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Integrated Marketing Communication: How Can It Influence Customer Satisfaction?

For marketers to satisfy and retain their customers in the ever changing competitive environment, marketing communication must be taken seriously in as much as it influences customer expectation. The recent increase in business endeavour in the world has made it possible for every organization or business entity to value customer satisfaction and marketing communication as the prime strategy for achieving its goals or objective. One of the key challenges of most of the organizations is how to manage customer satisfaction and to develop effective promotional strategy to achieve these desired objectives. The purpose of this paper is to explore how marketing communication influences customer satisfaction and helps in projecting the image and enrollment level in private tertiary education in Ghana, using Ghana Baptist University College as a case study. Both quantitative and qualitative research was used .Empirical data were gathered through in-depth interview with the stakeholders of the institution by using semi- structured questionnaire. Data presentation and analysis was done in accordance with the research objectives SPSS was used in analyzing the data received from 50 respondents. Simple percentages were used to analyze the demographic characteristics of respondents tabulated in a bi-variant frequency table.   Keywords: integrated marketing communication, customer, audience, promotion, media, message, satisfactio

Developing sustainable recruitment strategies: The case of the Ashesi Venture Incubator

Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021This is an applied project centered on the candidate engagement and selection process of Ashesi Venture Incubator. The Ashesi Venture Incubator (AVI) is a one-year business incubation program aimed at providing business training and mentorship to improve the start-ups of Ashesi recent graduates and alumni. The AVI operates in the business incubation sector, a thriving industry that offers services such as mentorship, office space and financing for businesses. One of the most important stages of the incubation process is the recruitment and selection stage. This stage involves how an incubator identifies the best pool of participants, develops requirements, evaluates and picks applicants. The AVI has incubated many outstanding businesses; however there exists a challenge in the recruitment process adopted. The major challenge was the need to develop a strategy to engage the potential applicants continually. This was revealed as some students knew very little on the AVI hence did not have interest in it. Another challenge was revealed when the AVI recruitment procedure was compared with that of renowned business incubators. There were certain crucial criteria that would enhance the screening process of candidates that was not included. The solution is a strategic engagement and recruitment plan aiming at addressing these two areas. The aim is to address effective strategies that the AVI should use to engage participants continuously to increase students' interest in entrepreneurship and the AVI. The latter is focused on enhanced models and criteria the AVI should use to ensure that participants understand and meet requirements. This project is of great relevance as it looks not only at improving the recruitment processes but essentially allows the AVI to be seen as a center of entrepreneurship that improves the entrepreneurial ecosystem in the university.Ashesi Universit

INFLUENCE OF GENDER AND LOCATION OF SCHOOL ON CLASSROOM MANAGEMENT STRATEGIES JUNIOR HIGH SCHOOL TEACHERS ADOPT

The study examined the influence of gender and location (rural or urban) of school on classroom management strategies adopted by public Junior High School teachers in the Asante Akim North District, as not too many studies in this area have been considered. Those that ventured this area focused on other groups of teachers such as pre-service teachers. Specifically, descriptive survey design was used to provide a meaningful picture of events and explained teachers’ opinions and behaviours on the basis of the data gathered. The sample included 46 male and 50 female teachers teaching the core subjects who were purposively selected from public Junior High Schools. The Behavioural and Instructional Management Scale (BIMS) was used to collect data from the respondents. Data collected were analysed using descriptive and inferential (Independent Samples t-test) statistics. Results indicated that generally male and female teachers in the Asante Akim North District adopted the same classroom management strategies to manage their classes. In the same vain teachers adopted the same classroom management strategies irrespective of their location (Rural or Urban) of school. Based on these findings, it was recommended that teacher training institutions should emphasise the teaching of classroom management strategies to the student teachers so as to sharpen their practice on the field. Again, the Asante Akim North District Directorate of education should organise workshops, in-service training and seminars on regular basis for teachers to upgrade their skills and knowledge in managing the classrooms. This will help them to continually show equal level of professionalism in managing their classrooms irrespective of their location and gender.  Article visualizations

Knowledge and Awareness of Virtual Learning Environments Among Ghanaian University Students and its Implications for Global Education

The study examined the perception of University Students on the benefits, knowledge and awareness of virtual learning environments and their impact on international education and curriculum development. The descriptive survey design was employed with a sample size of 264 Business students randomly selected from the Business department of the University of Education, Kumasi Campus in Ghana. The Logistic Regression analysis was also utilized to estimate predictors of the usage of virtual learning among the respondents at 0.05 level of significance. Results from the study showed that majority of the students had sufficient understanding of the benefits of the virtual learning environments in enhancing international education and had in-depth knowledge in the influx of the applications of the virtual learning devices. Results from the logistic regression analysis also revealed that predictors such as sex and place of residents of respondents significantly influence their usage and knowledge of virtual learning devices. The Nagelkerke R- square of 0.7 and Cox & Snell R- Square of 0.56 indicated the goodness of fit. It is recommended that curriculum designers and lecturers incorporate the virtual learning technologies into their teaching pedagogy to enhance learning and teaching in this current global world. Keywords: Virtual learning, Awareness, University Students, Ghana

Design and Evaluation of an Affordable Drip Irrigation System for Backyard Garden in the Forest-Savannah Transition Zone of Ghana

The paper sought to design and evaluate a simple and affordable drip irrigation system for improving yield in backyard maize in Ghana. The design consisted of locally made system using easily available materials. The system was calibrated to obtain uniform flow. Hydraulic performance of the system was determined. A Randomize Complete Block Design with three depth treatments (T1=0cm, T2= 20cm and T3 = 40cm) and four replications was used. Plant parameters such as height, leaf length, leaf diameter and stem girth were measured weekly. The uniformity coefficient (UC) ranged from 98 to 99.8% signifying excellent water uniformity application. However, Flow and Coefficient of Variation (CV) values were below standard (ranged between 57.62 % to 60.60 % and 19.8 % to 23 % respectively) due to variation in pressure head. Maize growth under the developed drip lines gave good results in all the growth parameters and yield except the T3 but were statistically similar in all the treatments.

Fertilizer use efficiency and economic viability in maize production in the Savannah and transitional zones of Ghana

Increasing fertilizer use is highly justified for sustainable agricultural intensification if yield response, fertilizer use efficiency (FUE), and economic viability of fertilizer application are high. Despite the increasing fertilizer application rates in Ghana, yields only marginally increased. Also, the recent fertilizer price hikes post COVID-19 revived concern for economic analysis of fertilizers. This study analyzed the FUE and economic viability of fertilizer use in maize production in Guinea/Sudan Savannah and Transitional/Deciduous zones of Ghana. Survey data from 2,673 farmers in the 2019, 2020, and 2021 production seasons were used. The average agronomic efficiency (AE), partial factor productivity (PFP), and value-cost ratio (VCR) of fertilizer use were 2.2 kg of grains per kilogram of fertilizer, 18.3 kg grains per kilogram of fertilizer, and 1.8 Ghana cedis of marginal yield per Ghana cedi spent on fertilizer, respectively. Fertilizer use was economically viable for only 28.1% of farmers with a VCR of 2 or higher, while 52.5% reached the break-even point with a VCR of at least 1. Various fertilizer formulations, including NPK plus sulfur, and adoption of integrated soil fertility management (ISFM) practices, particularly improved seeds, organic fertilizers, and minimum tillage, improved maize yield response to fertilizer and thus the FUE. These low efficiency and economic viability of fertilizer use are prevailing conditions in other sub-Saharan Africa (SSA) countries and these do not guarantee sustainable food security and improved livelihood of the farmers in the region. Ghana’s Ministry of Food and Agriculture (MoFA), together with relevant stakeholders, should provide guidance on ISFM and intensify farmer education through farmer associations to increase the adoption of ISFM. The local government should work with other relevant stakeholders to improve the market conditions within the agriculture sector, for instance, by linking farmers to city markets for favorable output prices

Age influence on effectiveness of a novel 3-phytase in barley-wheat based diets for pigs from 12 to 108 kg under commercial conditions

[EN] The main objective of this study was to evaluate the influence of pig's age on the effectiveness of a new microbial 3-phytase, produced by Komagataella phaffii, under commercial conditions in barley-wheat based diets. Two experiments were conducted in weaned, growing and finishing pigs; firstly, to determine phytase efficacy on dry matter, organic matter, energy, protein and mineral (phosphorus, P and calcium, Ca) digestibility (n = 48; Experiment 1), and secondly, to evaluate the effect of phytase on growth performance and bone mineralization (n = 312; Experiment 2). In each experiment, three barley-wheat based diets were formulated following the recommendations for each animal age, of which two versions were manufactured, including 0 and 1000 phytase units (FTU)/kg of feed of the new 3-phytase to be tested. Results showed the new phytase had the potential to increase the digestibility of Ca and P (on av. + 0.05 and +0.06, respectively; P < 0.01), especially P digestibility in growing pigs (+0.10; P < 0.001), consequently decreasing P and Ca excretion. Digestible energy (DE) of the diet increased with the addition of phytase in weaned pigs (+0.69 MJ/kg of dry matter (DM); P < 0.001). Dietary inclusion of new 3-phytase enhanced average daily gain from 46 to 94 days of age (+0.07 kg/d; P < 0.05) and decreased feed conversion ratio from 46 to 154 days of age (on av. -0.13; P < 0.05), although no significant effect was observed from 154 to 185 days of age. Addition of the new 3-phytase also promoted bone mineralization, increasing the weight of the bones (+3.99 and +3.64 g of tibia at 95 days and metacarpus at 100 days of age, respectively; P < 0.05) and the ash, Ca and P content in these bones (e.g. + 0.46 and +0.33 g of P in tibia at 95 days and metacarpus at 100 days of age, respectively; P < 0.001). In conclusion, pig age affected the efficacy of a new 3-phytase on P and Ca digestibility both in weaned and growing diets and DE content of the weaned diets, which also resulted in improvements in growth, feed conversion and bone development until 154 days of age. These effects seem to be reduced during the finishing period, although the advantages of the new 3-phytase on bone mineralization were maintained until 185 days of age.We thank the technical staff at the experimental farms of the Research and Technology Animal Centre (CITA-IVIA), the Institute of Animal Science and Technology (Universitat Politècnica de Valencia) and Javier Gómez (Crianzas Campovivo) for expert technical assistance and experimental support.Cambra López, M.; Cerisuelo, A.; Ferrer, P.; Ródenas Martínez, L.; Aligué, R.; Moset, V.; Pascual Amorós, JJ. (2020). Age influence on effectiveness of a novel 3-phytase in barley-wheat based diets for pigs from 12 to 108 kg under commercial conditions. Animal Feed Science and Technology. 267:1-13. https://doi.org/10.1016/j.anifeedsci.2020.114549S113267Adeola, O., & Cowieson, A. J. (2011). BOARD-INVITED REVIEW: Opportunities and challenges in using exogenous enzymes to improve nonruminant animal production. Journal of Animal Science, 89(10), 3189-3218. doi:10.2527/jas.2010-3715Almeida, F. N., Sulabo, R. C., & Stein, H. H. (2013). Effects of a novel bacterial phytase expressed in Aspergillus Oryzae on digestibility of calcium and phosphorus in diets fed to weanling or growing pigs. Journal of Animal Science and Biotechnology, 4(1). doi:10.1186/2049-1891-4-8Arredondo, M. A., Casas, G. A., & Stein, H. H. (2019). Increasing levels of microbial phytase increases the digestibility of energy and minerals in diets fed to pigs. Animal Feed Science and Technology, 248, 27-36. doi:10.1016/j.anifeedsci.2019.01.001Atakora, J. K. A., Moehn, S., Sands, J. S., & Ball, R. O. (2011). Effects of dietary crude protein and phytase–xylanase supplementation of wheat grain based diets on energy metabolism and enteric methane in growing finishing pigs. Animal Feed Science and Technology, 166-167, 422-429. doi:10.1016/j.anifeedsci.2011.04.030Blaabjerg, K., Nørgaard, J. V., & Poulsen, H. D. (2012). Effect of microbial phytase on phosphorus digestibility in non-heat-treated and heat-treated wheat–barley pig diets1. Journal of Animal Science, 90(suppl_4), 206-208. doi:10.2527/jas.53920Brady, S., Callan, J., Cowan, D., McGrane, M., & O’Doherty, J. (2002). Effect of phytase inclusion and calcium/phosphorus ratio on the performance and nutrient retention of grower-finisher pigs fed barley/wheat/soya bean meal-based diets. Journal of the Science of Food and Agriculture, 82(15), 1780-1790. doi:10.1002/jsfa.1262Braña, D. V., Ellis, M., Castañeda, E. O., Sands, J. S., & Baker, D. H. (2006). Effect of a novel phytase on growth performance, bone ash, and mineral digestibility in nursery and grower-finisher pigs. Journal of Animal Science, 84(7), 1839-1849. doi:10.2527/jas.2005-565Dersjant‐Li, Y., Awati, A., Schulze, H., & Partridge, G. (2014). Phytase in non‐ruminant animal nutrition: a critical review on phytase activities in the gastrointestinal tract and influencing factors. Journal of the Science of Food and Agriculture, 95(5), 878-896. doi:10.1002/jsfa.6998Eeckhout, W., & De Paepe, M. (1994). Total phosphorus, phytate-phosphorus and phytase activity in plant feedstuffs. Animal Feed Science and Technology, 47(1-2), 19-29. doi:10.1016/0377-8401(94)90156-2EMIOLA, A., AKINREMI, O., SLOMINSKI, B., & NYACHOTI, C. M. (2009). Nutrient utilization and manure P excretion in growing pigs fed corn-barley-soybean based diets supplemented with microbial phytase. Animal Science Journal, 80(1), 19-26. doi:10.1111/j.1740-0929.2008.00590.xGonzález-Vega, J. C., Walk, C. L., & Stein, H. H. (2015). Effects of microbial phytase on apparent and standardized total tract digestibility of calcium in calcium supplements fed to growing pigs1. Journal of Animal Science, 93(5), 2255-2264. doi:10.2527/jas.2014-8215Harper, A. F., Kornegay, E. T., & Schell, T. C. (1997). Phytase supplementation of low-phosphorus growing-finishing pig diets improves performance, phosphorus digestibility, and bone mineralization and reduces phosphorus excretion. Journal of Animal Science, 75(12), 3174. doi:10.2527/1997.75123174xHaug, W., & Lantzsch, H.-J. (1983). Sensitive method for the rapid determination of phytate in cereals and cereal products. Journal of the Science of Food and Agriculture, 34(12), 1423-1426. doi:10.1002/jsfa.2740341217Heaney, R. P., Abrams, S., Dawson-Hughes, B., Looker, A., Looker, A., Marcus, R., … Weaver, C. (2001). Peak Bone Mass. Osteoporosis International, 11(12), 985-1009. doi:10.1007/s001980070020Jørgensen, B. (1995). Effect of different energy and protein levels on leg weakness and osteochondrosis in pigs. Livestock Production Science, 41(2), 171-181. doi:10.1016/0301-6226(94)00048-cKemme, P. A., Jongbloed, A. W., Mroz, Z., & Beynen, A. C. (1997). The efficacy of Aspergillus niger phytase in rendering phytate phosphorus available for absorption in pigs is influenced by pig physiological status. Journal of Animal Science, 75(8), 2129. doi:10.2527/1997.7582129xKiela, P. R., & Ghishan, F. K. (2016). Physiology of Intestinal Absorption and Secretion. Best Practice & Research Clinical Gastroenterology, 30(2), 145-159. doi:10.1016/j.bpg.2016.02.007Kim, J. C., Simmins, P. H., Mullan, B. P., & Pluske, J. R. (2005). The effect of wheat phosphorus content and supplemental enzymes on digestibility and growth performance of weaner pigs. Animal Feed Science and Technology, 118(1-2), 139-152. doi:10.1016/j.anifeedsci.2004.08.016Koch, M. E., & Mahan, D. C. (1985). Biological Characteristics for Assessing Low Phosphorus Intake in Growing Swine. Journal of Animal Science, 60(3), 699-708. doi:10.2527/jas1985.603699xKonietzny, U., & Greiner, R. (2002). Molecular and catalytic properties of phytate-degrading enzymes (phytases). International Journal of Food Science and Technology, 37(7), 791-812. doi:10.1046/j.1365-2621.2002.00617.xLittell, R. C., Henry, P. R., & Ammerman, C. B. (1998). Statistical analysis of repeated measures data using SAS procedures. Journal of Animal Science, 76(4), 1216. doi:10.2527/1998.7641216xMahan, D. C. (1982). Dietary Calcium and Phosphorus Levels for Weanling Swine. Journal of Animal Science, 54(3), 559-564. doi:10.2527/jas1982.543559xMavromichalis, I., Hancock, J. D., Kim, I. H., Senne, B. W., Kropf, D. H., Kennedy, G. A., … Behnke, K. C. (1999). Effects of omitting vitamin and trace mineral premixes and(or) reducing inorganic phosphorus additions on growth performance, carcass characteristics, and muscle quality in finishing pigs. Journal of Animal Science, 77(10), 2700. doi:10.2527/1999.77102700xMoehn, S., Atakora, J. K. A., Sands, J., & Ball, R. O. (2007). Effect of phytase-xylanase supplementation to wheat-based diets on energy metabolism in growing–finishing pigs fed ad libitum. Livestock Science, 109(1-3), 271-274. doi:10.1016/j.livsci.2007.01.118Oryschak, M. A., Simmins, P. H., & Zijlstra, R. T. (2002). Effect of dietary particle size and carbohydrase and/or phytase supplementation on nitrogen and phosphorus excretion of grower pigs. Canadian Journal of Animal Science, 82(4), 533-540. doi:10.4141/a02-016Peter, C. ., Parr, T. ., Parr, E. ., Webel, D. ., & Baker, D. . (2001). The effects of phytase on growth performance, carcass characteristics, and bone mineralization of late-finishing pigs fed maize–soyabean meal diets containing no supplemental phosphorus, zinc, copper and manganese. Animal Feed Science and Technology, 94(3-4), 199-205. doi:10.1016/s0377-8401(01)00300-5Rodehutscord, M., Faust, M., & Lorenz, H. (1996). Digestibility of phosphorus contained in soybean meal, barley, and different varieties of wheat, without and with supplemental phytase fed to pigs and additivity of digestibility in a wheatsoybean-meal diet. Journal of Animal Physiology and Animal Nutrition, 75(1-5), 40-48. doi:10.1111/j.1439-0396.1996.tb00466.xSelle, P. H., & Ravindran, V. (2008). Phytate-degrading enzymes in pig nutrition. Livestock Science, 113(2-3), 99-122. doi:10.1016/j.livsci.2007.05.014Selle, P. H., Cadogan, D. J., & Bryden, W. L. (2003). Effects of phytase supplementation of phosphorus-adequate, lysine-deficient, wheat-based diets on growth performance of weaner pigs. Australian Journal of Agricultural Research, 54(3), 323. doi:10.1071/ar02121She, Y., Su, Y., Liu, L., Huang, C., Li, J., Li, P., … Piao, X. (2015). Effects of microbial phytase on coefficient of standardized total tract digestibility of phosphorus in growing pigs fed corn and corn co-products, wheat and wheat co-products and oilseed meals. 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Integrated Analysis of Human Milk Microbiota With Oligosaccharides and Fatty Acids in the CHILD Cohort

Background: Human milk contains many bioactive components that are typically studied in isolation, including bacteria. We performed an integrated analysis of human milk oligosaccharides and fatty acids to explore their associations with milk microbiota.Methods: We studied a sub-sample of 393 mothers in the CHILD birth cohort. Milk was collected at 3–4 months postpartum. Microbiota was analyzed by 16S rRNA gene V4 sequencing. Oligosaccharides and fatty acids were analyzed by rapid high-throughput high performance and gas liquid chromatography, respectively. Dimension reduction was performed with principal component analysis for oligosaccharides and fatty acids. Center log-ratio transformation was applied to all three components. Associations between components were assessed using Spearman rank correlation, network visualization, multivariable linear regression, redundancy analysis, and structural equation modeling. P-values were adjusted for multiple comparisons. Key covariates were considered, including fucosyltransferase-2 (FUT2) secretor status of mother and infant, method of feeding (direct breastfeeding or pumped breast milk), and maternal fish oil supplement use.Results: Overall, correlations were strongest between milk components of the same type. For example, FUT2-dependent HMOs were positively correlated with each other, and Staphylococcus was negatively correlated with other core taxa. Some associations were also observed between components of different types. Using redundancy analysis and structural equation modeling, the overall milk fatty acid profile was significantly associated with milk microbiota composition. In addition, some individual fatty acids [22:6n3 (docosahexaenoic acid), 22:5n3, 20:5n3, 17:0, 18:0] and oligosaccharides (fucosyl-lacto-N-hexaose, lacto-N-hexaose, lacto-N-fucopentaose I) were associated with microbiota α diversity, while others (C18:0, 3′-sialyllactose, disialyl-lacto-N-tetraose) were associated with overall microbiota composition. Only a few significant associations between individual HMOs and microbiota were observed; notably, among mothers using breast pumps, Bifidobacterium prevalence was associated with lower abundances of disialyl-lacto-N-hexaose. Additionally, among non-secretor mothers, Staphylococcus was positively correlated with sialylated HMOs.Conclusion: Using multiple approaches to integrate and analyse milk microbiota, oligosaccharides, and fatty acids, we observed several associations between different milk components and microbiota, some of which were modified by secretor status and/or breastfeeding practices. Additional research is needed to further validate and mechanistically characterize these associations and determine their relevance to infant gut and respiratory microbiota development and health