Sage Journals: Discover world-class research

Abstract

This article presents the results of the systematic development and implementation of an interactive course on Internet marketing. A seven-step systems model was used to create the technologically integrated course. The course is an online, hands-on workbook, which presents marketing concepts through a sophisticated Web-based educational environment. The article also offers insights into the use of Internet technology as a versatile delivery medium for both teaching and the practice of marketing. This planned mode of instruction resulted in a higher degree of interactive learning, more effective instruction, enhanced communication and collaboration, and a more accurate assessment of the learning effectiveness in comparison with conventional methods.

Get full access to this article

View all access options for this article.

References

Ainscough, Thomas L. , and Michael G. Luckett . 1996. The Internet for the rest of us: Marketing on the World Wide Web. Journal of Consumer Marketing 13 (September): 36-47.

Arnold, Edward , and Matthew Aslai-Gail . 1996. Pro marketers can use the Net to continue their education. Marketing News 30 (August): 20-20.

Atwong, Catherine T. , and Paul S. Hugstad . 1997. Internet technology and the future of marketing education. Journal of Marketing Education 19 (3): 44-44.

Ellsworth, Jill H. , and Matthew V. Ellsworth . 1997. Marketing on the Internet. 2d ed. New York: John Wiley & Sons.

Gillette, David H. 1996. Using electronic tools to promote active learning. New Directions for Teaching and Learning 67 (Fall): 59-70.

Hoffman, Donna L. , and Thomas P. Novak . 1996. Marketing in hyper media computer-mediated environments: Conceptual foundations. Journal of Marketing 60 (July): 50-68.

McBane, Donald A. 1997. “Marketing departments on the World Wide Web: State of the art and recommendations. Journal of Marketing Education 19 (Spring): 14-25.

Palumbo-Holland, Gloria . 1997. Business experts and college faculty collaborate to design instruction. International Society for Performance Improvement 36 (6): 38-41.

Peterson, Robert A. , Sridhar Balasubramanian, and Bart J. Bronnenberg. 1997. Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing Science 25:329-346.

10.

Scigliano, John A. , Jacques Levin, and Greg Horne. 1996. Using HTML for organizing student projects through the Internet. T.H.E. Journal, August, 51-56.

11.

Seels, B. , and Z. Glasgow . 1990. Exercises in instructional design. Columbus, OH: Merrill.

12.

Siegel, Carolyn F. 1996. Using computer networks (Intranet and Internet) to enhance your students’ marketing skills. Journal of Marketing Education 18 (Fall): 14-24.

13.

Siu, Wai-Sum , and Lewis Long-Fung Chau . 1998. Teaching marketing research with the Internet. Journal of Education for Business 74 (1): 44-49.

Development of a Web-Based Internet Marketing Course

Abstract

Get full access to this article

References