Marketing Process

The purpose of writing this essay is to identify the relevant see of Kat’z human skill to the work of manager and the importance of customer and social media upon the work of manager. Organization is a social unit of people that is structured to meet or pursue collective goals (Business Dictionary, 2015). Management involves coordinating and overseeing the work of others so their activities are completed efficiently and effectively (Griffin, 2013). Robbins & Coulter (2014) stated that manager is someone who is responsible to coordinates and oversees the work of other people so that organizational goals can be accomplish. Company X is a well establish organization which operates in the cultivation, processing and refining of oil palm. Mr J, the general manager of company X, is one of the top managers of organization. According to Robbins & Coulter (2014), top managers are responsible to make wide decisions and establish goals and plans that will affect the whole organization.  

Technical skills, human skills and conceptual skills are the three skills that is discovered by Robert Katz. According to Business Dictionary (2015), management skills is the ability to help business make decision and leads in the company.  Based on the interview obtained, Mr J uses a lot of human and conceptual skills in his job. Given that Mr J is the top level manager in the company and this in line with the Kat’z theory that top level manager should apply more conceptual skills and technical skills.  Northouse (2007) stated that conceptual skills can be defined as the ability to develop ideas and concepts to meet the goals of organization. For conceptual skills, Mr J rated 5 for this which indicated that he does apply a lot of this skill in his job. This can be evident in Mr J work as he plan activities of projects to ensure goals and objectives of the organization are accomplished.

On the other hand, human skills is a very important skills that should be applied in every manager daily routines despite their managerial level (Katz, 1975). As for Mr. J he applies a lot of human skills in his daily managerial routine which in line with the Kat’z theory. Human skills represent the ability to work with people (Chuang, 2013). Given that he is the top level manager in the company, he has to cooperate, lead, motivate and manage his own team. Besides that, Mr. J has to be an example as a good team leader which can be related to the Mintzberg’s theory for interpersonal role.  He has to plays the role as figure head, leader and liaison. As a figure head in the company, attending meetings with CEO, greeting the director board of other company or represent the company to sign a contract is part of Mr. J’s job. From Mr. J interview, he stated the importance of having good relationship with his colleagues to make sure the task can be done and meet the standards that is set. Khan & Ahmad (2012) stated that one can be concluded as an effective leader if he has the ability to communicate well and bring positive outcomes to the organization. In order to draw a closer relationship with his team, Mr. J do provides consultation and help for his workers in either work or personal matters. He emphasize in his interview that customers are always the asset of the company. So, he does plays as a liaison role by getting in touch and follow up with clients outside work to maintain a good relationship with them. Besides Mintzberg’s theory, Mr. J way of using his human skills can also be link to Fayol’s principle of management. According to Fayol’s theory, he stated that every employee in the organization must be treated equally and fairly (Jae, David and Choi, 2006). As one of the top manager in the organization, Mr J totally agrees on Fayol’s principle on equity. Pujari (2010) mentioned in her article that by treating the employees fairly and kind will result in devoted and loyal service from the employees. This can be evident in Mr J actions as he never treat his staff unfairly despite their race and religion as he also agrees that by treating the employees fairly it will helps to develop a feeling of dedication and attachment for their work and hence increase productivity.