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ERIC Number: EJ1034489
Record Type: Journal
Publication Date: 2013
Pages: 15
Abstractor: As Provided
Reference Count: 33
ISBN: N/A
ISSN: ISSN-1052-8008
Building the Technology Toolkit of Marketing Students: The Emerging Technologies in Marketing Initiative
Miller, Fred L.; Mangold, W. Glynn; Roach, Joy; Holmes, Terry
Marketing Education Review, v23 n2 p121-135 Sum 2013
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.
M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Fax: 914-273-2106; e-mail: info@mesharpe.com; Web site: http://www.mesharpe.com
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A