Investigating ICTs for Relationship Marketing targeting Alumni of the University of Johannesburg.

By:
Dr Zenia Barnard,
Prof Chris Rensleigh,
Ilse Niemann
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The main objective of this research project is to determine the extent to which information and communication technologies (ICTs) could enable the Alumni Office of the University of Johannesburg to do successful Relationship Marketing, targeting its Alumni, by means of Integrated Marketing Communication. The target audience consists of the merged partners' alumni groups, namely the Rand Afrikaans University (RAU) and Technikon Witwatersrand (TWR) alumni. In addition provision is made for a third alumni affinity group in the near future, namely the alumni of the newly merged University of Johannesburg. For the empirical study, the sample population for answering the quantitative, close-ended questionnaire, by means of telephonic surveys, was selected by means of stratified sampling from the RAU and TWR alumni databases respectively. Three hundred RAU alumni and three hundred TWR alumni were sampled from the total target-group population, of which 25% were males older than 35 years, 25% males 35 years and younger, 25% females older than 35 and 25% females 35 years and younger. The research findings could provide the Alumni Office with valuable guidelines to plan and implement an interactive information-communication strategy. This could be done by means of effective information dissemination via Integrated Marketing Communication in order to establish a mutually beneficial relationship between the University and its alumni. The final conclusion is that information and communication technologies (ICTs) can, to a large extent, enable the Alumni Office of the University of Johannesburg to do successful Relationship Marketing through the implementation of an information-communication strategy.


Keywords: ICTs, University, Alumni, Relationship Marketing, Integrated Marketing Communication
Stream: Other or Stream Unspecified, Technology in Education
Presentation Type: Virtual Presentation in English
Paper: Investigating ICTs for Relationship Marketing targeting Alumni of the University of Johannesburg


Dr Zenia Barnard

Senior Alumni Officer, Alumni Office, University of Johannesburg
South Africa


Prof Chris Rensleigh

Senior Lecturer, Department of Information and Knowledge Management, University of Johannesburg
South Africa


Ilse Niemann

Senior Lecturer, Department of Communication, University of Johannesburg
South Africa


Ref: T05P0245