Department of Management and Marketing

Peter Mellalieu introduces a new course in February 2012 comprising part of the Unitec Master of Business, MBus.

 

• What is innovation? What do we need innovation? … Is innovation more than inventing an unconventional product, or creating a new service or process?
• How do innovations get created? … What are the factors associated with success and failure?
• What are the roles of leadership, enterprise, creativity, and design in the process of innovation?
• Do you have ‘the right stuff’ to innovate an enterprise? …. Are you motivated to ‘make a difference’?

This short video (3 min) introduces several propositions that begin a journey towards answering these questions.

 If these propositions ‘strike a chord’ with you, then come join Peter’s learning adventure!

Enrol in course APMG 8118 Enterprise Creativity, Innovation & Design at Unitec Institute of Technology.

Next course commences 28 February, 2012.

Course tutor Dr Peter Mellalieu. http://about.me/peter.mellalieu

Enrolment link: http://www.unitec.ac.nz



Course link (for 2012-2-28): APMG 8118



The course is an ELECTIVE in Unitec’s Master of Business, MBus

Related articles

• How can we create ‘good jobs’? Book review of Clifton’s “The coming jobs war” (thedomm.com)
• Lastest Masters of Business Research (Work in Progress): Actual Adolescent & Alumni Behaviors in an Entrepreneurial Education Programme – A Longitudinal New Zealand Study by Daniel Peter Hunt PG Dip Business (2010) (thedomm.com)

 

Exploring the consumers service brand consumption in a

social media community

Abstract

Social media is becoming a dominant communication channel today in

branding and is as such of interests to academic researchers and marketing

practitioners. Although consumers’ migration into social media has already

gained far-reaching consequences for product and service brands, the

research on the consumers-brand relationship in a community-oriented

environment remains quiet, which is particularly true for service brands.

Following the recent call for a consumer research that focuses on online

brand-related communications and co-creation in real context, the proposed

study aims to explore service brand consumption within a social media

community.

In the line with scholars who view service consumers as brand co-creators,

this research will widen understanding of consumers’ consumption and cocreation

activities in social media through experiencing an iPad branded

application, the most popular contemporary gadget. Suggesting that the iPad

application offers consumers a new way to interact with brands, the research

will undertake the experimental approach to investigate how consumers

experience the service in a novel social media format with the specific interest

on consumers’ engagement in co-creation activities. At that point, exploring

the consumers’ personal and communal experiences is to lead to the

development of the conceptual model of service brand consumption within

social media community.

Taking into account that relationship between consumers and brands is a

critical issue of the service research, insights on consumers’ service brand

consumption in social media will be practically useful, particularly in creating

compelling experiences for consumers, providing them with multiple points for

interaction with brands and overall, in building meaningful relationships.

Researchers

Inna Piven

Master of Business Student, Department of Management and Marketing,

Faculty of Creative Industries and Business, dimitry1@xtra.co.nz, Unitec

Institute of Technology, Department of Management and Marketing, Private

Bag 92025, Auckland, New Zealand.

Dr Robert Davis

Associate Professor, Department of Management and Marketing, Faculty of

Creative Industries and Business, rdavis@unitec.ac.nz, Phone: +(649) 815

4321, Postal Address: Unitec Institute of Technology, Private Bag 92025,

Auckland, New

Here is some: Random Thinking on International Business at Programme Committee for the Master of Business

• Gibson, A., & Jenson, G. (2011). 100 Companies – Introduction [New Zealand]. Retrieved October 4, 2011, from http://mash.hashbang.co.nz/
• Callaghan, P. (n.d.). StrategyNZ: Mapping our future. Sustainable Future Institute. Retrieved May 24, 2011, from http://www.sustainablefuture.info/Site/StrategyNZ/speakers/Sir_Paul_Callaghan.aspx
• Sir Paul Callaghan – StrategyNZ: Mapping our Future – March 2011. (2011). Retrieved from http://www.youtube.com/watch?v=OhCAyIllnXY&feature=youtube_gdata_player

See also:

• Mellalieu, P. J. (2011a, May 31). A learning adventure: Exhibit the “secrets of success” of ONE of New Zealand’s top technology companies. Innovation & chaos … in search of optimality. Retrieved May 31, 2011, a from http://pogus.tumblr.com/post/6028025861/a-learning-adventure-exhibit-the-secrets-of-success
• Mellalieu, P. J. (2011b, May 25). Sustainable economic growth for New Zealand: An optimistic myth-busting approach [Review of presentation by Sir Paul Callaghan]. Innovation & chaos … in search of optimality. Retrieved May 31, 2011, b from http://pogus.tumblr.com/post/5810100473/sustainable-economic-growth-for-new-zealand-an

Here is Associate Professor Dr. Robert Davis in these two photos with three of his students (Humaira and Bushra and Kaly and Humaira) in the Marketing Strategy (APMG 8117) course in September 2011 at Fisher and Paykel Healthcare.

Associate Professor Dr. Robert Davis likes to think that this is one of the best masters papers in business in New Zealand. Why? This course is question lead rather than theory drowned. This course of study provides students with an enhanced capability to examine advanced marketing theory and practice within different  contexts; consumer, business to business, services, sustainability, technology mediated, and socially mediated. Students  critically examine the proposition that to strategically understand and apply marketing, they should have a holistic perspective that envelops different core contexts.

One of the key highlights of the course this year is that we directly work with the senior management of some of New Zealand’s leading companies; Super Liquor, Rakon, Air New Zealand, Fisher and Paykel Heathcare and this week Turners and Growers.  Robert is critical of traditional courses on marketing at this level that are driven only by theory based from academic journals. Many of these journals come from a European and US context. While this is valuable we have to ask the fundamental question in business and marketing about who drives theory development. In Robert’s experience it is business. So, what better place to start when wanting to learn about advance marketing theory.  We start with New Zealand businesses.

If you would like to chat with Robert go here. More information on the PG Dip Business/Master of Business.

THE IMPACT OF FORMAL CAPABILITY ENHANCEMENT PROGRAMMES IN OWNER-OPERATED SMALL BUSINESSES by Diana Sharma

Diana Sharma is a research assistant and is also completing her Master of Business at the DoMM, Unitec.  In her role, Diana  is currently working in a job role as a business assessor and development specialist where her role requires her to design and implement Business Capability Enhancement projects. These projects involve assessing business capability and/ or individual capability through customized assessment tools; design and development of learning programmes; as well as evaluation of learning effectiveness. She is currently working with a number of small and medium businesses across New Zealand to increase business capability. Prior to this she worked as a corporate trainer providing turn-key solutions in Human Capital Development using various tools ranging from pre-diagnostic studies, performance and productivity surveys, corporate training, reward & recognition programs, team building activities (indoor, as well as outdoor), and mystery audit. All these interventions/programs were highly customized as per the individual need, industry and audience profile.

Recently, Diana presented her thesis work in the 14th Waikato Management School Postgraduate Student Conference 2010. Diana Sharma, scored a remarkable triumph by picking up the “Best Paper Presentation” award at the recent Waikato Management School Postgraduate Student Research Conference. Judged against 68 other master and doctoral presentations, submitted by presenters from universities in both New Zealand and Australia, Diana’s work on business capability assessment was judged to be clear, concise, soundly based on appropriate theory, and delivered with an obvious commitment and passion.

Email Diana Sharma: dsharma@unitec.ac.nz.

Our Postgraduate Diploma of Business/Master of Business – Business Strategy Class 2010 just having some fun in their last weeks of term. Well done. Programme Leader, Dr. Ken Simpson and other member of the team report some excellent work this year from our postgraduate students.

What do students look for in a potential employer? Corporate Social Performance as a source of attraction.

Maurice O’Rourke (Master of Business graduate at the Department of Management and Marketing, Unitec) and Simon Peel (Dean of Research at Unitec)

Paper is to be presented at PERA 2010: Pacific Employment Relations Association (http://www.pera.net.au/) (November 2010)

Contact:

Ph +64 9 815 4321 x8650
Fx +64 9 815 4374
Mob 021 020 65221
speel@unitec.ac.nz

Abstract

This study investigates the importance and impact of an organisation’s espoused Corporate Social Performance (CSP) on job-seeker attitudes towards that organisation.  This study asks “to what extent do job-seekers find Corporate Social Performance, and its elements, to be attractive in a potential employer?”

The five sub-dimensions/elements of CSP investigated were: employee relations, treatment of women and minorities, concern for the environment, product quality, and community relations. CSP was explored in its entirety and as individual elements and contrasted for relative importance against five more traditional organisational attributes; challenging work, training and development, pay compensation and benefits, career advancement, and job security.

This study was conducted using a survey questionnaire with a population of Undergraduate Business Degree students from a large institute of technology. Participants were asked to assess the value of CSP in a potential employer, and rank and scale the individual elements in order of importance. The survey sought participant views and opinions as to the reason for their selections and rankings of importance.

This study finds that, overall, traditional job factors hold more importance than CSP to job-seekers, however, the element ‘employee relations’ was prominent as being valued in an employer. Of the five CSP elements measured in this study ‘employee relations’ and ‘product quality’ ranked first and second most important in a potential employer respectively. It was also found that different job-seeking populations may value certain CSP elements differently. Additionally, the findings of this study indicate that job-seekers value CSP elements that have direct impact, and are more closely linked to daily work life more highly than those seemingly more removed. The findings of this study suggest that there are many and varied influences that impact on job-seeker perceptions of the importance of CSP in a potential employer, and a number of theoretical rationales. A key finding was that job-seekers may perceive CSP as a ‘commitment’ to them by employers. Furthermore, from a theoretical standpoint social identity theory and signalling theory appeared to offer explanatory value. This study found support for the perceived attraction, value and importance of espoused organisational CSP activity in potential employers by job-seekers.