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Balancing Marketing Education and Information Technology: Matching Needs or Needing a Better Match?Department of Human Resource Management of the College of Business, Massey University
College of Business at Massey University, Palmerston North, New Zealand
Business School at the University of Hull, Hull, United Kingdom, p.j.Kitchen{at}hull.ac.uk 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.
Key Words: marketing education • education technology • information technology • learning styles • education management
Journal of Marketing Education, Vol. 26, No. 1,
75-88 (2004) This article has been cited by other articles:
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