Developing marketing and communication : Case Tampere Chamber of Commerce and Industry
Kymäläinen, Anna (2010)
Tampereen ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010110814257
https://urn.fi/URN:NBN:fi:amk-2010110814257
Tiivistelmä
The aim of this work is to provide the customer, Tampere Chamber of Commerce and Industry, with knowledge about the current state of their marketing and communication, and an insight to what aspects of communication should be developed and how.
Prior to this research there was very little information on what the employees, other key people and stakeholders thought about the current state of communication and marketing in the organization. It was necessary to collect matter-of-fact data and opinions on all factors relating to marketing and communication.
Tampere CCI has taken steps towards more functional communication by hiring a person responsible of marketing and communications. This research is a result of a need to develop all aspects of communication as pointed out by the hired employee.
Research interviews and an online questionnaire were used as research methods, and these research methods represented both qualitative and quantitative research methods. Combining the broad numerical data from quantitative research and the detailed data from the qualitative research helps to better understand the research problem, while ensuring the most comprehensive approach.
There were ten research interviews carried out, five of the interviewees being employees of Tampere CCI, and 5 of them board members. The online questionnaire was sent to 581 recipients, of which 130 replied.
The research process resulted in finding the aspects of communication that were either problematic or lacking. In addition several ideas for development were presented.
This work enables Tampere CCI to start planning how communication and marketing could be developed in order to achieve better results. Tampere CCI is now able to create marketing and communication that will yield improved relations with all individuals and companies involved, while at the same time providing a more desired and fruitful company image.
This research is confidential, and thus chapters 4, 5 and the Appendices are not available for public reading.
Prior to this research there was very little information on what the employees, other key people and stakeholders thought about the current state of communication and marketing in the organization. It was necessary to collect matter-of-fact data and opinions on all factors relating to marketing and communication.
Tampere CCI has taken steps towards more functional communication by hiring a person responsible of marketing and communications. This research is a result of a need to develop all aspects of communication as pointed out by the hired employee.
Research interviews and an online questionnaire were used as research methods, and these research methods represented both qualitative and quantitative research methods. Combining the broad numerical data from quantitative research and the detailed data from the qualitative research helps to better understand the research problem, while ensuring the most comprehensive approach.
There were ten research interviews carried out, five of the interviewees being employees of Tampere CCI, and 5 of them board members. The online questionnaire was sent to 581 recipients, of which 130 replied.
The research process resulted in finding the aspects of communication that were either problematic or lacking. In addition several ideas for development were presented.
This work enables Tampere CCI to start planning how communication and marketing could be developed in order to achieve better results. Tampere CCI is now able to create marketing and communication that will yield improved relations with all individuals and companies involved, while at the same time providing a more desired and fruitful company image.
This research is confidential, and thus chapters 4, 5 and the Appendices are not available for public reading.