Communication strategies for enhancing visibility in business organizations: a case study of Institute of Advanced Technology
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Date
2012Author
Mutuura, Lydiah K
Type
ThesisLanguage
en_USMetadata
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The purpose of this study was to examine the communication strategies that the Institute of Advanced technology uses to enhance visibility, and to evaluate the effectiveness of those strategies. The objectives of the study were to identify the activities that Institute of Advanced Technology engages in, in order to enhance visibility, to examine the role played by various departments within the organization to enhance visibility, to investigate how the organization is using modern
technologies to communicate to their targeted customers, and to investigate the effectiveness of these strategies on the target groups The target population for this study consisted of IA T students, customer care, management and the teaching staffs in the organization. Simple random sampling was used to draw respondents from the population, where 55 respondents were drawn.The researcher also used primary sources to collect data. This consisted of questionnaires comprising of both open-ended and close-ended questions, and interviews.
From the study the researcher found that the strategies commonly used are word of mouth, Daily Newspaper, school presentations, open days, websites and social media as well as other literature such as bronchures and magazines. Of all the strategies, the most effective strategy is word of mouth followed by the Daily newspaper advert. With regard to visibility, though IA T has done a lot to make itself visible, more can be done using other strategies such as television,
roadshows and radio advertising. Also, use of social media and web pages to enhance visibility has not been very effective due the fact that the only social media site that is used is Facebook which is dependent on friends invitation and therefore one can only access IA T from the site if he or she is a friend to an IA T
member, while not many people are aware of the website.
As part of recommendations, there is need for the organization to device nfw communication strategies that are not used so as to verify whether they would bring in more results. In addition, the already existing strategies that are working for the organization can be improved for better results. There also is need to consider improving on internet marketing especially the use social media more since most of target group are on social media on daily bases. The marketing department can consider creating groups on Facebook to include other people since Facebook groups are not limited to friend's invitations. Finally, awareness about the existing webpages should be created since most of the target population is widely using the internet on daily bases and yet they are not aware about it.
Publisher
University of Nairobi, Kenya