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Doctoral Degrees (Marketing)

Permanent URI for this collectionhttps://hdl.handle.net/10413/19590

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Browsing Doctoral Degrees (Marketing) by SDG "SDG4"

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    Entrepreneurship education and students’ entrepreneurial intentions at selected tertiary institutions in Durban=Imfundo Yezamabhizinisi kanye Nezinhloso Zabafundi Zosomabhizinisi Ezikhungweni zemfundo ephakeme ezikhethiwe eThekwini.
    (2023) Chasaya, Wimbayi.; Phiri, Maxwell Agabu.
    Abstract Entrepreneurship continues to receive much recognition worldwide from both the academic and corporate ends. High unemployment and failing economies amongst other factors have resulted in various stakeholders supporting the promotion of entrepreneurship. Educational institutions have since taken a leading role in promoting entrepreneurship. Entrepreneurship courses have been introduced in universities to prepare students for entrepreneurship, institutions in South Africa have played their role in this regard. Emphasis has however been placed on the implementation of interventions that promote entrepreneurial development. Targeted interventions must be implemented to promote entrepreneurship behaviour. This study sought to determine the extent to which entrepreneurship education can enhance entrepreneurial activity as the researcher proposes entrepreneurship education as a key determinant of entrepreneurship intention. The results of the study were intended to benefit formal entrepreneurship education curriculum development towards the promotion of entrepreneurial intention and behaviour. The study followed a quantitative research approach and a survey research design. A sample of 280 students was selected from 1 000 undergraduate students enrolled for entrepreneurship courses in two public Universities in Durban: University of KwaZulu-Natal and Durban University of Technology. Using a self-administered structured questionnaire which was electronically distributed, data was collected from 197 students and analysed using SPSS version 27. The findings of the study concluded that there was a positive significant relationship between entrepreneurship education and students’ entrepreneurial intentions (r= .79, p< 0.01). The results of the regression analysis however indicated that the best predictor of entrepreneurship education was subjective norms (B= .347; t= 3.783, p< 0.01). Results from T-tests analysis indicated that students who attended extracurricular (workshops, conferences, seminars) entrepreneurship programs offered on campus (M= 59.44, SD= 15.603) differed significantly with those who did not (M= 52.53, SD= 16.654). Students’ verbal responses indicated that entrepreneurial education must be augmented with practical education and extra-curricular entrepreneurship activities. The study provides recommendations to university education curriculum developers, policy makers and university management on the successful implementation of entrepreneurship education. Formal entrepreneurship education should be augmented with extra-curricular entrepreneurship activities such as business plan competitions, business workshops, entrepreneurship seminars and coaching sessions with industry experts and entrepreneurs. Iqoqa Ezamabhizinisi ezivela emibuthwaneni yezemfundo nezinkampani ziyaqhubeka nokuqashelwa kakhulu emhlabeni wonke. Ukuntuleka okuphezulu kwemisebenzi kanye nokuwohloka komnotho phakathi kwezinye izinto kuholele ekutheni ababambiqhaza abehlukene basekele ukugqugquzelwa kwezamabhizinisi. Izikhungo zemfundo selokhu zabamba iqhaza elikhulu ekuthuthukiseni amabhizinisi. Kwethulwe izifundo zezamabhizinisi emanyuvesi ukuze kulungiselelwe abafundi ukuthi bangene kwezamabhizinisi. Nokho kugcizelelwe ukuqaliswa kokungenelela okugqugquzela ukuziphatha kosomabhizinisi. Lolucwaningo belufuna ukuphenya umthelela wemfundo yezamabhizinisi ezinhlosweni zabafundi bamanyuvesi kwezamabhizinisi. Inhloso yahlonzwa ngeTheory of Planned Behavior njengesibikezelo esihle sokuziphatha. Imiphumela yalolucwaningo bekuhloswe ngayo ukuhlomulisa ukuthuthukiswa kwekharikhulamu yemfundo yezamabhizinisi, ukuthuthukisa ikharikhulamu ethuthukisa inhloso nokuziphatha kwezamabhizinisi. Ucwaningo lulandele indlela yocwaningo lobuningi kanye nomklamo wocwaningo lwenhlolovo. Kwakhethwa isampula labafundi abangu-280 kubafundi abayi-1000 ababhalisele izifundo zezamabhizinisi emaNyuvesi amabili omphakathi aseThekwini: iNyuvesi yaKwaZulu-Natal neDurban University of Technology. Kusetshenziswa uhlu lwemibuzo oluhlelekile oluzilawula ngokwalo olwasatshalaliswa nge-elekthronikhi, idatha yaqoqwa kubafundi abangu-197 futhi yahlaziywa kusetshenziswa inguqulo ye-SPSS 27. Okutholwe kulolu cwaningo kuveze ubudlelwano obuhle obubalulekile phakathi kwemfundo yezamabhizinisi kanye nezinjongo zabafundi zezamabhizinisi (r= .79, p<0.01). Imiphumela yokuhlaziya ukwehla nokho yabonisa ukuthi isibikezelo esingcono kakhulu semfundo yezamabhizinisi kwakuyizinkambiso ezizimele (B= .347; t= 3.783, p<0.01). Imiphumela evela ekuhlaziyweni kwe-T-test ibonise ukuthi abafundi abahambele izifundo zangaphandle (ama-workshops, izingqungquthela) ezinhlelweni zamabhizinisi ezihlinzekwa ekhampasini (M= 59.44, SD= 15.603) bahluke kakhulu kulabo abangazange (M= 52.53, SD= 16.654). Izimpendulo zabafundi ziveze ukuthi imfundo yezamabhizinisi kumele yengezwe ngemfundo eyenziwayo kanye nemisebenzi yamabhizinisi angemva kwezifundo. Lolucwaningo luhlinzeka ngezincomo kubathuthukisi bohlelo lokufunda enyuvesi, abenzi bezinqubomgomo kanye nabaphathi bamanyuvesi mayelana nokuklanywa kwemfundo yezamabhizinisi. Imfundo yezamabhizinisi ehlelekile kufanele yengezwe ngemisebenzi yezamabhizinisi yangemva kwezifundo efana nemiqhudelwano yezinhlelo zebhizinisi, imihlangano yokucobelelana ngolwazi yezamabhizinisi, izingqungquthela zamabhizinisi kanye nezikhathi zokuqeqesha nochwepheshe bezimboni nosomabhizinisi. Osomabhizinisi abangabafundi kufanele bathole ukwesekwa okwanele kubabambiqhaza abahlukene abafana nabafundisi, amanyuvesi, imiphakathi, osomabhizinisi kanye nohulumeni, ngaleyo ndlela bakhe uhlelo lwezamabhizinisi.
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    Integrated marketing communications’ influence on student attitudes towards Zimbabwean polytechnics: the case of Mutare Polytechnic.
    (2024) Makanza, Chido.; Arbee, Aradhna.
    This thesis explored the influence of integrated marketing communications (IMC) on student attitudes towards Zimbabwean polytechnics. It aimed to understand the influence of selected IMC tools (advertising, personal selling, direct marketing, public relations, and digital marketing) on student attitudes (beliefs, feelings, and intentions) towards polytechnics in Zimbabwe, with the intention of proposing an IMC model for such institutions. The conceptual framework drew on the response hierarchy models, focusing on the hierarchy of effects model of Lavidge and Steiner, as well as on IMC tools and attitudes. The research employed a cross-sectional, exploratory, case study design and qualitative approach. Convenience sampling was used to select 48 registered first-year students (35 of whom ultimately participated) from all six divisions at Mutare Polytechnic, and five staff members from the Marketing department. Data was collected remotely, using Zoom to conduct focus groups with students and interviews with staff. The institution‘s marketing communications and institutional documents were also examined. Data from focus groups and interviews was analysed using thematic analysis, and content analysis was used to analyse the secondary data. The findings suggest that Mutare Polytechnic is increasingly adopting IMC to change the negative attitudes that students have towards polytechnics. Mutare Polytechnic is using several promotional tools (advertising, personal selling, direct marketing, public relations, and digital marketing), combined in such a way that they present messages that are consistent and unified, which in turn influenced the participants‘ attitudes positively. The findings also revealed that a more strategic coordination of the selected IMC elements and media should be adopted. Furthermore, it emerged that for an IMC programme to be successful, it must consider the marketing tools, message content, coverage, reach and accessibility, and marketing participants. A framework incorporating these aspects was presented. The study concluded that a deeper understanding of student attitudes towards Mutare Polytechnic will result in the institution developing more successful IMC strategies and an understanding of the role that different IMC tools play in moulding these attitudes.