Rethinking marketing curricula in the Internet age

Abstract

The aim of this research is to identify an inventory of topics pertaining to the Internetdriven marketing principles that have emerged from the Internet's implication to and application in marketing that bear relevance to the study field of mainstream marketing. Empirical research was conducted to measure South African marketing educators' and practitioners' views on which of the topics identified are deemed relevant for inclusion within mainstream undergraduate marketing curricula. The findings of the study indicate that both educators and practitioners view 27 of the 29 topics identified as being relevant. Moreover, there was no statistically significant difference between the views of the two samples. The inventory of topics presented in this article serves as a platform for guiding the structured integration of Internet-driven marketing principles into mainstream undergraduate marketing curricula and the textbooks prescribed therein

South African Journal of Higher Education Vol. 22 (3) 2008: pp. 538-555