New media : embedding IMC within broader marketing strategy

New media has resulted in communications strategy evolving to a more integral component of marketing strategy, such that the two are converging. This paper discusses the implications of this shift in terms of IMC, drawing on the existing academic and practitioner literature.  Effective use of new media means communication activities will direct marketing tactics and strategy, rather than being driven by them.

New activism and communication in Australian risk society : a case study of the Otway Ranges Environment Network

This paper overviews a case study of environmental grassroots activism in Victoria, Australia, between 1995 and 2003. The Otway Ranges Environment Network (OREN) is significant for its successful communication campaign to change forest practices and policy decision-making in the Otway Ranges, and for its intervention in a long-standing and exclusive relationship between government and the timber industry. This paper describes and analyses pivotal parts of the OREN campaign: firstly, the group's strategy to boycott paper and pulp manufacture Kimberly-Clark Australia; and secondly, its decision to participate in the West Victoria Regional Forest Agreement (RFA) process to negotiate the future of Otway forest. Informed by the empirical research and the works of social theorists Ulrich Beck and Jurgen Habermas, this paper outlines a strategic approach to communication that is effective, fair and sustainable, and that can be applied by other non-profits - especially those that operate in politically volatile environments with a grassroots agenda.

An initial classification of branding strategy in Australian arts organisations

This research examined the corporate branding approaches and strategies adopted by six prominent Australian arts and cultural organisations. The aim of this exploration was to identify patterns in branding across different arts and cultural organisations, and attempt to provide an initial classification for understanding how these organisations approach branding strategy. We found that three factors influenced branding strategy in the surveyed organisations, viz., the focus of branding process, the degree of consistency in branding communication, and the required level of customers’ involvement in the branded products. The organisations studied were then plotted on a continuum that considered each of these factors.

Rethinking a learning environment strategy

I have committed a significant period of time (in my case five years) to the purpose development of learning environments, with the belief that it would improve the self-actualisation and self-motivation of students and teachers alike. I consider it important to record and measure performance as we progressed toward such an outcome. Education researchers and practitioners alike, in the higher (university/tertiary) education systems, are seeking among new challenges to engage students and teachers in learning (James, 2001). However, studies to date show a confusing landscape littered with a multiplicity of interpretations and terms, successes and failures. As the discipline leader of the Information Technology, Systems and Multimedia (ITSM) Discipline, Swinburne University of Technology, Lilydale, I found myself struggling with this paradigm. I also found myself being torn between what presents as pragmatic student learning behaviour and the learner-centred teaching ideal reflected in the Swinburne Lilydale mission statement. The research reported in this folio reflects my theory and practice as discipline leader of the ITSM Discipline and the resulting learning environment evolution during the period 1997/8 to 2003. The study adds to the material evidence of extant research through firstly, a meta analysis of the learning environment implemented by the ITSM Discipline as recorded in peer reviewed and published papers; and secondly, a content analysis of student learning approaches, conducted on data reported from a survey of ‘learning skills inventory’ originally conducted by the ITSM Discipline staff in 2002. In 1997 information and communication technologies (ICT) were beginning to provide plausible means for electronic distribution of learning materials on a flexible and repeatable basis, and to provide answers to the imperative of learning materials distribution relating to an ITSM Discipline new course to begin in 1998. A very short time frame of three months was available prior to teaching the course. The ITSM Discipline learning environment development was an evolutionary process I began in 1997/8 initially from the requirement to publish print-based learning guide materials for the new ITSM Discipline subjects. Learning materials and student-to-teacher reciprocal communication would then be delivered and distributed online as virtual learning guides and virtual lectures, over distance as well as maintaining classroom-based instruction design. Virtual here is used to describe the use of ICT and Internet-based approaches. No longer would it be necessary for students to attend classes simply to access lecture content, or fear missing out on vital information. Assumptions I made as discipline leader for the ITSM Discipline included, firstly, that learning should be an active enterprise for the students, teachers and society; secondly, that each student comes to a learning environment with different learning expectations, learning skills and learning styles; and thirdly, that the provision of a holistic learning environment would encourage students to be self-actualising and self-motivated. Considerable reading of research and publications, as outlined in this folio, supported the update of these assumptions relative to teaching and learning. ITSM Discipline staff were required to quickly and naturally change their teaching styles and communication of values to engage with the emergent ITSM Discipline learning environment and pedagogy, and each new teaching situation. From a student perspective such assumptions meant students needed to move from reliance upon teaching and prescriptive transmission of information to a self-motivated and more self-actualising and reflective set of strategies for learning. In constructing this folio, after the introductory chaperts, there are two distinct component parts; • firstly, a Descriptive Meta analysis (Chapter Three) that draws together several of my peer reviewed professional writings and observations that document the progression of the ITSM Discipline learning environment evolution during the period 1997/8 to 2003. As the learning environment designer and discipline leader, my observations and published papers provide insight into the considerations that are required when providing an active, flexible and multi-modal learning environment for students and teachers; and • secondly, a Dissertation (Chapter Four), as a content analysis of a learning skills inventory data collection, collected by the ITSM Discipline in the 2002 Swinburne Lilydale academic year, where students were encouraged to complete reflective journal entries via the ITSM Discipline virtual learning guide subject web-site. That data collection included all students in a majority of subjects supported by the ITSM Discipline for both semesters one and two 2002. The original purpose of the journal entries was to have students reflectively involved in assessing their learning skills and approaches to learning. Such perceptions were tested using a well-known metric, the ‘learning skills inventory’ (Knowles, 1975), augmented with a short reflective learning approach narrative. The journal entries were used by teaching staff originally and then made available to researchers as a desensitised data in 2003 for statistical and content analysis relative to student learning skills and approaches. The findings of my research support a view of the student and teacher enculturation as utilitarian, dependent and pragmatically self-motivated. This, I argue, shows little sign of abatement in the early part of the 21st Century. My observation suggests that this is also independent of the pedagogical and educational philosophy debate or practice as currently presented. As much as the self-actualising, self-motivated learning environment can be justified philosophically, the findings observed from this research, reported in this folio, cannot. Part of the reason for this originates from the debate by educational researchers as to the relative merits of liberal and vocational philosophies for education combined with the recent introduction of information and communication technologies, and commodification of higher education. Challenging students to be participative and active learners, as proposed by educationalists Meyers and Jones (1993), i.e. self-motivated and self-actualising learners, has proved to be problematic. This, I will argue, will require a change to a variable/s (not yet identified) of higher education enculturation on multiple fronts, by students, teachers and society in order to bridge the gap. This research indicates that tertiary educators and educational researchers should stop thinking simplistically of constructivist and/or technology-enabled approaches, students learning choices and teachers teaching choices. Based on my research I argue for a far more holistic set of explanations of student and staff expectations and behaviour, and therefore pedagogy that supports those expectations.

Multiple strategy process migration

The future of computing lies with distributed systems, i.e. a network of workstations controlled by a modern distributed operating system. By supporting load balancing and parallel execution, the overall performance of a distributed system can be improved dramatically. Process migration, the act of moving a running process from a highly loaded machine to a lightly loaded machine, could be used to support load balancing, parallel execution, reliability etc. This thesis identifies the problems past process migration facilities have had and determines the possible differing strategies that can be used to resolve these problems. The result of this analysis has led to a new design philosophy. This philosophy requires the design of a process migration facility and the design of an operating system to be conducted in parallel. Modern distributed operating systems follow the microkernel and client/server paradigms. Applying these design paradigms, in conjunction with the requirements of both process migration and a distributed operating system, results in a system where each resource is controlled by a separate server process. However, a process is a complex resource composed of simple resources such as data structures, an address space and communication state. For this reason, a process migration facility does not directly migrate the resources of a process. Instead, it requests the appropriate servers to transfer the resources. This novel solution yields a modular, high performance facility that is easy to create, debug and maintain. Furthermore, the design easily incorporates providing multiple migration strategies. In order to verify the validity of this design, a process migration facility was developed and tested within RHODOS (ResearcH Oriented Distributed Operating System). RHODOS is a modern microkernel and client/server based distributed operating system. In RHODOS, a process is composed of at least three separate resources: process state - maintained by a process manager, address space - maintained by a memory manager and communication state - maintained by an InterProcess Communication Manager (IPCM). The RHODOS multiple strategy migration manager utilises the services of the process, memory and IPC Managers to migrate the resources of a process. Performance testing of this facility indicates that this design is as fast or better than existing systems which use faster hardware. Furthermore, by studying the results of the performance test ing, the conditions under which a particular strategy should be employed have been identified. This thesis also addresses heterogeneous process migration. The current trend is to have islands of homogeneous workstations amid a sea of heterogeneity. From this situation and the current literature on the topic, heterogeneous process migration can be seen as too inefficient for general use. Instead, only homogeneous workstations should be used for process migration. This implies a need to locate homogeneous workstations. Entities called traders, which store and disseminate knowledge about the resources of several workstations, should be used to provide resource discovery. Resource discovery will enable the detection of homogeneous workstations to which processes can be migrated.

Enhancing knowledge sharing with information and communication technology.

Numerous empirical studies on knowledge management have examined the relative effectiveness of various enablers, such as organizational structure, technology, culture, managerial system and strategy on knowledge sharing in organizations. These enablers are mostly related to organizational infrastructure that promotes knowledge sharing in organizations. This paper focuses on the critical role of information and communication technology (ICT) in facilitating the process of knowledge sharing in organizations. The results indicate that ICT support significantly impacted knowledge sharing, which in turn positively affected firm performance.

Enhancing Knowledge Sharing with Information and Communication Technology (ICT)

The acceleration of technological change and trade liberalization in the 1990s have significantly intensified market competition and transformed the world economic infrastructure from a resource- and manufacturing-based economy to one in which knowledge and services are the key drivers of economic growth. In order for an organization to capitalize on its knowledge and truly become a learning organization, it must begin to systematically manage and leverage knowledge existing internally and externally to create and sustain its competitive advantage. Numerous empirical studies on knowledge management have examined the relative effectiveness of various enablers, such as organizational structure, technology, culture, managerial system and strategy on knowledge creation and sharing in organizations. The enablers examined earlier are mostly related to organizational infrastructure that promotes knowledge sharing in organizations. This paper examines specifically the critical role of information and communication technology (ICT) in facilitating and enhancing knowledge sharing and organizational performance. This study adopted a process oriented approach by using Nonaka’s (1994) knowledge sharing model. The results indicate that significant positive effects of ICT support on knowledge sharing and all dimensions of knowledge sharing are significant predictors of organizational performance.

Negotiation strategy for mobile agent-based e-negotiation

Negotiation is a vital component of electronic trading. It is the key decision-making approach used to reach consensus between trading partners. Generally, the trading partners implement various negotiation strategies in an attempt to maximize their utilities. As negotiation strategies have impact on the outcomes of negotiation, it is imperative to have efficient negotiation strategies that truly maximize clients’ utilities. In this paper, we propose a multi-attribute mobile agent-based negotiation strategy that maximizes client’s utility. The strategy focuses on one-to-many bilateral negotiation. It considers different factors that have significant effect on the scheduling of various negotiation phases: offer collection, evaluation, negotiation, and bid settlement. The factors include offers expiry time, market search space, communication delays, processing queues, and transportation times. We reasoned about the correctness of the proposed negotiation strategy with respect to the existing negotiation strategies. The analysis showed that the proposed strategy boosts client’s utility, shortens negotiation time, and ensures adequate market search.

Mother-daughter communication about mammography in an Australian sample

Breast cancer is a significant health problem for aging women. Despite constant efforts to promote mammography in Australia to facilitate early detection, screening rates through the national mammography screening service remain at just 57%. Based on a theoretical rationale informed by Family Communication Patterns theory, the current study used semi-structured interviews with Australian mother-daughter dyads (N = 8) to examine their health communication, with a view to exploring the potential for daughters to deliver mammography promotion messages to their mothers. Consistent with results of previous studies conducted in different cultural contexts, the Australian mothers and daughters in this sample frequently communicated about health topics. Daughters were a source of information and influence for their mother's health decision making. The delivery of mammography promotion messages to the mother by the daughter may be most successful for dyads that value bidirectional conversation. Aspects of the Australian culture may facilitate the success of this strategy.

Monitoring policy and actions on food environments: rationale and outline of the INFORMAS policy engagement and communication strategies

 The International Network for Food and Obesity/non-communicable diseases Research, Monitoring and Action Support (INFORMAS) proposes to collect performance indicators on food policies, actions and environments related to obesity and non-communicable diseases. This paper reviews existing communications strategies used for performance indicators and proposes the approach to be taken for INFORMAS. Twenty-seven scoring and rating tools were identified in various fields of public health including alcohol, tobacco, physical activity, infant feeding and food environments. These were compared based on the types of indicators used and how they were quantified, scoring methods, presentation and the communication and reporting strategies used. There are several implications of these analyses for INFORMAS: the ratings/benchmarking approach is very commonly used, presumably because it is an effective way to communicate progress and stimulate action, although this has not been formally evaluated; the tools used must be trustworthy, pragmatic and policy-relevant; multiple channels of communication will be needed; communications need to be tailored and targeted to decision-makers; data and methods should be freely accessible. The proposed communications strategy for INFORMAS has been built around these lessons to ensure that INFORMAS's outputs have the greatest chance of being used to improve food environments.

Crisis communication: organization's reactions to unexpected events

A reputação é considerada o ativo mais importante das empresas. Ela permite o estabelecimento de relações comerciais e garante um bom funcionamento da organização. Quando um evento inesperado surge, a reputação pode ser ameaçada. Os gerentes, líderes da organização, têm então que demonstrar reatividade e capacidade em responder as necessidades dos stakeholders, e capacidade de detectar e consertar as falhas dentro da organização através de um processo de aprendizagem, para evitar conseqüências negativas que poderiam danificar a reputação e impactar o desenvolvimento operacional da empresa. Através da comunicação de crise, observamos que depois da queda do avião AF 447, a companhia Air France adotou diferentes posturas adaptadas ao pedido dos stakeholders e ao grau de ameaça sofrido. Logo depois do acidente, a empresa decidiu adotar a estratégia do reconhecimento, assumindo uma responsabilidade simbólica e comunicando prioritariamente para as famílias das vitimas e para a mídia. Nas seguintes semanas ela utilizou a estratégia do silêncio que consiste em não comunicar diretamente a mídia. Finalmente, ela usou a estratégia do “bode expiatório” quando ela foi sujeita a ataques diretos. As reações da empresa somadas ao avanço das investigações judiciais revelaram falhas organizacionais “históricas” dentro da própria empresa, como por exemplo, a falta de comunicação entre pilotos e gerentes ou uma falha de sensibilidade técnica e operacional da parte dos gerentes. Apesar de problemas interno e externo, a Air France demonstrou que uma comunicação de crise bem gerenciada limita os impactos financeiros e de reputação. As conseqüências negativas sofridas pela companhia Air France foram limitadas.

Group Sequential Communication (GSC): Especificação e Análise de Desempenho de umMecanismo de Comunicação de Tempo Real Compatível ao Padrão IEEE 802.11/11e Aplicado à Automação Industrial

This thesis proposes the specification and performance analysis of a real-time communication mechanism for IEEE 802.11/11e standard. This approach is called Group Sequential Communication (GSC). The GSC has a better performance for dealing with small data packets when compared to the HCCA mechanism by adopting a decentralized medium access control using a publish/subscribe communication scheme. The main objective of the thesis is the HCCA overhead reduction of the Polling, ACK and QoS Null frames exchanged between the Hybrid Coordinator and the polled stations. The GSC eliminates the polling scheme used by HCCA scheduling algorithm by using a Virtual Token Passing procedure among members of the real-time group to whom a high-priority and sequential access to communication medium is granted. In order to improve the reliability of the mechanism proposed into a noisy channel, it is presented an error recovery scheme called second chance algorithm. This scheme is based on block acknowledgment strategy where there is a possibility of retransmitting when missing real-time messages. Thus, the GSC mechanism maintains the real-time traffic across many IEEE 802.11/11e devices, optimized bandwidth usage and minimal delay variation for data packets in the wireless network. For validation purpose of the communication scheme, the GSC and HCCA mechanisms have been implemented in network simulation software developed in C/C++ and their performance results were compared. The experiments show the efficiency of the GSC mechanism, especially in industrial communication scenarios.

Chemical communication in isoptera

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Information and communication technologies for disaster risk management in the Caribbean

Includes bibliography.

A contribuition to the study of channel coding in wireless communication systems

Pós-graduação em Engenharia Elétrica - FEIS