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With the continued growth in the business environment and Industry 4.0 companies are taking new business opportunities while facing new business risks at the same time. Risk management tools include a modern audit, which evaluates risk through analytical approaches. The objective of this article is therefore to verify the analytical possibilities of the audit to detect and eliminate the selected risks. The methodological processing of this goal is addressed by analysing the risks of marketing communication and audit testing on the Generation Z sample for which the on-line environment is part of everyday life. Audit results reveal specific risks in marketing communications and suggest recommendations for their adequate reduction. These recommendations can then be used to innovate marketing strategies., peer-reviewed

El presente trabajo ha sido elaborado para desarrollar un caso que describe el problema persistente que tiene la consultora B.S. Consultores. Esta empresa tiene un manejo casi nulo de la gestión comunicacional con sus potenciales clientes debido a que no realiza estrategias para llamar la atención de ellos, pero si se ha enfocado en fidelizar a sus clientes actuales. A pesar de ello, la empresa se encuentra creciendo en el mercado de manera lenta pero constante, y tiene el objetivo de acrecentar su participación en el mercado local de manera continua. En el primer y segundo capítulo, se describe de manera detallada las características y tendencias de la industria en la que se encuentra BSC, las diferentes estrategias que utiliza para dar a conocer sus productos y servicios, diversos atributos del segmento de mercado al cuál va dirigido y sus principales ventajas competitivas. En el tercer capítulo, se menciona a profundidad los servicios complementarios que ofrecen al momento de vender sus servicios, y los problemas que se han detectado en la gestión de la comunicación con sus clientes y potenciales clientes. Finalmente, en el cuarto capítulo se describen los puntos que se están mejorando dentro de la empresa en cuanto a la gestión de la comunicación, las estrategias orientadas al marketing digital que se encuentran implementando en la actualidad, divididas por etapas para darle solución al problema y los beneficios que conlleva realizar las estrategias a mediano y largo plazo.

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses’ overall marketing strategy. Different promotional tools could foster an increased awareness of a company’s products or services, inform people about features and benefits, and move them to make a purchase. In this light, this chapter examines these promotional tools, individually. It suggests that effective IMC plans promote the companies’ products and services, by sending clear, consistent and complementary messages that are ultimately intended to turn prospects into customers. In conclusion, it posits that the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and measurement) when they are preparing an IMC plan., peer-reviewed

M.Com. Please refer to full text to view abstract

La transmedia storytelling se ha convertido en una de las formas publicitarias mas utilizadas por parte de las empresas para lograr relaciones profundas con sus clientes. Tras una nueva reconversion de la publicidad, ahora el contenido es lo principal y viene definido por su difusion a traves de diferentes pantallas. Particularmente, la transmedia storytelling ha modificado las estrategias de comunicacion en las empresas de moda, logrando una mayor segmentacion del mensaje publicitario. Sin embargo, esta forma narrativa no puede alcanzar los objetivos planteados si no responde al modelo estrategico de comunicacion de la compania. Asi pues, esta investigacion estudia como las firmas de moda internacionales, lideres en la difusion de estilos de vida, incluyen la narrativa transmedia en sus estrategias de comunicacion. La metodologia seleccionada, el estudio de caso, nos permite comprobar la eficacia de la transmedia storytelling en terminos comunicativos a traves de un sector especializado. Ademas, se aplica un analisis de contenido para analizar en profundidad las diferentes herramientas a las que las firmas recurren para compartir el mensaje. La pertinencia de la investigacion recae en la necesidad de conocer las estrategias que las empresas seleccionadas utilizan para difundir su storytelling. Como aproximacion a resultados obtenidos, cabe destacar que esta narrativa no es transmedia en el ambito de la moda, aunque si responde al caracter multipantalla.

M.B.A. Sponsorship of business-to-business conferences is an effective marketing tool available to companies targeting the business market. However, as with any other marketing tool, there are various factors that influence the degree to which business-tobusiness conference sponsorship will be effective in contributing to the achievement of a company's strategic marketing objectives. For this dissertation, the research problem is that sponsors do not seem able to accurately measure the degree to which business-to-business conference sponsorship has been effective in achieving their marketing objectives. If sponsors do not know how effective sponsorship has been in achieving their objectives then they cannot make informed decisions about future sponsorships. The purpose of this study therefore, was to examine the evaluation of business-tobusiness conference sponsorship and explore the extent to which sponsors evaluate the degree to which sponsorship has met their marketing objectives. A research survey was conducted amongst senior managers responsible for marketing decisions within their organisations. The findings of the research showed that 17% of respondents did not set objectives to be achieved though their sponsorship of a business-to-business conference. By not setting objectives, it is unlikely that companies will be able to accurately determine whether the money spent on sponsorship was justified or not. A further 13% of respondents that did set objectives did not measure the extent to which the objectives were achieved. The researcher identified eight primary marketing objectives of business-to-business conference sponsorship. These are: Increasing awareness Positioning Sales Niche marketing iii Entertaining clients Database building Networking and forging new business relationships Conduct market research It was found in the research that the most commonly mentioned method to measure the extent to which business-to-business conference sponsorship objectives had been achieved was using a sales-related measure, for example sales revenue. However, the majority of respondents (60%) also indicated that it was "strongly unlikely" that sales objectives could be achieved through business-to-business conference sponsorship. It is interesting that the majority of respondents (48%) believe that it is the "fault" of the sponsors themselves that their marketing objectives have not been achieved by sponsoring a business-to-business conference, while 30% believe that the "fault" lies with the conference organiser. This report concludes with recommendations for both sponsors and conference organisers about how to improve the effectiveness of business-to-business conference

M. Comm. The primary purpose of this study was to consider the components of each pillar of competitive advantage, how leadership influences each pillar and to determine whether this in turn influences customer satisfaction and/or sustainable competitive advantage leading to the survival of the organisation. The literature review was used to accomplish the secondary objectives of discussing strategy, strategic leadership, sustainable competitive advantage and its pillars. The literature review was also used to model the interconnected relationships present in the industry. An overview of the event management industry was provided by means of the research that was conducted.

Private Brand have undergone a process of steady growth, getting market share in most product categories, notably increasing their presence in the market basket and winning consumers’ confidence, thanks to the current economic situation and the communication efforts carried out by distribution companies, among others. The article focuses on private brands presence in distribution companies’ communication through their online platforms (website, blog, Youtube, Twitter and Facebook) Las marcas de distribuidor (MDD) han experimentado un proceso de crecimiento constante, sumando cuota de Mercado en la mayoría de categorías de productos, incrementando notablemente su presencia en la cesta de la compra y ganándose la confianza de los consumidores, gracias a la coyuntura económica y a los esfuerzos comunicacionales llevados a cabo por las empresas de distribución, entre otros. El artículo estudia la presencia de las MDD, propias o de cadena, en las comunicaciones de las señas de distribución a través de sus plataformas online (página web, blog, Youtube, Twitter y Facebook)

A transnational partnership between the University of Malta in Malta and San Diego State University in the United States resulted in an agreement to commence a Masters degree in Integrated Marketing Communications. The degree is fully delivered in Malta, a Mediterranean island state and a full member of the European Union. In Malta, the program is held not at the main campus of the University but at the historical campus of the University of Malta in Valetta that dates back to 1592. Classes are in English and are taught by faculty from both universities. Students earn a degree from each of the two participating schools thus providing recognition in both the US and the EU. This chapter charts the challenges faced and the hurdles encountered to develop the curriculum, launch the degree, recruit the students, undertake teaching, and ultimately, graduate the first cohort., peer-reviewed

"This book focuses on the customization of services and communication environments to advance user satisfaction--Provided by publisher. HF5415.335 .M37 2010 658.4/522 ID: 1016 [edited by] Constantinos Mourlas, Panagiotis Germanakos. "Premier reference source"--P. [1] of cover. Includes bibliographical references and index. 298

Most optical fibre-based ambient refractive index sensors (including individual long-period gratings) rely on spectral attributes obtained in transmission. However, a probe refractometer has been proposed that is based on self-interference of a long-period grating (LPG), thus providing reflectance spectra containing the relevant data. This sensor operates as a Michelson interferometer by virtue of the fact that its constituent LPG acts as both a mode converter and coupler. Its construction is such that optical power coupled into the cladding (when light impinges on the LPG) is reflected at a fibre mirror and returns towards the grating, where it is re-coupled into the fundamental guided mode. Since light waves propagating along the core and cladding material of the fibre cavity beyond the LPG experience different optical path lengths (due to differing mode indices), a phase difference exists between these modes upon recombining at the grating location. This causes interference, which is manifested as a characteristic fringe pattern in the sensor’s reflectance spectrum (analogous to that obtained in the transmission of a twin LPG cascade operating as a Mach-Zehnder interferometer). Research was conducted towards implementing a unique method of temperature compensation in this LPG-based Michelson interferometer. Sensing attributes of individual LPGs were investigated first, with specific emphasis on the temperature characteristics of two different types of host fibre. It was found that LPGs manufactured in conventional ATC SMF-28 fibre (previously hydrogen-loaded to inscribe the grating and annealed after fabrication) and B/Ge co-doped PS1500 fibre from Fibercore exhibited temperature characteristics of opposite polarity. This led to the implementation of a compound-cavity Michelson interferometer whose constituent LPG is written in one type of fibre, while a specific length of the other type of fibre is fusion spliced onto the host fibre section. Experiments verified the success of this temperature-compensation technique, which caused a measured reduction in temperature sensitivity of up to in interferometer phase shift. Measurements of the refractive index of the test substance surrounding the cladding material of the Michelson interferometer’s fibre cavity (and not the LPG itself) could therefore be done without being adversely affected by environmental temperature fluctuations. This was demonstrated experimentally by comparing the interferometer’s phase shift – devoid of temperature-induced effects – due to increasing refractive index of the analyte (as a result of escalating temperature) with index of refraction readings from a temperature-controlled Abbe refractometer. Numerical gradients of linear curves fitted to these results differed by two orders of magnitude less than the resolution of readings obtained from an Abbe refractometer – proof of the success of the temperature compensation technique applied in this LPG-based Michelson refractometer. Prof. C. J. Jooste