A study investigating M.L. Sultan Technikon's students awareness and rating of the Technikon's presence on the World Wide Web.

Abstract

This paper serves to outline the advantages of a tertiary institution, in having a Web site as a form of advertising. It draws on theories of consumer behaviour and services marketing in order to establish the basis for Internet advertising, in relationship with literature obtained on Web based marketing. The paper is based on a case study (M L Sultan Technikon) and it poses the question of whether M L Sultan Technikon students are aware of the Web site. It also tries to determine how the students rate the Technikon's Web site. The research is descriptive in nature and self-administered questionnaires were used as the research instrument The findings of the study show that there was a high level of awareness of the Technikon's Web site amongst students but there was low usage of the site. It was found that students preferred using the Central Applications office more to obtain information regarding their application to a particular programme. It was further established that students relied to a large extent on previous students' word-of-mouth on the programmes on offer. The Internet did not appear as a particularly popular medium for gathering information. Here, it was established that students did not have access to computers, thus resulting in poor usage of the Web site. The overall comments and rating of the Technikon Web site was average. It has thus been concluded that the Technikon needs to update the Web site more often in order to keep users from re-visiting the site and to create an overall exciting impression. The Technikon also has to invest in marketing the Web site more so that there is greater reach. It has also been concluded that the advantages of advertising on the Web is beneficial to a company in general. The Technikon needs to use Internet advertising in conjunction with traditional media to appeal to both the traditional and sophisticated student.