Balancing Marketing Education and Information Technology: Matching Needs or Needing a Better Match?
ARTICLE
Lynn Hunt, Lynne Eagle, Philip J. Kitchen
Journal of Marketing Education Volume 26, Number 1, ISSN 0273-4753
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. (Contains 1 figure and 3 tables.)
Citation
Hunt, L., Eagle, L. & Kitchen, P.J. (2004). Balancing Marketing Education and Information Technology: Matching Needs or Needing a Better Match?. Journal of Marketing Education, 26(1), 75-88. Retrieved March 28, 2024 from https://www.learntechlib.org/p/64901/.
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