THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION (A CASE STUDY OF UNION PLC AWKA)

This research explores the critical role of effective marketing communication in enhancing productivity within organizations, with a specific focus on Union Bank Nigeria Plc in Awka. The study aims to investigate the relationship between communication practices and organizational productivity by examining both primary and secondary data sources, including questionnaires, interviews, and company records. Findings reveal significant communication gaps between management and staff, alongside challenges in customer engagement and service delivery. Effective marketing communication is essential for fostering a better understanding between management and employees, thereby enhancing overall organizational performance. The research underscores the importance of management’s communication skills, the establishment of a common language, and the encouragement of upward communication for effective feedback. Recommendations from the study emphasize the need for improved communication strategies to bridge existing gaps and facilitate better interactions within the organization. This research contributes valuable insights into the significance of effective marketing communication as a strategic tool for achieving organizational goals and increasing customer patronage. The implications of these findings are relevant not only to Union Bank but also to other organizations seeking to leverage communication as a means of gaining competitive advantage and enhancing productivity.

Keywords: effective marketing communication, productivity, organizational performance, customer engagement, management communication

TABLE OF CONTENT

Title  

Approval

Dedication  

Acknowledgement  

Table of content  

Abstract  

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

1.2 Statement of the problems

1.3 Purpose of the study

1.4 Significance of the study

1.5 Research questions  

1.6 Scope of the study

1.7 Definition of terms  

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction  

2.2 Marketing communication process

2.3 Communication process

2.4 Barriers to effective marketing communication

2.5 Importance of communication in union bank plc

2.6 Summary of Literature review

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research design  

3.2 Area of the study  

3.3 Population of the Study

3.4 Sample and Sampling Technique

3.5 Instrument for data collection  

3.6 Validation of the instrument  

3.7   distribution and retrieval of instruments

3.8 Method of data analysis  

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Presentation and analysis of data

4.2 Summary of results

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of findings

5.2 Conclusion

5.3 Recommendations

5.4 Limitation of the study

5.5 Suggestions for further research

References  

Appendix A

Appendix B