The development of non-traditional communication channels in recent years has progressively created a world more digital, networked and interlaced by a myriad of communication tools than ever before. With Facebook being the most prevalent social network, this study aims to guide local organisations to use Facebook optimally to communicate with their customers. The study strives to incorporate the latest ideas about social media marketing in the relevant literature with the opinions of local social media marketing experts. The generally ineffective use of Facebook as a communication channel by small, inexperienced organisations is seen as a justification for identifying a set of criteria to guide organisations in using Facebook pages as a driver of communication. The empirical phase of the research produced a list of seven guidelines on the optimal use of Facebook pages for marketing purposes, which might assist South African companies in developing their marketing strategies. / Business Management / M. Com. (Business Management)

The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.

The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose of this thesis. The interview questionnaires focused on the internal stakeholders' point of view on CSR as a marketing tool, while the survey study examined customer and external stakeholders' interest in current practices and value of CSR. The primary research was complemented by a broad literature review on the subjects of corporate marketing communications and corporate social responsibility. The main results revealed by the literature reviews and empirical research showed that corporate social responsibility has gained increasing value amongst business practitioners and external stakeholders. It was found that CSR can be executed most efficiently though public relations, and thus it helps sustain a sound corporate identity, brand, image and reputation, resulting in stakeholder loyalty and corporate value. The key findings of the research proposed that the proper use of CSR within marketing communications, by developed mid- and large-size organizations, could result in future competitive advantages in the market place. The principal concluding remark of the author was to highlight the importance of corporate social responsibility practices in marketing communications, with respect to value creation. This thesis aims to create motivation for further empirical research and development.

Participatory culture inside a filter bubble – A content analysis of the network society Twitch.tv’s external communication. The aim of this essay was to study how user-generated content is being used and how it is presented by Twitch Interactive, Inc. in its external communication, more specifically how the discourse of this content is shaped on Twitter. To gather the information needed a quantity based content analysis was made, ranging from 1-31st of October 2015. From this data patterns where detected and a discourse analysis based on Berglez version of van Dijks model was conducted on six of the Twitter posts that followed said pattern. This was done to answer how the discourse was shaped and what the consequences could be of using such a pattern. Analyzing the results was done using theory from strategic marketing researchers such as Larsåke Larsson, Lars Palm, Ulf Dahlqvist and Magnus Linde. Furthermore theorist like Gripsrud, Pariser, Lindgren, Jenkins, Ford and Green were used to describe and analyze the field of culture, more specifically participatory and popular culture. The conclusion of the study was that Twitch representation of user-generated material and the culture it represents was unjustified and could be seen as a filter bubble. The results showed that the majority of content was young white male gamers where as other research on the field of gaming culture shows a more equal split between genders. The individuals that where represented in the content could be seen as objects of admiration and association. Discussion led to the belief that Twitch may not possess the power to change to discourse due to the strong economic need of the consumers. This need was concluded to arise from the fact that the platform and its culture is much like participatory culture and where this culture has been taken to a commercial level.

Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines. In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix. During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed. During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics. In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing. It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing. / Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.

Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines. In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix. During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed. During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics. In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing. It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing. / Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.

This study identifies, tests and modifies factors for effective corporate online communication using a marketing public relations (MPR) perspective. An MPR perspective entails an integrated cross-disciplinary approach with a strong product and/or service focus. The need for the study is underscored by the fact that there is undoubtedly a lack of a theoretical framework in which to practise corporate online communication in the context of selling the organisation's products or services. In order to test the identified factors for effective corporate online communication, namely credibility, trust and long-term relationships, this study uses Q methodology as a research method and applies Q sorting as a means of data collection. Participants are asked to sort statements about corporate online communication in their preferred order of importance on a large board in the presence of the researcher. This is known as the Q sorting process. The identified factors are tested among 20 communicators and 20 receivers of corporate online communication. The participants' sortings of statements are compared by means of Q factor analysis and then analysed. The results of the study indicate that only one factor is perceived as an absolute significant factor for effective corporate online communication and that two of the factors necessitate modification. Consequently, based on the results, four factors are identified for effective corporate online communication, using an MPR perspective. These four factors are derived from the perspectives of both the communicators and receivers of corporate online communication and are included in a proposed theoretical framework of corporate online communication using an MPR perspective. / Communication / D. Litt et Phil.

O Objeto de Estudo dessa Dissertação é a Faculdade Nossa Cidade - FNC. IES situada no município de Carapicuíba, SP. O Objetivo Geral da Dissertação foi o de descrever em profundidade o diagnóstico situacional da FNC em dois períodos distintos no tempo, quanto aos esforços de comunicação para a divulgação do processo seletivo 2012 e 2013. Como Objetivos Específicos, a Dissertação buscou analisar de maneira sistemática os dados coletados, avaliar o retorno dos investimentos em comunicação da IES e propor orientações para o desenvolvimento da Campanha de Comunicação Mercadológica da FNC para a venda dos cursos oferecidos. Foram utilizados como Procedimentos Metodológicos a Pesquisa Exploratória com a utilização de Estudo de Caso, dividido em duas Fases, a saber: Fase 1- Delimitação das teorias que sustentam o arcabouço teórico sobre Educação Superior no Brasil e a atual educação superior como \"negócio rentável\", além da delimitação teórica sobre Gestão Mercadológica para empresas de Serviços, Retorno de Investimentos em Comunicação, e Planejamento de Comunicação. Fase 2 - Pesquisas Primárias (entrevistas com o corpo diretivo da IES, com os docentes e com os discentes ingressantes e concluintes), e Pesquisas Secundárias - análise dos registros das campanhas do processo seletivo 2012 e 2013, e a análise dos resultados do Relatório da Comissão Própria de Avaliação (CPA - 2014). De acordo com o diagnóstico apresentado a FNC apresenta significativos pontos fortes institucionais, pedagógicos, financeiros, de marketing e de gestão e organização. Os pontos a melhorar são de conhecimento da alta direção e têm recebido atenção por parte da direção pedagógica, que responde pela IES junto ao MEC. O enquadramento e classificação dos cursos oferecidos pela FNC na Matriz BCG foram confirmados pelo cálculo do MCP de cada um dos cursos na avaliação do período 2012-2014. Para a análise GE, após a realização dos cálculos de notas ponderadas para a atratividade de mercado e para o posicionamento do negócio em seu mercado, a FNC foi enquadrada como um negócio de alta atratividade de mercado e alto posicionamento do negócio em seu mercado. O diagnóstico demonstrou, ainda, que a FNC realiza ações para o atendimento dos 14 objetivos da comunicação e essas ações são reconhecidas pela comunidade acadêmica. A análise do retorno de investimento em comunicação indicou que a FNC apresenta viabilidade econômica, financeira e patrimonial sólidas. Como orientações ao Planejamento da Comunicação o texto indica que a FNC precisa administrar de maneira consciente suas promessas de serviço; deve manter canal aberto de informações junto aos candidatos à matrícula na IES e, sobretudo, junto ao corpo docente e corpo discente da Faculdade; deve também educar seus diferentes públicos, sobretudo os alunos, uma vez que sua entrega de serviços é de característica de alta participação do cliente em todo o processo e deve, ainda, cuidar com muita atenção da comunicação interna junto aos funcionários técnico-administrativos e docentes. Tudo isso pode ajudar o processo de comunicação a fim de evitar que se gere insatisfação por parte do cliente. / The study object of this thesis is the Faculdade Nossa Cidade - FNC. IES in the municipality of Carapicuiba, SP. The Dissertation of the General Purpose was to describe in depth the situational diagnosis of FNC in two different periods in time, as the communication efforts for the dissemination of the Selection Process in 2012 and 2013. As specific objectives, the dissertation aimed to analyze systematically the data collected, evaluate the return on investments in communication IES and propose guidelines for the development of the FNC Communication Campaign for the sale of courses offered. They were used as Methodological Procedures exploratory research with the use of case study, divided into two phases, namely: Phase 1 - Delimitation of theories that support the theoretical framework on Higher Education in Brazil and the current higher education as a \"profitable business\" in addition to the theoretical definition of marketing management for service companies, Investment Return on Communication and Marketing Communication Planning. Stage 2 - Primary Research (interviews with the governing body of IES, with teachers and with students entering and graduating), and Research Secondary - analysis of records of the campaigns of the Selection Process in 2012 and 2013 and the analysis of the results of the Report Committee for Assessment (CPA - 2014). According to the diagnosis introduced to FNC presents significant institutional, pedagogical, financial strengths, marketing, and management and organization. The areas for improvement are the knowledge of senior management and have received attention from the pedagogical direction, which responds by IES with the MEC. The framework and classification of courses offered by the FNC in the BCG Analysis were confirmed by MCP calculation of each of the courses in the evaluation period 2012- 2014. For GE Analysis, after the purposes of the calculation of weighted grades for market attractiveness and the business positioning in its market, FNC was framed as a highly attractive market business and high positioning of the business in your market. The diagnosis has also shown that the FNC takes action to meet the 14 Objectives of Communication and these actions are recognized by the academic community. Analysis of the communication payback indicated that the FNC has economic feasibility, financial and solid equity. As guidelines to Communication Planning for FNC must manage consciously their service promises; it must maintain an open channel of information from the candidates for enrollment in IES and especially with the faculty and student body of the Faculty; It must also educate its stakeholders, particularly students, since its delivery of services is of high share of customer feature throughout the process and must also take care carefully of internal communication with the technical and administrative staff and teachers. All this can help the communication process in order to avoid that generate dissatisfaction by the customer.

This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazine Do kabelky, his performance is part of the second chapter in the situational analysis. The third chapter is devoted to marketing research, which is processed in the form of primary research interviews with the event experts and target group publishing - magazine reader. Finally, in the fourth chapter, I propose that event marketing strategy, which will draft a specific event.

This study identifies, tests and modifies factors for effective corporate online communication using a marketing public relations (MPR) perspective. An MPR perspective entails an integrated cross-disciplinary approach with a strong product and/or service focus. The need for the study is underscored by the fact that there is undoubtedly a lack of a theoretical framework in which to practise corporate online communication in the context of selling the organisation's products or services. In order to test the identified factors for effective corporate online communication, namely credibility, trust and long-term relationships, this study uses Q methodology as a research method and applies Q sorting as a means of data collection. Participants are asked to sort statements about corporate online communication in their preferred order of importance on a large board in the presence of the researcher. This is known as the Q sorting process. The identified factors are tested among 20 communicators and 20 receivers of corporate online communication. The participants' sortings of statements are compared by means of Q factor analysis and then analysed. The results of the study indicate that only one factor is perceived as an absolute significant factor for effective corporate online communication and that two of the factors necessitate modification. Consequently, based on the results, four factors are identified for effective corporate online communication, using an MPR perspective. These four factors are derived from the perspectives of both the communicators and receivers of corporate online communication and are included in a proposed theoretical framework of corporate online communication using an MPR perspective. / Communication / D. Litt et Phil.