Building the Technology Toolkit of Marketing Students: The Emerging Technologies in Marketing Initiative

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    • Availability:
      M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Fax: 914-273-2106; e-mail: [email protected]; Web site: http://www.mesharpe.com
    • Peer Reviewed:
      Y
    • Source:
      15
    • Education Level:
      Higher Education
      Postsecondary Education
    • Subject Terms:
      Marketing; Business Administration Education; Information Technology; Technology Integration; College Curriculum; Web Sites; Geographic Information Systems; Multimedia Materials; Internet; Social Networks; Elective Courses; Feedback (Response); Curriculum Development
    • Accession Number:
      10.2753/MER1052-8008230202
    • ISSN:
      1052-8008
    • 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. 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.
    • Abstract:
      As Provided
    • Number of References:
      33
    • Publication Date:
      2014
    • Accession Number:
      EJ1034489