Assessment Of The Effectivenes Of Marketing Management In Non Governmental Organizations In Tanzania: A Case Of Morogoro Municipality

ABSTRACT

The study was focused on the assessment of the effectiveness of marketing management in Non-governmental organizations in Tanzania specifically in Morogoro Municipality. It was guided by three specific objectives which are: to identify the NGOs‟ practice of marketing management, to understand the management, opportunities and threats of NGOs and to examine the perceptions of beneficiaries towards services given by NGOs. The research methodology employed was case study design. Data were collected through personal interviews and self-administered questionnaires. Purposeful techniques and simple random sampling were used to obtain the study respondents. A sample size of 50 respondents was employed. The respondents were interviewed and later, were supplied with the questionnaires to fill in. The delivery and collecting questionnaires were applied to collect data. Data collected was analyzed through SPSS program, Version 16 computer software. The findings reveal that, NGOs have poor management and skills practise neither do the effectively practice marketing skills. In that line of thought, the particular NGOs have adopted new ways of running organizations if they want to improve and reach their objectives. The employees of NGOs should get involved in training and skills development in order to up skill their knowledge or acquire skills necessary for marketing management practices among the NGOs. Based on the findings, the following recommendations proposed: employees of NGOs should get involved in training and skills development in order to up skill their knowledge or acquire skills necessary for marketing management practices among the NGOs. For a better competition NGOs have to invest in viable projects that would produce profit which would be reinvested for the benefit s of the NGOs. Since majority of NGOs have little or no access to reliable email and internet connections they receive almost no literature on development issues and are generally out of touch with issues of global, regional and national importance. Then, NGOs require up skilling and updating their workers and members.