Marketing Education: Perspectives of Highly Involved E-Business Practitioners

Practitioner involvement in education can be beneficial in providing links to test practice against theory, to offer authentic, current, and relevant examples to students, and to provide some guidance to faculty in the consideration of curriculum development issues. These links are particularly valuable in the dynamic world of e-commerce. This paper is to gain insight from electronic-business practitioners who may be considered “Highly involved” with e-commerce about their perceptions of the knowledge that students ought to possess for future employability. To marketing practitioners and educators, electronic commerce represents a wealth of challenges.

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Provided by:
Marketing Management Association (MMA)