Thesis (MBA)--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: The Centre of Excellence for Invasion Biology (C+B) is a research centre that provides
bursaries for post-graduate students to study in the field of "Invasion Biology". One of the
goals of the centre is to ensure that 50% of the funded students are from previously
disadvantaged groups. However, since its inception in 2004 it has consistently been
unable to meet this goal.
The researcher, who has insight in the centre's marketing activities and has knowledge of
marketing, is of the opinion that the reason for this failure is due to the lack of knowledge
of the target market and the lack of a targeted marketing strategy.
As background this report investigates the theory related to marketing and whether this is
applicable to a centre such as the C-I-B. The conclusion that the marketing theory is
relevant to the C-I-B, lead to a market research project that informed the development of a
marketing strategy suggestion which the researcher believes will address the stated
problem.
The report concludes with recommendations to other stakeholders who should address the
deeper lying problems which surface at secondary school level. / AFRIKAANSE OPSOMMING: Die Sentrum van Uitnemendheid vir Indringer Biologie (S-I-S) is 'n sentrum wat beurse
voorsien vir nagraadse studente wat studeer in die veld van "Indringer Biologie". Een van
die sentrum se doelwitte is om te verseker dat 50% van sy studente deur voorheen
benadeelde groepe verteenwoordig word. Sedert sy ontstaan in 2004 kon die sentrum nog
nooit hierdie doel bereik nie.
Die navorser, wat insae het in die bemarkingsaktiwiteite van die sentrum en kennis dra
van bemarkingsbeginsels, is van mening dat hierdie probleem die gevolg is van
gebrekkige kennis van die teikenmark en 'n gebrek aan 'n gefokusde bemarkingsstrategie.
As agtergrond ondersoek hierdie verslag die teorie ten opsigte van bemarking en of
hierdie teorie relevant is vir 'n sentrum soos die S-I-B. Die gevolgtrekking was dat die
teorie wel relevant is vir die S-I-B en het gelei tot 'n marknavorsingsprojek wat bygedra het
tot die ontwikkeling van 'n bemarkingsstrategie voorstel, wat die navorser glo die
probleem sal aanspreek.
Die verslag sluit af met voorstelle aan die ander belanghebbendes wat
verantwoordelikheid behoort te neem vir die dieperliggende probleme wat op sekondere
vlak geidentifiseer is.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/15045 |
| Date | 03 1900 |
| Creators | Van der Vyver, Mathilda |
| Contributors | Herbst, F. J., University of Stellenbosch. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Rights | University of Stellenbosch |
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