Resumen

MUDZANANI, TE. Analysing the integrated marketing communication message typology of Tshwane North College. JCMAN [online]. 2018, vol.15, n.1, pp.177-197. ISSN 1815-7440.

PURPOSE: The purpose of the study was to analyse the integrated marketing communication (IMC) message typology of Tshwane North College. METHODOLOGY: In order to analyse the IMC message typology of the Tshwane North College, in-depth interviews were conducted with students as one the college's primary stakeholders. FINDINGS: The study revealed, firstly, that the college deploys its marketing communication tools in an integrated manner (planned messages); secondly, the study has shown that participants are happy with the course mix (product messages), finding it practice oriented and geared to the training needs of industry and commerce; thirdly, the study revealed that the quality of the services it provides is good (service messages); and fourthly, the study revealed that the college is absent from intermediary sources such as the media. IMPLICATIONS: Most importantly, this study sheds light on how educational institutions should use an IMC message typology to ensure message consistency and maximum impact. To this end, educational institutions such as Tshwane North College should use this typology as a logical structure for developing their stakeholder communication strategies.

Palabras clave : Higher education marketing; integrated marketing communication message typology; relationship marketing; technical and vocational education and training.

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