Integrating Information Technology into the Marketing Curriculum: A Pragmatic Paradigm

This article presents a framework for integrating information technology (IT) into the marketing curriculum in the context of the specific objectives of an undergraduate business program.The authors propose integration of IT via five technological modules: (1) Web-based communication among instructors and students, (2) use of the marketing department’s Web site as an educational resource, (3) the Internet as a marketing medium, (4) computer-supported market analysis and decision making, and (5) computer-enhanced business presentations. As an illustration, this article details the use of the five modules according to the specific program objectives at Seton Hall University. The article also outlines practical guidelines for the application of IT in teaching and learning and outcomes and assessments measures. Marketing educators can use this paradigm to promote more efficient teaching and better learning, and consequently students will be better prepared to manage and use IT in their professional careers.