Dissertations / Theses on the topic 'Organizational communication integrated'

The study aims to research factors that impact organizational structure, communication, performance, and if the management system has any significant ability to improve the outcome. The study is a case study of an organization where twenty-five employees were invited to participate in the survey and express how they perceive the management system. Interview with a CEO of the organization and access to the intranet and management system gave another set of data analyzed and researched with the help of theories. The results show that the organizational structure, communication, and performance cannot function without each other. Structure impacts the communication and performance of the organization. Simultaneously, successful communication is a vital ingredient for the structure to function and increase performance. The management system is the center for organizational structure and performance. Successful integration of the management system improves the information flow, increasing efficiency, performance, and profitability in the organization. A functioning and collaborative management system is the key to increased quality in every area of the organization. It fulfills the social demand for sustainability and quality vital for surviving the competitive market and being prepared for unexpected future events such as Covid-19. Available various technological and digital tools for quality improvement and communication have been the savior for many businesses worldwide.
Studien syftar till att undersöka faktorer som påverkar organisationsstruktur, kommunikation, prestanda och om ledningssystemet har någon betydande förmåga att förbättra resultatet. Studien är en fallstudie av en organisation där tjugofem anställda var inbjudna att delta i undersökningen och uttrycka hur de uppfattar ledningssystemet. Intervju med en VD för organisationen och tillgång till intranätet och ledningssystemet gav ytterligare en uppsättning data som analyserades och forskades med hjälp av teorier. Resultaten visar att organisationsstruktur, kommunikation och prestanda inte kan fungera utan varandra. Struktur påverkar organisationens kommunikation och prestanda. Samtidigt är framgångsrik kommunikation en viktig ingrediens för att strukturen ska fungera och öka prestanda. Ledningssystemet är centrum för organisationsstruktur och prestanda. Framgångsrik integration av ledningssystemet förbättrar informationsflödet, ökar effektiviteten, prestanda och lönsamhet i organisationen. Ett fungerande och samverkande ledningssystem är nyckeln till ökad kvalitet inom alla områden i organisationen. Det uppfyller den sociala efterfrågan på hållbarhet och kvalitet som är avgörande för att överleva den konkurrensutsatta marknaden och vara beredd på oväntade framtida händelser som Covid-19. Tillgängliga olika tekniska och digitala verktyg för kvalitetsförbättring och kommunikation har varit en undsättare för många företag världen över.

Changes in the global marketplace have led to an increased emphasis on high quality customer service. Highly committed and satisfied employees are integral to developing a loyal and consistent customer base. Principles of organizational communication and trust, the learning and teaching organization, and the Baldrige assessment are integrated into an organizational structure that is Built to Serve all customers, both internally and externally. The literature review aims to enhance the current literature by connecting the interrelated concepts of organizational change, customer service, learning, teaching, communication, trust, and assessment. This qualitative study examined an organization, NetWork, to determine its readiness level to become an organization that is Built to Serve all of its customers. NetWork is a governmental agency that manages employment issues in a county in California. The NetWork customers were categorized into six groups; unemployed job seekers, low income job seekers, employers, youth, service providers/trainers, and staff members. Eighteen focus groups were conducted to ascertain the perceptions and attitudes each customer group had ofNetWork and of relevant employment issues as well as to ascertain the relationship between the customer groups. An interview guide was developed for each of the customer groups to guide the discussions. The total sample size was 166 focus groups participants. The focus group transcripts were analyzed to determine strengths and weaknesses of the current organizational structure as well as to generate strategic development suggestions for the organization to become one that is Built to Serve all customers. The results from the analysis of the transcripts indicated several limitations in the current organizational structure as well as multiple incongruent perceptions that exist between the customer groups. Twelve research questions are examined and evidence is introduced to answer each question. The results are then interpreted in the discussion section. Recommendations for NetWork to become an organization that is Built to Serve are suggested.

Thesis (M.S.)--University of Missouri--Rolla, 2007.
Vita. The entire thesis text is included in file. Title from title screen of thesis/dissertation PDF file (viewed November 26, 2007) Includes bibliographical references (p. 52-58).

Comprometimento organizacional é um tema complexo e que vem gerando, na literatura e na prática, discussões em relação à análise dos antecedentes e das variáveis que possam avaliá-la. Para as organizações que vem passando por uma transformação rumo a participação estratégica tão almejada e nem sempre alcançada mostra imperativo o gerenciamento de um comprometimento afetivo. Para este trabalho foi realizada a análise da literatura existente, seguida de uma pesquisa de campo. Por meio de uma pesquisa exploratória, descritiva e quantitativa, buscou-se responder se existe relação entre uma comunicação interna eficaz e o comprometimento afetivo das pessoas nas organizações. A literatura mostrou que a comunicação é um dos principais fatores de comprometimento e que o processo de comunicação é um processo fundamental na estratégia do comprometimento. Assim, essa comunicação deve ser planejada, dispondo de canais e instrumentos diversos, permitindo assim a atuação sinérgica de todas as áreas da organização. A partir destes aspectos e conceitos elaborados, foi desenvolvida uma pesquisa de campo, que envolveu 79 funcionários de uma empresa do ranking das ?100 Melhores Empresas para Você Trabalhar?, de 2003, publicada pela Guia da Revista Exame, da Você S. A. Os resultados demonstraram que existe uma forte dependência e associação entre a comunicação interna eficaz, planejamento da comunicação organizacional e o comprometimento afetivo, permitindo concluir que o comprometimento afetivo está associada a comunicação interna eficaz.
Organizational commitment is a complex theme that has been generating, both in literature and practice, discussions concerning the relationship between the past data and variables that may evaluate them. The organization looking for the strategic participation but not exactly finding that shows the need of an affective commitment. In order to find out that, it was searched the existing literature followed by a field research. Through an exploratory and descriptive research, it was explored if there is any relationship between an efficient internal communication and the affective commitment among people within an organization. The literature showed that communication is one of the main commitment factors and that the communication process is fundamental in the commitment strategy. It means, communication must be planned, with different channels and tools, permitting in this way, all areas to act synergistically in the organization. Elaborating these aspects and concepts, it was developed a field research, involving 79 employees from a company presented in the ?100 Melhores Empresas para Você Trabalhar? ranking, in 2003, published by the Revista Exame Guide, Você S. A. The results demonstrated that there is a great dependence and association among an efficient internal communication, organizational communication plan and the affective commitment, so that it´s possible to conclude that the affective commitment is associated to an efficient internal communication.

Este trabalho aborda a comunicação administrativa como tema e problema de comunicação organizacional, com objetivo de mostrar e esclarecer o seu obscurecimento como objeto de pensamento e propor um novo enfoque, buscando contribuir para o debate acadêmico dessa vertente da comunicação integrada. Do ponto de vista dos procedimentos lógicos que nortearam o processo investigativo, o trabalho se inclui no arco de influência da fenomenologia. Elaborou-se um quadro de referência sobre comunicação organizacional e sobre cultura organizacional buscando situar e problematizar a comunicação administrativa, analisar e interpretar os seus conteúdos significativos em termos das convergências, ambigüidades, disparidades, contradições e complementaridades que expõem, escondem ou suscitam. Foram identificadas as linhas que perpassam o centro do corpus documental composto de manuais e compêndios de comunicação administrativa por meio do mapeamento dos seguintes eixos explanatórios: objeto de pensamento, conceito, enfoques, ênfases de conteúdos, proposições práticas. Com o balizamento do conhecimento já produzido sobre o tema, propõe-se uma abordagem alicerçada em seis categorias do pensamento antropológico: regra, pessoa, identidade, diversidades, saberes, crenças.
The present thesis focuses on administrative communication as an organizational communication theme and investigation problem, aiming to show and clarify the lack of study and research about it and to propose a new approach which will contribute to the academic debate on this integrated communications area. As far as the methodological procedures are concerned, this work is influenced by the phenomenology. An organizational communication and organizational culture board was elaborated, to put emphasis on the administrative communication, taking it in terms to analyze and to interpret its relevant contents referring to convergences, ambiguities, disparities, contradictions and complementarities which emerge from the authors´ speeches. The corpus, composed of books and handbooks, was deeply analyzed, pursuing the knowledge presented on six explanatory axles: object of thinking, concept, approaches, content emphasis and practical proposals. Within the marking guidelines already produced concerning to the theme, this thesis proposes an approach based on six anthropological thinking categories: rules, person, identity, diversity, knowledge, beliefs.

A dissertação que apresento quer estudar os projetos sociais corporativos tendo como lugar epistemológico a sua dimensão comunicativa e, nesse sentido, observar a interação organização-fundação-comunidade como promotora de significados consensuais dos quais emerge e ganha contornos a imagem corporativa da organização. Sob o recorte da Comunicação Organizacional em sua modalidade Integrada (KUNSCH, 2003; YANAZE, 2007), no âmbito das organizações privadas, este estudo seguiu um percurso metodológico que vislumbrou, como objetivo principal, investigar de que maneira a comunicação institucional de uma indústria situada na capital paulista apropria-se de projetos de responsabilidade social corporativa (RSC) enquanto símbolos e os utiliza a fim de construir e compartilhar significados do mundo organizacional (imagem) a sua comunidade de entorno.
The thesis I present you want to study the corporate social projects taking place as epistemological its communicative dimension and, accordingly, observe the interactionfoundation-community organization as a promoter of meanings of which consensus emerges and takes shape the corporate image of the organization. Under the focus of Organizational Communication in its integrated form (KUNSCH, 2003; YANAZE, 2007), as part of private organizations, this study followed a methodological approach that envisions it, the main objective, to investigate how institutional communication of an industry located in the state capital appropriates projects of corporate social responsibility (CSR) as symbols and uses them to construct and share meanings of the organizational world (image) to its surrounding community.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)
Diante das novas dinâmicas de interação e das estruturas de uma sociedade em midiatização, os contextos organizacionais passam a se reconfigurar, trazendo para as organizações novos desafios como a multiplicação dos meios de comunicação, o acirramento das heterogeneidades dos sujeitos e a formação de um mercado simbólico que se estabelece a partir de uma rede de significações, produzida pelos sujeitos com base em seus valores e experiências próprias, assim como pela interação desses sujeitos em rede. Logo, um dos principais desafio das organizações passa a ser a gestão dos seus relacionamentos com os sujeitos. Isso porque, na emergência de um mercado de significações, a totalidade das ações das organizações, suas narrativas, seus produtos e posicionamentos serão percebidos pelos sujeitos e servirão de base para a formação de suas opiniões e conceitos sobre as marcas, imagem e reputação. Nessa perspectiva, comunicação integrada, a partir de um olhar complexo, tem intuito de validar as relações dialógicas-recursivas dos processos organizacionais, fazendo com que os cotidianos das organizações também estejam em consonância com as transformações das sociedades, na medida em que as ações das organizações serão reflexos de valores compartilhados pelos sujeitos. Diante do exposto, este estudo tem como objetivo identificar as principais implicações sobre as práticas da comunicação organizacional integrada nas organizações contemporâneas, sob a ótica de profissionais diretamente ativos nesse contexto de comunicação. Para tal foi realizado um estudo conceitual e aplicado, com fins exploratórios, descritivos e interpretativos, tendo como técnica de coleta de dados a aplicação de uma entrevista semiestruturada junto a profissionais atuantes em agências de comunicação da cidade de Bauru/SP. Adicionalmente, foi aplicada a Análise de Conteúdo para análise e interpretação dos resultados. Pode-se concluir que os principais desafios no desenvolvimento da comunicação integrada correspondem à resistência dos gestores em investirem em estratégias diversificadas de comunicação; a contratação dos serviços das agências não compreenderem às quatro áreas da comunicação e uma perspectiva funcionalista e ambígua do conceito de comunicação integrada, por parte das agências.
Given the new dynamics of interaction and the structures of society in mediatization, the organizational contexts undergo a reconfiguration, bringing to organizations new challenges such as the multiplication of the means of communication, the intensification of the heterogeneities of the subjects and the formation of a symbolic market that establishes itself from a network of meanings, produced by the subjects based on their own values and experiences, as well as by the interaction of these subjects in a network. Therefore, organizations are being strained to adapt their strategies to the new challenges of managing their products/services and also to build relationships with people. This happens because, in the emergence of a market of meanings, all the totality of the organizations' actions, their narratives, their products and their positions will be perceived by subjects and will serve as the basis for forming their opinions and concepts about brands, as well as their image and reputation. In this perspective, integrated communication, based on a complex view, aims to validate the dialogic-recursive relations of organizational processes, so that the organizations daily life are also in line with the transformations of societies, insofar as the organizations acts will be reflections of values shared by the subjects. In light of the above, this study aims to identify the main implications of integrated organizational communication practices in contemporary organizations, from the perspective of directly active professionals in this context of communication, considering the mediatized contexts and their new challenges to the practice of integrated organizational communication. For this purpose, a conceptual study was carried out and applied, for exploratory, descriptive and interpretative purposes, using as data collection technique a semi-structured interview with professionals working in communication agencies in the city of Bauru/SP. In addition, Content Analysis was applied to analyze and interpret the results. It can be concluded the main challenges in the development of integrated communication correspond to the managers' resistance in investing in diversified communication strategies the contracting of agency services do not include the four areas of communication; and a functionalist and ambiguous perspective of the integrated communication concept by the agencies.
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Cette thèse s’intéresse à l’émergence des théorisations accompagnant le développement du monde de la communication en entreprise et dans les organisations. Communication est entendu ici comme un domaine professionnel de métiers et d’activités économiques, avec parfois un mode d’organisation de services en entreprise, parfois un secteur économique d’agences. En faisant ce travail de retour « généalogique », cette thèse s’intéresse dès lors aussi aux formations et aux recherches, progressivement installées dans un contexte universitaire : l’émergence de la « communication organisationnelle. Cette analyse généalogique est ici menée de manière comparative dans deux pays-nations : le Brésil et la France. Revenir sur ces moments où se développent les Relations Publiques, le Journalisme d’Entreprise, la Communication d’Entreprise, la ou les « Communication (s) Organisationnelle(s), amène à s’intéresser aux Etats-Unis, lieu d’émergence de pratiques et d’organisations professionnelles ainsi que de théorisations qui ont fait date, ont été exportées, ont fait modèle.Il s’agit aussi de décrire l’émergence et le développement de la « communication organisationnelle » au Brésil (souvent dans le cadre de la « communication sociale » et de l’étude des Relations Publiques, avec l’apparition de l’appellation « communication organisationnelle » en 1985) et en France (un peu plus de vingt ans après la création en 1975 d’une nouvelle discipline « Sciences de l’information et de la communication »). L’analyse de l’institutionnalisation d’un champ académique de recherches montre, c’est un élément essentiel, que les cadres nationaux des disciplines universitaires conduisent à des théorisations différentes. Les traditions théoriques, non seulement divergent en termes d’appui sur des interdisciplinarités différentes mais aussi en termes de construction de rapports sociaux entre les universitaires eux-mêmes et les mondes qu’ils observent, auxquels souvent ils contribuent. Certains, par la formation à la recherche et la consultance sont plus proches des approches a mélioratives souvent qualifiées de « fonctionnalistes », d’autres sont dans une distance critique et doivent trouver les modes d’accès et de suivi des évolutions tant des organisations que de leurs communications. Une approche particulière, la « Communication intégrée », développée universitairement au Brésil et encore défendue aux USA et en France par des agences et des professionnels nous permet de montrer dans le dernier chapitre de cette thèse comment les effets différenciés de l’institutionnalisation, dans les deux pays, pour la « communication organisationnelle », aboutissent à deux théorisations divergentes portées par des acteurs aux traditions et enjeux sans commune mesure
This thesis focuses on the emergence of theories accompanying the development of the communication world in companies and organizations. Communication is here understood as a professional field of trades and economic activities, sometimes with a mode of service organization in business and sometimes an economic sector of agencies. By doing this "genealogical" feedback work, this thesis has also looked into training and research in an academic context: i.e. the emergence of "organizational communication". Genealogical analysis has been done comparing two countries: Brazil and France. Studying periods when Public Relations, Corporate Journalism, Corporate Communication, or "Organizational Communication (s)" were created has led us to look at the place where practices, professional organizations as well as theorizing have emerged, have been exported, have modeled, i.e. the United States.This thesis also describes the emergence and development of "organizational communication" in Brazil (often in the context of "social communication" and the study of public relations -the designation "organizational communication" appeared in 1985) and in France (more than twenty years after the creation of the research field "Information and Communication Sciences" in 1975). Analyzing the institutionalization of an academic field of research shows that university leaders have brought about different theorizations –and it is essential. Theoretical traditions not only diverge in support of interdisciplinary nature, but also in terms of building social relations among the academics, the worlds they observe and to which they often contribute. Some of them, through research and consultancy, are often closer to the "functionalist" approach than to advocacy; others maintain a critical distance and need to find ways to access and monitor changes in both organizations and their communication. The Brazilian "Integrated Communication” approach", still academically defended in the USA and France both by agencies and professionals, has enabled us to show, in the last chapter, how the differentiated effects of institutionalization for "organizational communication" in both countries has led to two divergent stakes and theorizations supported by classic researchers
Esta tese enfoca o surgimento das teorias que acompanham o desenvolvimento do mundo da comunicação nas empresas e dentro das organizações. A comunicação é compreendida aqui como um campo profissional de negócios e de atividades econômicas, às vezes como um modo de organização de serviços de empresas, às vezes como um setor econômico de agências. Ao fazer este trabalho de retorno “genealógico”, esta tese também se preocupa desde já com as formações e as pesquisas, instaladas progressivamente dentro do contexto acadêmico : o surgimento da “comunicação organizacional”. Esta análise genealógica é realizada aqui de forma comparativa em dois países-nação: Brasil e França. Voltar a momentos onde se desenvolvem as Relações Públicas, ao Jornalismo Corporativo, Comunicação de Empresa, ou a (s) “Comunicação (ões) Organizacional (is)” desenvolvem, leva a se interessar aos Estados Unidos, local de emergência das práticas e das organizações profissionais, bem como da teorização que foram feitas, foram exportadas e servem como modelo. Se trate também de descrever o surgimento e o desenvolvimento da "comunicação organizacional" no Brasil (muitas vezes no contexto da "comunicação social" e do estudo das relações públicas, com o surgimento da denominação da "comunicação organizacional"em 1985) e na França (um pouco mais tarde vinte anos após a criação em 1975 de uma nova disciplina "Ciências da Informação e da Comunicação "). A análise da institucionalização de um campo acadêmico de pesquisa mostra ser um elemento essencial, que os quadros nacionais das disciplinas universitárias conduzem a diferentes teorizações. As tradições teóricas não são apenas divergentes em termos de apoio a interdisciplinaridades diferente, mas também em termos de construção de relações sociais entre os próprios acadêmicos e os mundos que os observam, ao qual contribuem frequentemente. Alguns, através da formação à pesquisa e a consultoria estão mais perto de abordagens melhorativas freqüentemente denominadas “funcionalistas”, outras se colocam em uma distância crítica e devem encontrar formas de acessos para seguir as evoluções tanto nas organizações quanto de suas comunicações. Uma abordagem especial, “Comunicação Integrada”, desenvolvida universitariamente no Brasil e ainda defendida nos EUA e na França por agências e pour profissionais nos permite de mostrar no último capítulo desta tese como os efeitos diferenciados da institucionalização, dentro dos dois países, para a “comunicação organizacional”, levaram a duas teorias divergentes realizadas por atores pelas tradições e desafios sem nenhuma medida comum
Esta tesis se centra en la aparición de teorías que acompañan el desarrollo del mundo de la comunicación en empresas y organizaciones. La comunicación se entiende aquí como un campo profesional de oficios y actividades económicas, a veces con un modo de organización de servicios en empresas, a veces un sector económico de agencias. Al hacer este trabajo de retorno "genealógico", esta tesis también está interesada en la formación y la investigación, instalada gradualmente en un contexto académico universitario: el surgimiento de la "comunicación organizacional". Este análisis genealógico se realiza aquí de manera comparativa en dos estados-nación: Brasil y Francia. Retornar a estos momentos en que se desarrollan las Relaciones Públicas, el Periodismo Corporativo, la Comunicación Empresarial la o las "Comunicación (es) Organizacional (es)", lleva a interesarse a los Estados Unidos, lugar de emergencias prácticas y de organizaciones profesionales así como de las teorizaciones que se han hecho, se han exportado, han sido modelo. También se trata de describir el surgimiento y desarrollo de la "comunicación organizacional" en Brasil (a menudo en el contexto de la "comunicación social" y el estudio de las relaciones públicas, con la aparición del nombre " comunicación organizacional " en 1985) y en Francia (poco más de veinte años después de la creación en 1975 de una nueva disciplina" Ciencias de la Información y la Comunicación "). El análisis de la institucionalización de un campo académico de investigación muestra, es un elemento esencial, que los marcos nacionales de las disciplinas académicas llevan a diferentes teorías.Las tradiciones teóricas no sólo divergen en términos de apoyo a las diferentes interdisciplinaridades sino también en términos de construcción de relaciones sociales entre los propios académicos y los mundos que observan, a los que a menudo contribuyen. Algunos, a través de la formación en investigación y consultoría, están más cerca de los enfoques de mejora a menudo denominados "funcionalistas", otros están en una distancia crítica y deben encontrar formas de acceder y supervisar los cambios en ambas organizaciones y sus comunicaciones. Un enfoque especial, "Comunicación Integrada", desarrollada en Brasil y aún defendido en Estados Unidos y Francia por agencias y profesionales, nos permite mostrar en el último capítulo de esta tesis cómo los efectos diferenciados de la institucionalización en ambos países, para la "comunicación organizacional", llevan a dos teorías divergentes llevadas a cabo por actores con tradiciones y apuestas inigualables

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Conselho Nacional de Desenvolvimento Científico e Tecnológico
This study investigates the course in the organizations, by a speculation about the three puts model (inputs, throughputs, outputs), that provides a systemic inter departmental vision that increases the interaction and awareness between the sections to achieve organizational objective goals. It represents characteristics and intersections between marketing, institutional and administrative communications. It also offers incidences in common between these concepts and reflects on the model of Three-dimensional integrated communication, when all of the actions of organizational communication converge, based on mission - vision - values trinomial and on 14 steps of Yanazes communication. Another analysis is verifying the theoretical assumptions from a case study in the Magazine Luiza enterprise, in order to explore how the concept of integrated communication has been grounded on the planning and the unity, based on the message of that organization. The methodology consists in bibliographic research, case study and an analysis about applied interviews. Along the results we have found, it was demonstrated that even in theoretical or empirical researches, that the systemic approach and the 3D Communication proposal, in fact, can offer some paths to an effective management of integrated communication.
O estudo investiga os fluxos de comunicação nas organizações, refletindo sobre o modelo dos 3 Puts (inputs, throughputs, outputs), que propicia uma visão sistêmica interdepartamental, aumentando a interação e a consciência entre os setores para a realização dos objetivos organizacionais. Apresenta as características e intersecções entre comunicação mercadológica, comunicação institucional e comunicação administrativa. Oferece um ponto de encontro entre esses conceitos e reflete sobre o modelo de Comunicação Integrada Tridimensional, quando todas as ações da comunicação organizacional convergem, baseadas no trinômio Missão, Visão e Valores e nos 14 passos da comunicação de Yanaze (2013). Outra análise é verificar os pressupostos teóricos com um estudo de caso da empresa Magazine Luiza, a fim de verificar de que forma o conceito de comunicação integrada está fundamentado no planejamento e na unicidade da mensagem desta organização. A metodologia consistiu em pesquisa bibliográfica, estudo de caso e aplicação de entrevistas. Entre os resultados encontrados, demonstrou-se, tanto na pesquisa teórica quanto empírica, que a abordagem sistêmica e a proposta de Comunicação 3D, de fato, oferecem caminhos para uma eficaz gestão da comunicação integrada.

Fundação de Apoio a Pesquisa e à Inovação Tecnológica do Estado de Sergipe - FAPITEC/SE
This paper proposes a discussion about the link between organizational communication and marketing. Although they are related subjects, they are often analyzed under different perspectives. Its general objective is to understand how the integration between communication and marketing occurs, both in theory and in practice, observing as an example cases companies participating in the Petrogás SE Network. These companies are certified by ISO and audited periodically, in addition it has as system of management the Integrated Management System (SGI). From the protocol created by Yin (2015) a research was done on how the integrated communication of marketing has been worked in these institutional environments. Our intention was to understand if having an Integrated Management System makes the communication and marketing of these companies professional or close to what is said in theory. In order to do so, a qualitative research was done using the methodology. Unique and holistic case study proposed by Yin (2015), being used as participant observation method and semi-structured interviews. Through the study it can be seen that even in the strict methods proposed by international norms, both communication and marketing have been neglected in these institutions. There is a great lack of knowledge and lack of preparation regarding the areas addressed by the administrators and the absence of specific professionals to implement organizational communication actions and their integration into marketing.
Este trabalho propõe uma discussão sobre a ligação existente entre comunicação organizacional e marketing. Apesar de serem assuntos correlatos, são frequentemente analisados sob óticas diferentes. Seu objetivo geral é entender como acontece a integração entre comunicação e marketing, tanto na teoria quanto na prática, observando como exemplo casos empresas participantes da Rede Petrogás SE. Tais empresas são certificadas pelas ISO e auditadas periodicamente, além disso tem como sistema de gestão o Sistema de Gestão Integrada (SGI). A partir do protocolo criado por Yin (2015) foi feita uma pesquisa sobre como a comunicação integrada de marketing vem sendo trabalhada nesses ambientes institucionais. Nosso intuito foi perceber se o fato de terem um Sistema de Gestão Integrada faz com que a comunicação e o marketing dessas empresas sejam profissionais, ou se aproximem do que é dito na teoria. Para tanto foi feita uma pesquisa qualitativa, com utilização da metodologia Estudo de caso único e holístico proposto por Yin (2015) sendo utilizados como método de coleta observação participante e entrevistas semiestruturadas. Através do estudo pode-se perceber que mesmo atendendo a métodos rígidos propostos por normas internacionais, tanto a comunicação, quanto o marketing vem sendo muito negligenciados nessas instituições. Existe um grande desconhecimento e despreparo com relação as áreas abordadas por parte dos administradores e ausência de profissionais específicos para implantação de ações de comunicação organizacional e sua integração ao marketing.

Este trabalho tem por objetivo analisar as formas e relações de comunicação organizacional integrada dentro da perspectiva da Economia de Comunhão numa empresa brasileira. A Economia de Comunhão (EdC), é um projeto de caráter sócio-econômico que nasce a partir da experiência do Movimento dos Focolares, um movimento civil e eclesial. Hoje a EdC encontra-se dispersa por cerca de 40 países envolvendo quase 800 empresas. A comunicação organizacional integrada no contexto da Economia de Comunhão apresenta características peculiares. Analisar as formas e relações de comunicação em que se desenvolvem na prática nos permite enxergar a importância dessa nova maneira de agir no campo econômico e social. A partir do método fenomenológico e do estudo de caso penetramos na realidade da empresa com essa filosofia para constatar na prática aquilo que na concepção ideológica da proposta é apresentada. O estudo envolve conceitos ainda pouco abordados pela academia como Cultura do Dar, homem novo e outros, que aprofundados nos revelam uma praxe comunicacional baseada na partilha.
The purpose of this study is to analyze forms and relations of integrated organizational communication into the Economy of Communion perspective, in a Brazilian organization. The Economy of Communion (EoC) consists into a socio-economic project that had birth from the experience of Focolare Movement, a civil and ecclesiastic movement. Nowadays, EoC is dispersing around 40 countries, involving almost 800 companies. The organizational communication integrated in the Economy of Communion context presents peculiar characteristics. Analyzing the communications forms and relations developed in practice allow us to realize the importance of this new way of acting in the social and economic field. Adopting the phenomenological method and case study we entered the organization reality using this philosophy to find, in practice, what is presented in the ideological conception of this proposal. This study involves concepts not much adopted in the academy, such as Culture of Giving, new man and others, that when deeply searched reveal us a communicational praxis based on sharing.

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The efficient management of organizational communication is a strategic differentiator for any organization, public or private. The awareness of the importance of the executive in charge of this area has increased, however, the new reality of organizations is of a reduced communication staff. This scenario has caused changes in the expectation of desired competence and professional performance. Along with the recognition, there is the requirement of the labor market to find "complete" people to practice. The Communications Managers, in the fulfillment of their goals, need a broad and ethic vision, covering the same time institutional and public interests. A professional performance in this area will require, of any individual, technical and theoretical expertise. Enable people to meet this demand has been the object of courses offered in institutions of higher education in all regions of the country. These initiatives, often, in most cases, are promoted in the graduate degree. Thus, part of this study will be devoted to contextualize this degree of education in the context of post-graduate courses, checking, including data relating to its regulation by the Brazilian Ministry of Education - MEC. In addition, the study seeks to examine the context and process of training of professionals / students who seek improvement through these courses. To meet this goal, we analyze the experience of 10 years of completion of Gestcorp Specialization Course in Strategic Management Organizational Communication and Public Relations. Gestcorp is a specialization course offered by the School of Communications and Arts at USP whose purpose is to train managers of organizational communication to work in public, private or third sector. We hope this study can clarify and / or answer some questions, including: What is the profile of the public seeking specialization in Management of Organizational Communication? What topics are demanding studies in this area? Where can these students serve?(AU)
A gestão eficiente da comunicação organizacional representa um diferencial estratégico para qualquer organização, pública ou privada. A conscientização sobre a importância do executivo que fica à frente dessa área aumentou, no entanto, a nova realidade das organizações reduziu ao mínimo o quadro de funcionários de comunicação nas empresas. Esse cenário provocou mudanças na expectativa das competências e atuação do profissional desejado. Junto com o reconhecimento, veio a exigência do mercado de trabalho em encontrar pessoas completas para exercer a função. O Gestor de Comunicação, no cumprimento de seus objetivos, necessitará de uma visão ampla e ética, que contemple ao mesmo tempo, interesses institucionais e interesses dos públicos envolvidos. A atuação profissional à frente dessa área vai requerer, de qualquer indivíduo, domínio de conhecimentos técnicos e teóricos. Habilitar pessoas para atender essa demanda tem sido objetivo de cursos oferecidos em instituições de ensino superior em todas as regiões do país. Essas iniciativas, na maioria das vezes, são promovidas no âmbito da pós-graduação lato sensu. Desse modo, parte deste estudo será dedicada a contextualizar esta modalidade de ensino no universo da pósgraduação brasileira, verificando, inclusive, dados que se referem a sua regulação junto ao MEC. Além disso, o estudo pretende conhecer o contexto e o processo de formação dos profissionais/estudantes que buscam aprimoramento por meio desses cursos. Para atender esse objetivo, analisaremos a experiência de 10 anos de realização do Gestcorp - Curso de Gestão Estratégica de Comunicação Organizacional e Relações Públicas. Trata-se de um curso de especialização oferecido pela Escola de Comunicações e Artes da USP cujo propósito é formar gestores de comunicação organizacional para atuarem em instituições públicas, privadas ou do terceiro setor. Esperamos que este estudo possa esclarecer e/ou responder algumas indagações, entre elas: Qual o perfil do público que busca a especialização em Gestão da Comunicação Organizacional? Quais temáticas estão demandando estudos nesta área? Onde podem atuar estes formandos?.(AU)

Orientador: Marta Lígia Pomim Valentim
Banca: José Oswaldo de Sordi
Banca: Bárbara Fadel
Resumo: No mundo globalizado as informações têm papel extremamente importante, visto que a internacionalização da economia exige excelência em relação aos sistemas de informação e documentação, por isso mesmo as informações se tornaram um recurso de gestão extremamente importante, mas nem sempre são valorizadas corretamente por parte das organizações. Nos ambientes organizacionais é absolutamente necessária a utilização de recursos tecnológicos para mediar o acesso e uso da informação pelo usuário, bem como para apoiar as distintas atividades organizacionais, desde as atividades cotidianas, o processo decisório, até o planejamento de ações estratégicas. O foco do problema de pesquisa refere-se aos fluxos informacionais em âmbito organizacional, mais especificamente os fluxos informacionais vinculados ao processo de inteligência competitiva organizacional (ICO). O objetivo deste estudo visava a analisar a contribuição das tecnologias de informação e comunicação (TICs), através dos sistemas integrados de gestão, mais especificamente o Enterprise Resource Planning (ERP), aplicado ao processo de inteligência competitiva organizacional nas indústrias associadas ao Sindicato Calçadista da cidade de Jaú/SP. Estudou-se os conceitos, definições, métodos e técnicas relacionados ao processo de ICO e às TICs, mais especificamente o ERP, por meio da análise da literatura nacional e internacional, assim como identificou-se e analisou-se no universo pesquisado as indústrias que possuem e aplicam o sistema ERP ou outro sistema semelhante, visando a analisar a relação do uso desse tipo de sistema para a competitividade organizacional. Da mesma forma, verificou-se a ocorrência do uso de métodos e técnicas aplicados ao processo de inteligência competitiva organizacional, desde que baseados em sistemas ERP. A pesquisa é descritiva exploratória... (Resumo completo, clicar acesso eletrônico abaixo)
Abstract: In the world globalized the information have seen, extremely important role that to economy and requires excellence regarding the information and documentation systems, by that even the information became a resource of extremely important management, but do not always be valued correctly on the part of organizations. In organizational environments is absolutely necessary the utilization of technological resources for mediate the access and use of information by the user, as well like for support the distinct organizational activities, since the routine activities, the decision making process, until the planning of strategic actions. The focus of problem of research refers to the information flows in organizational scope, more specifically the information flows linked to the organizational competitive intelligence process (OCI). The objective of this study aims analyze the contribution of information and communication technologies (ICTs), through the management integrated systems, more specifically the Enterprise Resource Planning (ERP), applied to the organizational competitive intelligence process in the associated industries to the Footwear Syndicate of Jaú/SP city. Intends to study the concepts, definitions, approaches and techniques related to the OCI process and ICTs, more specifically the ERP, through the analysis the international and national literature, as well as intends identify and analyze in universe researched the industries that possess and apply the system ERP or another similar system, aiming at analyze the relation of the use of that system kind for the organizational competitiveness. Similarly, intends to verify the occurrence of use of approaches and techniques applied to the organizational competitive intelligence process, since based in ERP systems. The research is descriptive exploratory, of qualitative nature, analyzes data and information collected... (Complete abstract click electronic access below)
Mestre

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Universidade Estadual Paulista (UNESP)
No mundo globalizado as informações têm papel extremamente importante, visto que a internacionalização da economia exige excelência em relação aos sistemas de informação e documentação, por isso mesmo as informações se tornaram um recurso de gestão extremamente importante, mas nem sempre são valorizadas corretamente por parte das organizações. Nos ambientes organizacionais é absolutamente necessária a utilização de recursos tecnológicos para mediar o acesso e uso da informação pelo usuário, bem como para apoiar as distintas atividades organizacionais, desde as atividades cotidianas, o processo decisório, até o planejamento de ações estratégicas. O foco do problema de pesquisa refere-se aos fluxos informacionais em âmbito organizacional, mais especificamente os fluxos informacionais vinculados ao processo de inteligência competitiva organizacional (ICO). O objetivo deste estudo visava a analisar a contribuição das tecnologias de informação e comunicação (TICs), através dos sistemas integrados de gestão, mais especificamente o Enterprise Resource Planning (ERP), aplicado ao processo de inteligência competitiva organizacional nas indústrias associadas ao Sindicato Calçadista da cidade de Jaú/SP. Estudou-se os conceitos, definições, métodos e técnicas relacionados ao processo de ICO e às TICs, mais especificamente o ERP, por meio da análise da literatura nacional e internacional, assim como identificou-se e analisou-se no universo pesquisado as indústrias que possuem e aplicam o sistema ERP ou outro sistema semelhante, visando a analisar a relação do uso desse tipo de sistema para a competitividade organizacional. Da mesma forma, verificou-se a ocorrência do uso de métodos e técnicas aplicados ao processo de inteligência competitiva organizacional, desde que baseados em sistemas ERP. A pesquisa é descritiva exploratória...
In the world globalized the information have seen, extremely important role that to economy and requires excellence regarding the information and documentation systems, by that even the information became a resource of extremely important management, but do not always be valued correctly on the part of organizations. In organizational environments is absolutely necessary the utilization of technological resources for mediate the access and use of information by the user, as well like for support the distinct organizational activities, since the routine activities, the decision making process, until the planning of strategic actions. The focus of problem of research refers to the information flows in organizational scope, more specifically the information flows linked to the organizational competitive intelligence process (OCI). The objective of this study aims analyze the contribution of information and communication technologies (ICTs), through the management integrated systems, more specifically the Enterprise Resource Planning (ERP), applied to the organizational competitive intelligence process in the associated industries to the Footwear Syndicate of Jaú/SP city. Intends to study the concepts, definitions, approaches and techniques related to the OCI process and ICTs, more specifically the ERP, through the analysis the international and national literature, as well as intends identify and analyze in universe researched the industries that possess and apply the system ERP or another similar system, aiming at analyze the relation of the use of that system kind for the organizational competitiveness. Similarly, intends to verify the occurrence of use of approaches and techniques applied to the organizational competitive intelligence process, since based in ERP systems. The research is descriptive exploratory, of qualitative nature, analyzes data and information collected... (Complete abstract click electronic access below)

The construction sector has been struggling with low productivity issues during the last decades, mainly due to relatively low Research & Development investments compared to other industries, old-fashioned practices, and a fragmented market structure with Clients, Designers and Contractors.    The construction sector urges a digitalization revolution in order to overcome the aforementioned old-fashioned practices, but this digital revolution should go along with adequate methodologies that allow the digitalization to achieve its full potential. The work presented in this thesis aims to improve the efficiency of the construction sector by having a look on more collaborative approaches between Clients, Designers and Contractors in Construction Projects. The collaborative approach researched in this thesis is the Integrated Concurrent Engineering methodology, which covers aspects of Project Management, Organization, Communication and Leadership, exploiting the digitalization capabilities that nowadays’ Technology offers. This thesis develops a theoretical framework for Integrated Concurrent Engineering in Construction Projects, with the aim to enhance their efficiency. The theoretical framework is based in literature research as well as experiences from project managers in the construction sector. The result of this study includes guidelines and recommendations on how to effectively implement the principles of Integrated Concurrent Engineering. The guidelines are applicable for Clients, Designers and Contractors, and can be seen as a tool for the Project Management Team to improve construction project’s efficiency, especially in the design phase.

Mestrado em Marketing
Este projecto pretende reflectir sobre a importância e as vantagens que o planeamento da comunicação pode trazer para as organizações sem fins lucrativos, procurando demonstrar que é possível estruturar um plano de comunicação integrada de marketing adaptado às necessidades e dimensões destas entidades, tendo em conta os seus objectivos sociais e as suas limitações financeiras. Neste âmbito, este projecto tem como objectivo a elaboração de um plano de comunicação integrado de marketing para uma associação sem fins lucrativos (YMAA Portugal), propondo estratégias para aumentar a notoriedade da entidade, atraindo novos membros e fidelizando os existentes. Para tal, realizou-se uma revisão de literatura baseada na importância da comunicação integrada de marketing nas organizações sem fins lucrativos.
The present research has the aim to enhance the importance and advantages that communication planning can bring to nonprofit organizations. This project intends to present an integrated marketing communications plan adapted to the needs and dimension of these entities, taking into account their social objectives and financial constraints. In this context, the present project has the main objective of developing an integrated marketing communications plan for a nonprofit organization (YMAA Portugal), proposing strategies to increase awareness of the organization, attracting new members and retaining existing ones. For that, a literature review of the related subject was carried out in order to indicate (specify) the importance of an integrated marketing communications plan in nonprofit organizations.

Opening part of this paper is dedicated to the ongoing shift in social communication paradigm. An introduction to the subject of new media, web 2.0 concepts and social network sites phenomenon is followed by a discussion of integration possibilities of particular web 2.0 services. Some concerns about privacy, security, legislative framework and general openness of such system are discussed afterwards. A real case study of community virtualization process is introduced in the second part of this thesis. The case takes place in community of local non-profit club of youth and children. First, it is carried out an analysis of the communication receiver groups and the message types. We also describe the ongoing project of launching a new web site (made from several integrated web 2.0 services) and partial results of pilot implementation. Finally, the plan of the next integration steps is designed.

Este estudo analisa as metamorfoses em curso nas organizações, em decorrência da revolução digital e de seus desdobramentos na economia, na sociedade, na cultura e, sobretudo, no sistema comunicacional. O objetivo é indagar em que medida as tecnologias da informação e comunicação (TICs) estão provocando mutações também na comunicação organizacional, quais seriam os pilares do paradigma emergente e como as empresas brasileiras estão incorporando, na prática, essas novas dimensões.
This study analyses the changes in corporate structures brought forth by the digital revolution and its ramifications in society, culture, the economy and above all in contemporary systems of communication. The goal is to explore the extent to which information and communication technologies and the new socio-technical system are changing established notions of organizational communications, and how Brazilian companies are adapting to incorporate these shifting paradigms.

El presente estudio investiga la estructura, actividades y medios de comunicación que intervienen en la promoción internacional de los destinos turísticos. Para dar respuesta a los objetivos y preguntas de investigación, hemos implementado un diseño metodológico basado en la aplicación de una encuesta online y entrevistas cualitativas con gestores de marcas de destinos turísticos, así como en el análisis de documentos relevantes. Los resultados del estudio evidencian el rol central de las oficinas nacionales de turismo en el exterior (ONTE), como el principal instrumento a través del cual las organizaciones nacionales de turismo (ONT) coordinan y ejecutan sus objetivos en el mercado internacional. Asimismo, evidencia el impacto del desarrollo de la tecnología digital en las prácticas de las ONTE, a través de la adopción del una mezcla promocional que se caracteriza por ser online, social y móvil. Desde el punto de vista profesional, nuestro estudio puede ser de utilidad para los gestores de marcas de destinos turísticos en el desarrollo de sus objetivos de comunicación en el mercado internacional. Desde el punto de vista académico, la contribuye al desarrollo del campo de estudio de la comunicación y el branding de los destinos turísticos.
This study aims to investigate the structure, communication activities, and use of media in the international promotion of tourism destinations. We implemented a methodological approach based on an online survey and qualitative interviews with destination brand managers, as well as the analysis of relevant documents. The current study confirms the fundamental role of national tourism offices abroad (NTOAs), which are the main coordination via of national tourism organizations’ (NTOs) to accomplish their objectives in the international market. The study also highlights the impact of digital technology on the activities of the NTOAs, which have widely adopted the online, social and mobile media in their promotional mix. This research has several practical applications for practitioners and academics. The present study provides new insights for destination brand managers to develop international communications strategies. Furthermore, this research contributes to the development of the field of destination branding and communications.

碩士
義守大學
管理科學研究所
92
The purpose of the study focuses on finding the effective factor of Integrated Marketing Communication (IMC). First, we clarified the definition, influence factors, constructs, outcomes and measurement of IMC. Then we built the relationships between sttakeholder management, organization and resource integration mechanism, IMC effect and marketing performance via literature review. In this study, we validated our research hypotheses and attempted to understand how to perform IMC concept in the industry. Sampling population of our study is the 500 advertisers in Taiwan area provided by 2004 rainmaker database. Total 350 questionnaires launched out and the effective respond rate is about 11.71%. The data analysis methods we used are reliability analysis, validity test, multiple regression and path analysis. Based on the result of path analysis, it showed that path coefficient and path model are significant, so the research framwork is supported. Practitioner identifies with the effect of IMC concept. According to the structure, the results are summarized as follow： 1. Stakeholder management, organizational and resource integration mechanism could affect IMC effect positive directly. 2. In our model, stakeholder management affects IMC effect much more than organizational integration mechanism, and IMC effect affects marketing performance. Rresource integration mechanism affects IMC effect much less. 3. IMC effect could affect marketing performce positive directly. 4. IMC effect is a mediator in our model.

碩士
義守大學
管理研究所碩士班
93
The purpose of the study focuses on finding the impact of strategic motivation and orgnizational resource integration mechanism on integrated marketing communication efficiency and matketing performance. Sampling population of our study is the 500 advertisers and 44 advertising agency in Taiwan area provided by 2005 rainmaker database. Total 400 questionnaires launched out and the effective respond rate is about 13.75%. The data analysis methods we used are descriptive statistics analysis, analysis of variance and canonical correlation et al.,to investigate the relationship and difference between integration motivation、integration mechanism、integration efficiency and marketing performance. In order to achieve the strategy goal to which build the sound marketing of the enterprise so that it develops the indexs related to balanced card for the implement of marketing performance. Based on the result of analysis of variance and canonical correlation are significant so the research framework is supported. According to the structure, the results are summarized as follow： 1.Integrated motivation has a noticeable influence on integrated marketing, in terms of the result of the research; we can infer that integrated motivation is related as closely as each breath is to the next. 2.The attribution of the leadership is one of the most significant factors in practicing integrated marketing communication. Because the attribution of the leadership belongs to different organizations, it would have different impacts on the strategies of integrated marketing communication. 3.We can put a complete IMC efficiency category in order through documentsn and demonstrations.

Research in organizational identity as pioneered by Albert and Whetten (1985) provides that organizational identity is central, enduring and distinctive. As Gioia et al. (2013) put it, “what we know about organizational identity, including its dynamic aspects, is based on the study of organizations located within a single and uniform geographic market (U.S./European) and/or stable institutional environment (developed markets)” (p. 180). This study thus carries research in organizational identity forward by locating it at an integrated food manufacturing company, Feed Me Ventures Limited, in the non-western, developing country, Nigeria. As businesses expand globally, it becomes pertinent for global organizations and managers in organizations outside the West to become aware of possibly divergent forms of organizational identity and formation processes that may exist. Nigeria is a community faced with unstable and corrupt leadership, a volatile economy directly impacted by its own created as well as global instabilities as well as a culture that is very different from those of the communities in which organizational identity has traditionally been studied. To accomplish the goals of this study, an inductive analysis is conducted using ethnographic observation, document analysis and grounded theory interviewing. This method is deemed most appropriate as this is an exploratory study to find what organizational identity may look like in Nigeria. Findings provide that while the conceptualization of organizational identity in the literature hold true, the environment greatly affects organizational identity. The founder of Feed Me Ventures Limited had developed organizational identity in direct opposition to societal values thereby emphasizing the distinctiveness dimension of organizational identity more than would normally be expected. Also, there is an adaptational dimension to organizational identity at Feed Me Ventures Limited which allows it to adapt to different needs in the environment in order to survive and retain its core identity. This is similar to adaptive instability which is already established in the literature except that at Feed Me Ventures Limited, when new identity dimensions are adapted in reaction to the environment, these dimensions only serve to help the organization retain its core identity. Furthermore, the relationship between organizational identity claims and organizational identity understanding among organizational members revealed the existence of an organizational identity gap (OI gap). This refers to a situation where claims about “who we are” from senior management does not align with understanding of “who we are” by organizational members. Also interesting is that social constructionist views about organizational identity being developed through the interactions of organizational members is found to be true at Feed Me Ventures Limited where organizational members, in their social interactions, begin to form notions of “who we are” that are not derived from claims about “who we are” from management. This study concludes that it is important for organizational leaders to acknowledge environment variables, engage in organizational diagnosis to find OI gaps and consider further this concept of adaptation and how this might serve organizations in environments similar to Nigeria.

Summary in English and Afrikaans
CSR has become a priority for many key businesses, particularly in light of codes of practice such as the 2009, The King Report on Corporate Governance for South Africa 2009 (often referred to as King III Report). Effective CSR is dependent on efficient communication between and with stakeholders and businesses, yet the quality of these communications is seldom evaluated. While the literature emphasises the importance of stakeholder engagement, little attention is given to the communication processes used during stakeholder engagement. This study asserts that Integrated Communication (IC) offers a multi-pronged approach for engaging with an organisations’ diverse stakeholders and, when incorporated holistically, aligns CSR throughout an organisation. This study uses a framework drawn from IC theory as a means of analysing the efficiency of stakeholder engagement within Anglo American South Africa (AASA), a company explicitly dedicated to CSR. A single embedded case study research design is employed, including a review of main CSR documents used by AASA, interviews with key communications staff, as well as a focus group on site with key staff members. The research revealed that although AASA is in many ways doing a laudable job in terms of stakeholder engagement, there are key points at which their efforts break down. This is due, in most part; firstly to a lack of integrated awareness throughout the broader business of what constitutes its stated CSR agenda; and secondly to a lack of executive power within the communications department of the business. It is suggested that by following the proposed IC framework, and investing key communications personnel with executive power rather than merely supportive responsibility, the effectiveness of AASA’s stakeholder engagement would be improved. This would improve the likelihood of an effective strategic CSR’s success, and be of value to the organisation.
Korporatiewe Maatskaplike Verantwoordelikheid (KMV) het 'n prioriteit geword vir baie belangrike besighede, veral in die lig van gedragskodes soos die 2009 derde King verslag oor korporatiewe bestuur. Effektiewe KMV is afhanklik van doeltreffende kommunikasie tussen en met belanghebbendes en besighede, maar die gehalte van hierdie kommunikasie is selde geëvalueer. Terwyl die literatuur beklemtoon die belangrikheid van die betrokkenheid van belanghebbendes, is min aandag gegee aan die kommunikasie- prosesse wat gebruik word tydens die betrokkenheid van belanghebbendes. Hierdie studie voer aan dat Geïntegreerde Kommunikasie (GK) 'n multi-ledige benadering bied vir die aangaan met organisasies se diverse belanghebbendes en, wanneer holisties opgeneem, lyn 'n organisasie deurgaans in met KMV. Hierdie studie maak gebruik van 'n raamwerk wat uit GK teorie as 'n middel van die ontleding van die doeltreffendheid wat met belanghebbendes binne Anglo American Suid-Afrika (AASA) uitvloei, 'n maatskappy uitdruklik gewy aan KMV. 'n Enkele navorste gevallestudie is gebruik, insluitend 'n oorsig van die belangrikste KMV dokumente, onderhoude met sleutel kommunikasie personeel sowel as 'n fokusgroep met belangrike personeel op die terrein. Die navorsing toon dat alhoewel AASA is in baie maniere om 'n lofwaardige werk in terme van die betrokkenheid van belanghebbendes handhaaf, is daar belangrike punte waarop hul pogings kort kom. Dit is te danke oorsaaklik; eerstens 'n gebrek aan geïntegreerde bewustheid regdeur die breër organisasie wat sy verklaarde KMV agenda uitmaak, en tweedens 'n gebrek van die uitvoerende gesag in die kommunikasie-afdeling van die besigheid. Daar word voorgestel dat die voorgestelde GK raamwerk kruis organisatoriese bewustheid van AASA se KMV agenda sou bevorder, en die organisasie dwing om belangrike kommunikasie personeel te belê met uitvoerende gesag eerder as bloot ondersteunende verantwoordelikheid. Dit sal op sy beurt die doeltreffendheid van AASA se betrokkenheid verseker. Die waarskynlikheid van strategiese KMV se sukses te verbeter, en van waarde wees vir die organisasie as geheel.
Communication Science
M.A. (Communication)

Dissertação de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas)
Esta pesquisa busca investigar de que maneira a comunicação estratégica pode ser trabalhada e inserida nas práticas de responsabilidade social e ambiental de uma organização. Partimos de uma revisão bibliográfica que cruza os conceitos de responsabilidade social organizacional, suas justificativas, práticas, dimensões e benefícios com os de comunicação estratégica e integrada e seu alinhamento dentro das organizações. O objetivo geral deste trabalho consiste em analisar a prática da Semana Europeia da Prevenção de Resíduos (European Week for Waste Reduction - EWWR) realizada no ano de 2014 pela Lipor, organização pública do norte de Portugal, responsável pela gestão, valorização e tratamento dos resíduos urbanos do Grande Porto e refletir sobre os aspectos estratégicos da comunicação para a divulgação dessa iniciativa aos seus diferentes públicos. A pesquisa buscou apresentar uma visão geral de como a comunicação estratégica pode e deve ser inserida nas práticas e ações de responsabilidade social de uma organização e tentou suscitar o interesse nesse campo de pesquisa ainda pouco explorado. As conclusões permitirão avaliar a importância das organizações se envolverem nas práticas que estejam relacionadas com a sua atividade principal, alcançando seus objetivos traçados através da implementação da comunicação de forma estratégica e integrada, tendo o envolvimento de diversas ferramentas, áreas de trabalho e públicos de interesse. Sendo assim, a comunicação passa a não ser apenas uma disseminadora, locutora ou fonte de informação, mas uma catalisadora, transformadora e agente promotora na disseminação de conscientização da sustentabilidade e da responsabilidade social nas organizações. Para isso, identificamos um caminho no qual há a combinação de três componentes fundamentais para que a comunicação estratégica seja implementada com sucesso: (1) ser estratégico no alinhamento da prática com a causa da organização; (2) implementar a comunicação de forma estratégica e integrada e (3) envolver todos os seus públicos de interesse, à começar pelo envolvimento da liderança.
This research work aims to investigate how strategic communication can be worked and inserted in the practices of social and environmental responsibility of an organization. We start from a literature review that crosses the concepts of organizational social responsibility, its justifications, practices, dimensions and benefits with those of strategic and integrated communication and its alignment within organizations. The general objective of this work is to analyze the practice of the European Week for Waste Reduction (EWWR) carried out in 2014 by Lipor, a public organization from the north of Portugal, responsible for the management, recovery and treatment of waste Urban areas of Greater Porto and to reflect on the strategic aspects of communication for the dissemination of this initiative to its different publics. The research sought to present an overview of how strategic communication can and should be inserted in the practices and actions of social responsibility of an organization and tried to arouse interest in this field of research still little explored. The conclusions allow to evaluate the importance of the organizations to be involved in the practices that are related to their core activity, achieving its goals through the implementation of the communication in a strategic and integrated way, involving various tools, work areas and stakeholders. Therefore, communication is not just a disseminator, a speaker or a source of information, but a catalyst, transformative and promotion agent in the dissemination of awareness of sustainability and social responsibility in organizations. To do this, we identify a path in which there is a combination of three fundamental components for strategic communication to be successfully implemented: (1) to be strategic in aligning the practice with the cause of the organization; (2) implementing communication in a strategic and integrated manner and (3) involving all its stakeholders, starting with the involvement of the leadership.

O mundo em que vivemos leva um ritmo acelerado, do ponto de vista social e também económico e empresarial: a pressão para aproveitar oportunidades, atingir metas e objetivos é muito grande. Por esse motivo, as empresas têm cada vez mais uma responsabilidade acrescida no que diz respeito à motivação, integração e felicidade dos seus colaboradores. Este Trabalho de Projeto, realizado no Grupo Jerónimo Martins, pretende analisar a importância da estratégia da Comunicação Interna, que confira bons índices de satisfação e integração dos colaboradores, para o sucesso global de uma organização. Ao mesmo tempo que se apresentam perspetivas de autores e académicos, analisam-se opiniões de colaboradores no contexto real do mercado de trabalho.
The world we live in has an accelerating rhythm, not only from the social point of view, as well as the business and economical one: the pressure to avail opportunities and reach goals is immense. For that reason, organizations have a greater responsibility concerning its worker’s motivation, integration and happiness. This Project Work, done at Grupo Jerónimo Martins, pretends to analyse the importance of Internal Communication, that creates good satisfaction and integration indexes to its employees and ultimately, helps a company to reach its global success. At the same time perspectives of authors are being presented, opinions of workers in the real labour market are analysed.

Intraorganisational communication and its integration in the organisation is increasingly being recognised as a fundamental contributor to organisational success and needs to be prioritised as a strategic priority. In light of the contribution that intraorganisational communication can make, the measurement of its effectiveness, especially in relation to its integration, is critical. As such, a measurement instrument that measures the integration of intraorganisational communication would enable organisations to improve such integration of intraorganisational communication from a holistic perspective. In the context of this research the Communication Audit provides the framework for the measurement of intraorganisational communication and its integration and endeavours to establish whether the Communication Audit can measure the integration of communication
Communication Science
M.A. (Organisational Communication)

碩士
國立臺灣大學
商學研究所
92
Considering the importance of integrated marketing communication on performing arts industries, the research has taken both questionnaires and case-study methods to investigate the issue. The researcher defined performing arts industries and their characteristics. On the one hand, the researcher set up the questionnaires to estimate the extent of the use of integrated marketing communication. On the other hand, the researcher interviewed with 4 performing arts organizations to understand the practical use of integrated marketing communication. Combining these results can be the basis of further research. Research findings are as follows: 1. Communication medias : performing arts organizations view direct mail and putting DM& posts in public as the most important. 2. Use of database : performing arts organizations asked the audience to fill in the questionnaires after performance, spreading the news about performance to the audience, volunteers, and the sponsors. Also, within performing arts organizations, there is a specialist responsible for connecting volunteers and sponsors. 3. Planning and estimation of integrated marketing communication: performing arts organizations emphasize a specialist responsible for integrating the messages. 4. The organizational factors affecting the usage of communication medias are “setting up years”, “the frequency of performance”, “the size of full-time employees”, ”the size of part-time employees”, ”the size of volunteers”, ”the frequency of participating in marketing or promotion training programs”, ”the type of marketing department”, “the type of performing arts organizations”, and “the total amount of one-year fund raising”. 5. The organizational factors affecting the extent of planning and estimation of integrated marketing communication are ”the size of part-time employees”, ”the size of volunteers”, ”the frequency of participating in marketing or promotion training programs”, ”the type of marketing department”, and “the total amount of one-year fund raising”. As to further practical use of integrated marketing communications, the researcher has several recommendations as follows: 1.Posit suitable marketing communication mix 2.Develope professional employees 3.Raise the management and usage of database 4. Emphasize unique characteristics and create brand values 5. Set up union office.

There is global agreement that in today's business environment an integrated approach to communication is a necessity. Although there is a need to evaluate the application and quality of integrated communication, after almost 20 years of existence, it is still viewed as a difficult concept to implement. Definitions of integrated communication still vary, with no universal consensus. Although the literature on communications does propose various implementation models for evaluating integrated communication, these models are predominantly marketing-related, with parameters pertaining to the customer-experience. As such, these models have serious shortcomings when it comes to measuring the employee-experience. In this study, employee relationships are seen as the building blocks of the strategic management of communication between an organisation and its external publics. Recognising this significance of employee relationships two decades ago, Cutlip, Center, and Broom (1985) proposed that no organisational relationships are as important as those with employees. They advocated that the first step in promoting positive external relationships is achieving good internal communication. The central thrust is that employees who are truly customer-focused need to work within an employee-centric environment. Customarily, the traditional internal communication audit is used to evaluate the employee environment, employee perceptions of communication and employee attitudes. However, traditional audits have limitations when it comes to measuring integration. Traditional audits do not evaluate the role of the employee in building customer relationships, or the extent to which employees are integrated into an organisation. There is, therefore, a need to extend the traditional internal communication audit, so as to evaluate integrated internal communication and its application and quality. Duncan (2001) maintains that integrated communication must first exist internally if a company is to effectively communicate externally. Therefore, the primary research objective of this study was to develop a measuring instrument (using elements from existing audits and models) to evaluate integrated internal communication. This entailed a literature review to determine the theoretical status of the concept of integrated communication and internal communication. A measuring instrument was then developed to evaluate integrated internal communication. The second objective was to apply the developed instrument so as to measure employee perceptions of communication at the International Colleges Group (ICG). These perceptions were measured through a group administered perception survey and personal interviews. Research results where used to determine the extent of integrated internal communication at ICG in accordance with four identifiable stages. Findings signifyed some success in the first stage of integrated communication. However, there was no indication of integrated communication in the later stages. The final objective was to test the shortcomings of the proposed instrument.
Communication Science
M.A. (specialisation in Organisational Communication Research and Practice)

碩士
國立東華大學
企業管理學系
95
In the recent years, there are more and more Non-Profit Organizations, owing to the increasing resource endorsed by the enterprises, there is an interface created between the nonprofit organization and the profit ones. The study bases IMC about NPOs’ application of marketing strategies and choice of communication instrument. Not only profit organizations but NPO need marketing. Marketing can propagandize the ideal and brief of NPO, gain the identification with the public, achieve the goals and enhance the population. Base on the list of the “Directory of 300 Major Foundations in Taiwan” which is published by The Hilmalaya Foundation, and combined with the statistics data from the web side of The Ministry of Education, this study picked up qualified foundations as the research target. By mailing the questionnaires to the executives or the responsible managers of these foundations, we received 400 effective samples. The results of the study were as follow: (1) IMC communications vehicles significantly positively affects IMC Process Performances; (2) IMC Process Performances significantly positively affects NPO brand equity; (3) IMC communications vehicles significantly positively affects NPO brand equity.

碩士
國立臺北大學
公共行政暨政策學系
92
In recent years, there are more and more Non-Profit Organizations, NPO and most of them are Cultural& Educational Foundation. The management and operation of NPO is more various and since the government and society recognize its importance, the development of it is valued more. Under the competition, limited resources and restricted budgets, it is the coming trend for NPO to involve in commercialism to increase incomes. Not only profit organizations but NPO need marketing. Marketing can propagandize the ideal and brief of NPO, gain the identification with the public, achieve the goals and enhance the population. Integrated Marketing Communication is based on the views of the consumers, emphasizing the diversity of communication, providing clear and one voice to the public by coordinating and adjusting the methods of the marketing, allots resources and exploits the effectiveness of communication.　 Under the premise that NPO involve in commercial activities, the study bases IMC about NPOs’ application of marketing strategies and choice of communication instrument. Three dimensions, dimension of planning、dimension of implementation and dimension of services-goal from related articles. By interview and questionnaire, we can have more clear views on the application of IMC and the difficulty of the implementation.According to our purpose and motivation, we found and got the conclusion as below: The different view on dimensions of concern about the Foundation source of endowment; Whether profit or not they have different view on the word-“marketing” for NPO; Cultural& Educational Foundation should develop of diversity, selected the most advantage marketing communication instrument; they often announces the news of the organization via the internet, newspaper or personal relationship of employees or by holding activities. on organization characters only「source of endowment」、「style of marketing communication」has significance on ANOVA of IMC strategies ,but「date founded」、「endowment」、「section f services」has not significance.

M.A.
This study determines the role of public relations as a marketing communication function in RAU's integrated marketing communication approach. The research topic was selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary educational domain, which causes universities to adapt their marketing communication approaches. Based on these environmental changes, the Public Relations Division at RAU commissioned the study on the research topic, which is the second consideration for the study. The debate on integrated marketing communication shows, in the third place, that this approach is increasingly important. On closer investigation there is a definite need for a thorough literature review with an authentic integrated marketing communication approach, driven by the integrated organizational functioning and processes. From a public relations perspective, on closer investigation, there is a need for the direct empirical examination of the role of public relations as a contributing function of integrated marketing communication in order to narrow the gap between literature and empirical evidence. To achieve the research objectives, an extensive literature study had to be undertaken. Integraled marketing communication had to be researched in depth, to achieve a thorough understanding of the philosophy of integrated marketing communication. Hence, the contextualization of integrated marketing communication was examined to understand how the concept is applied within an organizational setting. Following from this, it was established that the integrated marketing communication programme can be seen as the advanced application of integrated marketing communication within the organizational context. The role of public relations as a marketing communication function was then explored within this integrated marketing communication approach. It was established that a shift towards a more marketing:oriented approach to public relations was increasing, thus the importance of marketing public relations. The study was enhanced by two phases of research conducted within RAU to meet the objectives of the study. The first, quantitative phase determined the extent to which RAU's communication activities is integrated. The measuring instrument used is the integrated marketing communication mini-audit scale. It is essential to note that all organizations are integrated to a certain extent (Duncan & Moriarty, 1997:14). Therefore, this study did not focus on establishing whether RAU as an organization is integrated. In the second, qualitative research phase, the role of public relations as a marketing communication function within RAU's integrated marketing communication approach was determined. The issue that became apparent throughout this study was that integrated marketing communication in any organizational context is of strategic importance for the "unity of effort" of the greater well-being of the organization. It was found in this research project that there are fundamental concerns for RAU regarding integrated marketing communication, and that public relations is practised on a technical, traditional level. The results of this study are primarily based on three key findings: firstly, the lack of core competency within the Division of Public Relations, secondly, the lack of cross-functional planning and operations within this department, and thirdly, a lack of interactivity with stakeholders. It is put forward that RAU should concentrate on the basic requirements and infrastructure necessary to utilize integrated marketing communication and that marketing public relations should be an integral part of the functioning of RAU as a tertiary educational institution.

碩士
國立清華大學
經營管理碩士在職專班
101
The study applies the marketing theories of Integrated Marketing Communication (IMC) to analyze how non-profit research institutes promote their R&D achievements through the communication models, tools, organizational integration, and objectives of integrated marketing communication. The research aims to analyze the integrated marketing communication models for ITRI’s 18 innovative technologies between 2008 and 2012, upon receiving awards in R&D 100 Awards, Wall Street Journal Technology Innovation Awards, Solar Industry Awards, and the Display of The Year Awards (DYA), in addition to discovering the types of positive impact on the improvement of brand publicity, ITRI image, and technology transfer motivation. Combining both of the first-hand data from the expert interview and questionnaire survey and secondary data analysis, the study examines the integrated marketing communication tools, process and output performance to discuss the effectiveness of ITRI’s integrated marketing communication model in the promotion of innovative technology. The following conclusions are drawn based on the research findings: (1) The model of innovative technology integrated with “value enhancement” and “integrated marketing communication” substantially reduces difficulties in initial marketing. (2) Foreign media reports can draw attention from customers to improve stake holders’ motivation to transfer technologies. (3) Public Relations activities have significant impacts on publicity improvement. (4) The process and implementation of integrated marketing make a more impact on brand publicity and brand image than choosing IMC application tools.

A área comunicacional tem sido uma das grandes apostas de várias organizações devido à globalização e à digitalização que aumentaram a concorrência entre as entidades e a sua necessidade de marcarem presença no mundo digital. Por conseguinte, a necessidade de diferenciação, o acesso livre de cada cidadão às mais diversas informações e a sua oportunidade de dar opinião e a presença cada vez maior da internet na vida quotidiana fazem com que a consideração pelos trabalhadores e pelos cidadãos em geral sejam os dois aspetos a trabalhar por parte de uma entidade. Deste modo, a questão que se coloca é: quais as vantagens que a comunicação interna e a comunicação externa podem trazer às organizações que implementam os seus gabinetes de Comunicação? Na Associação Portuguesa das Indústrias de Cerâmica e de Cristalaria estes aspetos foram compreendidos e traduziram-se no início de uma nova área a ser trabalhada de forma profissional - a Comunicação – através da implementação de um departamento de Comunicação no início do ano de 2017. Sendo recente, é possível observar as diferenças na forma como esta comunica atualmente face a tempos anteriores. Deste modo, o tema escolhido para o relatório de estágio tem como objetivo fazer a ligação entre esta aposta na comunicação e as atividades comunicacionais internas e externas que estão a ser implementadas e/ou melhoradas.
Communication area has been one of the great bets of several organizations due to the globalization and digitalization that have increased the competition among the entities and their need to be present in the digital world. Consequently, the need for variety, the free access of each citizen to the most diverse information and their opportunity to express an opinion and the increasing presence of the internet in everyday life make the consideration of workers and citizens in general the two aspects to be worked by an entity. So the question is: what are the advantages that internal communication and external communication can bring to the organizations that implement their Communication offices? In the Portuguese Association of Ceramics and Glassware industries these aspects were understood and translated into the beginning of a new area to be professionally worked - the Communication - through the implementation of a Communication Department at the beginning of 2017. Being recent, it is possible to observe the differences in the way it communicates today in relation to previous times. In this way, the theme chosen for the internship report aims to make the connection between this bet on communication and the internal and external communication activities that are being implemented and/or improved.

Text in English with abstracts in English, Afrikaans and isiZulu
Propelled by increased competition with the private sector and other similar organisations, the non-profit sector increasingly faces challenges to create meaningful interactions with stakeholders which, among other benefits, allow for differentiation and the creation of favourable and lasting impressions of the corporate brand. The main research aim of this study was to propose possible elements for a conceptual framework for the integration of non-profit organisations’ social media brand communication. The point of departure was that the achievement of a favourable corporate brand in the non-profit sector could, inter alia, be realised by following an integrated communication approach when utilising social media to communicate with stakeholders. The study is different from prior studies because of its specific interdisciplinary focus on the corporate brand, social media and integrated communication (IC), and the fact that it is merged into one study. The research into the main contribution of the study was based on a thorough literature review focusing on the following objectives: to explore corporate branding and social media; and to describe elements that could constitute an integrated approach to social media brand communication. During the investigation into the topic, the social media focus of the study was framed on the basis of classical theoretical views, and the theory of and perspectives on human action, symbolic interaction and social presence. The absence of a single set of theoretical assumptions of social media necessitated an inductive reasoning process based on identified key elements of social media. Subsequent to the literature review, the empirical research gathered invaluable insights from communication professionals in South African non-profit organisations, and who are responsible for communication by means of social media. Finally, and following the measurement of the proposed elements, the objective of proposing possible elements for the integration of social media brand communication and presenting it in a conceptual framework was achieved. The conceptual framework was based on three foundational principles, namely a corporate brand focus and a philosophy of communication integration, underpinned by social media. The proposed conceptual framework should provide new insights into and contribute to the existing body of knowledge on organisational communication.
Toenemende mededinging in die privaatsektor en tussen ander soortgelyke organisasies, rig ‘n grotewordende uitdaging aan die niewinsgerigte sektor om betekenisvolle wisselwerking met belangegroepe te bewerkstellig, iets wat dit onder andere moontlik maak om te differensieer en om gunstige en blywende indrukke van die korporatiewe handelsmerk te skep. Die belangrikste navorsingsoogmerk van hierdie studie was om moontlike elemente aan die hand te doen vir ʼn konsepsuele raamwerk vir die integrasie van niewinsgerigte organisasies se kommunikasie in sosiale media. Die vertrekpunt was dat ʼn gunstige korporatiewe handelsmerk in die niewinsgerigte sektor onder andere gerealiseer kan word deur middel van ʼn geïntegreerde kommunikasiebenadering wanneer sosiale media gebruik word om met belanghebbendes te kommunikeer. Die studie verskil van vorige studies weens die spesifieke interdissiplinêre fokus op die korporatiewe handelsmerk, sosiale media en geïntegreerde kommunikasie, asook die feit dat dit in een studie geïntegreer is. Die navorsing vir hierdie studie se belangrikste bydrae was gegrond op ʼn deurtastende literatuuroorsig, toegespits daarop om die gebruik van korporatiewe handelsmerke en sosiale media te verken; en om elemente wat ʼn geïntegreerde benadering tot handelsmerkkommunikasie in sosiale media sou kon daarstel, te beskryf. Gedurende die ondersoek na die tema het die studie se sosialemediafokus gerus op klassieke teoretiese sienings en die teorie van en perspektiewe op menslike aksie, simboliese wisselwerking en sosiale teenwoordigheid. Die gebrek aan ʼn enkele stel teoretiese aannames van sosiale media het ʼn proses van induktiewe redenering, gegrond op geïdentifiseerde sleutelelemente van sosiale media, genoodsaak. Voortspruitend uit die literatuuroorsig het die empiriese navorsing uiters waardevolle insigte bekom van kommunikasiekundiges in Suid-Afrikaanse niewinsgerigte organisasies wat deur middel van sosiale media moet kommunikeer. Laastens en na afloop van die meting van die voorgestelde elemente is die oogmerk om moontlike elemente vir die integrasie van kommunikasie van ʼn handelsmerk in sosiale media en die aanbieding daarvan in ʼn konsepsuele raamwerk, bereik. Die konsepsuele raamwerk is op drie beginsels gegrond, naamlik ʼn fokus op die korporatiewe handelsmerk en ʼn filosofie van kommunikasieintegrasie, ondersteun deur sosiale media. Die voorgestelde konsepsuele raamwerk behoort nuwe insigte in en bydraes tot die bestaande kenniskorpus oor organisasiekommunikasie te bied.
Ngokugqugquzelwa ukwanda kokuncitisana kwemikhakha ezimele nezinye izinhlangano ezifanayo, umkhakha ongenzi inzuzo uyaqhubeka njalo nokubhekana nezinselelo zokwenza ukuthi ukuxhumana kahle nabanye ababambe iqhaza okuwukuthi, phakathi kokunye okungazuzwa, kuvumele ukwahlukaniswa kanye nokwakhiwa kwezimpawu zemifanekiso yenkampani ezikahle futhi eziyohlala isikhathi eside. Injongo enkulu yocwaningo lwalesi sifundo kwakuwukuhlongoza imikhakha engaseyenzeke yohlaka olungakapheleli lokuhlanganiswa kophawu lokuxhumana ezinkundleni zokuxhumana zezinhlangano ezingenzi inzuzo. Iphuzu elalisemqoka kwakuwukufeza umgomo wokuthi kwakhiwe uphawu olufanele lwenkampani emkhakheni ongayenzi inzuzo, phakathi kwezinye izinto, ufezeke ngokulandela indlela edidiyelwe yezokuxhumana uma kusetshenziswa izinkundla zokuxhumana ukuxoxisana nababambe iqhaza. Lesi sifundo sihlukile kwezinye esezike zenziwa ngaphambilini ngenxa yokuthi sigxile ngokukhethekile ekusetshenzisweni kophawu lwenkampani, izinkundla zokuxhumana kanye nezindlela zokuxhumana ezididiyelwe, i-integrated communication (i-IC), kanye nephuzu lokuthi kudidiyelwe kwaba ucwaningo olulodwa. Lolu cwaningo kulokho okusemqoka okuwumthelela walesi sifundo lwalugxile kakhulu ekubuyekezweni okujulile kwemibhalo kubhekwe kakhulu kulezi zinjongo ezilandelayo: ukuhlaziya uphawu lwenkampani nezinkundla zokuxhumana; nokuchaza amaphuzu angase akhombise indlela edidiyelwe ekuxhumaneni ngophawu lwezinkundla zokuxhumana. Ngesikhathi kuphenywa ngesihloko, ukugxila ezinkundleni zokuxhumana kulesi sifundo kwabalulwa esizindeni semibono yezinto ezingaphatheki, kanye nethiyori nemiqondo yokwenza komuntu, ukuxhumana ngezimpawu nokubakhona kwabantu basemphakathini. Ukungabibikho kweqoqo elilodwa lokucatshangelwa ngokwenzeka emiqondweni ngokwezinkundla zokuxhumana kwenza ukuthi kube nesidingo senqubo yokuqala ukucabanga ezinze emaphuzwini asemqoka ezinkundla zokuxhumana. Ukulandela ukubuyekezwa kwemibhalo, lolu cwaningo oluphethe ubufakazi obuphathekayo luqoqe ulwazi olusemqoka oluvela kosolwazi bezokuxhumana ezinhlanganweni ezingenzi nzuzo zaseNingizimu Afrika, futhi ezinomsebenzi wokuxhumana ngokusebenzisa izinkundla zokuxhumana. Ekugcineni, futhi ngokulandela izilinganiso zamaphuzu ahlongozwayo, yafezeka injongo yokuhlongoza okungase kube amaphuzu okudidiyela ukuxhumana ngokusebenzisa uphawu lwezinkundla zokuxhumana kanye nokuluveza njengohlaka lokusemqondweni. Uhlaka lokusemqondweni lwalugxile emigomeni eyisisekelo emithathu, okuwukugxila kuphawu lwenkampani nenzululwazi yokudidiyelwa kokuxhumana, nokusekelwe yizinkundla zokuxhumana. Uhlaka olusahlongozwa olungakapheleli kumele luhlinzeke ngemiqondo emisha futhi lube nomthelela esakhiweni solwazi esikhona ekuxhumaneni ngokwenhlangano.
Communication Science
D. Litt. et Phil. (Communication)

Text in English, abstract in English, Afrikaans and Venda
This study developed and tested an integrated internal communication audit (IICA) tool to evaluate the communication strengths and weaknesses of the Unisa Library. The existing communication audit instruments were explored, namely: the Communication Satisfaction Questionnaire (CSQ) and the International Communication Association (ICA) audit were adapted and complemented by the Organisational Culture Survey (OCS) and the Critical Incident Technique (CIT). The current trends and the trends in South Africa were also explored. The sequential mixed method design consisting of the semi-structured qualitative interviews and the quantitative surveys were used to collect data. The ATLAS.ti and the Statistical Package for Social Sciences (SPSS) software packages were used to analyse qualitative and quantitative data. The results revealed the IICA as an appropriate tool for measuring the integrated internal communication of the Unisa Library. The IICA identified the communication needs of employees; the active and preferred communication channels; and the positive and negative communication experiences of employees.
Hierdie studie het ʼn geïntegreerde interne kommunikasie-oudit (IICA)-hulpmiddel ontwikkel en getoets om kommunikasie-sterkpunte en -swakhede van die Unisa-biblioteek te evalueer. Die bestaande kommunikasie-oudit-instrumente was ondersoek, naamlik: die Kommunikasietevredenheidsvraelys (CSQ) en die Internasionale Kommunikasievereniging (ICA) se oudit is aangepas en gekomplementeer deur die Organisasiekultuur-opname (OCS) en die Kritiese-insident-tegniek (CIT). Die sekwensiële gemengdemetode-ontwerp, bestaande uit die halfgestruktureerde kwalitatiewe onderhoude en die kwantitatiewe opnames, is gebruik om data in te samel. Die ATLAS.ti-programmatuurpakket en die Statistiese Pakket vir Sosiale Wetenskappe (SPSS)-programmatuur is gebruik om kwalitatiewe en kwantitatiewe data te ontleed. Die resultate gewys die IICA as ʼn geskikte hulpmiddel was in die meting van die geïntegreerde interne kommunikasie van die Biblioteek. Die IICA geïdentifiseer die kommunikasie behoeftes van werknemers; die aktiewe en voorkeur kommunikasie kanale; en die positiewe en negatiewe kommunikasie ervarings van werknemers.
Ngudo iyi yo bveledza na u linga tshishumiswa tsha u Sedzulusa Vhudavhidzani ha nga ngomu ho Ṱanganelaho (Integrated Internal Communication Audit (IICA), u ṱola vhuḓi na vhuvhi ha vhudavhidzani kha Ḽaiburari ya Univesithi ya Afrika Tshipembe. Zwishumiswa zwa u sedza vhudavhidzani zwi re hone zwo sedzuluswaho zwi katela: Mbudzisambekanywa dza Vhudavhidzani dzine dza fusha ṱhoḓea (Communication Satisfaction Questionnaire) (CSQ) na tshishumiswa tsha u sedzulusa vhudavhidzani tsha Dzangano ḽa Dzitshaka ḽa Vhudavhidzani (International Communication Association) (ICA). Zwishumiswa izwo zwo ḓadziswa nga tshishumiswa tsha Ṱhoḓisiso ya Mvelele ya Tshiimiswa (Organisational Culture Survey) (OCS) na Tshikalo tsha u ela Maitele a Zwithu zwa ndeme (Critical Incident Technique) (CIT). Pulane ya thevhekano ya maitele o ṱanganelaho o vhumbwaho nga maitele a ṱhoḓisiso ane a shumiswa kha saintsi dza matshilisano (qualitative) na maitele a ṱhoḓisiso ane a shumisa zwiṱatisiṱika na mbalo (quantitative) zwo shumiswa u kuvhanganya mawanwa. Phakhedzhi ya Sofuthiwea ya ATLAS.ti na phakhedzhi ya Siṱatisiṱika ya Saintsi dza Matshilisano (Statistical Package for Social Sciences - SPSS) dzo shumiswa u saukanya mawanwa a ṱhoḓisiso dza matshilisano na a ṱhoḓisiso dza zwiṱatisiṱika na mbalo. Mvelelo dzo bvisela khagala uri IICA ndi tshishumiswa tsho teaho u ela vhudavhidzani ho ṱanganelaho ha nga ngomu Ḽaiburari ya Univesithi ya Afrika Tshipembe. Tshishumiswa itshi tsho bvisela khagala thoḓea dza vhashumi dza vhudavhidzani, zwishumiswa zwa vhudavhidzani zwine zwa khou shumiswa na zwi takalelwaho; na tshenzhemo ya vhashumi kha vhudavhidzani havhudi and vhu si havhudi.
Communication Science
M. Comm (Communication Science)

碩士
中國文化大學
新聞學系
99
In the face of a relentless competitive environment, both for-profit organizations and conglomerates and non-profit organizations (NGOs) are increasingly utilizing Integrated Marketing Communications (IMC) to extend their reach, convey their messages and achieve their goals. This study, based on the theory of IMC, examines the marketing strategies and marketing communications tools utilized by NGOs to reach its target audiences; how the NGO communicates with its target audiences; and the effectiveness of utilizing IMC. The study was conducted via a purposive sampling questionnaire survey, in-depth interviews and secondary analysis, and appraises the organisation’s achievements in the following three areas: firstly, analysis of the audiences reached to ascertain whether they met the NGO’s criteria; secondly, assessment of the effectiveness of the marketing communications tools; thirdly, audience satisfaction analysis to discover how far they were satisfied with the NGO’s services. The 2011 March Education UK Exhibition conducted by the British Council Taipei, an international cultural relations organisation aiming to create educational opportunities between Taiwan and the United Kingdom, was chosen for the case study. The findings reveal the following: firstly, the visitor profiles predominantly met the criteria of the NGO; secondly, the various marketing communication tools (outdoor advertisements, internet and word-of-mouth channels) were differentially effective according to the ages of the target audiences; thirdly, regarding audience satisfaction, the majority of visitors were content with the information, services and overall planning of the exhibition, but some areas need to be improved, such as the flow of the exhibition venue, the amount of information about British culture and the content of the event website “EDUKEX”.

The study was an evaluation of organisational communication and its integration within the Msunduzi Local Authority. The purpose was firstly to explore and describe the state of communication in the organisation, and secondly to measure the level of communication integration within the organisation. The qualitative content analysis and individual semi-structured interviews were the suitable data collection techniques for the study. The data was analysed through a thematic analysis, a technique that involves identifying, analysing and reporting in detail patterns or themes within data. The study found that organisational communication at Msunduzi Local Authority was one sided and top down; which indicated that there was little emphasis on feedback from employees. The study revealed that there were more external communication messages than internal, to an extent that the internal stakeholders depended on external media to learn about their organisation. Findings on the consistency of messages revealed that all communications are managed by senior employees within their respective departments and sections; the status of the consistency of messages can be improved if a comprehensive approach can be adopted in communicating internal messages in addition to employing diverse communication channels. On infrastructure for integration, the study found that there is infrastructure and several prospects for information sharing in the organisation created by information communication and technology though not fully explored. With regards to the free flow and sharing of information, the study established that the required systems for communication exist but not adequately utilised. Findings on the co-ordination of communication efforts and actions to promote integrated communication showed flaws. It also appeared that the departments in the organisation function in silos due to lack of cross-functional planning.
Communication Science
M.A. (Communication)

Theorists and management in the South African non-profit sector agree that strong stakeholder relationships are essential in negotiating the challenges faced by the South African non-profit sector. Despite the acknowledgement from the non-profit sector that strong relationships are key to achieving organisational goals, there is an apparent lack of knowledge and strategic thinking amongst them pertaining to the concept of stakeholder relationship management. Against this background the purpose of this study was therefore to develop a metamodern model for stakeholder relationship management, aimed specifically at the South African non-profit sector, that could be implemented by NPO management in a practical manner. The blurring lines between the opposing views of modernism versus postmodernism motivated the choice of metamodernism as a relevant worldview for this study. Metamodernism does not imply a balance between these poles, but rather a constant swinging of the pendulum during which metamodernism negotiates between modernism and postmodernism. It is the construction of a workable, interrelated worldview, recognising the intimate relationship between modernism and postmodernism. It was therefore concluded that a metamodern worldview in which both modernism and postmodernism feature, would not only make it possible for nonprofit organisation managers to understand and join the discussion on stakeholder relationship management, but also to implement the proposed metamodern stakeholder relationship management model. The resultant metamodern stakeholder relationship management model for non-profit organisations is framed by so-called modernistic communication and stakeholder relationship management theories, but it was done in line with the metamodern worldview of the study, allowing for initiative and innovation. The flexible, organic and cyclic nature of the proposed model echoes this worldview. A qualitative, exploratory and interpretative research design was implemented to test a conceptual framework and face-to-face semi-structured interviews were conducted with senior management in the non-profit sector. The design of the framework and subsequent model was guided by a number of assumptions and propositions arising from a thorough literature review, all of which were supported and confirmed by the research results. The most significant contribution of the study is the application of a metamodern worldview emanating from a reluctance to choose between a modern or postmodern stance when discussing communication science and stakeholder relationship management practices. It is therefore foreseen that it would offer the field of communication science new and creative means of combining modernism and postmodernism approaches when studying communication phenomena. It will also expand the responsibility for communication and stakeholder relationship management beyond that of the communication specialists to senior management in the non-profit sector.
Communication Science
D. Litt. et Phil. (Communication)

We meet different kinds of exposures with extraordinary crisis situations in today world. It is both from nature (earthquake, overflooding) and from people themselves ( escape of dangerous chemical substance, fire and so on). Even if we try to prevent these situations, we cannot exclude they will never happen again. In these situations there should be some state apparatus which represents the crisis management, Integrated rescue system- Rescue service, Fire department, and Police of the Czech Republic. Also the public service and another physical subjects concerned with this problems. It is up to all of us not to be reckless and to try to help. Because all of us can help not only as a person but also in some organization which we can use in these situations. There are many different public organization in the Czech Republic which are prepared to help people in crisis situations. But there is a big difference between them, mostly because of their externalization. What is common for all of them is that they are all for helping people. Some of them help people in crisis situations, some help the alcoholics, drug addicts, seniors, children. Each of us think about something different when we say crisis. The person is very various kind, who is adaptable even in very difficult situations. The question is, when he can manage all the problems alone and when all his energy is gone and he looks for help from another subjects, also from the organization. The extraordinary situations have happened in South Bohemia for ages. The effectual and quality help should be all-round and therefore it is necessary the help should be offered in cooperation of all local recources.

EXNEROVÁ, Marie. The Issue of Integration of Foreign Pupils with Focusing on Their Origin Country. Prague, 2014. Diploma thesis. UK, PedF. The aim of this thesis is to analyze and evaluate the current situation of the integration in the Czech education system focusing on the issues and specifics inclusion of foreign pupils and on consideration of the impact of pupils' country of origin on the process. The theoretical part of diploma thesis mentions the reasons for the integration of foreigners. Moreover, it highlights why and from where they are coming to the Czech Republic. It captures the current legislation and the rights of foreigners who want to settle permanently in the Czech Republic. Further, it shows the analysis of different ways of educating pupils with special needs, the placement of foreign pupils at Czech elementary schools and intercultural differences, which may have impact on pupils' integration. The practical part focuses on comparing the available theoretical knowledge and the everyday reality of Czech teachers who teach foreign pupils and can work on their daily practice. Based on the comparison of theoretical and practical knowledge the author explains the personal point of view on the integration of foreign pupils and suggests some ideas how to overcome mentioned shortcomings....

In a fierce market, wine tourism destinations and related actors need to instil a differential advantage in consumers’ mind to stand out from the competition. Offering extraordinary consumer experiences appears to be a key element in the strategy of organizations that want to build a close relationship with consumer and quickly increase their brand awareness. It remains to know how to engage a consumer in a unique, pleasurable and memorable experience. This Case outlines the current state of the French wine industry, giving the necessary knowledge to the reader. This study is also based on theoretical frameworks presented in a literature review that introduces the main concepts of co-creation, communication and consumer engagement. To resolve this Case Study, students need to perform further research and benchmarks. While traditional marketing focuses on the utilitarian value of a product, experiential marketing relies on the hedonistic values the consumer seeks. This Case presents the components of experiential marketing that will be used to solve the issue. Furthermore, students must be creative to create powerful interactions that will lead to consumer engagement with the organization. They also need to understand the environment in which Castillon-Côtes-deBordeaux evolves and what tools they can afford to provide relevant recommendations. At the end, this Case Study will enable students to acquire specific knowledge about the wine and tourism industry in France. They will apply the main concepts of experiential marketing to a concrete business situation. Lastly, they will learn to communicate effectively to maximize results.
Num mercado muito competitivo, os destinos turísticos relacionados com o vinho e seus intervenientes necessitam de alcançar uma vantagem diferenciadora na mente dos consumidores para se destacar da concorrência. Oferecer experiências extraordinárias ao consumidor parece ser um elemento-chave na estratégia de organizações que desejam construir um relacionamento próximo com o consumidor e aumentar rapidamente o reconhecimento da marca. Resta saber qual a melhor maneira de envolver um consumidor por experiências únicas, prazerosas e memoráveis. Este caso descreve o estado atual da indústria francesa de vinhos, dando o conhecimento necessário ao leitor sobre o mesmo, sendo baseado em referenciais teóricos apresentados numa revisão bibliográfica que introduz os principais conceitos de co-criação, comunicação e envolvimento com o consumidor. Enquanto o marketing tradicional se concentra no valor utilitário de um produto, o marketing experiencial depende dos valores hedonistas que o consumidor procura. Este caso apresenta os componentes do marketing experiencial que serão usados para resolver o problema. Além disso, os alunos devem ser criativos para criar interações poderosas que levem ao envolvimento do consumidor com a organização. Eles também irão precisar de compreender a envolvente competitiva da região de Castillon-Côtes-de-Bordeaux e os instrumentos sobre os quais terão que gerar recomendações, bem como realizar pesquisas adicionais e benchmarks. Este estudo de caso permitirá que os alunos adquiram conhecimentos específicos sobre a indústria do vinho e turismo em França, apliquem os principais conceitos de marketing experiencial a uma situação empresarial concreta e a comunicar eficazmente de forma a maximizar os resultados.