التفاصيل البيبلوغرافية
| العنوان: |
Building the Technology Toolkit of Marketing Students: The Emerging Technologies in Marketing Initiative. |
| المؤلفون: |
Miller, Fred L., Mangold, W. Glynn, Roach, Joy, Holmes, Terry |
| المصدر: |
Marketing Education Review; Summer2013, Vol. 23 Issue 2, p121-136, 16p, 2 Diagrams, 2 Charts |
| مصطلحات موضوعية: |
BUSINESS students, MARKETING education in universities & colleges, BUSINESS education, INFORMATION technology, GEOGRAPHIC information systems, ELECTRONIC commerce |
| مستخلص: |
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. [ABSTRACT FROM AUTHOR] |
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Copyright of Marketing Education Review is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
