Integrating Information Management Skills into the Marketing Curriculum: An Example Using the Marketing Research Course

Abstract

As the management of information takes on greater importance, one key question becomes that of determining how the increased emphasis of this subject will be approached within the marketing curriculum. In this article one institution's innovative and effective pedagogy to solve this challenge is described. Through a marketing research course, students are exposed to the collection, use and management of information, as well as to the more traditional aspects of research.