EFFECTIVE MARKETING COMMUNICATION AS A TOOLS FOR GRATER PRODUCTIVITY IN ORGANIZATION

CHAPTER ONE

INTRODUCTION

• 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     OBJECTIVE OF THE STUDY

Below are some the objectives 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  RESEARCH HYPOTHESES

The research questions for work will be based on the following:

H0:     marketing communication cannot increase customer patronage in the Union Bank Plc (Awka)

H1:     marketing communication can increase customer patronage in the Union Bank Plc (Awka)

H0:    marketing communication cannot help the Union Bank Plc to achieve their organizational goal

H2:    marketing communication can help the Union Bank Plc to achieve their organizational goal

1.5 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.

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