketing communication strategies of DUT, and to establish how first time enrolees make choices when selecting a Higher Education institution at which to study. This study uses quantitative descriptive methods of convenience sampling of the January 2009 intake of students. Although specific to DUT, the findings of this study may also be of interest to other Universities of Technology that are assessing their marketing communication strategies. Research implications in this study identify the most appropriate means of marketing communications for the DUT brand in the context of prospective student choice. At the close of this cross-sectional research, the study provides proposals for future marketing initiatives for DUT. The results of the study may be used in determining more appropriate marketing campaign strategies and initiatives to establish DUT as a first choice brand in our competitive arena. The value of this study is that it supports the opinion that the focus of marketing communication strategies must continually be modified in response to a changing market.

Submitted in fulfilment of the requirements of the Degree of Master of Technology: Marketing, Durban University of Technology, 2012. / Globalization has brought new challenges for companies operating internationally. Various geographic locations, including numerous cultures, enhance marketing operations for an international company. The marketing communications process is influenced by culture and, therefore, it is important to identify the main national cultural factors and variables which influence this process. This study aimed to investigate the influence of national culture on marketing communications between German and South African businesses. The objectives of this study were to identify the main critical national cultural factors/variables influencing marketing communications between South African and German businesses and to develop a cultural framework to support marketing communications between German and South African firms. In order to accomplish the objectives, the study was undertaken as a quantitative survey combined with qualitative in-depth interviews to provide better understanding of the information obtained from the survey. The quantitative study was conducted from marketing staff selected from a population of 250 companies. Six in-depth interviews discussing the findings and results obtained through the quantitative study completed the qualitative part of the study. Language, value system, religion, level of education, attitude towards time, marketing communication style and marketing messages have been identified as the seven main cultural factors/variables to be critical and which have to be taken into consideration for marketing communications. Two cultural frameworks, one focussing on South Africa, the other one focussing on Germany, have been developed to provide South African and German businesses with the essential information and support if they want to implement a successful marketing communications strategy for either the German or the South African market.

Thesis (MBA)--Stellenbosch University, 2010. / ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agricultural sector in the North West, Limpopo, Mpumalanga and Gauteng provinces in South Africa. Unexpected growth in the company as well as the deregulation of the industry necessitated a bona fide marketing communication department to manage and coordinate all advertising, promotional and communication efforts. After establishing this department all marketing communication efforts were still fragmented. Consequently, the cost-effectiveness of this department was questioned by the company’s board of directors. The MGK Group’s the board of directors received a mandate to follow a holistic approach and formulate a strategy to enhance the impact of its marketing communication efforts while cutting costs. This study sets out to establish whether the implementation of an integrated marketing communication programme can ultimately satisfy the board of directors’ requirements for marketing communication that is more accountable, effective and efficient. This study starts with a literature review of the practices and theories underpinning integrated marketing communication. This is followed by testing the applicability of the various approaches and methodologies in the MGK Group environment. The study is concluded with the formulation of a marketing communication strategy and recommendations based on the needs of the MGK Group. / AFRIKAANSE OPSOMMING: Die Wet op die Bemarking van Landbouprodukte (Nr 47 van 1996) het eenkanaal-bemarking in die sektor verwater. Dit het daartoe gelei dat bemarkingsrade soos die Mielieraad afgeskaf is. Nuwe wetgewing het landbou-ondernemings genoop om in 'n veranderende sake-omgewing aan te pas en koöperasies in maatskappye te omskep. Die aanpassing het ook beteken dat maatskappye hulself in 'n meer mededingende en gedereguleerde mark moes herposisioneer. Die MGK Groep Bedryfsmaatskappy Edms Bpk is 'n vooraanstaande rolspeler in die landbousektor in die volgende provinsies in Suid-Afrika: Noordwes, Limpopo, Mpumalanga en Gauteng. Onverwagse groei asook die deregulering van die bedryf het meegebring dat dié maatskappy 'n bona fide bemarkingskommunikasie-afdeling nodig gehad het om alle reklame-, promosie- en kommunikasie-aktiwiteite te bestuur en te koördineer. Nadat die afdeling op die been gebring is, het bemarkingskommunikasie-aktiwiteite steeds los van mekaar gestaan. Dit het daartoe gelei dat die kostedoeltreffendheid van die funksie op divisievlak bevraagteken is. Die direksie van die MGK Groep het 'n mandaat gehad om 'n holistiese benadering te volg en 'n strategie te formuleer om die impak sowel as die kostedoeltreffendheid van die maatskappy se bemarkingskommunikasie te verbeter. Hierdie studie poog om vas te stel of die implementering van 'n geïntegreerde bemarkingskommunikasieplan uiteindelik in die direksie van die MGK Groep se behoefte aan verantwoordbare, doeltreffende en doelmatige bemarkingskommunikasie kan voorsien. Die studie begin met 'n literatuuroorsig van die praktyk en teorie van geïntegreerde bemarkingskommunikasie. Daarna word die toepaslikheid van die onderskeie benaderings en metodologieë ten opsigte van die MGK Groep getoets. Die studie word afgesluit met 'n bemarkingskommunikasiestrategie en aanbevelings wat op die behoeftes van die MGK Groep gegrond is.

published_or_final_version / Management Studies / Master / Master of Business Administration

Thesis (MBA)--Stellenbosch University, 2010. / ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agricultural sector in the North West, Limpopo, Mpumalanga and Gauteng provinces in South Africa. Unexpected growth in the company as well as the deregulation of the industry necessitated a bona fide marketing communication department to manage and coordinate all advertising, promotional and communication efforts. After establishing this department all marketing communication efforts were still fragmented. Consequently, the cost-effectiveness of this department was questioned by the company’s board of directors. The MGK Group’s the board of directors received a mandate to follow a holistic approach and formulate a strategy to enhance the impact of its marketing communication efforts while cutting costs. This study sets out to establish whether the implementation of an integrated marketing communication programme can ultimately satisfy the board of directors’ requirements for marketing communication that is more accountable, effective and efficient. This study starts with a literature review of the practices and theories underpinning integrated marketing communication. This is followed by testing the applicability of the various approaches and methodologies in the MGK Group environment. The study is concluded with the formulation of a marketing communication strategy and recommendations based on the needs of the MGK Group. / AFRIKAANSE OPSOMMING: Die Wet op die Bemarking van Landbouprodukte (Nr 47 van 1996) het eenkanaal-bemarking in die sektor verwater. Dit het daartoe gelei dat bemarkingsrade soos die Mielieraad afgeskaf is. Nuwe wetgewing het landbou-ondernemings genoop om in 'n veranderende sake-omgewing aan te pas en koöperasies in maatskappye te omskep. Die aanpassing het ook beteken dat maatskappye hulself in 'n meer mededingende en gedereguleerde mark moes herposisioneer. Die MGK Groep Bedryfsmaatskappy Edms Bpk is 'n vooraanstaande rolspeler in die landbousektor in die volgende provinsies in Suid-Afrika: Noordwes, Limpopo, Mpumalanga en Gauteng. Onverwagse groei asook die deregulering van die bedryf het meegebring dat dié maatskappy 'n bona fide bemarkingskommunikasie-afdeling nodig gehad het om alle reklame-, promosie- en kommunikasie-aktiwiteite te bestuur en te koördineer. Nadat die afdeling op die been gebring is, het bemarkingskommunikasie-aktiwiteite steeds los van mekaar gestaan. Dit het daartoe gelei dat die kostedoeltreffendheid van die funksie op divisievlak bevraagteken is. Die direksie van die MGK Groep het 'n mandaat gehad om 'n holistiese benadering te volg en 'n strategie te formuleer om die impak sowel as die kostedoeltreffendheid van die maatskappy se bemarkingskommunikasie te verbeter. Hierdie studie poog om vas te stel of die implementering van 'n geïntegreerde bemarkingskommunikasieplan uiteindelik in die direksie van die MGK Groep se behoefte aan verantwoordbare, doeltreffende en doelmatige bemarkingskommunikasie kan voorsien. Die studie begin met 'n literatuuroorsig van die praktyk en teorie van geïntegreerde bemarkingskommunikasie. Daarna word die toepaslikheid van die onderskeie benaderings en metodologieë ten opsigte van die MGK Groep getoets. Die studie word afgesluit met 'n bemarkingskommunikasiestrategie en aanbevelings wat op die behoeftes van die MGK Groep gegrond is.

Existing theories of party organisation, and political communication and marketing, address the issue of party evolution and electoral behaviour from opposing and largely one-dimensional angles. The purpose of this thesis is to develop a more integrated perspective to party campaigning that goes beyond the traditional approaches of party behaviour and present the relationship between intra-party organisation and campaign evolution in a new light. The party evolution approach is an alternative conceptual framework of party campaigning, which integrates the classic approaches of party organisation with the modern accounts of political communication and marketing while taking into consideration the institutional and ideological constraints of political parties. The main aim is to bridge the worlds of marketing and politics by offering a distinct perspective that integrates elements of a party’s innate political identity and readdressing the notion of party communications professionalisation within the wider context of party evolution process. To this end, the employment of consumer marketing techniques and approaches in party campaigning is not considered a means to the end of electoral success but an integrated element of the party’s evolving identity. The intention is that the Party Evolution Framework be used as a tool for comparative analysis. The holistic and integrated scope of the framework is likely to qualify its application to a cross-section of democracies, regardless of their party and electoral systems, campaign regulations, and historical, socio-economic and political landscape. To this end, the present thesis illustrates the use of the party evolution framework in two largely contrasting contexts; British and Greek politics.

Submitted in compliance with the requirements for the Masters of Arts Degree in Language Practice, Durban University of Technology, Durban, South Africa, 2016. / This study investigates how language is used to communicate meaning in bank advertisements. It also examines stylistics in advertising with specific focus on selected bank advertisements in South African and Nigerian newspapers and magazines. Stylistics is a branch of linguistics which studies the principles, and effect of choice and usage of different language elements in rendering thought and emotion under different conditions of communication. Advertising is a form of communication used to help sell products and services. Adverts are not only designed to fascinate, but also to achieve their persuasive goal. This study shows how language is used in bank advertisements to convey messages to the public. The stylistic elements employed in the analysis of bank adverts included graphology, phonology, lexis, syntax and cohesion. The use of capitalization and repetition for emphasis, phonemes and Gothic writing to attract the attention of readers and images to stimulate customers’ aspirations were some of the findings of the study. Given that studies on language use are still of high interest to linguists, this study critically interrogates the effectiveness of language choice in bank advertisements. The conclusion is that stylistic devices are important in advertising as they attract customers to the services and products being advertised. / M