Articlegreen2004

Balancing Marketing Education and Information Technology: Matching Needs or Needing a Better Match?

Lynn Hunt · Lynne C. Eagle · Philip James Kitchen

89 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Educational Innovations and Challenges Information Systems Education and Curriculum Development

Abstract

The use of new information technology in marketing education has been widely, and often uncritically, accepted as both inevitable and beneficial with little in-depth analysis of this phenomenon, which is both a new mode of teaching (and learning) and a competency domain in its own right. This article examines both the potential advantages and dangers of information technology in the context of creating knowledge workers for the marketing industry. Research findings are presented to illustrate that students have distinctively different learning profiles and experiences, and these affect how students respond to traditional and new technological modes of teaching. The authors suggest that acceptance of new technologies in education by students will rely heavily on the ability of educational institutions to manage the change process.

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2014Blended Learning: How Teachers Balance the Blend of Online and Classroom Components 2007The Interdependence of the Factors Influencing the Perceived Quality of the Online Learning Experience: A Causal Model 2011The Use of Digital Technologies in the Classroom 2011A Student View of Technology in the Classroom 2017Job Requirements for Marketing Graduates: Are There Differences in the Knowledge, Skills, and Personal Attributes Needed for Different Salary Levels?

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