Internet Technology and the Future of Marketing Education

Abstract

This article examines how increasing use of the Internet and its related technology will affect the role of marketing educators and the way they teach marketing. The authors also discuss how the Internet might be harnessed to meet current challenges facing business education.

Cognitive Minds and Connected Markets: A Computer-Based Consumer Behavior Course Module for the Digital Future

“…The need to integrate information technology into the marketing curriculum is echoed in both business and academic domains (Miller and Mangold 1996;Atwong and Hugstad 1997). Business managers regard computer technology applications as an opportunity for students to acquire real world skills (Henke et al 1988) and prepare for an information technology driven marketplace (Moon 1999).…”

Teaching Media and Methods in Marketing: European and North American Universities

“…For this reason, North American universities will probably use significantly more information technology-based methods than European ones. This explains why currently more North American universities have their own web pages with information on the various departments and areas of knowledge (Atwong & Hugstad, 1997), and why many methodological innovations come from here. As Kinell (1989) outlines, North American institutions discovered, some 10 years ago, the power of online distance learning and the possibility of recruiting students overseas to develop multicultural marketing educational programs.…”

Addressing AACSB Global and Technology Requirements: Exploratory Assessment of a Marketing Management Assignment

“…Yet, the requirements and proliferation of technology present business educators with the challenge of teaching with and about technology (Smart, Kelley, & Conant, 1999). Recognizing the importance and benefits of the Internet, some marketing educators have suggested the Internet's utility as a valuable pedagogical resource (Atwong & Hugstad, 1997;Kaynama & Keesling, 2000;Siegel, 1996). The motivation of business faculty to use the Internet is largely driven by the efficiency in teaching bestowed by the technology.…”

“…The motivation of business faculty to use the Internet is largely driven by the efficiency in teaching bestowed by the technology. For example, the Internet can provide easy access to rich marketing information (Siegel), convenient dissemination of instructional materials to students (Atwong & Hugstad), and enhanced communication between instructors and students (Atwong & Hugstad;Lincoln 2001). One study compares Internet usage by marketing educators between 1998 and 2000, and identifies a significant increase in teaching Internet-based courses (Lincoln).…”

“…Atwong and Hugstad (1997) suggest that the Internet can be used as a vehicle for accelerating business curriculum internationalization because it effectively reduces the barrier to accessing information about the global marketplace. Consistent with that perspective, this article demonstrates how marketing educators can leverage the Internet to address international and technology skill requirements.…”