The Need for an Appropriate Organisational Structure to Accommodate Integrated Communication in a Higher Education Environment

By Dalmé Mulder.

Published by Journal of the World Universities Forum

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Article: Print $US10.00
Article: Electronic $US5.00

Although most academics and practitioners regard integrated communication (IC) as major development, it is not fully accepted by academia nor fully adopted in the communication industry, largely because of its supposed difficulty to implement (Egan 2007:337). Since its inception there has been much more emphasis placed on the implementation of an integrated communication programme than on the organisational implementation of integrated communication as concept (Niemann 2005:148-149). In this article organisational structure, as frequently mentioned obstacle in IC implementation, is explored and an organisational structure to accommodate IC in the Corporate Relations department of in a higher education context is proposed based upon the requirements of an integrated approach to communication.

Keywords: Integrated Communication, Marketing of Universities, Organisational Structure

Journal of the World Universities Forum, Volume 3, Issue 1, pp.33-50. Article: Print (Spiral Bound). Article: Electronic (PDF File; 693.357KB).

Dr. Dalmé Mulder

Program Director, Communication and Information Studies, University of the Free State, Bloemfontein, Free State, South Africa

Dalmé Mulder is at present the Program Director at the University of the Free State (UFS). She lecturers all areas of integrated marketing communication and is part of the dynamic team of the Department of Communication and Information Studies. She started her career in 1989 as a public relations practitioner and joined the UFS in 1994 as junior lecturer. In 2004 she joined forces in a part time capacity and launched an IMC agency called Bataung Marcom Strategists. This agency specialises in the formulation of integrated marketing communication strategies and is actively involved in the training of government communication practitioners. Dalmé has a Ph.D in Communication Science. The focus of her thesis was the development of an integrated communication model for marketing a higher education institution. In 2000 Dr Mulder was involved in developing a new curriculum for a degree in Integrated Marketing Communication (IMC). Since 2001 the University of the Free State presents a B.A. as well as a M.A. Integrated Marketing Communication degree. Since 2000 Dalmé has been involved in a number of research projects in IMC and IC and published several articles on these topics.

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