School of Business Management Annual Newsletter | 2016
Boodskap van
die direkteur
City Branding study:
How did Potchefstroom score?
Prof. Renier J van Rensburg
Direkteur: Skool vir Ondernemingsbestuur
“Marketing is no longer about the
stuff that you make, but about the
stories you tell.”
- Seth Godin
“You can’t sell anything if you can’t tell
anything.”
– Beth Comstock.
“Speak to your audience in their
language about what’s in their heart.”
– Jonathan Lister.
“I’ve learned that people will forget
what you said, people will forget what
you did, but people will never forget
how you made them feel.”
– Maya Angelou.
“Our jobs as marketers are to
understand how the customer wants
to buy and help them do so.”
– Bryan Eisenberg
D
ie oordra van inligting en boodskappe in die
bemarkingswêreld is volgens die aanhalings baie
belangrik maar nog meer oor hoè dit gedoen
word. Die Bemarkingsprogram binne die skool
gebruik daarom die Marketing Leaf om met oud
studente en kollegas te kommunikeer om sodoende
die doen en late van die program bekend te stel. Die
program het weereens tydens 2015 ʼn besige jaar
beleef. Siende dat die meerderheid van hierdie jong
span kollegas nog met PhD-studies besig is, moet
hul geluk gewens word met die uitsette. Ons is ook
dankbaar vir die insette wat nogsteeds deur oud
kollegas gemaak word wat tot hierdie uitsette gelei
het. Ek wens die program alle sterkte toe vir 2016
en ek is oortuig daarvan dat die studies van kollegas
vinnig afgehandel sal wees.
I
n a recent study submitted for a Master’s
degree in Marketing Management, a city
branding framework for selected cities in
the North West Province of South Africa was
developed.
Cities are faced with increased
competition to attract and retain residents.
Due to globalisation, residents now have
a choice where they want to live, work and
stay. Cities must therefore investigate
how the use of branding strategies can
increase their competitive advantage. In
the South African context there is currently
limited research available on the concept
of city branding which is one of the reasons
why this study was conducted. This study
included the well-known importanceperformance matrix of Martilla & James
(1997), which was adapted to cities for
the first time in academic research.
Respondents were firstly asked to rate
their level of experience of 13-city branding
factors and secondly to rank these factors
from 1 – being most important to 5 – being
the fifth most important factor.
When comparing the results of the
three cities, Potchefstroom scored the
best performance rating on the “Education”
factor. The city has high quality school
education, has many educational facilities,
good general standard of local schools
and prestigious tertiary institutions. It was
also discovered that the “Education” factor
are the most important factor for the
residence of Potchefstroom. Therefore it
is recommended that government bodies
and stakeholders focus on the availability
of high-quality education opportunities in
Potchefstroom when promoting the city
to prospected residents. As the availability
of affordable housing was indicated as a
problem area, property developments
should investigate the prospect of proper
affordable housing options, which does not
only include apartments for students, but
also houses for families. Potchefstroom
also received the highest score on the
“safety” factor in comparison to Klerksdorp
and Rustenburg, local Government should
continue to concentrate on improving the
safety level of the city by keeping residents
safe, lowering crime levels and decreasing
corruption level. Safety can only be achieved
when the South African Police Service,
security companies, neighbourhood watch
initiatives and local government work
together to increase visibility and
protection. As the “Business” factor is also
one of the important factors for the residents
of Potchefstroom, city marketers and local
government should increase and maintain
the level of performance by improving the
economic growth of the city and increasing
self-employment opportunities. It further
appears that local government should also
implement business growth strategies which
in turn would result in more employment
opportunities and improved salaries.
Program vir Bemarking | Skool vir Ondernemingsbestuur | Marketing Leaf | July 2016
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Top 30 voorgraadse studente
gewerf vir honneursprogram
O
p Saterdag 1 Augustus 2015, het
die Program Bemarking ʼn honneurs
werwingsfunksie by Crista Gali gehou
vir die top 30 voorgraadse studente in die
Bemarkingsbestuur, Kommunikasie- en
Bemarkingsbestuur, en Bemarkings- en
Toerismebestuur programme.
Die oggend was daarop gemik om die
studente te vereer vir hul harde werk, en
hul toe te rus met meer inligting oor ʼn
Honneursgraad in Bemarkingsbestuur.
Die studente het ook kans gekry om met
sakelui, dosente, en vorige en huidige
Honneursstudente kennis te maak. Die
oggend het afgeskop met ʼn amptelike
verwelkomming deur die Programleier
vir Bemarkingsbestuur, Prof Estelle van
Tonder. Daarna is studente se kreatiwiteit
en kommunikasievermoë getoets en moes
hul ʼn verkoopstrategie uitwerk en voorlê
vir ʼn item wat lukraak op die verskillende
tafels geplaas was.
Prof Adré Schreuder, hoof van Consulta
Research en ʼn prominente leier in die veld
van bemarkingsnavorsing in Suid-Afrika het
ook die studente toegespreek oor nuwe
tendense in die veld van bemarking en
moontlikhede vir bemarkingsbestuurders
in die toekoms. Die studente het verder
geluister na die sukses verhale van twee
vorige Honneursstudente, Simonne Fourie
Esterhuysen en Ammiel Smith, wat getuig
het hoe hul honneurs studies gehelp het
om hul loopbane te bevorder. Simonne is
tans ʼn assistent handelsmerkbestuurder
by Clover en Ammiel is ʼn bemarker vir
Edward Snell & Co in Bloemfontein en het
ook sy eie suksesvolle klerereeks genaamd
“Bloem” bekendgestel. Na afloop van die
verrigtinge het almal gesmul aan ʼn heerlike
buffet ontbyt. Die funksie is beskou as baie
suksesvol, en het ‘n groot aantal studente vir
die Program vir Bemarking gelewer.
Ondernemingsbestuur
personeel is nie bang
vir roei of water nie!
O
p 24 Oktober 2015 het die Skool vir
Ondernemingsbestuur deelgeneem aan
die jaarlikse “Dragon Boat Race”, een van die
Rotariërs se jaarlikse fondsinsameling geleenthede.
Die “Dragon Boat” resies word elke jaar aangebied
ten bate van Cansa asook verskeie ander
welsynsorganisasies insluitend organisasies wat
sorg vir gestremdes, bejaardes en weeskinders.
Die twintig vurige en gemotiveerde
personeellede wat aan hierdie resies deelgeneem
het, het die skool se naam hoog gehou en het bewys
dat die skool vir Ondernemingsbestuur ʼn span is
wat nie onderskat moet word nie. Tydens hierdie
resies het 16 spanne deelgeneem en die dag was ʼn
reuse sukses. Die skool het goed gevaar, maar het
ongelukkig nie die kwarteindronde gehaal nie.
Die dag was spesiaal opgedra aan personeellede
wat geraak is deur kanker en wat geliefdes
afgestaan het aan die siekte. Alhoewel die skool nie
gewen het nie, was daar besluit om weer vir 2016
ʼn span in te skryf en is die personeel nou meer
vasberade om goed te presteer. Die personeellede
is reeks fluks besig om te oefen en gaan definitief in
2016 ʼn span wees om mee rekening te hou!
Marketing students reach out and give
D
uring 2015, the honours students enrolled for
the Digital Marketing module, lectured by Mrs
Hester Spies, were offered the opportunity
to show off their digital marketing skills and to
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give back to the community. The students were
challenged to build greater awareness of the SPCA
and the services they offer in the Potchefstroom
community by increasing the number of “likes” on
their official Facebook page. The digital marketing
strategies developed proved to be very effective
and the number of likes on the SPCA’s Facebook
page increased with 42% in only one week! Following
the Facebook success, the students spent a day
at the SPCA where they played with the dogs. The
School of Business Management also handed over a
donation to the SPCA at this event.
Program vir Bemarking | Skool vir Ondernemingsbestuur | Marketing Leaf | July 2016
Giving back to the community
D
uring the second semester of 2015, the
honors students enrolled for the subject
“The Marketing Plan”, lectured by Prof Estelle
van Tonder, were challenged to assist five small
business owners in the Potchefstroom
community to improve their marketing practices.
The students were grouped into five teams
and it was expected from each team to offer their
consultation services to a small business of their
choice. During the semester, the students had
to work closely with the small business owner,
to learn more about the business and to identify
problems they may be experiencing as well as their
strengths, weaknesses, opportunities and threats.
Following their analyses, each team then had to
compile a strategic marketing plan, which would assist
the small business in growing its market share and to
become more profitable. The marketing strategies
offered had to be practical and also had to be aligned
with the budget available to the small business owner.
International
visits
D
uring the second semester of 2015,
the Program of Marketing was honored
by the visit of two top marketing
academics from the United States as well as
Australia.
Professor Sam Fullerton visited the
Program in August 2015. He is based at
the Eastern Michigan University in the US
where he teaches at both undergraduate
as well as post graduate level. His research
At the end of the semester, the students
presented their findings to a panel that included
marketing experts from the industry as well as the
small business owner of the relevant business. Along
with the panel evaluation, final marks were also
based on the small business owner’s perception of
the marketing plan and whether he/she believed the
plan could work for their small business. The students
did an excellent job and made a great contribution to
the small business community in Potchefstroom.
Some of the groups even assisted the small business
with the execution of the marketing strategies they
recommended.
We want to congratulate Group 2 that won the
prize for the best marketing plan. The Programme
of Marketing also want to thank Consulta Research
in Pretoria for sponsoring the prize for the best
marketing plan as well as all the small business
owners for their willingness to participate in the
project and to share their knowledge and experience
with our students!
in business and consumer ethics, sports
marketing, and cross-cultural comparisons
of consumer attitudes has been published
in journals such as the Journal of Business
Ethics, Sport Marketing Quarterly, and
Psychology and Marketing. He also has
served as program chair and proceedings
editor for conferences held by the Academy
of Business Administration since 1994, and
has presented and published numerous
articles at national and international
conferences.
Dr Stephen Saunders visited the
Program in October 2015. He is based
at Monash University in Australia and is
a senior lecturer in the Department of
Marketing. His research interests include
tipping, services marketing, consumer
vulnerability, and marketing products and
services to the urban poor. Stephen has
published in a number of refereed journals
and edited books, including the South
African Journal of Economics, Journal
of Economic Psychology, Advances in
Consumer Research, Managing Service
Quality, Foresight and the Journal of
Services Marketing.
Both Sam and Stephen hosted research
workshops to the staff in the Program of
Marketing. The aim of the workshops was to
learn more from the success stories of the two
well established researchers and to benefit
from their valuable knowledge and experience.
The Program of Marketing is grateful for their
visits. It was an honor to attend their classes
and to learn from the best.
Program vir Bemarking | Skool vir Ondernemingsbestuur | Marketing Leaf | July 2016
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NWU graad in Bemarking kan deure oop maak
Die Skool vir Ondernemingsbestuur by die NWU, bied beide ʼn
voorgraad en nagraadse graad in bemarking aan. Die volgende
vakke word ingesluit in hierdie twee grade:
HONS. BCOM Entrepreneurskap en bemarking
Geïntegreerde bestuurstoepassing
Gevorderde entrepreneurskap
Kleinhandelbestuur
BCOM Bemarkingsbestuur
Jaarvlak 1
Rekenkunde: Raamwerk,
grondslae, siklus en
finansiële verslagdoening
Rekenkunde vir verskillende
entiteite
Inleiding tot Ekonomie
Basiese Makro- en Mikro
ekonomie
Inleiding tot akademiese
geletterdheid
Akademiese geletterdheid
Inleiding tot
ondernemingsbestuur
Jaarvlak 2
Jaarvlak 3
Inleiding tot
bemarkingsbestuur
Finansiële bestuur
Prys- en distribusiebesluite
Dienste bemarking
Finansiële markte
Makro ekonomie
Bedryfsetiek
Internasionale
handelsbetrekkinge
Strategiese bestuur
Mikro ekonomie
Algemene bestuur
Internasionale
handelsfinansiering en
betaling
Inleiding tot rekenaars en
programmering
Verstaan die ekonomiese
wêreld
Bemarkingsplan
Finansiële bestuur
Produkbesluite
Entrepreneuriese
vaardighede
Aankoop- en
voorsieningskettingbestuur
Bemarkingsnavorsing
Geïntegreerde
bemarkingskommunikasie
Internasionale
besigheidskommunikasie
Digitale bemarking
Die Hons. BCom Entrepreneurskap- en bemarkingsgraad word baie
prakties aangebied waar studente voorsien word van geleenthede om
saam met maatskappye te werk en praktiese ervaring te verwerf.
Werksgeleenthede met ʼn BCom Bemarking of Hons BCom Entrepreneurskap- en bemarkingsgraad sluit in:
•
Bemarkingsbestuurder
•
Digitale bemarkingsbestuurder
•
Algemene bestuurder
•
Besigheidskonsultant
•
Bemarkingskonsultant
•
Verkoopsbestuurder of
verteenwoordiger
•
Handelsmerk ontwikkelaar of
bestuurder
•
Bemarkingskoördineerder
Ontwikkeling van
professionele vaardighede
•
Bemarkingspesialis
Inleidende statistiek
•
Marknavorsing konsultant
Wiskundige tegnieke vir
finansies
•
Produkbestuurder
Qualitative and
SAIMS
Quantitative Approaches conference
to Theory Development
T
and Testing workshop
O
n the 2nd of September
2015, Stefanie Kühn
attended a workshop
presented by Dr. Naresh K.
Malhotra which focused on theory
development and testing through
the use of different research
methods. More specifically, the
workshop focused on the use of
qualitative research to develop an
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integrated theoretical framework
of existing relevant theories, and
deriving testable hypotheses or
propositions. The workshop also
concentrated on testing theories
quantitatively by using nested
models and statistically testing
the incremental contribution
of each theory via structural
equation modeling (SEM).
Program vir Bemarking | Skool vir Ondernemingsbestuur | Marketing Leaf | July 2016
he South African Institute
of Management Scientists
(SAIMS), in conjunction
with the School of Management
Studies at the University of Cape
Town, hosted the 27th annual
SAIMS conference from 30
August to 1 September in 2015.
The conference theme centred
on Management in Southern
Africa, and the changes,
challenges and opportunities
that surround it. Prof Estelle
van Tonder co-authored a
competitive paper with Mr R M
Shamhuyenhanzva and Prof
M Roberts-Lombard from the
University of Johannesburg.
Their paper focused on the
factors predicting Generation
Y consumers’ propensity to
trust online word-of-mouth
information concerning fastfood products. Stefanie Kühn
co-authored a paper with Prof
DJ Petzer from the University
of Pretoria, which focused
on online retailer websites,
and customers’ online buying
experience. This paper was also
nominated for the best-paper
award at the conference.
Program for Marketing – Research output 2015
T
he Program for Marketing published a total
of 13 articles during 2015, reaching an overall
article equivalent of 7.88 (0.985 per staff
member in the program). Taking into account that
four of the eight personnel are still busy with their
own PhD studies, this output indicates promising
research potential for the program.
In addition, two national conference papers were
presented at the 27th SAIMS Conference in Cape
Town (30 August to 1 September). Prof Estelle van
Tonder also attended two international conferences.
She firstly presented a paper on the “Factors
influencing eWOM credibility in the fast-food sector”
at the European Marketing Academy Conference
(EMAC) in Leuven, Belgium (26 to 29 May). Her second
paper focussed on “Trust and commitment as
mediators of the relationship between quality advice
and customer loyalty”, which she presented at the
Academy of Business Administration Conference in
Durban (6 to 10 August).
The published articles included:
Dube, B., Roberts-Lombard, M. & Van Tonder, E. 2015. Management guidelines for universal quality challenges across the focus group
research process. Journal of Applied Business Research, 31(1):239-254.
Høgevold, N.M., Svensson, G., Klopper, H.B., Wagner, B., Sosa Varela, J.C., Padin, C., Ferro, C. & Petzer, D.J. A triple bottom line construct and
reasons for implementing sustainable business practices in companies and their business networks. Corporate Governance: The International
Journal of Business in Society, 15(4):409-426.
Kokou, P., Van Tonder, E. & Roberts-Lombard, M. 2015. Patient satisfaction measurement for in-hospital services delivered by nurses:
guidelines for improving practice in Africa. American Journal of Health Sciences, 6(1):23-36.
Kühn, S., Spies, H. & Petzer, D.J. 2015. Online servicescapes dimensions as predictors of website trust in the South African domestic airline
industry. South African Business Review. 19(1):44-71.
Kühn, S.W. & Mostert, P.G. 2015. Relationship intention amongst clothing retail customers: an exploratory study. Acta Commercii, 15(1):1-12.
Kühn, S.W. & Mostert, P.G. 2015. Customer satisfaction and relationship intention within the South African clothing retail industry. The Retail
and Marketing Review, 11(2):29-50.
Kruger, L., Mostert, P. & De Beer, L.T. 2015. Relationship intention and satisfaction following service recovery: the mediating role of
perceptions of service recovery in the cell phone industry. South African Journal of Economic and Management Sciences, 18(4):608-628.
Mackay, N., Mostert, P.G. & Petzer, D.J. 2015. The interrelationship between service quality, relational benefits, customer satisfaction and
behavioural intentions in the South African short-term insurance industry. The Retail and Marketing Review, 11(1):44-60.
Sapepa, K., Roberts-Lombard, M. & Van Tonder, E. 2015. The relationship between selected variables and customer loyalty within the banking
environment of an emerging economy. Journal of Social Sciences, 43(2):115-123.
Spies, H & Mostert, P.G. 2015. Exploring relationship intention and the duration of customer support in the South African banking industry.
Journal of Contemporary Management, 12:473-495.
Svensson, G., Høgevold, N.M., Petzer, D.J., Padin, C., Ferro, C., Klopper, H.B., Sosa Varela, J.C. & Wagner, B. 2015. Framing stakeholder
considerations and business sustainability efforts: a construct, its dimensions and items. Journal of Business & Industrial Marketing, 31(2).
Van Tonder, E. & Roberts-Lombard, M. 2015. Relationship marketing dimensions predicting customer loyalty towards independent financial
advisers. Journal of Contemporary Management, 12:184-207.
Van Tonder, E. 2015. Trust and commitment as mediators of the relationship between quality advice and customer loyalty. Journal of Applied
Business Research, 32(1):289-302.
Williams, C.C. & Jansen van Rensburg, L.R. 2015. Online service attitudes, site attitudes and site involvement in the South African domestic
airline industry – a gender perspective. Journal of Contemporary Management, 12:496-516.
Program vir Bemarking | Skool vir Ondernemingsbestuur | Marketing Leaf | July 2016
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