Abstract
Information Communication Technology (ICT) has fundamentally changed the way in which global business is conducted. Of all the organisational functions, marketing has possibly been impacted the most by the emergence of ICT, as the array of available digital media presents a plethora of new ways in which goods and services could be marketed. Despite an increased emphasis on ICT deployment since the 1990s, marketers have struggled to fully embrace the integration of ICT in marketing. With this in mind, this investigation aimed to ascertain the extent to which ICT in marketing is embraced by marketers and the extent to which marketing students on a tertiary level are exposed to ICT in marketing, as part of their curriculum. The findings show that marketers are in a transition phase where ICT in marketing are increasingly used in conjunction with traditional marketing methods. It also highlights that marketing students need more specific exposure to ICT in marketing as part of their curriculum. Key words: Information and Communication Technology (ICT) in marketing, marketers, marketing students.
Highlights
The technological innovation that characterised the late 20th century has led to significant development in a variety of new technologies – notably in the fields of biotechnology, new materials and product development, and computer and communications technology (Wange, 2007)
Despite an increased emphasis on Information Communication Technology (ICT) deployment since the 1990s, marketers have struggled to fully embrace the integration of ICT in marketing. This investigation aimed to ascertain the extent to which ICT in marketing is embraced by marketers and the extent to which marketing students on a tertiary level are exposed to ICT in marketing, as part of their curriculum
The findings show that marketers are in a transition phase where ICT in marketing are increasingly used in conjunction with traditional marketing methods
Summary
The technological innovation that characterised the late 20th century has led to significant development in a variety of new technologies – notably in the fields of biotechnology, new materials and product development, and computer and communications technology (Wange, 2007). ICT is central to the acquisition, analysis, storage, retrieval, manipulation, management, control, movement, display, and transmission of data and information (Boritz, 2000). These developments have shaped the world into a global village, enabling communication and interaction irrespective of time and space. ICT has opened the world of marketing, giving marketers an array of new and innovative ways in which they can communicate with their customers. The 1990s were characterised by a burst of new technologies including the Internet and the World Wide Web (www) (Schultz and Patti, 2009: 76). Fax machines and com-puters, mobile phones, iPods, iPads, Blackberries, social networks, and the like
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