M.Cur. / This study addressed the shortage of qualified nursing staff by means of an empirical research questionnaire according to the principles of the Delphi method. The study has as its objective the design of a marketing strategy for a nursing college, and also determines the contribution of marketing staff and formulates guidelines for a marketing programme and the implementation of a marketing strategy. The research consisted of three phases, being a literature survey and analysis of existing marketing models for service careers; the use of the Delphi method In three rounds, as well as critical Interviews with members Included In the sample to verify results; and the final validation with a marketing consultant and three respondents who are experienced marketing staff members. Marketing was regarded as a total system of Interactional activities, and the potential contribution of all involved persons was addressed in compiling a strategic marketing formula. A possible framework for a marketing strategy was determined with specific emphasis on the elements of such a formula, namely marketing staff, target market, products, price, promotional activities, venue and marketing research. It became clear from the research results that a marketing strategy and the guidelines for implementing such a strategy could enable marketing staff to enhance the Image of this career in an organised and planned manner, thereby contributing to the recruitment of nursing students who could resolve the shortage of qualified nursing staff.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:11694 |
| Date | 15 July 2014 |
| Creators | Pryde, Martha P. |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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