Chalkboards to Cybercourses: The Internet and Marketing Education

Abstract

The Internet leads the way to ever-changing concepts in marketing education. The changing state of technology necessitates an equally rapid synthesis of literature. Our study serves as an investigation of research concerning the Internet and marketing education. We synthesize 77 articles featuring the Internet and marketing education and classify the literature into seven components. These areas include: 1) active learning, 2) Internet marketing degree requirement, 3) marketing department websites, 4) pedagogical obstacles, 5) student benefits and obstacles, 6) distance learning courses, and 7) the future of marketing education. We then systematically identify gaps in the research, in order to provide streams for future study in this evolving area. The emerging gaps include: e-ethics in marketing, collapsing international boundaries, technology and marketing department value, and the infinite “Internet2”. We ultimately address the state of Internet based education, and how the state of the field relates with the gaps in literature. Our research targets the marketing professor, doctoral students in marketing, and educational institutions, as each may be profoundly impacted by the body of knowledge that has emerged as marketing classrooms have evolved from the “chalkboard to the cybercourse”.