Marketing through a gender-specific approach in the IT sector : a case study of the online female coding school

Abstract

Despite efforts to increase the representation of women in the Science, Technology, Engineering, and Mathematics (STEM) field, the number of women studying and working in this area remains low. This creates a gap in expertise, as half of the population is not being taken into equal consideration in technological professions, technology and product development, and markets. This thesis aims to explore potential marketing strategies to promote and facilitate the advancement of women in the Information Technology (IT) sector, with particular emphasis on the initiatives taken by the Case company to support female employees in their professional development. To this end, a qualitative study was conducted at a female coding school, wherein the founder was interviewed, and 83 students responded to a survey.

This study has identified an urgent need for more targeted initiatives to support women in IT. Such initiatives could include targeted marketing campaigns, mentoring programs, sponsorship opportunities, and formal coaching structures. These efforts would provide a platform for female representation in the industry as well as an environment that encourages collaboration and nurtures talent. The success of such measures would have a positive influence on the wider representation of women in the IT sector and help close the gender gap in the industry.