Constructing an internal marketing communication plan
Gurung, Bishnu (2012)
Gurung, Bishnu
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205036014
https://urn.fi/URN:NBN:fi:amk-201205036014
Tiivistelmä
ABSTRACT
GURUNG, BISHNU 2012. Constructing an Internal Marketing Communication Plan. Case: The Fenix Project. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 50. Appendices 1-2.
The objective of this thesis is to construct an effective internal marketing communication plan to create awareness about the activities among the members of the case organization, the Fenix project. The second objective of this thesis is to initiate and motivate members of the case organization to take active part in the activities when the Leader of the Fenix project implements the internal marketing communication plan.
In this thesis work qualitative case study approach is used. The main data collections techniques consist of interviews, questionnaire and participant observation. The Leader of the project was interviewed twice; first, interview was conducted to understand the internal problems of the case organization, the Fenix project, and the second interview was conducted to understand what kind of marketing tools are used to inform about the activities and to communicate with the members of the Fenix project. Furthermore, 40 questionnaires were distributed to the members of the Fenix project during December 2011- January 2012. The questionnaires were distributed in order to understand how the members of the Fenix project are informed about the activities and get motivated to take active part in the activities. The theoretical framework discusses the concept of internal marketing, internal marketing mix, leadership and internal communication, the Hierarchy-of- effects model, the Aida model and social media. The information sources include books and Internet articles coherent with the topic.
The results of this thesis are used to construct an effective internal marketing communication plan for the case organization, the Fenix project. The internal marketing communication plan is constructed in accordance with internal marketing mix and social media tools. Furthermore, these tools are integrated with the AIDA model in order to guide the Leader.
Keywords: Internal Marketing, Internal Marketing mix, The AIDA Model, Social Media
GURUNG, BISHNU 2012. Constructing an Internal Marketing Communication Plan. Case: The Fenix Project. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 50. Appendices 1-2.
The objective of this thesis is to construct an effective internal marketing communication plan to create awareness about the activities among the members of the case organization, the Fenix project. The second objective of this thesis is to initiate and motivate members of the case organization to take active part in the activities when the Leader of the Fenix project implements the internal marketing communication plan.
In this thesis work qualitative case study approach is used. The main data collections techniques consist of interviews, questionnaire and participant observation. The Leader of the project was interviewed twice; first, interview was conducted to understand the internal problems of the case organization, the Fenix project, and the second interview was conducted to understand what kind of marketing tools are used to inform about the activities and to communicate with the members of the Fenix project. Furthermore, 40 questionnaires were distributed to the members of the Fenix project during December 2011- January 2012. The questionnaires were distributed in order to understand how the members of the Fenix project are informed about the activities and get motivated to take active part in the activities. The theoretical framework discusses the concept of internal marketing, internal marketing mix, leadership and internal communication, the Hierarchy-of- effects model, the Aida model and social media. The information sources include books and Internet articles coherent with the topic.
The results of this thesis are used to construct an effective internal marketing communication plan for the case organization, the Fenix project. The internal marketing communication plan is constructed in accordance with internal marketing mix and social media tools. Furthermore, these tools are integrated with the AIDA model in order to guide the Leader.
Keywords: Internal Marketing, Internal Marketing mix, The AIDA Model, Social Media