campaigns. This scheme has not been well-received by staff, since they feel that the sales generated from marketing campaigns are not a true measure of the value of the campaigns. They argue that the sales are dependent on many other factors outside the control of the Marketing Department and typically, bonuses payments are rarely paid to the Marketing employees. They feel that this is unfair, since many of the other departments receive regular bonuses. Marketing Department employees are also not satisfied with the opportunities for training and advancement, compared to other departments or business units. For example, the Finance Department holds monthly in-house training workshops to develop and update employee skills, while the Training and Development Department sends their employees to annual external training courses to enhance their communication and customer service skills. The Marketing Department staff are also highly critical of their workspace, arguing that their working conditions are far less conducive to creativity than those offered to employees in the Product Development Department. Required: (a) Using Herzberg’s Two-Factor theory, explain the current level of motivation in the Marketing Department. (b) Using Expectancy theory, explain the current level of motivation in the Marketing Department. (c) Consider the incentive program that is currently in place for the Marketing Department employees. Using Reinforcement theory, explain how this program attempts to enhance the motivation levels of the participating employees and assess how successful it has been. Ensure you identify the type of reinforcement being applied as well as the schedule used to apply it
The manager of the Marketing Department in Hilton Group noted that in recent years, absenteeism has been steadily increasing, as has staff turnover. There have been instances of dysfunctional behavior such as the unauthorized sale of customer lists. Marketing Department employees who are directly involved with promotion campaigns are offered bonuses on the basis of the sales that are generated from their specific campaigns. This scheme has not been well-received by staff, since they feel that the sales generated from marketing campaigns are not a true measure of the value of the campaigns. They argue that the sales are dependent on many other factors outside the control of the Marketing Department and typically, bonuses payments are rarely paid to the Marketing employees. They feel that this is unfair, since many of the other departments receive regular bonuses. Marketing Department employees are also not satisfied with the opportunities for training and advancement, compared to other departments or business units. For example, the Finance Department holds monthly in-house training workshops to develop and update employee skills, while the Training and Development Department sends their employees to annual external training courses to enhance their communication and customer service skills. The Marketing Department staff are also highly critical of their workspace, arguing that their working conditions are far less conducive to creativity than those offered to employees in the Product Development Department.
Required:
(a) Using Herzberg’s Two-Factor theory, explain the current level of motivation in the Marketing Department.
(b) Using Expectancy theory, explain the current level of motivation in the Marketing Department.
(c) Consider the incentive program that is currently in place for the Marketing Department employees. Using Reinforcement theory, explain how this program attempts to enhance the motivation levels of the participating employees and assess how successful it has been. Ensure you identify the type of reinforcement being applied as well as the schedule used to apply it.
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