Faculty of Economic and Management Sciences
School of Management Sciences
Department of Marketing and Communication Management
Selected Highlights from Research Findings
Technological advancements have provided various new mediums for advertising to consumers and have further allowed organisations to better reach consumers with regard to the frequency and impact of advertising. This study focused on determining the perceptions of young consumers towards SMS advertisements. It was found that young consumers’ perceptions of the entertainment value, informativeness and credibility of SMS advertisements positively correlate with their overall attitudes towards SMS advertisements. Further, consumers’ perceptions of the irritation value of SMS advertisements negatively correlated with their attitudes towards SMS advertising. Consumers’ attitudes towards SMS advertisements are generally negative and this medium has to be used cautiously to reach the young consumer segment. It was concluded that the principles and practices of permission-based marketing were an important prerequisite for SMS advertising.
Contact person: Prof DLR van der Waldt.
The environment in which higher education institutions all over the world have to operate poses many management and marketing challenges to such institutions. The main objective of the study was to investigate the relative importance of the choice factors that prospective economic and management sciences students considered, as well as the sources of information used in the decision-making process of choosing a higher education institution in South Africa. The study indicated that quality of teaching and employment prospects ranked the highest as choice factors. The word-of-mouth influence of parents, siblings and friends were the least influential factors. Campus visits and open days are the most valuable sources of information for prospective students.
Contact person: Dr M Wiese.
The environment in which higher education institutions all over the world have to operate poses many management and marketing challenges to such institutions. The main objective of the study was to investigate the relative importance of the choice factors that prospective economic and management sciences students considered, as well as the sources of information used in the decision-making process of choosing a higher education institution in South Africa. The study indicated that quality of teaching and employment prospects ranked the highest as choice factors. The word-of-mouth influence of parents, siblings and friends were the least influential factors. Campus visits and open days are the most valuable sources of information for prospective students.
Contact person: Prof CH van Heerden.
The environment in which higher education institutions all over the world have to operate poses many management and marketing challenges to such institutions. The main objective of the study was to investigate the relative importance of the choice factors that prospective economic and management sciences students considered, as well as the sources of information used in the decision-making process of choosing a higher education institution in South Africa. The study indicated that quality of teaching and employment prospects ranked the highest as choice factors. The word-of-mouth influence of parents, siblings and friends were the least influential factors. Campus visits and open days are the most valuable sources of information for prospective students.
Contact person: Prof Y Jordaan.
The environment in which higher education institutions all over the world have to operate poses many management and marketing challenges to such institutions. The main objective of the study was to investigate the relative importance of the choice factors that prospective economic and management sciences students considered, as well as the sources of information used in the decision-making process of choosing a higher education institution in South Africa. The study indicated that quality of teaching and employment prospects ranked the highest as choice factors. The word-of-mouth influence of parents, siblings and friends were the least influential factors. Campus visits and open days are the most valuable sources of information for prospective students.
Contact person: Prof EJ North.
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