Chalkboards to Cyber-Courses: A Conceptual Review of the Internet’s Role in Marketing Education

Marketing Education Review, Vol. 15, No. 2, pp. 81-94, 2005

38 Pages Posted: 16 Jan 2012

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Ashutosh Dixit

affiliation not provided to SSRN

Naresh K. Malhotra

Georgia Institute of Technology - Scheller College of Business

Date Written: January 16, 2012

Abstract

From fantasy football to virtual professors, the Internet is a key concept in marketing education — and the learning process. This literature review and gap analysis investigates the recent publications concerning the Internet and marketing education in The Journal of Marketing Education. The authors provide an in-depth review of twenty-four papers, which feature the Internet for the marketing educator/researcher. We gather a contextual literature review on recent JME Publications, with the Internet and marketing education in mind. We analyze the concept-based themes in order to organize and re-account for recent publications. Three 'gaps' in the JME literature are found. Specifically, we: compile recent JME literature that pertains to the Internet, code these 24 manuscripts via axial and open coding, deconstruct into 7 conceptually-based themes (see Figure 1), and reconstruct into three gaps in the research basin re the Internet in higher marketing education. We deconstruct the existing literature into seven themes: active learning, internet marketing degree requirement, marketing department websites, teacher obstacles, student’s perceived value, distance learning courses, and the future of marketing education. We detail the breadth and the depth of each concept. We then find three major gaps, on which future research will benefit. Our conceptual literature review is a much needed summary and time-saver for the marketing researcher, professional, or academic who is profoundly impacted by the transition from the 'chalkboard to the cybercourse'.

Keywords: marketing, internet, education

JEL Classification: M31

Suggested Citation

Scheinbaum, Angeline Close and Dixit, Ashutosh and Malhotra, Naresh K., Chalkboards to Cyber-Courses: A Conceptual Review of the Internet’s Role in Marketing Education (January 16, 2012). Marketing Education Review, Vol. 15, No. 2, pp. 81-94, 2005 . Available at SSRN: https://ssrn.com/abstract=1985956

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Ashutosh Dixit

affiliation not provided to SSRN ( email )

Naresh K. Malhotra

Georgia Institute of Technology - Scheller College of Business ( email )

800 West Peachtree St., NW
Atlanta, GA 30308-1149
United States

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