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THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION

ABSTRACT

This work is aimed at critically examining effective marketing communication as a tool for greater productivity in an organization a special reference to union bank Nigeria Plc eastern area was used as a case study. Literatures related to the subject were reviewed. primarily and secondary data  were collected  through the use of questionnaire interviews and form text journals and the company’s record that face to face marketing communication is not common between the top management and the subordinate. For communication to be effective in the organization the following factors must be observed and maintained. Management must develop good communication skill, a common language should be used for better understanding of marketing communication intents, subordinates views should be sought before making decisions. We therefore recommend that to facilitate instruction, the employee responsible for excursion should be solved. Organization should therefore encourage up-ward communication to obtain information maintain good relationship with the workers in order to have effective marketing communication in an organization.  

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

Despite the vital role marketing communication plays in the day to day running of an organization there are still numerous cases of ineffective communication in many organizations. The cause of marketing communication problem in the organization could be distributed to the following factors of variables.

When the management of an organization is friendly and less a good working report communication tends to be effective. But as soon as members of the organization engage in mutual distrust resentment gossip or when there are feeling of incompetence and insecurity. There is bound to ineffective marketing communication.

        Moreover, ineffective marketing communication in an organization could as well be a deliberate action of the receiver of the sender inability of the sender to properly encode and transmit the message situation about where the subordinate failed to carry a directive because though the superior is not serious.

Ineffective marketing communication could be due to over loading of information. Too much marketing communication best town the entire system judicious selection of information helps to avoid dogging the entire system with irrelevant information in organization where there is too many memorandum floating around the management from the habit of not reading their meals and therefore refers to these mails as junks. Mean while mechanical insufficiency leads to ineffective in our organization lack of proper facilities like telex telegraphs and ox telephone etc. which is being used for sending and as well as receiving urgent business information causes breakdown in communication process.

1.2     STATEMENT OF THE PROBLEM.

Below are the problems facing Union Bank of Nigeria Plc Awka.

1.  There is communication gap between the bank and its customers.

2.  Poor management of innovation examples  E Banking .

3.  Poor rendering of services.

4.  Poor management of resources.

5.  Lack of equality in the level of management.

6.  Lack of direct contact between the top management and the lower management.

1.3     PURPOSE OF THE STUDY

Below are some the purposes of the study enlisted as follows:

i       To determine if effective marketing communication can bring about greater productivity in an organization

ii      To find out if effective marketing communication can yield or foster greater productivity in Union Bank Plc,Nigeria(Awka)

iii     To determine if effective marketing communication can increase customer patronage in the Union Bank Plc(Awka)

iv     To determine if effective marketing communication can help the Union Bank Plc to achieve their organizational goal

v      To know if effective marketing communication can create enough awareness that can increase the productivity of the organization.

1.4  SIGNIFICANCE OF THE STUDY

        The importance of effective marketing communication in an organization cannot be over emphasized. The research work will be of good to both the general public’s, the organization and as well the researchers. Other researcher because it may form a source of information for them. They will expand their knowledge of subject area.

        The organization: This study will also benefit the organization because based on the findings and recommendation process of the enterprise with a view to identify areas. The recommendation will also benefit them since their implementation may be a solution to the identified. Communication will also benefit from the study.

1.5 RESEACH QUESTION

                In other to achieve the above objective, the following research question were formulated

1            Do the workers perceive effective marketing communication as necessary for productivity.?

2            What problem are inherent in the organization?

3            Does effective feedback mechanism exist in the organization?

4            Are there any differences in the different levels of management as well?

1.6  SCPOE OF THE STUDY

            Communication is a very broad topic. No consensus has been reached about the concept but it is believed that every human activity involves communication. The scope of this research project will therefore be limited to evaluating the effectiveness of marketing communication in Union Bank of Nigeria(U.B.A)plc. It will also focus on factors that aid effective marketing communication in an organization in addition to highlighting the incidence of participative marketing communication on workers management relations. The study will also be extended to find out whether marketing communication process has any effective workers performance productivity.

1.7 DEFINITION OF TERMS

Marketing:

This can be defined as the promotion distribution and selling of product or service, include market research and advertising.

Communication:

This has been defined by different authorities but the adopted for this research work is that of Nwachukwu “Communication is the transfer of ideas from sender to the receiver.

Organization:

Organization is a stable system of individual who tighter to achieve through a hierarchy of ranks and division of labour common goals.

Communication process:

This is the transmitting message from sender to receiver. It describes the means of passing message from sender to the receiver of the message.

Worker:

        This refers to those who are working in the organization to improve standard of living.

Management:

        Is a social entailing responsible for the effective and economical planning and regulations of operations of an enterprise, in fulfillment of a given purpose of task, it is implementation and formulation of policy.

Feedback:

Response by a message received which includes whether or not the message has been understood.

Encoding:

The translation mental perception in some sort of communication code.

Grapevine:

The grapevine is the position counter part of rumour in an informal system, but the person who gives out the information may not be easy to find.

Rumor:

This refers to unofficial and unconfirmed information sent through interpersonal channels. This is no clear out evidence to where the information is carried him.

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