IMC education and digital disruption

2017 ◽  
Vol 51 (3) ◽  
pp. 406-420 ◽  
Author(s):  
Gayle Kerr ◽  
Louise Kelly
Keyword(s):  
Customer Service ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Content Type ◽  
The Future ◽  
Future Challenges ◽  
Digital Disruption ◽  
The Right ◽  
The University ◽  
The Impact

Purpose The purpose of this paper is to benchmark the progress of integrated marketing communication (IMC) education, by replicating and extending a study on IMC education by Kerr (2009). It documents progress, examines the impact of digital disruption and concludes with an agenda for change. Design/methodology/approach Using the Delphi technique, this study recruited leading IMC educators and thought leaders internationally to find consensus on an important range of IMC issues, including its place within the university, the IMC brand, curriculum, impact on practice, the incorporation of digital and future challenges. Findings IMC has strengthened its place within the university and also within the minds and understanding of academics, students and industry. Digital disruption provides many challenges including updating curriculum and up skilling staff. It is vital, however, that IMC thinking be positioned as the integrator and digital as the facilitator, providing platforms to actualise IMC strategy such as content, customer service and cross-functional planning. Practical implications This study shows what IMC education has achieved since Kerr’s (2009) study. Further, it outlines what needs to be achieved in the future by providing a “To do” list for IMC educators. Originality/value It is vital that the development and progress of this important new area of study is tracked to ensure industry challenges are met, such as digital disruption, and the right education for IMC managers of the future is provided.

PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Market Share ◽  
Direct Mail ◽  
Communication Media ◽  
Marketing Communication ◽  
University Management ◽  
Integrated Marketing ◽  
Information Need ◽  
Integrated Marketing Communication ◽  
The Right ◽  
The University

<p>Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.</p><p>Keyword :</p><p>Communication media, markeing communication, integrated marketing communication</p>

scholarly journals The Effect of Strategic Vision for the University Authorities in Administrating the Internal Client: A Case Study at Zarqa University

2018 ◽  
Vol 12 (6) ◽  
pp. 97
Author(s):  
Khaled Abdulwahab Alzeaideen ◽  
Majed Abdel-Mohdi Masadeh
Keyword(s):  
Positive Culture ◽  
Organizational Factors ◽  
Faculty Members ◽  
Teaching Staff ◽  
Strategic Vision ◽  
The Future ◽  
Future Challenges ◽  
The University ◽  
Client Relations ◽  
The Impact

The study aims at identifing the concept of strategic vision of the authorities in Zarqa University, identifing the most important elements, and proposing the appropriate mechanisms to meet the future challenges facing the university leader as a result of competition and how to maintain the teaching and non-teaching staff within the institution to enhance loyalty of the 'internal client ' in the future. Strategic vision variables were used; future status was determined, goals achieved by the vision were achieved, university culture was selected, and the appropriate strategy was chosen as independent variables affecting a dependent variable that is is the internal client relations management. The researchers collected the initial data of the study by means of a special questionnaire. The sample consists of (115) out of 300 faculty members at Zarqa University of various qualifications, ranks and experience.The results of the analysis show that there is a strong and significant effect on all elements of the strategic vision on internal client relationship management, and demographic variables (gender, age group, job title and years of experience) contributed intrinsically to the response of the sample regarding the adoption of the strategic vision factors in managing the internal client relations.Based on the findings of the study, the researchers proposed a number of recommendations to the administration of the university, focusing on spreading and supporting positive culture among faculty members, setting specific and clear objectives for the future to all university employees, along with constructing lucid future strategic directions, and updating the vision and mission of the institution. It is also recommended to comprehensively expand the study of the impact of strategic and other organizational factors; and programs and plans of management development on improving the management of relationships with the internal client of the University.

Key issues influencing the future internationalization of higher education: the case of Thailand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andy Hines ◽  
Lakhana Dockiao
Keyword(s):  
Higher Education ◽  
Strategic Plan ◽  
Research Approach ◽  
Content Type ◽  
Strategic Issues ◽  
Horizon Scanning ◽  
The Future ◽  
Emerging Issues ◽  
The University ◽  
The Impact

Purpose The rapidly changed global context for internationalization (IZN) over the next decade prompted a decision to use a futurist perspective for identifying issues to be considered in the organization’s next strategic plan. This paper aims to report on this project to identify current and strategic issues influencing the future strategy of the higher education (HE) IZN for Thailand on behalf of the Bureau of International Cooperation Strategy and the Office of the Higher Education Commission. Design/methodology/approach The research approach was a customized version of the University of Houston’s Framework Foresight method. It involved framing the domain with a description and domain map, scanning for signals of change within the domain and emerging issues analysis to produce a set of current and emerging issues. A planning step synthesizes a set of recommended actions. Findings The key findings reported in this paper are the identification of 14 current and emerging issues influencing the future of the IZN of HE in Thailand. The issues were organized along with the three horizons framework: H1: how are we [currently] doing? H2: what should we do next and H3, where do we want to go? The primary recommendation of this research reported on in this study is to consider the 14 issues for inclusion into the next strategic plan. Seven specific strategic options mapped over three phases were identified as well. The research reported here was carried out for Thailand, but the process could easily be adapted by other countries and other topics. Research limitations/implications The modified version of the University of Houston Framework Foresight approach has been applied successfully to many topics. The topic explored here is focused on one nation, Thailand. The authors feel the lessons are, however, broadly applicable. Practical implications The ability to use a futurist perspective to identify current and emerging issues is highlighted. The organizing of the issues using the three horizons framework proved to be particularly useful in helping the client to develop a sense of timing regarding the future, that is, when and to what degree to pay attention to the many issues that typically confront any organization. Originality/value The use of the three horizons framework in the analysis of the emerging issues provide benefits in two ways in situating the likely timing of signals of change in horizon scanning and “scan hits” both scanning for the identification of issues and organizing the resulting current and emerging issues along the three horizons with H1 current issues: how are we [currently] doing?; H2 emerging issues: what should we do next and H3 emerging issues, where do we want to go? The paper also includes a section exploring the impact of Covid-19 on the likely timing of the issues identified just before the pandemic hit, finding that timing of some issues would speed up, some would stay the same and some would slow down.

scholarly journals Integrating identity, strategy and communications for trust, loyalty and commitment

2017 ◽  
Vol 51 (3) ◽  
pp. 572-604 ◽  
Author(s):  
T.C. Melewar ◽  
Pantea Foroudi ◽  
Suraksha Gupta ◽  
Philip J. Kitchen ◽  
Mohammad M. Foroudi
Keyword(s):  
Structural Equation ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Content Type ◽  
Equation Modelling ◽  
Key Drivers ◽  
Areas Of Concern ◽  
The Impact ◽  
Insight Into

Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory. Design/methodology/approach This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

The effects of materialism on consumer evaluation of sustainable synthetic (lab-grown) products

2020 ◽  
Vol 37 (5) ◽  
pp. 579-590
Author(s):  
Jessica Keech ◽  
Maureen Morrin ◽  
Jeffrey Steven Podoshen
Keyword(s):  
Design Methodology ◽  
Socially Responsible ◽  
Content Type ◽  
Consumer Evaluation ◽  
Positioning Strategy ◽  
Consumer Markets ◽  
The Future ◽  
Promotion Strategies ◽  
Alternative Sources ◽  
The Impact

Purpose The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items. Design/methodology/approach We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments. Findings Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels. Originality/value If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

Buyer-assisted lean intervention in supplier firms: a supplier development approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Imranul Hoque
Keyword(s):  
Financial Incentives ◽  
Large Scale ◽  
Qualitative Data ◽  
Research Approach ◽  
Capability Development ◽  
Content Type ◽  
Production Capability ◽  
Lean Tools ◽  
The Right ◽  
The Impact

PurposeThis study aims to investigate how buyer-assisted lean intervention in garment supplier factories affects garment suppliers' productivity and production capability development.Design/methodology/approachEmploying a qualitative research approach and a lean intervention design, a multiple case study method was adopted for this study. Quantitative data on productivity performance and qualitative data on production capability development were collected from a Danish buyer and their four corresponding garment suppliers. Collected data were analysed using standard lean measurement tools and qualitative data analysis techniques.FindingsThis study demonstrates that buyer-assisted lean intervention is a useful strategy for garment suppliers to enhance their productivity and production capability. However, suppliers need to select the right lean tools, ensure seriousness and commitment to lean initiatives, substantial involvement of top management and workers, arrange formal and informal training, provide performance-based financial/non-financial incentives and nurture a learning culture to facilitate suppliers' production capability development.Research limitations/implicationsThis study implemented few lean tools in a single sewing line in four supplier factories for a short intervention duration. Thus, there is a scope for future studies to investigate the impact of the lean intervention on a large scale.Practical implicationsThe findings of this study might bring new insights to the management of buyer and supplier firms concerning how buyers could involve in suppliers' lean intervention initiatives and what suppliers need to ensure to develop production capability.Originality/valueFor the first time, this study engaged a buyer in suppliers' lean intervention initiatives to improve productivity and production capability in the garment industry of a developing country.

Post-occupancy evaluation of outdoor spaces on the campus of the Federal University of Juiz de Fora, Brazil

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ana Clara Carvalho Tourinho ◽  
Sabrina Andrade Barbosa ◽  
Özgür Göçer ◽  
Klaus Chaves Alberto
Keyword(s):  
Critical Role ◽  
Future Research ◽  
Content Type ◽  
University Campuses ◽  
Post Occupancy Evaluation ◽  
Outdoor Spaces ◽  
The University ◽  
The Impact ◽  
Practical Implications

PurposeUsing the campus of a Brazilian university as case study, this research aims to identify which aspects of the outdoor spaces are the most significant in attracting people.Design/methodology/approachThis research relies on the application of different post-occupancy evaluation (POE) methods, including user tracking, behavioural mapping and questionnaires, on one plateau of the campus.FindingsThree group of aspects (socialization, proximity and infrastructure) were identified as key elements in explaining the impact of the campus physical characteristics on users’ behaviour. The results indicate that having characteristics of at least one group of aspects in those spaces can guarantee their vitality and, if there is presence of attributes of more than one group, liveliness can be increased.Research limitations/implicationsFurther studies should be conducted on an entire campus to identify other spatial elements in the three groups.Practical implicationsThis research contributes to the planning of future campuses and to solutions to the existed ones, indicating the most relevant spatial characteristics to be considered. Additionally, the combination of different methods may be useful to future research.Originality/valueMost of the investigations on the university campuses focus on the buildings, and little research has investigated the outdoor spaces, although they play a critical role in learning and academic life, where people establish social, cultural and personal relationships. In addition, studies using several POE allowed a consistent and complete diagnostic about the aspects of the campus, giving recommendations for future projects.

Performance measurement and resource sharing among business sub-units in the presence of non-discretionary factors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rita Shakouri ◽  
Maziar Salahi
Keyword(s):  
Resource Sharing ◽  
Content Type ◽  
Development Level ◽  
Proposed Model ◽  
Decision Making Unit ◽  
Efficiency Estimation ◽  
Overall Efficiency ◽  
And Performance ◽  
The Right ◽  
The Impact

Purpose This paper aims to apply a new approach for resource sharing and efficiency estimation of subunits in the presence of non-discretionary factors and partial impacts among inputs and outputs in the data envelopment analysis (DEA) framework. Design/methodology/approach First, inspired by the Imanirad et al.’s model (2013), the authors consider that each decision-making unit (DMU) may consist of several subunits, that each of which can be affected by non-discretionary inputs. After that, the Banker and Morey’s model (1996) is used for modeling non-discretionary factors. For measuring performance of several subunits, which can be considered as DMUs, the aggregate efficiency is suggested. At last, the overall efficiency is computed and compared with each other. Findings One of the important features of proposed model is that each output in this model applies discretionary input according to its need; therefore, the result of this study will make it easier for the managers to make better decisions. Also, it indicates that significant predictions of the development of the overall efficiency of DMUs can be based on observing the development level of subunits because of the influence of non-discretionary input. Therefore, the proposed model provides a more reasonable and encompassing measure of performance in participating non-discretionary and discretionary inputs to better efficiency. An application of the proposed model for gaining efficiency of 17 road patrols is provided. Research limitations/implications More non-discretionary and discretionary inputs can be taken into consideration for a better analysis. This study provides us with a framework for performance measures along with useful managerial insights. Focusing upon the right scope of operations may help out the management in improving their overall efficiency and performance. In the recent highway maintenance management systems, the environmental differences exist among patrols and other geotechnical services under the climate diverse. Further, in some cases, there might exist more than one non-discretionary factor that can have different effects on the subunits’ performance. Practical implications The purpose of this paper was to measure the performance of a set of the roadway maintenance crews and to analyze the impact of non-discretionary inputs on the efficiency of the roadway maintenance. The application of the proposed model, on the one hand, showed that each output in this model uses discretionary input according to its requirement, and on the other hand, the result showed that meaningful predictions of the development of the overall efficiency of DMUs can be based on observing the development level of subunits because of the impact of non-discretionary input. Originality/value Providing information on resource sharing by taking into account non-discretionary factors for each subunit can help managers to make better decisions to increase the efficiency.

What should be lean buffer threshold for the forward-reserve warehouse?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bhavin Shah
Keyword(s):  
Mathematical Model ◽  
Customer Service ◽  
Value Added ◽  
Service Level ◽  
Buffer Size ◽  
Value Stream Mapping ◽  
Content Type ◽  
Customer Service Level ◽  
The Impact ◽  
Just Right

PurposeThe assorted piece-wise retail orders in a cosmetics warehouse are fulfilled through a separate fast-picking area called Forward Buffer (FB). This study determines “just-right” size of FB to ensure desired Customer Service Level (CSL) at least storage wastages. It also investigates the impact of FB capacity and demand variations on FB leanness.Design/methodology/approachA Value Stream Mapping (VSM) tool is applied to analyse the warehouse activities and mathematical model is implemented in MATLAB to quantify the leanness at desired CSL. A comprehensive framework is developed to determine lean FB buffer size for a Retail Distribution Centre (RDC) of a cosmetics industry.FindingsThe CSL increases monotonically; however, the results concerning spent efforts towards CSL improvement gets diminished with raised demand variances. The desired CSL can be achieved at least FB capacity and fewer Storage Waste (SW) as it shifts towards more lean system regime. It is not possible to improve Value Added (VA) time beyond certain constraints and therefore, it is recommended to reduce Non-Value Added (NVA) order processing activities to improve leanness.Research limitations/implicationsThis study determines “just-right” capacity and investigates the impact of buffer and demand variations on leanness. It helps managers to analyse warehouse processes and design customized distribution policies in food, beverage and retail grocery warehouse.Practical implicationsProposed buffering model offers customized strategies beyond pre-set CSL by varying it dynamically to reduce wastages. The mathematical model deriving lean sizing and mitigation guidelines are constructive development for managers.Originality/valueThis research provides an inventive approach of VSM model and Mathematical algorithm endorsing lean thinking to design effective buffering policies in a forward warehouse.

Modelling resilient fashion retail supply chain strategies to mitigate the COVID-19 impact

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
P.R.S. Sarma ◽  
Aalok Kumar ◽  
Nishat Alam Choudhary ◽  
Sachin Kumar Mangla
Keyword(s):  
Supply Chain ◽  
Capacity Constraints ◽  
Content Type ◽  
Online Platforms ◽  
Aspiration Levels ◽  
The Future ◽  
Optimisation Model ◽  
Fashion Retail ◽  
Online Stores ◽  
The Impact

PurposeThis paper aims to develop supply chain strategies for the fashion retail supply chain (FRSC), likely to be disrupted by the current pandemic (COVID-19) under physical and online retail stores. The resilient retail supply chain design is proposed under budget allocation and merchandise capacity constraints.Design/methodology/approachThis paper utilises the theory of constraint (ToC) and goal programming (GP) to address the COVID-19 impact on FRSC. The budgetary and capacity constraints are formulated with a constraint optimisation model and tested with six different priorities to deal with the physical and online stores. Next, all priorities are developed under different FRSC business scenarios. The ToC-GP-based optimisation model is validated with one of the Indian fashion retail supply chains.FindingsThe proposed optimisation model presents the optimal retailing strategies for selling fashion goods over physical and online platforms. The multiple scenarios are presented for developing trade-offs among different strategies to maximise the retailer's merchandise performance. This paper also highlighted the strategic movement from high merchandise density stores to low merchandise density stores. This implies a reduction of sales targets and aspiration levels of both online and physical fashion stores.Research limitations/implicationsThe proposed model is validated with one of the fashion retailers in India. Other nations or multiple fashion retailers might be considered for more generalisation of findings in the future.Practical implicationsThis research helps fashion retail supply chain managers deal with consumer demand uncertainty over physical and online stores in pandemic times. Limitation: Other nations or multiple fashion retailers might be considered for more generalisation of findings in the future.Originality/valueThis is the first study that considered the impact of COVID-19 on the retail fashion supply chain. The effect of physical and online platforms is mainly discussed from consumer marketing perspectives, but an inventory and resilience perspective is missing in earlier studies. The role of merchandise planning is highlighted in this study.

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