台灣長久以來的補習文化，偏向於填鴨式的傳統教室學習方法，而近年來由於網際網路的發達，web 2.0的技術精進，使得利用網路互動的機率越加頻繁，線上學習成為未來語言學習的趨勢。此研究中，藉由實體語言學習機構與線上語言學習機構之整合行銷組合的不同，了解整合行銷策略與業績表現是否有絕對性的正面幫助，並探討其所創造的品牌價值、溝通效益、服務品質、與顧客忠誠度之間的關係。 而網際網路亦使傳統行銷方式受到衝擊，網路行銷成為現今行銷策略的趨勢，有別於舊有的傳統行銷方式，網路行銷提供沒有國界的資訊交流，便利即時的回覆機制，以及完整的成效分析。現今企業對於網際網路的運用已漸趨成熟，透過網路與顧客溝通，成為最有效率及效能的互動模式。值得注意的是，網路溝通較難依法管理，對於可能產生的負面效益，需要嚴密監督並控管。 主要研究結論為：兩個個案均顯示整合行銷策略經由市場機制不斷產生變換，並直接影響來客率及簽約率。而網路行銷較傳統行銷成本更低，且更容易追蹤並分析每個來源的投資報酬率，媒體置換時間可依照點擊轉換率的表現而縮短，即時性與有效性都增高。網路行銷的溝通語言可依顧客屬性而客製化，針對個人一對一的溝通模式也容易形成較佳的顧客關係，因此品牌忠誠度高，續約率以及轉介率皆同時提昇。 / In this research, through two separate projects, I will expound on the difference between the integrated marketing strategy employed by location-based language institutes and by web-based language institutes, and their positional marketing strategies versus profit performance. I will also examine the brand value, potential clients’communication channels, and customer loyalty maintenance created by traditional and online marketings, as well as the possible ramifications of ever-changing marketing mediums. Can these marketing models effectively and efficiently increase profit, build customer relations and loyalty, and decisively influence the management of brand image? The world-wide-web has not only impacted traditional marketing, but has become the preferred communications, and unlike the traditional, it provides borderless information exchange and real-time feedback for comprehensive performance evaluation. As companies mature in their use of the world-wide-web, they are able to utilize the internet to communicate with customers to foster an efficient and effectual interaction. Main conclusions are as follows: both projects suggest that integrated marketing communications continue to change with market systems, and directly influence the number of customer visits and the rate of conversion. Online marketing is inexpensive in contrast to the traditional, and is much easier to track for return-on-investment analysis, thereby allowing for more rapid change of advertisement slots according to performance, raising the responsiveness and return. Online marketing communication can be customized to appear more personal and achieve better customer relations, which in turn increases brand loyalty and referral rate.

The study examines the impact of communication on customer satisfaction at the Transvaal Museum. Customer satisfaction refers to customer's overall satisfaction or dissatisfaction with the organisation based on all encounters and experience with that particular organisation. Communication has an impact on both customer satisfaction and future behavioural actions of consumers. There are four sources of brand messages namely, planned, unplanned, product and service messages. In the quest for increased customer satisfaction, companies are moving away from the traditional 4Ps (product, price, place and promotion) of the marketing mix to the 8Ps. The other four Ps include physical assets, procedures, personnel and personalisation. Integration of all marketing communications to customers is seen as a key activity in companies' attempts to build long term-relationships. On the whole, the study has indicated that customers of the museum are satisfied with its products, services and messages. However, the research has also shown that customers are not happy with the way the museum handles its planned communication activities. / Communication Science / M.A. (Organisational Communication Research Practice)

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates message consistency, amongst others. However, there is still limited literature on the adoption and use of IMC in the context of non-profit organisations involved in social marketing campaigns to support their behavioural change messages. Insight into the adoption and use of an IMC approach could be useful to non-profit organisations involved in social marketing as it could increase the success of behavioural change messages. This study aims to explore the use of IMC by one non-profit organisation within a social marketing context. By doing so the study proposes and refines IMC criteria for social marketing to support behavioural change messages and thus contributes to the existing body of knowledge on using IMC in social marketing. The study uses a single case study approach which includes using three data collection methods to collect data from the South Africa National Blood Service (SANBS) to evaluate its social marketing campaigns according to proposed IMC criteria for social marketing. Based on the findings revised IMC criteria which are more tailor-made for social marketing to support behavioural change messages are proposed. It became evident that non-profit organisations need to be sensitive to the complexities of communicating messages aimed at behavioural change. A proper understanding and application of more tailor-made IMC criteria for social marketing can thus benefit non-profit organisations to effectively communicate behavioural change messages through their social marketing campaigns / Communication Science / MA (Communication Science)

The study aimed to determine the marketing communication methods used by Namibian clothing and textile SMEs operating from Katutura and Khomasdal Incubation Centres. A quantitative methodological approach was followed in this study. The sample comprised 45 SMEs with business operations at Katutura and Khomasdal Incubation Centres. A simple random sampling method was selected as the researcher made use of an SME name list provided by the City of Windhoek. A structured questionnaire was used to collect research data. Cross tabulations, correlations and descriptive analyses were used to analyse the research results. The research indicated that the top five most regularly used marketing communication methods are direct sales, „word-of-mouth‟, point-of-sale materials, networking, and newspaper advertisement. The least regularly used marketing communication methods are YouTube, television, direct mail, press releases and coupons/vouchers. Networking was the second most important and effective marketing communication method. Trade shows was the third most-preferred marketing communication method and the reasons advanced were „it gives me the opportunity to talk to and interact with my customers‟. It is recommended that the City of Windhoek should create incentives for current SMEs operating from Katutura and Khomasdal Incubation Centre to leave the incubation centre for new upcoming SMEs. Further research is necessary to establish the reasons why SMEs do not grow as expected and graduate from the incubation centres. Further research is also necessary to determine challenges faced by Namibian SMEs when considering which marketing communication methods to use. The conducted research recommends that different media houses be approached to design and determine special marketing packages for SMEs. Special SME development or advert sections can be negotiated with newspaper outlets. The major limitation of this study was that it was confined to clothing and textile manufacturing businesses. / Business Management / M. Com. (Business Management)

Fundação de Apoio a Pesquisa e à Inovação Tecnológica do Estado de Sergipe - FAPITEC/SE / This paper proposes a discussion about the link between organizational communication and marketing. Although they are related subjects, they are often analyzed under different perspectives. Its general objective is to understand how the integration between communication and marketing occurs, both in theory and in practice, observing as an example cases companies participating in the Petrogás SE Network. These companies are certified by ISO and audited periodically, in addition it has as system of management the Integrated Management System (SGI). From the protocol created by Yin (2015) a research was done on how the integrated communication of marketing has been worked in these institutional environments. Our intention was to understand if having an Integrated Management System makes the communication and marketing of these companies professional or close to what is said in theory. In order to do so, a qualitative research was done using the methodology. Unique and holistic case study proposed by Yin (2015), being used as participant observation method and semi-structured interviews. Through the study it can be seen that even in the strict methods proposed by international norms, both communication and marketing have been neglected in these institutions. There is a great lack of knowledge and lack of preparation regarding the areas addressed by the administrators and the absence of specific professionals to implement organizational communication actions and their integration into marketing. / Este trabalho propõe uma discussão sobre a ligação existente entre comunicação organizacional e marketing. Apesar de serem assuntos correlatos, são frequentemente analisados sob óticas diferentes. Seu objetivo geral é entender como acontece a integração entre comunicação e marketing, tanto na teoria quanto na prática, observando como exemplo casos empresas participantes da Rede Petrogás SE. Tais empresas são certificadas pelas ISO e auditadas periodicamente, além disso tem como sistema de gestão o Sistema de Gestão Integrada (SGI). A partir do protocolo criado por Yin (2015) foi feita uma pesquisa sobre como a comunicação integrada de marketing vem sendo trabalhada nesses ambientes institucionais. Nosso intuito foi perceber se o fato de terem um Sistema de Gestão Integrada faz com que a comunicação e o marketing dessas empresas sejam profissionais, ou se aproximem do que é dito na teoria. Para tanto foi feita uma pesquisa qualitativa, com utilização da metodologia Estudo de caso único e holístico proposto por Yin (2015) sendo utilizados como método de coleta observação participante e entrevistas semiestruturadas. Através do estudo pode-se perceber que mesmo atendendo a métodos rígidos propostos por normas internacionais, tanto a comunicação, quanto o marketing vem sendo muito negligenciados nessas instituições. Existe um grande desconhecimento e despreparo com relação as áreas abordadas por parte dos administradores e ausência de profissionais específicos para implantação de ações de comunicação organizacional e sua integração ao marketing.

現代的行銷管道已經不同於以往，不會只透過單一的行銷管道與消費者做溝通；相反的，行銷人員較常使用整合行銷溝通的方式，透過全方位的溝通媒介，向消費者傳遞廣告資訊。除了傳統的溝通媒介以外，更誕生了不同的新興媒體，像是Youtube影片行銷、論壇口碑行銷等等。本研究將鎖定在美妝產業，並研究新興媒體之一的Youtube平台，探討消費者觀看美妝Youtube的動機，以及廠商利用Youtube業配影片對於消費者購買意願的影響究竟為何。本研究盼給予未來品牌商找Youtuber合作影片實務上的建議。 本研究使用質化訪談焦點團體的方式，訪談對象篩選標準為平常會觀看美妝Youtuber且擁有上妝習慣的女性消費者，以四人一組的方式，總共進行一場前測，兩場正式測驗，共訪談12位女性，研究結果歸納如下： 1. 觀看美妝Youtube的動機為獲得產品新知識、使用心得和學習化妝技巧。 2. 教學性的內容行銷業配影片較受觀看者喜愛，並可以減少對於業配影片的排斥感。 3. 教學性的業配影片同時有要加強產品的介紹以免模糊焦點。 4. 觀看者很在乎Youtuber是否具有「誠懇」、「親和力」、「相似性」、「聲音真誠」等特質。 根據研究結果，本研究將針對Youtuber和品牌廠商提供實務建議，同時也提供未來研究參考。 / Marketing channels have evolved over the years. Nowadays, marketers can use a number of channels to communicate with and approach their target consumers. While the word of mouth (WOM) has always been the way to promote a product, new ways of Integrated Marketing Communications, such as the use of Social Media including Facebook, Instagram, and YouTube, have widened the reach of marketers and product endorsements. Thus, this thesis focuses on one of the new marketing channels - YouTube Marketing, particularly studying Youtube videos in the Beauty Industry. The study aims to find out what motivates a consumer to watch videos made by Beauty YouTubers, and whether video sponsorships influence a consumer’s willingness to purchase the merchandise. This study adopts focus group interviews to collect qualitative data. Individuals who have make-up everyday and frequently watch Beauty Youtube Videos were invited to be the respondents. We arranged four people in a group, and there are one pre-test interview and two official interviews, the amount of interviewees are twelve in total. Results and discussions are summarized as follows: A. The motivation of watching Beauty YouTubers’ videos are getting new product information, reviews and learning makeup skills. B. People prefer the sponsored videos with educational contents as it decreases their boredom toward sponsored videos. C. To avoid blurring the focus, sponsored videos with educational content should enhance the details of product usage and characteristics. D. Those Beauty YouTubers who are considered persuasive by YouTube Viewers have the following characteristics: Honesty, affinity, similarity, and sincere tones and attitudes. The study provided pratical advice, notes, and tips for YouTubers, Beauty Brands, as well as further research suggestions on the new channel of social media marketing.

Text in both English and Afrikaans / Since the early 2000s, the tourism industry in South Africa has experienced phenomenal change and, concomitantly, the hospitality industry has also seen significant growth. This growth has been driven by factors such as the increased demand for hospitality in both the leisure and the business markets. The hotel industry has immensely been benefited. The Tourism Business Index’s report released quarterly by the Tourism Business Council of South Africa, indicating that the revenue received from each available room in the hotel sector increased significantly from 2009. Tourism research has revealed that, globally, the hospitality industry is among the largest employers of labour. The hospitality industry, especially the hotel sector, works hand in hand with tourism. Tourists traveling to a destination require accommodation which is generally provided by hotels. If the tourist is to have a good experience, it is vital that the tourist organisation and the hotel communicate so as to exchange information. Integrated marketing communication (IMC) has been described as a concept that many organisations adopt in order both to coordinate the operation of the organisation effectively and to increase the bottom line. In IMC, also creates synergy within an organisation and paves the way for consistent messages to be sent out to the organisation’s target audience. The aim of this study was to analyse the use of IMC by the View Boutique Hotel in Johannesburg, South Africa. To analyse the IMC at the hotel, in-depth interviews were conducted with both marketing staff and guests. In the aspect of planned messages, the outcome of the study revealed that the hotel uses marketing communication tools on a limited scale and, that to ensure message consistency the manager handles all external communication activities. However, the study also showed that ensuring message consistency should be the responsibility of everyone employed in the hotel. With regard to the product messages, the study showed that guests were negatively disposed towards the food, beverages, entertainment and recreation offered by the hotel. However, the service messages of the study indicated that the hotel’s service quality was good and that the staff were responsive to the needs of the guests. In respect of unplanned messages, the study showed that the hotel was receiving limited coverage from the media and that word of mouth communication was an effective tool in the hotel’s communication toolbox. On the whole, thus, it may be said that the study underscores the centrality of IMC as an instrument for creating and nurturing the relations between the hotel and its quests. It is anticipated that the outcome of this study should provide hotels such as the View Boutique Hotel with guidance in regard to utilising IMC to its full potential to make sure that there is message consistency and also to optimise communication impact. / Sedert die vroeë 2000's het die toerismebedryf in Suid-Afrika 'n merkwaardige verandering ondergaan, en daarmee saam het die gasvryheidsbedryf aansienlike groei getoon. Hierdie groei is aangevuur deur faktore soos die toenemende vraag na gasvryheid in die ontspannings- en sakemark. Die hotelbedryf het baie hierby gebaat. Volgens die besigheidsindeks vir toerisme wat kwartaalliks deur die Toerismebesigheidsraad van Suid-Afrika vrygestel word, het die inkomste uit elke beskikbare kamer in die hotelbedryf sedert 2009 aansienlik toegeneem. Navorsing oor toerisme het getoon dat die gasvryheidsbedryf wêreldwyd die meeste werk verskaf. Die gasvryheidsbedryf, en veral die hotelbedryf, gaan hand aan hand met toerisme. Toeriste wat na 'n bestemming reis het akkommodasie nodig wat oor die algemeen deur hotelle gebied word. Om te verseker dat toeriste positiewe belewenisse het, is dit kritiek dat toeriste-organisasies en hotelle kommunikeer om inligting uit te ruil. Geïntegreerde bemarkingskommunikasie word beskryf as 'n konsep wat baie organisasies aanneem om die bedryf van die organisasie effektief te koördineer en die netto wins te verhoog. Geïntegreerde bemarkingskommunikasie skep medewerking in 'n organisasie en baan die weg vir konsekwente boodskappe wat aan die organisasie se teikengehoor uitgedra word. Die doel van hierdie studie was om die gebruik van geïntegreerde bemarkingskommunikasie by die View Boutique Hotel in Johannesburg, Suid-Afrika, te ondersoek. In die ondersoek van die geïntegreerde bemarkingskommunikasie by die hotel is diepgaande onderhoude met bemarkingspersoneel en gaste gevoer. Ten opsigte van beplande kommunikasie het die studie bevind dat die hotel bemarkingskommunikasie-instrumente op beperkte skaal gebruik, en om te verseker dat die kommunikasie konsekwent is, hanteer die bestuurder alle eksterne kommunikasie-aktiwiteite. Die studie het egter ook getoon dat dit elke werknemer by die hotel se verantwoordelikheid is om konsekwente kommunikasie te verseker. Met verwysing na produkkommunikasie het die studie getoon dat die gaste negatief ingestel was oor die kos, drankies, vermaaklikheid en ontspanning wat by die hotel aangebied is. Die studie het egter bevind dat die diens by die hotel goed was en dat die personeel goed op die gaste se behoeftes gereageer het. Met betrekking tot ix onbeplande kommunikasie het die studie getoon dat die hotel beperkte dekking in die media geniet en dat mondelinge kommunikasie 'n doeltreffende instrument in die hotel se arsenaal is. Oor die algemeen kan daar gesê word dat die studie die sentraliteit van geïntegreerde bemarkingskommunikasie onderskryf as instrument vir die skep en uitbou van verhoudings tussen die hotel en sy gaste. Die resultate van hierdie studie behoort aan hotelle soos die View Boutique Hotel riglyne te bied oor hoe geïntegreerde bemarkingskommunikasie ten volle benut kan word om konsekwente kommunikasie te verseker, en om die impak van kommunikasie te optimeer. / Communication Science / M.A.(Psychology)