ABSTRACT
Increasingly, market segments are conceptualizing in terms of activities, aspirations, and the influences and behaviors which constitute the foundations of the many subcultures within which people exist. Most organizations now adopt the dance for promoting their good and services. Although dance has successfully been used as marketing strategy through road show but there is hardly any study in Olabisi Onabanjo University that examines, the process of production, challenges and prospects of using dance as commercial strategy in product and service marketing. This study therefore attempt to provide written record on the process, challenges, and prospect of commercializing dance through organizational promo. This study is anchored on Performance Theory and Theory of Sense-Making. Performance theory was employed as an analytical tool to explore how organization used dance groups performance that are deployed to help the organization in achieving her their set products promotional/advertisement goals which seeks to explain the importance of dance performance in organizational promo. Theory of Sense-Making was used to analysed how dance rather than words and image are used in communicating commercial message to the consumers of a product or services. The study adopted qualitative research method which involved the use of interviews and participation/observations to gather information from Tecno Mobile Organization dance troupe. The study revealed that dance is been used by organizations to attract consumers to buy their products because it is seen as a component of marketing strategies by organization that adopt it. It also showed that the pre-production stage of dance is sometimes a challenge while the production stage is like fun to the dancers and the post-production stage have been a challenge to the organizer because they lose some of their dancers due to tertiary admission, better job from other organization and other organization that offer them more payment.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Aim of the Study
1.4 Significance of the Study
1.5 Scope of the Study
References
CHAPTER TWO: LITERATURE REVIEW
2.1 Commercialization
2.2 Organizational Promo
2.3 Theoretical Review
2.3.1 Performance Theory
2.3.2 The Theory of Sense-Making
2.4 Dance
2.4.1 Various Usages of Dance
2.5 Dance as Communication
2.5.1 Dance as a Nonverbal Communication Codes
2.5.2 Dance as a Nonverbal Context
References
CHAPTER THREE: METHODOLOGY
3.1 Introduction
3.2 Qualitative Research
3.3 Quantitative Research
3.4 Secondary Source of Data
3.4.1 Library Methods
3.4.2 Internet Sources
3.4.3 Interview
3.4.4 Observational
CHAPTER FOUR
4.0 Introduction
4.1 Pre-Production Stage of Commercialized Dance
4.2 Production Stage of Commercialized Dance
4.3 Post-Production Stage of Commercialized Dance Performance
4.4 Challenges of Dance Commercialization
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
5.2 Conclusion
5.3 Recommendations
BIBLIOGRAPHY
APPENDIX: INTERVIEW GUIDE
