Machine learning in marketing strategy - A socio-technical approach in South Africa - Applied Research Project

Aug 4, 2026

The research investigates whether existing market segmentation, targeting, and positioning (STP) approaches deliver optimal marketing strategy outcomes in South Africa, and assesses the extent to which AI and machine learning enhance those practices. The study applies qualitative data research and document analysis, involving 10 participants from Banking, Telecommunication, and Medical Insurance. Findings indicate that machine learning use in corporate South Africa remains at an early stage within marketing strategy implementation.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages65

Reading Time2 h 44 min

AccessFree to download

1.1 Introduction

1.2 Problem statement

1.3 Justification of the study

1.4 Delimitations of the study

1.5 Operational Definitions

1.6 Structure of the study

2.1 Introduction

2.2 Identification of core themes for STP, AI & ML

2.2.1 Literature search strategy

2.2.2 History of Marketing & STP

2.2.3 Marketing Segmentation in SA

2.2.4 ML & AI and its application in Marketing

2.2.5 Future Trends & Considerations

2.3 Socio-Technical Theory

2.3.1 Resource based Theory

2.3.2 STT through the lens of Marketing STP & Machine Learning

2.4 Theoretical Framework for socio-technical theory

2.4.1 linking STT, Marketing STP and ML

3.1 Research propositions

4.1 Introduction

4.2 Research Paradigm

4.3 Research Approach

4.4 Research Design

4.5 Data Collection

4.6 Data Analysis

4.7 Considerations for Ethics

5.1 Results

5.2 Themes and theoretical categories

6.1 Marketing STP and ML

7.1 Conclusions

WITS BUSINESS SCHOOL APPLIED RESEARCH PROJECT ( ARP) MBA 2024 Machine learning in marketing strategy: A socio-technical approach in South Africa | STUDENT NAME | Aleasha Govender | | --- | --- | | STUDENT NUMBER | 0605987W | | SUPERVISOR | Dr Emmanuel Quaye | | DUE DATE | 29 February 2024 | | WORD COUNT | 14 128 | Contents Title………………………………………………………………………………………5 Abstract…………………………………………………………………………………5 Keywords……………………………………………………………………………….5 1.1 Introduction………………………………………………………………………….6 1.2 Problem statement…………………………………………………………………7 1.3 Justification of the study……………………………………………………………9 1.4 Delimitations of the study………………………………………………………….9 1.5 Operational Definitions…………………………………………………………….10 1.6 Structure of the study………………………………………………………………12 2 Systematic review of literature……………………………………………………13 2.1 Introduction………………………………………………………………………….13 2.2 Identification of core themes for STP, AI & ML………………………………….14 2.2.1 Literature search strategy……………………………………………………14 2.2.2 History of Marketing & STP………………………………………………….15 2.2.3 Marketing Segmentation in SA……………………………………………...15 2.2.4 ML & AI and its application in Marketing…………………………………...16 2.2.5 Future Trends & Considerations …………………………………………….18 2.3Socio-Technical Theory…………………………………………………………….19 2.3.1Resource based Theory ……………………………………………………… 19 2.3.2 STT through the lens of Marketing STP & Machine Learning……………20 2.4 Theoretical Framework for socio-technical theory………………………………20 2.4.1 linking STT, Marketing STP and ML …………………………………………21 3 Conceptual Framework……………………………………………………………..21 3.1 Research propositions……………………………………………………………...22 3.2 Conclusion for literature review ……………………………………………………24 4 Research Methodology……………………………………………………………..26 4.1 Introduction…………………………………………………………………………..26 4.2 Research Paradigm…………………………………………………………………26 4.3 Research Approach…………………………………………………………………27 4.4 Research Design…………………………………………………………………….28 4.5 Data Collection……………………………………………………………………….28 4.5.1 Sampling………………………………………………………………………..29 4.5.1.1 Sampling Design …………………………………………….…………29 4.5.2 Research Instruments & Data Collection………………………….………..30 4.6 Data Analysis………………………………………………………………….……...30 4.6.1 Thematic Analysis …………………………………………………….………..31 4.6.2 Pretesting the research instrument …………………………………….…….32 4.6.3 Descriptive Analysis …………………………………………………….……..33 4.6.4 Reliability & Validity ……………………………………………………..……..33 4.6.4.1 Participant Selection …………………………………………..……...33 4.6.4.2 Construct Validity…………………………………….…………..……33 4.6.4.3 Standardisation ………………………………………….……….……34 4.6.4.4 Transcription Accuracy……………………………….……….…….. 34 4.6.4.5 Coding Consistency ……………………………………………….….34 4.6.4.5 Member Verification …………………………………………….…….35 4.6.5 Validity ……………………………………………….……...….….……..35 4.6.5.1 Quality of data and sampling………………………..…..…..….……35 4.6.5.2 Transferability………………………….………………..…...…….….36 4.7 Considerations for Ethics…………………………………………..……...…….…36 4.7.1 Appropriate Permission to conduct the study…………..……….…………37 4.7.2 Informed Consent …………………………………………………..…………37 4.7.3 Voluntary Participation ………………………………………….….…………37 4.7.4 Confidentiality and Anonymity…………………………………….…………37 4.7.5 Data Management ………………………………………………….…...........37 4.8 Researcher positionality on research design …………………………………… 37 5. Results and Analysis measures…………………………………………………..37 5.1 Results……………………………………………………………….………………..37 5.1.1 Results and Analysis Outline……………………………….…………………38 5.1.2 Participant Data ……………………………………………….………………..39 5.2 Themes and theoretical categories……………………………….………………..39 5.2.1 Themes linked to research Questions…………………….…………………39 5.3 Themes and Sub-categories……………………………………….……………….40 6. Analysis…………………………………………………………………….…………..40 6.1 Marketing STP and ML ………………………………………………….…………..40 6.2 Infrastructural Capabilities…………………………………………….……………..43 6.

FAQs

What question does the study address about marketing strategy in South Africa?

It evaluates whether current market segmentation, targeting, and positioning (STP) approaches are optimal for marketing strategy in South Africa, and how much AI and machine learning are used to improve them.

What methodology does the research use?

The study uses qualitative data research and document analysis, with 10 participants from Banking, Telecommunication, and Medical Insurance.

What is the main conclusion regarding machine learning adoption?

Machine learning is in its inception phase for marketing strategy use within corporate South Africa.

Aug 4, 2026

Upload by Theodore