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KUMASI POLYTECHNIC
SCHOOL OF BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT OF MARKETING
PROPOSED TOPIC
THE RELEVANCE OF INFORMATION AND COMMUNICATION TECHNOLOGY IN THE MARKETING OF PRODUCS /SERVICES.

A CASE STUDY OF AIRTELCOMPANY LIMITED,
(AMAKOM BRANCH)

A PROJECT WORK PRESENTED TO THE MARKETING DEPARTMENT IN PARTIAL FULFILLMENT OF THE REQUIREDMENT FOR THE AWARD OF HIGHER NATIONAL DIPLOMA.

SUBMITTED BY:

MR.JIBRIM M FAHADMKT05080940
MR. HAFIZ ISSAHAKMKT05080939
MR. INKOOM DOMINICMKT05080938

CHAPTER ONE
1.0 INTRODUCTION
1.1 Background
Information communication technology (ICT) ICT refers to technology that provides access to information through telecommunication. It is similar to information technology (IT), but focuses primarily on communication technology. This includes the internet, wireless networks, cell phones, and communication medium. Information communication technology has a profound impact on product and service and especially marketing, because technology changes advanced in increasing the impact of information technology in the growing of product and services. This study incorporating information processing features which measure light and distance and then make automatic adjustments of lens aperture and focusing on the specific activity or image that is about to be captured. Furthermore, the newspapers we read are produced from information and communication technology whereby information are keyed in, stored and processed in an electronic form. Most aspects of our economy form the music industry, training and other parts of the leisure industry to manufacturing, banking, retailing defense carry out their marketing activities based on modern technology. Business organizations in the Kumasi metropolis like Airtel have the opportunity to blend their marketing strategies with information communication technology. These organizations can benefit enormously from information communication technology in marketing their customers with and services. It can also be used as an information communication technology source to customers with a lot advertisement, sales promotion and others through television, newspapers and radio systems. The Republic of Ghana is a West African nation on the Gulf of Guinea with an area of about 92,000 square miles and a population of about 16 million (1995). Its topography consists of forest and savannah, and the country is divided into ten regions, with the national capital located at Accra. Ghana s six largest ethnic groups are the Akans (44 % of the population), Ewe (13 %), Ga-Adangbe (8 %), Mole Dagbane (16 %), Guans (4 %), and Grume (3 %), and the official language is English. The Volta is Ghana s largest river and the location of the Volta Lake on which are built two hydro dams, Akosombo and Kpong, with a total capacity of about 1.12 gigawatts. A new chapter in the development of Ghana's telecommunications system began in November 1974, when the Post and Telecommunication Department was declared a public corporation by National Redemption Council Decree No. 311. The department was placed under the authority of the Ministry of Transport and Communication, which is still responsible today for policy formulation and the control of Ghana s telecommunications sector. Under the instrument of incorporation, the Post and Telecommunication Corporation (P & T) was to be administered by a board of directors who function as the corporation s governing body. There is a director general, who is the chief executive account able to the board of directors and responsible for the organization, maintenance, and development of all the corporation s services (domestic and international) as well as the determination of financial policies. The director general also ensures that government policies on telecommunication are implemented and that rules and regulations governing the various services as well as international...
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