Developing Information Technology Skills in the Marketing Curriculum

Abstract

Advances in technology have opened new avenues by which students can gather marketing information. The new technology-based sources include on-line computer databases, CD ROM databases, and the INTERNET. Research conducted in one Marketing department suggests that students consider these technology-based sources to be important to business professionals but attach a relatively low rating to their skills at acquiring information through these sources. Suggestions for incorporating technology-based information sources into the marketing curriculum constitute the primary focus of the article. Specific attention is given to courses that are common to most marketing curriculums (Principles of Marketing, Consumer Behavior, Marketing Research, Marketing Management, and Global Marketing).