The First 25 Years of Digital Marketing Education Research: A Thematic Exploration and an Agenda for Future Inquiry
Janna M. Parker,
Kevin W. James,
Britton R. Leggett
et al.
Abstract:The internet has changed marketing education and disrupted the traditional approach to teaching marketing. Digital marketing as a field of study is a dynamic discipline that requires educators to evaluate their curricula and teaching methods constantly. This research reviews the digital marketing education research over the past 25 years to gauge the current standing of the extant literature. A multi-step process with specific research goals was implemented to assess the current state. First, a thematic review… Show more
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