Title: Building the Technology Toolkit of Marketing Students: The Emerging Technologies in Marketing Initiative
Abstract:New information technologies are transforming marketing practice, leading to calls for marketing academics to focus their research and teaching more tightly on areas relevant to practitioners. Develop...New information technologies are transforming marketing practice, leading to calls for marketing academics to focus their research and teaching more tightly on areas relevant to practitioners. Developments in e-commerce, business geographic information systems (GIS), and social media offer powerful marketing tools to nontechnical users. This paper describes one department's effort to integrate these tools through an Emerging Technologies in Marketing Initiative spanning several marketing courses. It describes the development, underlying principles, pedagogical content, and academic structure of the Initiative. The paper also evaluates the performance of the Initiative and discusses the potential for and difficulties of replicating it at other institutions.Read More
Publication Year: 2013
Publication Date: 2013-07-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 14
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot