Faculty of Economic and Management Sciences
School of Management Sciences
Department of Marketing and Communication Management
Selected Highlights from Research Findings
A new conceptual model of student socialisation and participation at tertiary institutions was developed and is being tested in the context of higher education. Through their participation in an array of learning activities, students 'co-produce' their education. At the same time, they also contribute directly to their own satisfaction, quality and value perceptions. Services marketing researchers have long acknowledged the important participatory role of clients and have also tested models of the antecedents and consequences of customer socialisation and participation in a range of service settings.
Contact person: Prof PJ du Plessis.
South Africa is often described as a nation in transition and in which societal and political transformation is an ongoing process. The employment environment, notably, now boasts several laws that are interrelated and aimed at achieving transformation in the workplace, as well as the economic empowerment of those who had previously been victims of racial segregation. Among these laws, the Employment Equity Act of 1998 is regarded as key to the achievement of equality of individuals in the workplace. The management of communication, in turn, is central to the process of corporate transformation sought by this Act (a fact confirmed by the emphasis, in the Act, on organisations' duty to inform and consult with stakeholders, inter alia by way of several documented processes). Since previous research had pointed to broadly defined communication problems, the overarching research question of this study was, "How do South African organisations manage communication about Affirmative Action (within the context of Employment Equity)?" Answering this question necessitated the investigation of four topics: how organisations inform and consult with stakeholders; management of transformational change; the management of communication and transformational leadership. A conceptual framework based on the chaos perspective was used for the management of communication in this context. Empirical evidence was gathered by means of a qualitative, multiple case study investigation. The most senior Communication, Human Resources and Employment Equity practitioners were interviewed in each of three organisations, while the Employment Equity communication strategy of each organisation was compared to the theoretical framework by Thomas and Robertshaw (1999). It was found that the unique corporate philosophy of each organisation influences the manner in which Employment Equity strategies are implemented. The term 'Affirmative Action' is not utilised in any of the organisations. Communication was considerd to have strategic value in the external arena, yet internal communication about Employment Equity was found to be unsatisfactory in two of the organisations. Only one organisation is currently managing communication according to a formalised strategy.
Contact person: Ms A Leonard.
Very little is documented and known about African public relations (PR). This has lead to many assumptions regarding the discipline of PR in Africa — in fact many are of the opinion that it does not exist in Africa. This research study investigated the latest developments in PR globally and used it as a framework to test and describe PR in the African context. Data was collected via three mediums: electonic questionnaires, a conference and a training session in Tanzania. A total of 612 PR practitioners in Africa were included in the study. The measuring instrument was purified by means of exploratory factor analysis. The underlying concepts used to test the practice of PR were the models (purpose) of the practice of PR as well as the roles (activities) of the practice of PR. Each of these concepts was defined by supporting constructs obtained from global PR theory and then tested in the African context. The exploratory factor analysis identified three models, namely the reflective/ two-way symmetrical, two-way assymmetrical/ symmetrical and the public information/ press agentry and two roles, namely the strategist and the technician/ manager in the African context. The main finding of the study indicated that the most advanced level of the practice of PR, namely the reflective model and the role of the strategist, is present in Africa. This indicates that African PR practitioners function at a very influential — strategic — level within the organisation. Furthermore it was found that the purpose of PR, according to the opinions of African PR practitioners, is centred around the importance of understanding society and its important influence on organisational decision-making as well as behaviour. The African culture therefore has a natural tendency towards social responsibility, which has a major influence in the way in which PR is practiced and should be explored in future studies. The challenge for African PR practitioners is to share the purpose and role they fulfil with the global PR society.
Contact person: Ms G van Heerden.
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