Reflecting on Information and Communication Technology (ICT) in marketing from a marketers and student perspective

摘要

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.