Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group Mentoring
Corporate programs are often voluntary and sometimes struggle to attract sufficient participants. Mentoring programs tend to follow a mentor-mentee format. However, one Australian university offers female staff a group-mentoring model. Despite the positive ratings of this mentoring model, there appe...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Oxford Brookes University
2012-02-01
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| Series: | International Journal of Evidence Based Coaching and Mentoring |
| Subjects: | |
| Online Access: | https://radar.brookes.ac.uk/radar/file/91a42464-5d4a-49e5-97b8-b216f8e95696/1/vol10issue1-paper-06.pdf |
| _version_ | 1827391415412326400 |
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| author | Raechel Johns Justine McNamara Zoe Moses |
| author_facet | Raechel Johns Justine McNamara Zoe Moses |
| author_sort | Raechel Johns |
| collection | DOAJ |
| description | Corporate programs are often voluntary and sometimes struggle to attract sufficient participants. Mentoring programs tend to follow a mentor-mentee format. However, one Australian university offers female staff a group-mentoring model. Despite the positive ratings of this mentoring model, there appeared to be negative perceptions of the program. To understand why these perceptions were negative, exploratory research was undertaken. Quantitative and qualitative research was triangulated to improve understanding of the data. Ultimately, recommendations for branding of the product were developed. Numerous incorrect perceptions existed, and one of the biggest hindrances for participation in the program was a perceived lack of time and confusion about the nature of the program. |
| first_indexed | 2024-03-08T17:10:35Z |
| format | Article |
| id | doaj.art-2024d46bf0c34cf5acf66c8cf0aedabb |
| institution | Directory Open Access Journal |
| issn | XXXX-XXXX 1741-8305 |
| language | English |
| last_indexed | 2024-03-08T17:10:35Z |
| publishDate | 2012-02-01 |
| publisher | Oxford Brookes University |
| record_format | Article |
| series | International Journal of Evidence Based Coaching and Mentoring |
| spelling | doaj.art-2024d46bf0c34cf5acf66c8cf0aedabb2024-01-03T22:11:19ZengOxford Brookes UniversityInternational Journal of Evidence Based Coaching and MentoringXXXX-XXXX1741-83052012-02-011017488Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group MentoringRaechel Johns0Justine McNamara1Zoe Moses2University of CanberraUniversity of CanberraUniversity of CanberraCorporate programs are often voluntary and sometimes struggle to attract sufficient participants. Mentoring programs tend to follow a mentor-mentee format. However, one Australian university offers female staff a group-mentoring model. Despite the positive ratings of this mentoring model, there appeared to be negative perceptions of the program. To understand why these perceptions were negative, exploratory research was undertaken. Quantitative and qualitative research was triangulated to improve understanding of the data. Ultimately, recommendations for branding of the product were developed. Numerous incorrect perceptions existed, and one of the biggest hindrances for participation in the program was a perceived lack of time and confusion about the nature of the program.https://radar.brookes.ac.uk/radar/file/91a42464-5d4a-49e5-97b8-b216f8e95696/1/vol10issue1-paper-06.pdfMentoringBrandingPerceptionInternal Marketing |
| spellingShingle | Raechel Johns Justine McNamara Zoe Moses Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group Mentoring International Journal of Evidence Based Coaching and Mentoring Mentoring Branding Perception Internal Marketing |
| title | Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group Mentoring |
| title_full | Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group Mentoring |
| title_fullStr | Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group Mentoring |
| title_full_unstemmed | Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group Mentoring |
| title_short | Marketing and Branding Implications of a Corporate Service Program: The Case of Women’s Group Mentoring |
| title_sort | marketing and branding implications of a corporate service program the case of women s group mentoring |
| topic | Mentoring Branding Perception Internal Marketing |
| url | https://radar.brookes.ac.uk/radar/file/91a42464-5d4a-49e5-97b8-b216f8e95696/1/vol10issue1-paper-06.pdf |
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