Evolutions of an Online Generation: Education, Industry and IMC

This paper traces the evolutions of a new generation of students who are predominantly the ‘online generation’; explores the emerging impact of this generation on industry; identifies the changing role of education from traditional classroom to an online environment; and explores the contribution related to integrated marketing communications (IMC). Educational requirements from a business perspective must incorporate global business demands; virtual learning environments progress the online generation towards a post-modern learning state. The central proposition of this paper is that the emergence of IMC in evolving industry practices is influenced by student generations who are producing a new paradigm of alignment between education and industry. This is purely a conceptual exploration using limited examples to provide some context and illustrate the questions raised for consideration.

Open Source Enterprise Systems: Towards a Viable Alternative

Enterprise systems are located within the antinomy of appearing as generic product, while being means of multiple integrations for the user through configuration and customisation. Technological and organisational integrations are defined by architectures and standardised interfaces. Until recently, technological integration of enterprise systems has been supported largely by monolithic architectures that were designed, and maintained by the respective developers. From a technical perspective, this approach had been challenged by the suggestion of component-based enterprise systems that would allow for a more user-focused system through strict modularisation. Lately, the product nature of software as proprietary item has been questioned through the rapid increase of open source programs that are being used in business computing in general, and also within the overall portfolio that makes up enterprise systems. This suggests the potential for altered technological and commercial constellations for the design of enterprise systems, which are presented in different scenarios. The technological and commercial decomposition of enterprise software and systems may also address some concerns emerging from the users’ experience of those systems, and which may have arisen from their proprietary or product nature.