Soft Skill Development in Higher education

 This study examines the impact
of television advertisement exposure on
consumer purchasing behavior, focusing on
NIVEA’s campaigns as a case study. Televi
sion advertising has a significant impact on
consumer perceptions, fosters brand loyalty,
and influences purchasing decisions. How
ever, its effectiveness hinges on message
clarity, emotional appeal, and consumer
trust. A quantitative research design was
employed, utilizing structured question
naires to collect data from 900 respondents
regarding their exposure to advertisements,
decision-making processes, and purchasing
behavior. Multiple regression analysis was
used to evaluate the relationships among
these variables. The findings reveal weak re
lationships, indicating that television adver
tisements have a limited effect on purchas
ing behavior and decision-making. While ads
minimally influence purchasing, they nega
tively impact rational evaluation, potentially
hindering complex decision-making pro
cesses. The regression model demonstrates
poor predictive power, with predictors show
ing no significant contributions. These re
sults align with previous studies, highlighting
the greater influence of personal preferences
and external factors on consumer behavior.
The study underscores the importance of
integrating additional variables, such as
consumer attitudes, brand loyalty, and de
mographic characteristics, to enhance un
derstanding and optimize NIVEA’s television
advertising strategy. Improved targeting and
personalized messaging could foster stron
ger consumer engagement and drive pur
chasing behavior more effectively.

Culture and marketing have several key connections. Today, we use the term culture as ‘A collective name  for all behaviour patterns socially acquired and transmitted by means of symbols; hence a name for all the  distinctive achievements of human groups, including not only such items as language, tool-making,  industry, art, science, law, government, morals and religion, but also the material instruments or artefacts  in which cultural achievements are embodied and by which intellectual cultural features are given practical
effect, such as buildings, tools, machines, communication devices, art objects, (Hofstede 1991), This  distinction of the category of people keys into the different marketing strategies to be adopted given a global  audience. Originally, though, the name was taken from the Latin word Cultus, which means to care. On the  other hand Marketing Strategy is viewed as encompassing the study of organisational, inter-organizational, and environmental phenomena concerned with (1) the behaviour of organisations in the marketplace in their  interactions with consumers, customers, competitors, and other external constituencies, in the context of
creation, communication, and delivery of products that offer value to customers in exchanges with  organisations, and (2) the general management responsibilities of organisations. Marketing strategy, in its
broadest sense, can be described as an organisation's coordinated set of choices regarding its key choices  regarding products, markets, marketing activities, and marketing resources in the creation, communication,
and/or delivery of products that offer value to customers in interactions with the organisation and thereby  enable the organisation to achieve specific goals. The literature has repeatedly highlighted the challenges
of culture in making organisational decisions transitioning from one market into another, and from ideas to  value-creating products – a process in which understanding the prospective market plays a critical role.  Thus, this research aims to offer a framework that explains the observed disparities in terms of the cross￾cultural and socioeconomic elements that affect customer journeys based on observations of customer  journeys across several international marketplaces. The study presents a number of theories based on logical  extensions of the results of previous study and suggest areas for further scholarly investigation.  Additionally, they describe the managerial ramifications that result from the framework's implementation  for multinational businesses looking to promote their goods and services across international marketplaces.

Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and (2) consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.

Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the issues or contents related to advertisements across cultures. When it comes to cultural depiction through advertisements, most of the advertisements take refuge in the celebration that signifies and glories the culture to a mass number of people. The study has taken audio-video commercials from several brands from both international and Indian perspectives to understand the cultural depiction that has been portrayed through the ad content. Those commercials were also been screened during focus group discussions to understand the perception of the viewers on the cultural differences displayed through the advertisements from the same brands but with different cultural perspectives. The understanding of culture for people turned out to be highlighting three major key areas "belief", "passed on for generation", and "action" that represents culture. The participants of focused group discussions also suggest factors like "the depiction is less realistic", "less practical", "missing essence" etc., while incorporating these could finally mend the gap between the expectation from the audience and portrayals of the message through advertisement.

Hoy en día, el elenco de aplicaciones relacionadas con la web 2.0 es muy amplia y pueden ofrecer en el ámbito educativo nuevos espacios para la comunicación, colaboración, imaginación y creación de comunidades de conocimientos compartidos. El presente estudio presenta una experiencia innovadora con tecnologías digitales 2.0 realizado en la Universidad de Extremadura durante el curso académico 2008-09. Entre las finalidades educativas resaltan: fomentar el papel protagonista del estudiante universitario como agente dinamizador y gestor del conocimiento. Uso y utilización de los blogs como recurso docente. Y desarrollar un espacio de reflexión sobre el concepto de Unidad Didáctica. Como conclusión al estudio se ha comprobado que los blogs son fáciles de elaborar y utilizar, favorece el papel activo de los estudiantes, son un recurso importante para formación del profesorado y un instrumento pedagógico para difundir conocimientos y experiencias educativas. PALABRAS CLAVES Cuaderno de bitácora, Unidad didáctica, formación en red, experiencias universitarias. ABSTRACT Today, the tools of applications related to Web 2.0 are very broad and can offer on the new educational spaces for communication, collaboration, imagination and create communities of shared knowledge. This study presents an innovative experience with digital technologies 2.0 held at the University of Extremadura during the academic year 2008-09. Among the highlights educational aims: to promote the central role of student as dynamic agent and knowledge manager. Use of blogs as a teaching resource. And developing a space for reflection about learning resources. In conclusion the study found that blogs are easy to create and use, supports the active role of students, are an important tool for teacher training and an educational tool to disseminate knowledge and educational skills.

Psychology is basically the study of human nature. It is through the psychology one gets to know the psyche, as to why people will behave in a particular way. Advertising influences the human behavior to make decisions. The human psychology plays a very important role in advertising to make a choice in selecting a brand. Leah Derky, Coschedule-"Psychology explores human nature, the psyche, and why people behave the way they do. Advertising explores the art of influencing human behavior to make certain purchase decisions.

Psychology is basically the study of human nature. It is through the psychology one gets to know the psyche, as to why people will behave in a particular way. Advertising influences the human behavior to make decisions. The human psychology plays a very important role in advertising to make a choice in selecting a brand. Leah Derky, Coschedule-"Psychology explores human nature, the psyche, and why people behave the way they do. Advertising explores the art of influencing human behavior to make certain purchase decisions.

Branding is prevalent within the hotel industry. Yet most branding constructs were developed in western cultural context. This study attempts to address the relationship between branding and culture. The study outlines the elements that are critical in designing hotel brand experience through a series of in-depth personal interviews with the hotel managers. The results reveal how a great brand experience could be built on the concept national culture values as proposed by Hofstede. A work-in-progress importance of national culture values in hotel branding is offered. This is an initial step towards a framework of culturall y relevant hotel branding.

Hoy en día, el elenco de aplicaciones relacionadas con la web 2.0 es muy amplia y pueden ofrecer en el ámbito educativo nuevos espacios para la comunicación, colaboración, imaginación y creación de comunidades de conocimientos compartidos. El presente estudio presenta una experiencia innovadora con tecnologías digitales 2.0 realizado en la Universidad de Extremadura durante el curso académico 2008-09. Entre las finalidades educativas resaltan: fomentar el papel protagonista del estudiante universitario como agente dinamizador y gestor del conocimiento. Uso y utilización de los blogs como recurso docente. Y desarrollar un espacio de reflexión sobre el concepto de Unidad Didáctica. Como conclusión al estudio se ha comprobado que los blogs son fáciles de elaborar y utilizar, favorece el papel activo de los estudiantes, son un recurso importante para formación del profesorado y un instrumento pedagógico para difundir conocimientos y experiencias educativas. PALABRAS CLAVES Cuaderno de bitácora, Unidad didáctica, formación en red, experiencias universitarias. ABSTRACT Today, the tools of applications related to Web 2.0 are very broad and can offer on the new educational spaces for communication, collaboration, imagination and create communities of shared knowledge. This study presents an innovative experience with digital technologies 2.0 held at the University of Extremadura during the academic year 2008-09. Among the highlights educational aims: to promote the central role of student as dynamic agent and knowledge manager. Use of blogs as a teaching resource. And developing a space for reflection about learning resources. In conclusion the study found that blogs are easy to create and use, supports the active role of students, are an important tool for teacher training and an educational tool to disseminate knowledge and educational skills.

Branding is prevalent within the hotel industry. Yet most branding constructs were developed in western cultural context. This study attempts to address the relationship between branding and culture. The study outlines the elements that are critical in designing hotel brand experience through a series of in-depth personal interviews with the hotel managers. The results reveal how a great brand experience could be built on the concept national culture values as proposed by Hofstede. A work-in-progress importance of national culture values in hotel branding is offered. This is an initial step towards a framework of culturall y relevant hotel branding.

Advertisements play a really important role in our society and for the economy of our country. As all of the popular TV shows are produced in association with or sponsored by a specific product. So, we have a tendency to area unit nothing without advertisements. The basic aim of this qualitative study was to explore the construction of innovation and modernity through the hybrid discourse of language used in TV commercials. For this purpose, ten advertisements from different daily streaming channels were selected. Pakistani advertising discourse is hybrid, complicated, and mixed at different levels (words, image phrases, and clauses) regarding mixing English words with Urdu words and by representing English in Roman and Urdu alphabets and by showing different images. So, we will say that this study argues that hybrid advertising helps to provide a brand new discourse of<br> hybridity within the Pakistani context. This study investigates, however, language admixture is deployed...

Advertisements play a really important role in our society and for the economy of our country. As all of the popular TV shows are produced in association with or sponsored by a specific product. So, we have a tendency to area unit nothing without advertisements. The basic aim of this qualitative study was to explore the construction of innovation and modernity through the hybrid discourse of language used in TV commercials. For this purpose, ten advertisements from different daily streaming channels were selected. Pakistani advertising discourse is hybrid, complicated, and mixed at different levels (words, image phrases, and clauses) regarding mixing English words with Urdu words and by representing English in Roman and Urdu alphabets and by showing different images. So, we will say that this study argues that hybrid advertising helps to provide a brand new discourse of<br> hybridity within the Pakistani context. This study investigates, however, language admixture is deployed...

The issue of recognition, validation and certification of skills, especially those developed in non-formal and informal fields, is becoming a current topic for all educative institutions, including University. Soft skills is a psycho-sociological term relating to a cluster of personality traits, social abilities, communication, language, personal attitudes that characterize relationships with other people. Soft skills complement hard skills which are the occupational requirements of a job and many other activities. In Italy the legal framework on skills is leaded by the Legislative Decree n. 13/13. According to the Decree, University should assure the effective implementation of lifelong learning through guidance and counselling services. The University of Macerata (UNIMC) has been involved from a long time in the field of soft skills with many activities, formal as well as informal and non-formal. A system to recognize and validate them has been experienced in the last years. The objective of the paper is to describe the designed procedures aimed to the recognition and validation of soft skills such as observation, active listening, communication in small group and problem solving. Each skill was operationalized through the identification of specific indicators to recognize three level of expertise: basic, intermediate, advanced. Moreover several tasks were tested in order to identify a set of activities useful for the aim of a kind of formal recognition. The presentation will illustrate the tested settings and some results.

The issue of recognition, validation and certification of skills, especially those developed in non-formal and informal fields, is becoming a current topic for all educative institutions, including University. Soft skills is a psycho-sociological term relating to a cluster of personality traits, social abilities, communication, language, personal attitudes that characterize relationships with other people. Soft skills complement hard skills which are the occupational requirements of a job and many other activities. In Italy the legal framework on skills is leaded by the Legislative Decree n. 13/13. According to the Decree, University should assure the effective implementation of lifelong learning through guidance and counselling services. The University of Macerata (UNIMC) has been involved from a long time in the field of soft skills with many activities, formal as well as informal and non-formal. A system to recognize and validate them has been experienced in the last years. The objective of the paper is to describe the designed procedures aimed to the recognition and validation of soft skills such as observation, active listening, communication in small group and problem solving. Each skill was operationalized through the identification of specific indicators to recognize three level of expertise: basic, intermediate, advanced. Moreover several tasks were tested in order to identify a set of activities useful for the aim of a kind of formal recognition. The presentation will illustrate the tested settings and some results.

The issue of recognition, validation and certification of skills, especially those developed in non-formal and informal fields, is becoming a current topic for all educative institutions, including University. Soft skills is a psycho-sociological term relating to a cluster of personality traits, social abilities, communication, language, personal attitudes that characterize relationships with other people. Soft skills complement hard skills which are the occupational requirements of a job and many other activities. In Italy the legal framework on skills is leaded by the Legislative Decree n. 13/13. According to the Decree, University should assure the effective implementation of lifelong learning through guidance and counselling services. The University of Macerata (UNIMC) has been involved from a long time in the field of soft skills with many activities, formal as well as informal and non-formal. A system to recognize and validate them has been experienced in the last years. The objective of the paper is to describe the designed procedures aimed to the recognition and validation of soft skills such as observation, active listening, communication in small group and problem solving. Each skill was operationalized through the identification of specific indicators to recognize three level of expertise: basic, intermediate, advanced. Moreover several tasks were tested in order to identify a set of activities useful for the aim of a kind of formal recognition. The presentation will illustrate the tested settings and some results.

Digital era has witnessed several turns in the ways media is being used. Among the many arms that media possess advertising has performed as one of the most popular media discourse. Advertisements are meant to spread awareness about a specific product or service and is supposed to reveal the benefits that it entails. Print advertising, TV commercials, digital ads, and outdoor advertising are the basic media vehicles using persuasive language for promoting products and services. The language of persuasion is meant to supply unique, attractive yet familiar information to acquire consumers' attention but also making it palpable. As we know language is an aspect of social life, culture is a crucial feature available (consciously or unconsciously) in it. Therefore, the researcher hypothesizes that all types of communication carries elements of culture in it. This paper highlights the recent researches in the field of advertising and culture for the last two decades. The last twenty years of timeline for this study is taken due to rapid growth of media and technology in this period. Studies reveal that advertisements incorporate target culture into the home culture as a consequence, viewers (esp. youngsters) experience acculturation. Data is collected through several media vehicles, the criteria being availability of ostensive culture prone advertisements. Ads using culture and ads building culture, the aspect of cultural hegemony is also taken into account for analysing data. Through the analysis researcher can reveal that every communication incorporates culture and is culture-specific.

The issue of recognition, validation and certification of skills, especially those developed in non-formal and informal fields, is becoming a current topic for all educative institutions, including University. Soft skills is a psycho-sociological term relating to a cluster of personality traits, social abilities, communication, language, personal attitudes that characterize relationships with other people. Soft skills complement hard skills which are the occupational requirements of a job and many other activities. In Italy the legal framework on skills is leaded by the Legislative Decree n. 13/13. According to the Decree, University should assure the effective implementation of lifelong learning through guidance and counselling services. The University of Macerata (UNIMC) has been involved from a long time in the field of soft skills with many activities, formal as well as informal and non-formal. A system to recognize and validate them has been experienced in the last years. The objective of the paper is to describe the designed procedures aimed to the recognition and validation of soft skills such as observation, active listening, communication in small group and problem solving. Each skill was operationalized through the identification of specific indicators to recognize three level of expertise: basic, intermediate, advanced. Moreover several tasks were tested in order to identify a set of activities useful for the aim of a kind of formal recognition.

The issue of recognition, validation and certification of skills, especially those developed in non-formal and informal fields, is becoming a current topic for all educative institutions, including University. Soft skills is a psycho-sociological term relating to a cluster of personality traits, social abilities, communication, language, personal attitudes that characterize relationships with other people. Soft skills complement hard skills which are the occupational requirements of a job and many other activities. In Italy the legal framework on skills is leaded by the Legislative Decree n. 13/13. According to the Decree, University should assure the effective implementation of lifelong learning through guidance and counselling services. The University of Macerata (UNIMC) has been involved from a long time in the field of soft skills with many activities, formal as well as informal and non-formal. A system to recognize and validate them has been experienced in the last years. The objective of the paper is to describe the designed procedures aimed to the recognition and validation of soft skills such as observation, active listening, communication in small group and problem solving. Each skill was operationalized through the identification of specific indicators to recognize three level of expertise: basic, intermediate, advanced. Moreover several tasks were tested in order to identify a set of activities useful for the aim of a kind of formal recognition.

In this article, I shall discuss about kantha and the potential that crafts clusters have in delivering sustainable development to the kantha artisan of region Birbhum. Today, regions are playing a crucial role in the implementation of new sustainable models of development. This is a research based on the importance of cluster to ensure sustainability. The methodology consists of finding out the role of Govt. of India, NIFT's cluster initiatives, as well as United nation's goal for sustainable development and UNESCO's concern to save Intangible Cultural Heritage (ICH). Finally, how women empowerment in the cluster eradicate poverty and established a sustainable life for the artisans INTRODUCTION: Kantha is an ancient form of folk art traced back in pre vedic age. The word Kantha is originated from Sanskrit word " kontha " which has two meaning: rags and throat. A legend says that the Kantha owes its origin to Lord Buddha and his disciples who used to cover themselves with rags patched and stitched together. Kantha is a form of traditional quilting in Bengal in which old saris and dhotis are stitched together to make objects of functional, ritual, or ceremonial use. Traditionally, thread drawn from the borders of old saris is used to quilt the pieces and embroider borders and motifs in variations of the darning stitch, today the kantha artisan mostly use new fabric, cotton, silk, tussah, linen, wool. Motifs are drawn from everyday life but are often imbued with symbolic meanings. It is a traditional skill, handed down from generations to generations. Kantha is predominantly women-centric art. It was a personal expression of a woman's imagination, dream and fantasy. Kantha embroidery today is an important source of income for women artisan or entrepreneur. As Kanthas are a form of recycling rags, they were often associated with poverty, but the revival of kantha makes it an elitist possession. Kantha traveled the glorious journey from rags to riches. Today Kantha got the status of Intangible cultural heritage(ICH). The metamorphosis of a thrown out objects to and art form makes kantha legendary. Kantha can be easily called as a recycling art. It is somewhat similar to Japanese Boro textile which is also recycled from old fabric, patched and stitched together with darning stitch. But Boro textile in usually indigo with white geometric stitches, whereas Kantha is more vivid and colourful with geometric, floral or figurative motifs.

The issue of recognition, validation and certification of skills, especially those developed in non-formal and informal fields, is becoming a current topic for all educative institutions, including University. Soft skills is a psycho-sociological term relating to a cluster of personality traits, social abilities, communication, language, personal attitudes that characterize relationships with other people. Soft skills complement hard skills which are the occupational requirements of a job and many other activities. In Italy the legal framework on skills is leaded by the Legislative Decree n. 13/13. According to the Decree, University should assure the effective implementation of lifelong learning through guidance and counselling services. The University of Macerata (UNIMC) has been involved from a long time in the field of soft skills with many activities, formal as well as informal and non-formal. A system to recognize and validate them has been experienced in the last years. The objective of the paper is to describe the designed procedures aimed to the recognition and validation of soft skills such as observation, active listening, communication in small group and problem solving. Each skill was operationalized through the identification of specific indicators to recognize three level of expertise: basic, intermediate, advanced. Moreover several tasks were tested in order to identify a set of activities useful for the aim of a kind of formal recognition. The presentation will illustrate the tested settings and some results.

Introduction: this paper represents a good practice at the University of Macerata (IT) in the field of soft skills recognition and validation.
Theoretical framework: soft skills is a psycho-sociological term relating to a cluster of personality traits, social abilities, communication, language, personal attitudes that characterize relationships with other people.  Recognition, validation and certification of skills, especially those developed in non-formal and informal fields, is becoming a current topic for all educative institutions, including University.
Objective: to design procedures aimed to the identification, recognition and validation of soft skills through specific tasks.
Results: different tasks were tested in order to identify a set of activities useful to recognize soft skills such as observation, problem solving, communication in small group. Different degrees of competencies were also recognized and exemplified. To apply such kind of procedures at the secondary school can be important to support young students both in the field of guidance and job placement.

Balayogi to help the weavers' community in East Godavari district particularly the women, to explore the possibility of engaging them in some economic activity that can augment the income of the family. As Director NIFT, I had the unique opportunity to lead a team to work out a project report that can bring sustainable income through garment manufacturing using the fabric available locally as well as from the state apex marketing society APCO. The services and experience of Mr.Basanth Kumar, Registrar, NIFT on deputation from the state government from APCO enabled the successful implementation of the project on women empowerment. Garment being the basic need of all citizens it appeared fashionable to explore its strength in women empowerment as an economic generating activity.

Balayogi to help the weavers' community in East Godavari district particularly the women, to explore the possibility of engaging them in some economic activity that can augment the income of the family. As Director NIFT, I had the unique opportunity to lead a team to work out a project report that can bring sustainable income through garment manufacturing using the fabric available locally as well as from the state apex marketing society APCO. The services and experience of Mr.Basanth Kumar, Registrar, NIFT on deputation from the state government from APCO enabled the successful implementation of the project on women empowerment. Garment being the basic need of all citizens it appeared fashionable to explore its strength in women empowerment as an economic generating activity.