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North-West University

1. Mudzanani, Takalani Eric. Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani.

Degree: 2013, North-West University

Responding to the need to fill the research gap in the area of museum integrated marketing communication, the study investigated the planned, unplanned, product and service messages of selected museums in South Africa. These selected museums were the Ditsong and Iziko clusters of museums in the Gauteng Province and the Western Cape Province respectively. The clusters were selected because they are the biggest clusters of museums in the country. In an attempt to fill the research gap, the goal of the study was to develop and present an integrated marketing communication framework for the selected museums. In order to realise the goal of the study, four objectives were set. Consistent with the first objective chapter 2 analysed the South African cultural tourism sector. In this regard, the literature review revealed that South Africa’s cultural product offering is multifaceted with arts, cultural villages, literature, battlefields, museums, heritage sites nd religion comprising the main tourist attractions. Moreover, the literature review revealed that the two clusters of museums offer diversified product portfolios. The second objective was achieved in chapter 3 by analysing integrated marketing communication by means of a literature review. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) messages to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The third objective was to analyse empirically the planned, unplanned, product and service messages of the Ditsong and Iziko clusters of museums. The results of the empirical phase of the study were presented in chapter 4. Following a mixed methods research approach, the first component of the empirical phase involved in- depth interviews with the marketing managers of the museum clusters while the second component involved a survey of visitors to the clusters. The qualitative data was analysed by establishing themes which had emerged from the interviews with the marketing managers. The quantitative data was analysed using the SPSS programme. In order to establish the relationships between the variables, a factor analysis was conducted. In addition, T-tests and ANOVAs were also conducted. The factor analysis produced three factors namely, factor 1: Above-the-line media, factor 2: Internal and external marketing and factor 3: Marketing public relations. The t-test and ANOVAs revealed that the respondents across age, province of residence, visitor retention and educational level rate service messages the most highly of all the IMC messages. On the whole, the empirical study revealed that both the participants and the respondents share the same views on what should be done in terms of the planned, unplanned, service and product…

Subjects/Keywords: Integrated marketing communication; museums; framework; message consistency; communication impact; cultural tourism; planned; unplanned; service and product messages; Geïntegreerde bemarkingskommunikasie; raamwerk; konsekwente boodskappe; kulturele toerisme; museums; beplande; onbeplande; diens en produkboodskappe; maksimum kommunikasie-impak

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Mudzanani, T. E. (2013). Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. (Thesis). North-West University. Retrieved from http://hdl.handle.net/10394/9181

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Mudzanani, Takalani Eric. “Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. ” 2013. Thesis, North-West University. Accessed January 20, 2021. http://hdl.handle.net/10394/9181.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Mudzanani, Takalani Eric. “Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. ” 2013. Web. 20 Jan 2021.

Vancouver:

Mudzanani TE. Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. [Internet] [Thesis]. North-West University; 2013. [cited 2021 Jan 20]. Available from: http://hdl.handle.net/10394/9181.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Mudzanani TE. Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. [Thesis]. North-West University; 2013. Available from: http://hdl.handle.net/10394/9181

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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