Effects of Marketing Communications on the Attainment of Organizational Goals

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EFFECTS OF MARKETING COMMUNICATIONS ON THE ATTAINMENT OF ORGANIZATIONAL GOALS

(A CASE STUDY OF FIRST CITY MONUMENT BANK, AKURE BRANCH)
BY

okere onyekachi victor

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF BUSINESS
ADMINISTRATION, UNIVERSITY OF ABUJA

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR OF SCIENCE (B.Sc.) IN BUSINESS ADMINISTRATION.

FEBRUARY, 2012.

ABSTRACT
Marketing communications has been established as an important means by which organizations and their services are made known to people or customer. The goal of any organization in using marketing communications is to maximize profit through high turnover of sales. This study looks at the effect of marketing communications on the attainment of the organizational goals using, First City Monument Bank, Akure Branch, Ondo State, as a case study. The result of the findings revealed that increased profitability of an organization partly depends on the effective use of marketing communications tools. The respondents for this study were selected using random sampling method. Questionnaire was used to gather information from the respondents and the questionnaire was content validated. Chi-square statistical method was used to know the relationship between the independent and dependent variables. The result of hypotheses shows that there was positive relationship between marketing communications efforts and increased profit of the organization. The relationship between marketing communications efforts and the organization increased profit can be linked to the fact that marketing communications efforts are useful to the organization. The study also revealed that there is positive correlation between customers’ satisfaction and the marketing communications efforts of the bank. This means that marketing communications efforts put forward by the bank tend to increase its customers’ satisfaction which definitely affects the performance of the bank positively. This research work also established that marketing communications efforts put forward by the bank also have positive effects on its increased market share. This research work also exhibited that effective use of marketing communications tools would naturally increase its market share. That is, putting marketing communications efforts together in the bank would definitely increase the number of customers of the bank.

TABLE OF CONTENTS
Page Title page i Certification ii

Dedication iii Acknowlegdement v Abstract vii Table of Contents x

CHAPTER ONE: INTRODUCTION
1.1 Background of the Study1
1.2 Statement of the Study3
1.3 Research Questions5
1.4 Objective of the Study6
1.5 Research Hypotheses6
1.6 Significance of the Study7
1.7 Scope and Limitation of the study8
1.8 Historical Background of the Organization9
1.9 Definition of Terms10
1.10 Research Methodology 11
1.11References 12

CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction 18
2.2 Marketing Communications Process Model 20
2.3 Effective Marketing Communications 22 2.4...
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