1.1 Background
In the last decades, the introduction of new Information Technology (IT) based system had posed challenges and opportunities for many organizations and firms in public and private sector (McAfee 2003 cited in McDonagh & Coghlan 2006). IT enables many organizations to take advantage of fast and efficient flow of information. Thus, organizations are still focusing on reinventing and reengineering in order to improve their customer service (Sims 1998). Different developments and advancements in technologies, particularly Information Systems (ISs), the Internet, intranet and extranet, together with the different hardware and software sold and offered in the market, enables companies from different industries and sectors to come up with the strategies that will help to improve the marketing process, from the process of connecting with the customers, by ensuring that the changes in their demands and preferences will be considered in the production, manufacturing and planning process, up to the process of connecting the different internal customers or the employees in the organization, in order to come up with the plan or the decision that will help to meet the objectives and goals of the entire organization.
As a result, the next decades will still continue to witness major changes in organizations – they will continue to get flatter, at the same time, the power will be more dispersed among the employees who are knowledgeable in using different technology, thus using IT-based system in order to make decisions (Sims 1998). This changes increase the significance of training and development programs. Companies that don’t take serious interest towards the training and development of the employees can’t sell them or keep them. These factors are vital because it helps in order to increase the skills and knowledge of the employees which enable to ensure that they have the capabilities that are required in order to do their jobs well (Drake & Gulman 2005). This is because of the fact that training and development programs are connected with the interior factors of each and every individual inside the organization which are connected with motivation and later on with productivity. Therefore, it is important to focus on these factors because it will help the organization to maintain effective and efficient human resource. Thus, it shows that training and development is connected to marketing. This is because it enables the company to stay ahead of its competitors and cope with the different challenges and changes in the environment. With the help of IT training and development programs, employees will be skilled and knowledgeable of using IT-based systems, which can help in the process of decision-making in order to identify, anticipate and satisfy the needs of the clients or customers (Wilson 1999).
This paper will focus on analyzing and evaluating the impact of IT-related training and programs towards the company’s marketing process and strategies. It will focus on the different factors that are related with the performance of the company, in terms of marketing, at the same time, the way or manner on how the company is implementing its marketing efforts and processes.
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