The manager of the Marketing Department in Crosswell Group noted that in recent years, absenteeism has been steadily increasing, as has staff turnover. There have been instances of dysfunctional behaviour such as unauthorised sale of customer lists. Marketing Department employees are offered bonuses on the basis of the sales that are generated from the specific marketing campaigns that they work on. Although bonuses have been paid to high performing staff, this bonus scheme has not been well-received by the majority of staff in the department, since they feel that the sales generated from marketing campaigns are dependent on many other factors outside the control of the Marketing Department and typically, it is difficult to achieve the required sales target. They feel that this is unfair, since many of the other departments receive regular bonuses. Marketing Department employees are also not satisfied with the opportunities for training and advancement, compared to other departments or business units. For example, the Finance Department holds monthly in-house training workshops to develop and update employee skills, while the Training and Development Department sends their employees to annual external training courses to enhance their communication and customer service skills. The Marketing Department staff are also highly critical of their workspace, arguing that their working conditions are far less conducive to creativity than those offered to employees in the Product Development Department.

Required:

(a) Using Herzbergs Two-Factor theory, explain the current level of motivation in the Marketing Department. (3 marks)

(b) Using Expectancy theory, explain the current level of motivation in the Marketing Department. (4 marks)

(c) Using Reinforcement theory, explain how the bonus scheme attempts to enhance the motivation levels of the employees and assess how successful it has been. Ensure you identify the type of reinforcement being applied.