Assessing the Value of an Undergraduate Marketing Technology Course: What Do Educators Think?

Technology can be infused into existing courses, or a unique technology course specific to this need can be developed. We surveyed decision makers at AACSB member institutions to assess the value of incorporating technology into the curriculum, and the means by which it is done. A majority agree that teaching marketing technology is of present and growing importance. However, few schools offer the dedicated course in marketing technology. Based on survey findings, this paper advocates the dedicated technology course where feasible, and provides ideas for overcoming identified teaching obstacles. Directions for future research are also explored.